More than half of moviegoers who own smartphones (53%) use the devices to look up movie listings and showtimes, according to Greystripe. Fewer iPad owners (27%) use their tablets for this purpose.
Two thirds of smartphone and iPad owners find out about new movies through advertising. Smartphone owners are more likely than iPad owners to choose movies based on ads, while iPad users are more likely than smartphone users to decide based on movie reviews.
More than two thirds of smartphone (69%) and iPad owners (68%) see 1-6 movies in theaters per year; 16% of each group see seven or more movies in a year.
Checking movie times and locating theaters are the top movie-related uses of smartphones and iPads.
Source: “Mobile Entertainment Insights,” February 2012, Greystripe, Dane Holewinski, Senior Director of Business Development, 333 Bryant St., #LL120, San Francisco, CA 94107; 415-651-2650; marketing@greystripe.com; www.greystripe.com. Price: Available online at no charge.
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