The Interactive Advertising Bureau’s (IAB) mobile centre inMobi in the US and Asian mobile research company Decision Fuel have conducted a study that shows the value of mobile platforms in a moviegoer’s cinema experience.
When it comes to sourcing information on movies and entertainment, 56% of moviegoers cited that mobile phones were their device of choice before computers and print media. A staggering 87% stated that they also used mobile platforms to find out more about a film after seeing or hearing it advertised on other media.
The preferable method of purchasing tickets remains to be in-person box office purchases at 35% while movie tickets purchased on PCs are slightly higher at 34% than those bought using mobile phones at 30%.
Joe Laszlo of IABlog wrote: “Mobile moviegoers use their phones at all stages throughout the movie trip process – during pre-show activities such as planning and purchasing, at the theatre 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, incentivise them to spread the word, and encourage their next trip to the theater.’
