More than two thirds of Black mobile users (68%) rely on their mobile phones for information when they’re planning to see a movie, according to Briabe Mobile and MocoSpace. Surprisingly, Black mobile users ages 35-44 are 21% more likely than those ages 18-24 to use their mobile phones for movie planning (calculations by Research Alert).
Seven in 10 Black mobile owners use their phones within eight hours of showtime; 54% use them within four hours.
Blacks (41%) and Hispanics (40%) are more likely than members of the general market (31%) to say mobile ads influence their movie choices.
Black mobile users ages 18-24 are most influenced by (and more likely than those 25 and older to be influenced by) text message ads (55%) and ads in mobile apps (47%). Black moviegoers cite movie trailers and friends’ comments as the most influential types of information they receive via mobile when making movie choices. More than half of Black mobile users (51%) discuss movies via mobile social networks.
Source: “The Mobile Consumer: African Americans, Movies, & Mobile,” Briabe Mobile and Mocospace. Briabe Mobile, 634A Venice Blvd. Venice, CA 90291; 310-694-3283; info@briabemobile.com; www.briabemobile.com.
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