African Americans and Mobile Entertainment.
A New Report by MocoSpace and Briabe Mobile
More than any other ethnic demographic, African Americans use mobile phones to make movie plans
African Americans are not only an important demographic of the US movie going population, but they are at the forefront of a new trend of using mobile phones to guide movie selection.
Based on the results from a June 2011 survey, the study revealed that 66% of African Americans go to the movie theater at least once a month, and 19% see movies three times a month - and they are relying on their mobile phone in the movie selection process. The vast majority - seventy percent - of African Americans surveyed used their phone to help choose a movie within 8 hours of actually attending the movie.
Another key finding of the survey is that African Americans use their phones for almost every part of the film-discovery process. Sixty-eight percent use their mobile devices for overall movie planning. Of those:
o 69% use their mobile devices to find show times and locations;
o 35% use it to view trailers;
o 34% use it to get reviews; and
o 28% use it to discover movies.
The study also revealed 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. Survey participants were asked: ‘When using your mobile device what influences you to see a movie?’ and 41% of African Americans reported that that mobile ads influence their decision. Comparatively, 40% of Hispanics claimed that mobile ads influenced them, while only 31% of the general market said the same.
Of the mobile ad types, mobile search ads saw the greatest response; 45% of African Americans said mobile search ads influenced their decision, with mobile banner ads coming in second at 39% and 28% saying SMS ads made them want to see a film.
As movie studios look to boost their box office, this data illustrates that African Americans are a driving force for ticket sales. The mobile device and mobile media is a huge opportunity for advertisers and marketers to engage this audience and drive them to theaters.
About Briabe Mobile
Briabe Mobile, Inc., is an award-winning full-service, multicultural mobile marketing agency. Since 2005, Briabe Mobile has been the leader in innovative, targeted mobile marketing and advertising campaigns that help brands capture and engage their diverse consumer audiences – including Hispanic, Asian and African American ethnic groups – using mobile devices. Briabe Mobile helps brands leverage mobile platforms to connect with their target customers via unique solutions and campaigns that complement their existing marketing efforts.
MocoSpace is the largest HTML5 mobile gaming community in North America, with twenty-five million registered users. Every day, users spend more than one million hours on MocoSpace, and one million games are played. For a young, multicultural, on-the go generation, MocoSpace is the mobile community of choice for playing games, making friends, having fun and staying connected. MocoSpace is free and available on any Web-enabled mobile phone in the world. Launched in 2005, MocoSpace is based in Boston, Mass., and is backed by General Catalyst and Softbank Capital.
Rachael Himsel Nunez
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