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BizReport : Mobile Marketing : February 29, 2012

Survey: African-Americans more influenced by mobile

Hey, Hollywood, you might want to take note of a certain demographic for that next movie release. New data from Briabe Mobile and MocoSpace find the African American demographic are more likely than any other to use mobiles when making movie-night plans.

by Kristina Knight

African Americans also attend more movies than other demographics, including Hispanic and Caucasian demos, FYI. On average, two-thirds (66%) go to a movie theatre once per month; nearly 20% watch 3 movies per month.

"The African American demographic has proven to be early adopters in many areas of mobile - from social networking to gaming to entertainment. With smartphone penetration growing rapidly, we expect to see these already high levels of engagement increase even more this year," said Justin Siegel, CEO and co-founder of MocoSpace.

Other interesting findings include:

• 69% of African Americans use mobile devices to find movie information
• 35% use mobiles to view movie trailers
• 34% look at movie reviews via mobile

"This report provides invaluable insights for the entertainment industry and marketers," said Briabe Mobile CEO James Briggs, "as it highlights the immense opportunity of leveraging mobile strategies to attract African American movie-goers."

Just looking up movie info via mobile doesn't mean that demo is engaging in advertising? Think again. Researchers found more than 40% of African Americans were influences to see a movie because of a mobile ad; only 31% of Caucasians said the same thing. Mobile search (45%), banner (39%) and SMS messaging (28%) were the top ad engagers.

Tags: African American, Briabe Media, entertainment advertising, mobile ads, mobile content, mobile marketing, MocoSpace

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