News

77% use smartphone to decide which film to watch

Seventy seven percent of people aged 18-34 decide which film to watch with their smartphone, according to research commissioned by Odyssey Mobile Interaction.

The study included 600 iOS and Android users in the UK, Germany and France and found that they use their devices to access trailers, find local cinemas and book tickets. Of that group, 36% use their device for this on a weekly basis whilst 64% use it monthly.

The study also found that 58% of the same demographic are likely to click on a banner to watch a film trailer they are interested in on their device whilst the market average is 23%. Consumers are also using the mobile devices in reaction to traditional media with 53% using smartphones to follow up on TV ads and 42% following up on poster ads.

The study took place at the end of 2011 and was conducted by Dres Consulting.

David Hing, London