Rating: Lessons for US movie industry could be applied elsewhere
A report jointly compiled by multicultural mobile marketing agency, Briabe Mobile and popular mobile social network, MocoSpace, has highlighted the growing importance of Hispanics to the US movie industry. Entitled ‘The Mobile Consumer: Hispanics, Movies & Mobile’, the report is designed to help those in the US entertainment industry, but it actually provides some useful insights into mobile phone users behaviour anyway. For example, 72 per cent of Hispanic Americans use their mobile phones for virtually every part of the film-discovery process, including movie planning. The report focused on Hispanics in particular because 75 per cent of Hispanics go to the cinema once a month, while 25 per cent see movies three times a month. This is more often than all other polled ethnic demographics. Plus, a recent Nielsen study found that although Hispanics make up are 15 per cent of the total US population, they represent some 28 per cent of frequent moviegoers. These are some of the very interesting stats concerning Hispanics behaviour towards film going. It could also help guide marketers in other sectors.
For example, 65 per cent used their mobile devices to find film times and locations but only 14 per cent actually purchase tickets by mobile.
While 39 per cent use a mobile to view film trailers (ie consume mobile video), only 28 per cent use it to get reviews.
Movie going is obviously a fast business in the USA, too. 55 per cent of the surveyed Hispanic Americans used their phones to access movie information just four hours before seeing a movie.
Another one of the findings was that in terms of being influenced by a mobile ad, Hispanics (at 40 per cent) were more likely to respond that the average (31 per cent) but African Americans pipped them with 41 per cent.
In terms of what mobile ad type influenced Hispanics most, mobile search came top with 44 per cent, followed by banner ads at 38 per cent.
Only 6 per cent were influenced by QR/barcodes while text/SMS and mobile apps were almost level with 22 per cent and 23 per cent respectively.
“This report proved to be a treasure trove of relevant information for both the entertainment industry and marketers,” commented Briabe Mobile’s CEO James Briggs.
MocoSpace’s CEO, Justin Siegel, observed,”Hispanics are some of the most highly engaged mobile consumers in the country.”
The survey was carried out entirely by using mobile phones and out of the 1,130people who responded, 425 of them were Hispanics.
The full report can be downloaded free as a PDF file from here.