Abstract
This study assesses the notion of mobile phones as the third screen. The results of a survey of mobile phone users in China show that the adoption of mobile TV is low. Among the 856 respondents, less than two per cent had viewed TV on their phone. Lacking a critical mass of mobile TV users, the mobile phone has yet to be established as the third screen. Among the 844 non-adopters, one-fifth felt that mobile TV was desirable. They were found to be young professional males who commuted more, used the mobile phone heavily and browsed the Web via the mobile phone.
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