Nearly a third (30%) of movie tickets are bought on mobile phones in then US, and 87% of movie watchers look up movies on their phones after seeing an ad elsewhere, according to new research from the IAB.
The study, carried out in partnership with InMobi, indicates that most movie consumers who are likely to see a movie in the theatres within the next three months use mobile applications to check film timings and play movie-related games.
Some key findings include:
• 87% of moviegoers turn to mobile after seeing ads for movies on other channels. Leverage mobile as part of a comprehensive mixed media strategy.
• Moviegoers use mobile at all stages throughout the movie trip process – during pre-show activities such as planning and purchasing, while at the theater to “check-in”, and after the show to go to other events. Use mobile to reach these consumers at all times.
• 1 out of 3 moviegoers purchases movie tickets directly through mobile devices. Box office, online and mobile are now all major sources of ticket sales.
Joe Laszlo, report author and Senior Director, Mobile Marketing Center of Excellence, at the IAB, said: Mobile moviegoers use their phones at all stages throughout the movie trip process—during pre-show activities such as planning and purchasing, at the theater to “check-in”, and after the show to plan other events. All of these stages in the movie path-to-purchase are opportunities to reach these people and influence what they go see, incentivize them to spread the word, and encourage their next trip to the theater.
Here’s are some of the important ways that the report says mobile devices influence moviegoers, defined as respondents who said they would see a film at theaters within the next three months, or about 50 percent of adults.
• 56 percent of moviegoers turn to mobile for entertainment research, second only to TV where 57 percent of respondents get their movie information.
• Two out of three moviegoers use a movie-related app for activities like buying tickets, checking listings, and playing games based on the movies.
• 41 percent of moviegoers have viewed trailers on smartphones.
• Moviegoers are most interested in viewing trailers for new movies on smartphones, making it a good channel to build excitement around new releases.
Source: http://www.iab.net/mobilemoviegoing
