Reston, Va. - Nearly two-thirds of U.S. subscribers to mobile TV services are male, and nearly half are below the age of 35, according to a study released on Tuesday by comScore.

The survey of more than 2,000 U.S. mobile users also found that males were more likely than average to be interested in mobile TV, while females were more likely to report not being interested.

"As is the case with the majority of technology lifecycles, early adopters include many younger and male consumers," said Serge Matta, senior vice president of comScore Telecom Solutions.

"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."

Mobile consumers were most aware of Verizon's V CAST service (22%), compared with MobiTV (9%) and Modeo (3%).

About 71% cited "cost of service" as their top consideration in selecting a mobile TV service, and 56% said they'd rather watch full TV shows than condensed versions.

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