Who watches mobile video

30% of mobile video users watch mobile TV and video clips on their cell phones during the hours of noon and 4 pm, and 31% watch during the early evening commute hours of 4 pm to 8 pm, Telephia says. Not surprisingly, mobile video viewing drops to just 9% during the regular television primetime hours of 8 pm to 11 pm. 50% of mobile video users are 25-36 year olds, compared to 24% of the total mobile population. In terms of gender, mobile video usage does resemble an early adoption profile, where 70% of users are men, compared to a nearly even male/female ratio for all mobile subscribers. Mobile video user demographics show an ethnically diverse population, with 16% of mobile video users being African-American and 27% Hispanic, compared to 11% for each group for general mobile subscribers.