Tuesday, August 16, 2011

Hispanics, movies & mobile, a new report by Briabe Mobile and MocoSpace


LOS ANGELES / BOSTON - August 12, 2011 - As Hollywood looks to drive waning
movie ticket sales, their focus should be on the growing Hispanic population
and their use of mobile devices throughout the movie-planning process. This
insight comes from research within The Mobile Consumer: Hispanics, Movies &
Mobile, a new report by multicultural marketing agency Briabe Mobile and
MocoSpace, the largest entertainment destination on the mobile Internet.

Based on the results from a June 2011 survey of MocoSpace users, the study
revealed Hispanics attend movies more frequently than other racial
demographics, and they're using their mobile devices to find theaters, movie
times and reviews.

Hispanics are known to be a driving force for tickets sales. A recent
Nielsen study found Hispanics make up approximately 15 percent of the U.S.
population, but they represent 28 percent of today's frequent moviegoers.
This study echoed those findings, but also had key findings about Hispanics'
movie-attending habits.

Key findings include the following:

. 75 percent of Hispanics go to the movie theater once a month, 25 percent
see movies three times a month. This is more often than all other polled
ethnic demographics.

. Hispanic Americans use their phones for almost every part of the
film-discovery process. 72 percent use their mobile devices for overall
movie planning. Of those:
o 65 percent use their mobile devices to find showtimes and locations
o 39 percent use it to view trailers
o 35 percent use it to discover movies
o 28 percent use it to get reviews
o 14 percent use it to buy tickets

. 55 percent use their phones to access movie information within the four
hours just prior to seeing a movie.

Not only are Hispanics using their phones to seek out movie information, the
report found they're influenced by mobile advertisements, too. One out of
four interviewed said they look to search and mobile banner ads when
deciding what film to see. After viewing a film, 55 percent of Hispanics
said they discuss their opinion of the movie on social networks.

"This report proved to be a treasure trove of relevant information for both
the entertainment industry and marketers," states Briabe Mobile CEO James
Briggs, "as it highlights numerous opportunities for deploying mobile
strategies to successfully get Hispanic moviegoers into theaters."

"Hispanics are some of the most highly engaged mobile consumers in the
country," said Justin Siegel, CEO of MocoSpace. "This is why we've seen a
consistent six-year increase in ad budgets for films and DVD releases
shifting towards mobile, with campaigns specifically targeted at the mobile
Hispanic consumer."

Interested parties can download the full report at:

About Briabe Mobile
 Briabe Mobile, Inc., is an award-winning full-service, multicultural mobile
marketing agency. Since 2005, Briabe Mobile has been the leader in
innovative, targeted mobile marketing and advertising campaigns that help
brands capture and engage their diverse consumer audiences - including
Hispanic, Asian and African American ethnic groups - using mobile devices.
Briabe Mobile helps brands leverage mobile platforms to connect with their
target customers via unique solutions and campaigns that complement their
existing marketing efforts.  For more information, visit

About MocoSpace
MocoSpace is the largest entertainment destination on the mobile Internet,
with over 20 million registered users generating more than 3 billion pages
per month. For a young, multicultural, on-the-go generation, MocoSpace is
the mobile community of choice for making friends, having fun and staying
connected. MocoSpace is free and available on any Web-enabled mobile phone.
Launched in 2005, MocoSpace is based in Boston, Mass., and is backed by
General Catalyst and Softbank Capital.

1 comment:

Mark said...

The Hispanic population generally spends an average of 26-30 hours a week listening to the radio – 13% more than the rest of the population... printandradio.com provides performance driven media in the form of guaranteed cost-per-call, lead, or click.

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