Hispanics Are Avid Moviegoers, Mobile Users
Hispanics go to the movies more frequently than non-Hispanics, according to mobile marketing agency Briabe Mobile and mobile social network MocoSpace; nearly a quarter (24%) see three or more movies per month in the theater, compared with 15% of overall adults and 19% of Blacks.
The difference is primarily driven by Hispanics ages 18-24, who are 30% more likely than their general market counterparts to see three or more movies per month (calculations by EML sister publication Research Alert). Hispanics ages 35-44 are less than half as likely as overall adults that age to see movies frequently.
More than seven in 10 Hispanics (72%) use their mobile phones to make movie plans; looking up movie times and theater locations is the most common activity. More than half (55%) use their phones within four hours of seeing a movie; 18% use them within four to eight hours.
Among Hispanics ages 18-24, 60% use their phones within four hours of showtime. Hispanic moviegoers ages 45 and older are more likely than those ages 18-24 to use their phones to plan for movies a day or more ahead of time (17% vs. 11%).
When using their mobiles to decide which movie to see, trailers and friends' comments are the most important factors in their decisions.
Blacks (41%) and Hispanics (40%) are more likely than general market consumers (31%) to be influenced in their movie choices by ads on their mobile phones. Mobile search, mobile banner ads, and ads in mobile apps have the strongest influence on Hispanics' movie choices. Hispanics ages 18-24 are more likely than those 25 and older to be influenced by mobile app ads.
More than half of Hispanics (55%) who participate in mobile social networks discuss movies on the networks. Hispanics ages 45 and older (58%) are just as likely as those ages 18-24 to talk about movies on mobile social networks.
Source: “The Mobile Consumer: Hispanics, Movies, and Mobile,” July 2011, Briabe Mobile and MocoSpace. Briabe Mobile, James Briggs, CEO, 634A Venice Blvd., Venice, CA 90291; 310-694-3283; firstname.lastname@example.org; www.briabemobile.com. MocoSpace, Justin Siegel, Cofounder/CEO, 186 South St., 2nd Fl., Boston, MA 02111; 617-542-1614; email@example.com.
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