According to the IAB’s Mobile Center and InMobi, teamed with Decision Fuel, 56% of moviegoers say they use their mobile phones to learn more about movie and entertainment options, roughly equal to the 57% that learn about entertainment from TV. Mobile phones are a much more important information source than PCs (used by 39%) or print media (used by 26%). Preferred Channels For Entertainment And Movie Information ConsumptionChannel% of Respondents TV 57% Mobile phone 56 Laptop 39 Newspaper 26 Inmobi/IAB, March 2014 The research shows that mobile phones play an important role for moviegoers, one that studios marketing films and multiplexes attracting patrons should increasingly factor into their media plans, says the report. Fully half of the movie going audience reports seeing a movie in a theater at least once a month, and 18% say they go to the movies three or more times per month. Mobile moviegoers also use their phones in tandem with other media to learn about movies and entertainment. 87% turn to mobile after seeing ads for movies on other channels. Movie marketers should master the art of weaving mobile into a comprehensive mixed media strategy, suggests the report. Media For More Information Medium% of Respondents TV 65% Mobile phone 43 Radio 33 Laptop 31 Newspaper 27 Desktop computer 23 Inmobi/IAB, March 2014 30% of moviegoers purchase movie tickets via their phones. This makes on-device ticket purchases comparable to PC online purchases (cited by 34% of moviegoers) and box office purchases at showtime (35% of moviegoers). Ticket Purchase With Mobile DeviceMedia For Purchase% of Respondents Box office (pre order) 41% Box office (showtime) 35 Online 34 Mobile phone 30 3rd party vendor 15 Inmobi/IAB, March 2014 Mobile moviegoers use their phones at all stages throughout the movie trip process: during pre-show activities such as planning and purchasing, at the theater to “check-in”, and after the show to plan other events. And mobile isn’t just an occasional information channel. 49% of moviegoers say they use their mobile phone “always” or “very often” to help plan their trips to the movies. Preferred Types of Entertainment Information Moviegoers Consume Via MobileInformation% of Respondents Showtimes and tickets 47% Trailers or videos 34 General movie information 32 Photos 24 Reviews 21 Celebrity news 14 Inmobi/IAB, March 2014 Mobile moviegoers are most interested in ads that showcase new movies and are most attracted to ads with video, sound and photos. Moviegoers prefer mobile ads that: