||African Americans Rely Heavily on Mobile Phones When Making Movie Plans
African Americans are not only an important demographic of the U.S. movie-going population, but they are at the forefront of a new trend of using mobile phones to guide movie selection.
According to the results of a February 2012 survey from Briabe Mobile and MocoSpace, African American consumers say they are influenced by mobile advertising when planning to see a movie. The study found that African Americans are more active than other demographics in using their mobile devices to find theaters, movie times and reviews.
On average, African American moviegoers go more than twice a month, and account for 195 million trips to the movie theaters annually. Sixty-two percent of AA moviegoers admit to seeing movies they like multiple times, accounting for an additional $513 million in movie studio revenue.
Nineteen percent of African Americans go to movies more than three times a month. Out of all African Americans surveyed, those ages 18-24 are the most frequent moviegoers.
- 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.
The survey revealed that African Americans use their phones for almost every part of the film-discovery process, with 68% using their mobile devices for overall movie planning. Of those:
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.
- 69% use their phones to show times and locations
- 35% use them to view trailers
- 34% use them to get reviews
- 28% use them to discover movies
The study also showed that mobile ads are extremely effective with this demographic. African American consumers are more likely to take action as a result of mobile advertising than any other ethnic group. Of the mobile ad types, mobile search ads saw the greatest response, followed by mobile banner ads and SMS ads.
"The African American demographic has proven to be early adopters in many areas of mobile -- from social networking to gaming to entertainment. With smartphone penetration growing rapidly, we expect to see these already high levels of engagement increase even more this year," said Justin Siegel, CEO and co-founder of MocoSpace.
(Sources: The Center for Media Research and PR Web, 03/15/12)
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