Portable Video Growing, Handsets Lose Ground

• Posted: Monday, July 16, 2007
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• Author: pradhana
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• Filed under: Apple, Digital Media, Gadget, Handset, iPod

According to data issued this week by audience measurement firm Nielsen Media Research, video-enabled MP3 players, including video iPods, are moving into the mainstream at a rapid rate, rising to 10 percent market penetration in the first quarter from 7 percent in the fourth quarter of 2006. At the same time, Nielsen says that penetration of video-enabled mobile phones has fallen from 11 percent in Q4 2006 to 9 percent in the first quarter.

Nielsen also announced it will deploy "solo meters," new metering devices created to plug into mobile handsets, iPods and other portable video devices. MediaDailyNews reported the solo meters were unveiled Thursday to clients as part of an update on Nielsen's mobile video measurement plans.

Roughly the size of a lipstick case, the meters plug in between the earphones and the device's earphone jack. Nielsen said it manufactured about 100 of the devices, and will begin internal technology tests later this month, with results to follow in the fourth quarter.

The meters are part of Nielsen's ongoing efforts to assess the portable video device market. The company also announced the formation of a panel of iPod owners to track how they utilize Apple products to download video and audio content via the computing giant's iTunes retail storefront.

Nielsen said it also assembled a separate wireless division to explore new methods for measuring mobile video programming across mobile operator networks, although no deals have yet been announced. [FierceMobileContent]

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