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:
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
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:
For additional information, please visit Briabe here.
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.