The new Nielsen State of the Media Mobile Usage Trends survey revealed a big uplift in US mobile video in the second half of 2010. US mobile subscribers watching video on their rose 40 per cent year-on-year. In Q4 2010 25 million people watched an average of four hours and 20 minutes of mobile video per month.
Nielsen attributes the growing popularity of mobile video to in part the rapid adoption of video capable devices such as smartphones and tablets. By the end of 2010 smartphone penetration had reached 31 per cent of subscribers.