Greystripe’s “Advertiser Insights Report: Mobile Entertainment Insights” shows that mobile ads play a significant role in the entertainment research and planning process for most smartphone and iPad users.
According to the report, 44 percent of smartphone owners and 45 percent of iPad owners watch a movie in the theater 1-3 times per year. Meanwhile, 25 percent of smartphone users and 23 percent of iPad users watch a movie in the theater 4-6 times a year.
These figures drop to 9 percent and 8 percent, respectively, for watching a movie in the theater 7-10 times a year; 7 percent and 8 percent, respectively, for watching a movie in the theater more than 10 times per year; and 15 percent and 15 percent, respectively, for never watching a movie in the theater in a year.
According to Greystripe, 30 percent of smartphone users and 17 percent of iPad users who watch movies at the theater use mobile apps to search for movie listings/times, while 23 percent of smartphone users and 10 percent of iPad users refer to the mobile Web for these activities.
In response to the question “Where do you find out about movies?” 65 percent of smartphone users and 67 percent of iPad users said ads, followed by 42 percent of smartphone users and 51 percent of iPad users who said friends. Meanwhile, 23 percent of smartphone users and 22 percent of iPad users said they find out about new movies via online search, while 19 percent of smartphone users and 11 percent of iPad users said they find out about new movies via mobile search.
In response to the question “How do you decide what movies to see?” 52 percent of smartphone users and 44 percent of iPad users said movie ads. Of these segments, 67 percent of smartphone users said they have interacted with entertainment ads on their mobile devices, while 58 percent of iPad users said they have interacted with entertainment ads on their mobile devices.
Checking movie times is the most popular entertainment activity for both smartphone users (46 percent) and iPad users (37 percent). Finding theaters follows (38 percent and 33 percent, respectively).
A separate report from InsightExpress found that 69 percent of men ages 18-29 recall seeing a mobile ad on their mobile phone, notably more than the 46 percent response from women in this age range.
The report also found that 20 percent of men ages 18-29 said they like mobile ads “very much,” compared to just 3 percent of women ages 18-29 who said the same. Meanwhile, 20 percent of men said they like mobile ads “somewhat,” compared to 12 percent of women who said the same.
Sources:
http://www.greystripe.com/wp-content/uploads/2012/02/Greystripe-AIR-Entertainment-0212.pdf
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