MTV: The Mobile Lives Of MTV's Audiences

							 Constant Connectivity:
   The Mobile Lives of
MTV Networks’ Audiences

     Colleen Fahey Rush
EVP and Chief Research Officer
MTV Networks: Who We Are
                         Music & Logo   Kids & Family   Entertainment


  675 million homes
   160 countries
   34 languages
   166 channels
   400 websites
 60 mobile TV channels
               MTV Networks: Mobile


                                      visits


                                 streams


                           app
                   downloads




3   Source: 1Omniture, Jan’11; 2Limelight, Jan’11; 3Flurry, Feb’11
MTVN Mobile Research
TV, INTERNET,
MOBILE
AND BEYOND...
MOBILE PHONE:
MY ACCOMPLICE
42% see their mobile
phone as an
entertainment device


 18-24s:
 - 50% say it’s the #1 device
 they can’t live without
 - Only spend about 1/4 of
 mobile time talking
Harnessing mobile to drive and
enhance the TV viewing experience
8
 Never Let Go



            88% LOVE their phones




Question 17: Thinking about when you use your smart phone/cellphone to go online or when you use the apps on
your smart phone, please indicate how much you agree or disagree that each statement is true for you.


                     9
Smartphone 4 Cs


 Confidence


 Connectedness


 Control


 Convenience



     10
   Kids & Mobile:
LET’S GET PERSONAL
                    Introducing…
              the me-Device
• PERSONALIZATION
• LIBERATING and EMPOWERING
• PERSONAL development, SELF-EXPRESSION, and
  INTERPERSONAL relationships




            Let’s get personal…
                       Digital Consumer Insights
  me-devices start as a “toy,” used primarily for
  gaming and videos, but quickly evolve beyond
 pure entertainment into a customized resource…
                TOY                                                              TOOL


                                          creativity
                              education
                          communication

                   entertainment

                                                            information
                                                 services

                boredom                                                 safety
hierarchy
of complexity        6             7         8              9              10      11
age usage
typically begins


                                            Digital Consumer Insights
     Our strategies for staying
     constantly connected
     • Mobile as a communication & social
       platform: provide interactive &
       immersive elements to drive
       engagement; facilitate co-viewing with
       TV
     • Mobile apps: go broad and deep; deliver
       premium experiences
15   Source: 1Omniture, Jan’11; 2Limelight, Jan’11; 3Flurry, Feb’11
 Constant Connectivity:
   The Mobile Lives of
MTV Networks’ Audiences

     Colleen Fahey Rush
EVP and Chief Research Officer