What's At The Movies?

According to February 2012 survey results from Briabe Mobile and MocoSpace, African American consumers say they are influenced by mobile advertising when planning to see a movie. The study, to understand how African American moviegoers utilize their mobile phones when planning to see a movie, found that 68% of African Americans rely on their mobile phones.

Use Mobile Phone Planning to Go To Movie

Age Group

Use Mobile to Plan

18 to 24

62%

25 to 34

73%

35 to 44

75%

45 and over

64%

Source: Briabe & MocoSpace, February 2012

On average, African American moviegoers go more than twice a month, and account for 195 million trips to the movie theaters annually.

62% of AA moviegoers admit to seeing movies they like multiple times, accounting for an additional $513 million in movie studio revenue:

  • AA movie-goers are young, highly educated, affluent and employed
  • 39% of African American movie patrons are Millennials ages 16-24
  • 30% are college graduates plus having obtained a BA/BS or advanced degree
  • 35% have incomes in excess of $50,000+; and Work Force Strong – 52% are employed either full or part time

19% of African Americans go to movies more than three times a month. Out of all African Americans surveyed, the ones aged 18-24 are the most frequent moviegoers.

Frequent Moviegoers

 

Attending > 3X Per Month

Age Group

All Ages

18-24

25-34

35-44

Over 44

Hispanic Americans

24%

61%

26%

8%

5%

African Americans

19%

49%

29%

18%

3%

General Market

15%

47%2

9%

21%

3%

Source: Briabe & MocoSpace, February 2012

When planning to see a movie, 70% of African Americans, both young and old, tend to use their phone within eight hours of seeing a movie Younger African Americans tend to be slightly more reliant on their mobile phones the closer it is to the movie start time.

African Americans Use Mobile Phone to Plan For Movie

 

Hours Before Movie

Age Group

All Ages

18-24

25-34

35-44

Over 44

0-4

54%

57%

53%

49%

55%

4-8

16%

12%

19%

20%

14%

1 Day

20%

21%

18%

21%

18%

>1 Day

10%

10%

10%

10%

14%

Source: Briabe & MocoSpace, February 2012

Considering age groups, African Americans under the age of 25 are most influenced by text, mobile apps, and banner ads.

Movie Influence

 

Age Group

Influence

18 to 24

25 to 34

35 to 44

Over 44

Mobile search

31%

 30%

30%

9%

Mobile banner ads

41%

34%

18%

7%

Text messaging

47%

38%

15%

0%

Mobile applications

55%

28%

13%

5%

Source: Briabe & MocoSpace, February 2012

Ways African Americans use their mobile phones to decide which movie to see. Getting movie times and locations is by far the most common movie planning activity 

Ways African Americans Use Mobile Phones to Decide on Movie

Use Mobile Phone

% of Respondents

Get times& locations

69%

Viewtrailers

35%

Get reviews

34%

Discovermovies

28%

Buytickets

18%

Shareopinions

9%

Source: Briabe & MocoSpace, February 2012

Trailers and friends’ comments obtained through mobile phones are the most influential factors when planning to see a movie 

  • 52% Trailers
  • 42% Friends’comments
  • 28% Social media buzz
  • 25% Mobile advertisement
  • 22% Profesional reviews

Source: Briabe & MocoSpace, February 2012

Regardless of their age, 51% of African Americans discuss movies on mobile social networks.

Discuss Movies on Social Network

Age Group

% Discuss on Social Network

18 to 24 years old

57%

25 to 34 years old

48%

35 to 44 years old

54%

45 years and older

23%

Source: Briabe & MocoSpace, February 2012 

The report concludes with this summary:

  • African American moviegoers of all ages rely heavily on their mobile phones when planning movie outings.
  • They most frequently turn to their mobile phones within eight hours of planning to see a movie; specifically, to find movie locations and times.
  • African Americans are most influenced (compared to Hispanics and General Market) by mobile media when selecting a movie.
  • Mobile search and banner ads are presently the most impactful mobile ads types across all age groups; however, SMS is extremely influential for those between the ages of 18 and 24.

For additional information, please visit Briabe here.

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1 comment about "What's At The Movies?".
  1. Greg Longmuir from Sales, Marketing Online and Reputation Management Executive , March 28, 2012 at 3:24 p.m.
    Not sure I completely understand the metrics here. If AA are more likely to go to a movie or see the same movie multiple times it is natural that the mobile use would be higher than avg. Also I would have liked to see ways to decide and movie influence compared to the Caucasian or general population. I would bet that most movie decisions are made from the hip and many ethnicities are using the mobile or tablet to find times and theaters.