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BizReport : Mobile Marketing : February 08, 2012


Study reveals content mobiles really look for

Data has shown for several months now that tablet and smartphone consumers are engaging with content - news, entertainment, games - but a new report from Greystripe shows which specific types of content are getting the most play. And, perhaps a surprise, entertainment content is a winner.

by Kristina Knight

The Greystripe study found that a majority of iPad and smartphone users are engaging with entertainment, specifically film/movie, content on their devices. Mobile consumers are using their devices to find new movies, buy tickets and DVDs, watch trailers and 'interact' with movie advertising. And, perhaps of most interest to film studies, while engaging with the content many consumers are also using location services. These services can be used by studios to target ads.

"Mobile is an essential platform for any movie advertiser looking to grab the attention and interest of frequent moviegoers," said Jim Zarley, CEO of ValueClick, the parent company of Greystripe. "Not only are mobile users going to the movies frequently, they are using their mobile devices at every step of the process, from learning about new movies and watching trailers to scouting times and locations, finding the theatre and even completing the process with a purchase."

Other interesting findings include:

• 65% of smartphone consumers, 67% of iPad users learn about movies from advertising
• 52% of smartphone consumers, 44% of iPad users allow ads to dictate which films they'll see
• 67% of smartphone consumers, 58% of iPad users who base ticket decisions on ads have interacted with mobile entertainment ads

Greystripe studied consumers within its network to come to its conclusions.






Tags: Greystripe, location based services, mobile content, mobile marketing, mobile trends, ValueClick








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