LOS ANGELES / BOSTON – August 12, 2011 – As Hollywood looks to drive waning movie ticket sales, their focus should be on the growing Hispanic population and their use of mobile devices throughout the movie-planning process. This insight comes from research within The Mobile Consumer: Hispanics, Movies & Mobile, a new report by multicultural marketing agency Briabe Mobile and MocoSpace, the largest entertainment destination on the mobile Internet.
Based on the results from a June 2011 survey of MocoSpace users, the study revealed Hispanics attend movies more frequently than other racial demographics, and theyÂ’re using their mobile devices to find theaters, movie times and reviews.
Hispanics are known to be a driving force for tickets sales. A recent Nielsen study found Hispanics make up approximately 15 percent of the U.S. population, but they represent 28 percent of todayÂ’s frequent moviegoers. This study echoed those findings, but also had key findings about HispanicsÂ’ movie-attending habits.
Key findings include the following:
•   75 percent of Hispanics go to the movie theater once a month, 25 percent see movies three times a month. This is more often than all other polled ethnic demographics.
•   Hispanic Americans use their phones for almost every part of the film-discovery process. 72 percent use their mobile devices for overall movie planning. Of those:
o   65 percent use their mobile devices to find showtimes and locations
o   39 percent use it to view trailers
o   35 percent use it to discover movies
o   28 percent use it to get reviews
o   14 percent use it to buy tickets
•   55 percent use their phones to access movie information within the four hours just prior to seeing a movie.
Not only are Hispanics using their phones to seek out movie information, the report found theyÂ’re influenced by mobile advertisements, too. One out of four interviewed said they look to search and mobile banner ads when deciding what film to see. After viewing a film, 55 percent of Hispanics said they discuss their opinion of the movie on social networks.
“This report proved to be a treasure trove of relevant information for both the entertainment industry and marketers,” states Briabe Mobile CEO James Briggs, “as it highlights numerous opportunities for deploying mobile strategies to successfully get Hispanic moviegoers into theaters.”
“Hispanics are some of the most highly engaged mobile consumers in the country,” said Justin Siegel, CEO of MocoSpace. “This is why we’ve seen a consistent six-year increase in ad budgets for films and DVD releases shifting towards mobile, with campaigns specifically targeted at the mobile Hispanic consumer.”
Interested parties can download the full report at: http://www.briabemobile.com/Info-Center/Research/
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. For more information, visit www.briabemobile.com or follow us at http://twitter.com/briabemobile.
About MocoSpace
MocoSpace is the largest entertainment destination on the mobile Internet, with over 20 million registered users generating more than 3 billion pages per month. For a young, multicultural, on-the-go generation, MocoSpace is the mobile community of choice for making friends, having fun and staying connected. MocoSpace is free and available on any Web-enabled mobile phone. Launched in 2005, MocoSpace is based in Boston, Mass., and is backed by General Catalyst and Softbank Capital.
For more information, visit www.jnjmobile.com
Follow MocoSpace on Twitter: http://www.twitter.com/mocospace