Here are some juicy stats and research results I found while doing my homework for Designing The Future of TV:
13.4 million Americans watch some form of mobile video each month, and of those 13.4 million people, each watched an average of 3.5 hours of mobile video per month. By comparison, the average American watches 153 hours of TV per month. (Nielsen via Mashable, May 2009)
Also from Nielsen:
Except for the teenage years, viewing of traditional television increases with age; the use of video on the Internet peaks among young adults while viewing mobile video is highest in the teen years.
Men continue to watch video on mobile phones more than women, and women continue to watch video on the Internet and TV more than men.
In a 2007 international survey, a majority of all respondents agreed that “recommendations from friends had the most impact on the type of content they viewed over celebrity, amateur and professional endorsements.” (IBM via REELSEO)
According to a 2008 comScore study: on-demand video was the most popular mobile video format (compared to mobile broadcast), with 3.6 million viewers in the US. The report also gave a breakdown of the kinds of content mobile video users consumed: