Most consumers are reluctant to watch full-length content, such asTV shows, on mobile phones because the screens are too small, according to a new study from London-based research company Red Bee Media and British digital media research agency iBurbia, Media Life reports (via MediaBuyerPlanner). The study suggests that content providers should offer shorter programming exclusive to mobile phones that directly targets cell users. Consumer attention spans for mobile TV content and film trailers averaged two to three minutes.

"Many channel and program brands have sufficient currency to transfer to mobile, but they need to be tailored to the medium," said Catriona Tate, business director of new creative content for Red Bee. "Mainstream TV brands have the advantage of being current and well-known. They can also cross-promote, pointing large, receptive audiences to their mobile offering."

Consumers will pay for video they value, though "people may be prepared to tolerate some advertising if it's clear they get something in return and don't feel they're paying for the privilege of receiving it," said Tate. "Ideally, with such a personal medium, promotion of mobile content would be correctly targeted using data available on users' interests."