Mobile and the Movies: Phones Play a Starring Role in Selection and Ticket Purchases

New IAB and InMobi Study

InMobi partnered with IAB and Decision Fuel to examine how US moviegoers are using mobile media and how advertisers can best communicate with this audience. This study is part of a research series conducted by InMobi in which they help brand advertisers understand how consumers are using mobile media to research and shop for certain types of products and how mobile complements other channels throughout the purchase process.

Some key findings include:

  • 87% of moviegoers turn to mobile after seeing ads for movies on other channels. Leverage mobile as part of a comprehensive mixed media strategy.
  • Moviegoers use mobile at all stages throughout the movie trip process – during pre-show activities such as planning and purchasing, while at the theater to “check-in”, and after the show to go to other events. Use mobile to reach these consumers at all times.
  • 1 out of 3 moviegoers purchases movie tickets directly through mobile devices. Box office, online and mobile are now all major sources of ticket sales.