Zid, Linda Abu-Shalback
January 2005
Marketing Management;Jan/Feb2005, Vol. 14 Issue 1, p5
This article presents findings of a 2005 survey by Lyra Research on consumer behavior towards mobile television technology. Consumers may one day be watching commercials on their mobile telephones, although interest in the technology has not reached the fevered pitch that telephone makers may have hoped for. According to the survey of 1,361 cellular telephone users, more than 50 percent were either not at all or not very interested in watching television with mobile telephones or other handheld devices. Only 32 percent display some interest and a mere 9 percent are very interested in mobile television technology. Lyra notes that a motivating factor in the disinterest expressed by cellular telephone users was an increasing degree of inappropriate cellular telephone usage.


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