A new study from comScore reveals that 2 out 3 mobile TV subscribers are male below age 35. And like many products, cost and quality are primary concerns. But before loading more blood, sex, and guns in mobile TV, the study reveals men prefer to watch local news, dramas, movies, and sitcoms. Dramas?

"While the use of Mobile TV is a growing trend among mobile phone users, its current devotees appear to be the early adopters of new technologies," said Serge Matta, senior vice president of comScore Telecom Solutions. "As is the case with the majority of technology lifecycles, early adopters include many younger and male consumers. Once the early adopters have had a chance to fully engage with the technology and share their experiences with friends, relatives and colleagues, Mobile TV is substantially more likely to reach a critical mass in the marketplace."

comScore also questioned consumers about their top considerations in selecting a Mobile TV service. Not surprisingly, approximately 71 percent of the respondents said that "cost of service" was a top consideration. However, 67 percent of respondents who are interested in subscribing to Mobile TV also said that they would be willing to watch sponsored advertisements in return for free subscriptions, while 64 percent also favored a test period before committing to a subscription.

Two possibilities:

1. Expected: Focus efforts on building contents targeted to the growing male subscribers and develop more strategies to encourage trials in this segment.

2. Exciting: Explore the untapped women market. Offer mobile TV contents like beauty tips, relationships, parenting, and all about celebration of femininity. A bit risky given that 59% of female mobile phone users are not interested in mobile TV yet. But the first-mover advantage is very tempting to daring adventurers.

Read comScore Press Release