If you’re worried about mobile TV ever catching up, you shouldn’t be. According to a study done by Institut der WU’ in Vienna and commissioned by wireless provider 3, mobile TV will be irresistible to consumers. “Mobile TV is like sushi,” the report says, a statement that could very well be the industry’s tagline. The study explains that like sushi, people will resist mobile TV but after a few tastes it will become accepted and eventually be very addictive. One or two things, however, have to be improved in today’s handsets. Most important is screen size. Fifty-three per cent of people studied say that they can watch 30 minutes of TV on a portable device every day. Mobile TV, says the report, is not just TV in a small and portable size; it’s a wholly different medium. Italy is the world’s leading country for mobile TV use.

[via broadbandtvnews]