Umbria Dials Into Mobile TV Viewing With Industry's First Blog Research

Umbria Dials Into Mobile TV Viewing With Industry's First Blog Research

Umbria Captures Consumer Opinions on Budding Mobile Entertainment Medium in Quarterly Syndicated Report

BOULDER, Colo., Nov. 14 /PRNewswire/ -- Umbria, Inc., a market intelligence company that specializes in blog research and consumer generated media (CGM) for market insight, has released the first comprehensive look at mobile TV user demographics and habits, captured from online blogosphere conversations.

Umbria is offering its syndicated Mobile TV reports on a subscription basis, including quarterly updates, to help marketers and other interested parties track this rapidly evolving market.

The summer of 2006 may turn out to be the real genesis of mobile TV services. Online conversations about this emerging medium increased steadily in the blogosphere over the summer months and into the fall, underlining a growing interest and aligning with adoption rates. Key findings from the Q3 2006 report include:

* Males posted two-thirds of the comments about mobile TV usage
* TV shows and movies are the most commonly cited mobile TV content
viewed on handhelds
* Bloggers are more likely to download mobile TV content versus view it
in real time
* Online conversations about mobile TV range fairly equally across all
age groups, from Baby Boomers (aged 45 - 62) to Generation X (aged 30 -
45) to Generation Y (aged 15 - 30)
* Bloggers prefer dedicated media devices by a wide margin over using
multi-purpose handhelds such as cell phones, PDAs and smart phones
* Cost is the most significant barrier to mobile TV adoption, according
to bloggers

"The blogosphere is a powerful medium for obtaining an early, qualitative read on trends and attitudes," said Janet Eden-Harris, Umbria CEO. "Our study confirms a growing market of sophisticated consumers embracing downloadable entertainment, and this group is eager to chat online and share opinions."

Umbria's Mobile TV Report is now available. Highlights of the study and ordering information can be found on Umbria's web site at http://www.umbrialistens.com/.

Umbria is unique in its ability to assess both what is being said, and who is doing the speaking in the online world. Umbria's patent-pending technology enables the company to classify posts and estimate gender and age of the speaker, as well as rapidly identify and eliminate bogus spam posts.

About Umbria, Inc.

Umbria is a marketing intelligence company that analyzes the unaided opinions, perceptions, attitudes and behaviors of the online world (comprised of blogs, message boards, Usenet, product review sites, etc.) and distills it into actionable insights about companies, brands, products, people and issues.

Umbria analyzes voices of the online community by using proprietary Natural Language Processing and machine learning algorithms to dissect the who, what and why of online opinion, offering in-depth insights for some of the world's leading brands, including Verizon, IBM, Real Networks, France Telecom and many others. For more information on Umbria, please visit www.umbrialistens.com.

Media Contact Information:
Rebecca Scanlan
303-733-0328
rscanlan@groundfloormedia.com

Source: Umbria, Inc.

CONTACT: Rebecca Scanlan, +1-303-733-0328,
rscanlan@groundfloormedia.com, for Umbria, Inc.

Web site: http://www.umbrialistens.com/

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