• by Mark Walsh  @markfwal, February 8, 2012

New findings from a study by mobile advertising network Greystripe suggest that smartphone and iPad owners rely heavily on their devices for movie-related information and advertising. A majority on both devices use them to watch movie trailers. More than half of smartphone owners (53%) and roughly a quarter (27%) of iPad users search for movie listings, times and locations through the respective platforms.

The results are based on data collected during November from 546 people served ads via Greystripe’s network on the iPhone, iPad and iPod touch devices, as well as on Android phones. The study found yjsy iPad and touch smartphone users in particular are films enthusiasts, with 39% and 41%, respectively, watching movies over four times a year.

About two-thirds of smartphone and iPad users said they find out about new movies through advertising, and half of smartphone owners and 44% of iPad user decided which films to see based on movie ads.

When it comes to m-commerce, 15% of smartphone users and 13% of iPad users have purchased movie tickets on their mobile device. Some 10% and 13%, respectively, have used their devices to buy DVDs.

But the numbers may skew even higher because Greystripe’s audience is built largely around gaming and entertainment-related apps. Those users are more likely to be interested in watching trailers and learning about upcoming movie releases. People 25-34 make up the the biggest age bracket (27%) on its network reaching more than 40 million a month. 

Separately, a Macquarie Research report on ValueClick’s fourth-quarter results suggested its $70 million acquisition of Greystripe last year is paying off. It estimates Greystripe’s fourth-quarter revenue at least $9 million and notes that the ad network has been a major provider of in-game ads for Zynga’s hit game “Words with Friends.”