When it comes to making movie decisions, mobile dominates!

With an abundance of rich content available on iPads and smartphones, its no surprise that busy consumers use their devices to make decisions about entertainment.  To gain insight into the habits of mobile users, Greystripe surveyed  546 iPad and smartphone users on its expansive network.  The study revealed a number of key findings around search behavior, advertising receptiveness and purchasing behavior. 

When taking a closer look at the movie searching process, Greystripe found that users love to use their mobile devices.  In fact, 53% of smartphone users and 27% of iPad users search for movie listings and times, as well as identifying theater locations!  These are key buying statistics that translate to results for movie producers.  Almost 70% of both iPad (68%) and smartphone (69%) users attend movies in the theater up to 6 times a year.

When it comes to making decisions about movies, users have a distinct preference in the type of content they engage with online.  Greystripe compared video, static movie images and interactive ads to find out how mobile users prefer to find out about movies.  Video was the leading answer with approximately half of iPad (45%) and smartphone (56%) saying they prefer movie trailers.  Second and third choices were static movie images and interactive ads.   

While the majority of users prefer to use their mobile devices to search, a select group of users are going a step further.  15% of smartphone users and 13% of iPad users purchase movie tickets with their devices.  eMarketer predicts purchasing will increase by 73.1% in 2012 equating to $11.6 million being spent on items such as event tickets.     

Want to find out more?  View the full report here.