Watching a movie trailer on a mobile phone is the most influential factor for the nearly 70% of African Americans who use their mobile phones in conjunction with making plans to see a movie.
A recent study of African American movier-goers found that watching trailers on mobile phones was the most influential factor for this audience when making plans to see a movie. The study was conducted by Briabe & MocoSpace in February, 2012 for the purpose of better understanding how African Americans use mobile phones in conjunction with movie planning.
African Americans go to the movies more than twice a month on average with almost 50% of the 18-24 age demographic saying they go to the movies more than three times a month. Only Hispanic Americans in this age group go to the movies more (61%). About 62% of African Americans see movies they enjoyed more than once.
Not surprisingly, 68% of African Americans say they rely on their mobile phones when making movie plans. The time frame for use is generally within the few hours before seeing the movie when the most frequent activity is looking for movie theaters and times followed by watching movie trailers. With the sole exception of older demographic (45 + years) African Americans also take to their phones after the movie to discuss it on social networks.
Ways African Americans Use Mobile Phones to Decide on Movie
Use Mobile Phone % of Respondents
Get times& locations 69%
Viewtrailers 35%
Get reviews 34%
Discover movies 28%
Buy tickets 18%
Share opinions 9%
Source: Briabe & MocoSpace, February 2012
The most influential factor when planning to see a movie was watching a trailer (52%) followed by friend's comments (42%) on mobile phones, social media buzz (28%), mobile ads (25%), and critic reviews (22%).
The results are no surprise to Internet Video Archive clients who have long seen the importance of having a good mobile presence, and who relied on IVA to make sure our trailers were formatted for mobile years ago.