The Vienna-based Institut der WU has issued a report (commissioned by 3) which claims that consumers will not be able to resist mobile TV, and compared it to sushi. “According to the study, mobile TV is a trend, which - like sushi - is first met with resistance and sceptism, but once accepted very addictive. “One must have experienced mobile TV in your own hands to realise you can’t live without it” reports Broadband TV News. The study spoke to 52 experts and 232 consumers in Austria, Germany and Italy, and more than 53 percent of the respondents said they could imagine watching TV on their mobile up to 30 minutes a day.