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Research: mobile "crucial" for reaching male moviegoers


Mobile screens are a key part of reaching moviegoers, according to new research, especially if marketers are trying to reach men.

The IAB and InMobi study found that about a third – 31 percent – of respondents had watched a movie trailer on their mobile device in the preceeding six months. But breaking that down by gender indicates it’s more of a guy thing, with 40 percent of mobile trailer viewers being male and 27 percent being female.

The gender divide was clear when it came to pre-reel ads, too. Most – 83 percent – said they had seen such advertising. But 67 percent of men said they had watched the ad all the way through in order to see the trailer, as compared to 58 percent of women.

In contrast to a common preconception, males were also more likely than females (38 percent to 33 percent) to check what their social media friends have to say before choosing which movie to see.

Countering another stereotype, age was not an obvious differentiator. While 75 percent of consumers under 35 used their mobile to help choose which movie to see, just 7 percent more than the 35 and up demographic.

“The male demographic is coveted by movie marketers,” said Anna Bager, vice president and general manager, Mobile Marketing Center of Excellence, IAB. “This study clearly shows that mobile is a crucial pathway for movie studios to reach men, whether they are promoting the latest action flick or a serious drama.”

Shrikant Latkar, vice president, Global Marketing, InMobi, added: “Brand marketers across the board should look at this phenomenon as a major opportunity to get in front of consumers, particularly men.”

Related links:

IAB – press release

IAB Mobile Marketing Center of Excellence – http://www.iab.net/mobilecenter

InMobi – http://www.inmobi.com

Photo by Flickr user Ed Yourdon, used under Creative Commons license