According to the measurement firm’s “State of the Media: Mobile Usage Trends: Q3 and Q4 2010” report, the number of US consumers watching mobile video increased 40% year over year in Q3 and Q4 2010. That brought the total number of US mobile video viewers to just shy of 25 million by the end of the year.

Nielsen also found mobile video viewers were spending more time with the medium. Viewers ages 13 and older spent an average of 4 hours, 20 minutes per month watching mobile video during the second half of 2010, up from 3 hours, 15 minutes in Q3 2009 and 3 hours, 37 minutes in Q4 2009.

Survey data from mobile video solutions provider QuickPlay Media also reflects increasing consumption. More than half of mobile video viewers surveyed for the company by MarketTools had been using the medium for less than a year. And 77% said they were now watching more mobile TV and video than they had been a year earlier.

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