According to Nielsen's "State of the Media: The Mobile Media Report," U.S. mobile video numbers are climbing steadily, with smartphones leading the way. Viewers totaled 31 million in the third quarter of this year, with 26 million of those accessing video via smartphones. The numbers for Q3 2010 were 23 million and 16 million, respectively. U.S. mobile video viewer penetration was 14% for Q3 2011, up from 10% for the same period last year.Other findings in the report indicate that the majority of 25-34 and 18-24 year olds now own smartphones (64% and 53% respectively), and the number of smartphone subscribers using the mobile Internet has grown 45% since 2010.