A new multicultural marketing report looking at filmgoing by the Hispanic consumer finds that 75% go to the movie theater once a month, and 25% see movies three times a month. Both stats are more often than all other polled ethnic demographics (and in line with a recent Nielsen study that found Latinos represent 28% of today’s frequent moviegoers). Hispanics are reliant on their mobile when planning a trip to the movies, with 72% saying that they use their cell phones to make movie plans; of these, 65% use their mobile devices to find showtimes and locations, 39% use it to view trailers, 35% use it to discover movies, 28% use it to get reviews, and 14% use it to buy tickets. The report also 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% of Hispanics said they discuss their opinion of the movie on social networks. And the best time to catch the Hispanic mobile consumer is within four hours of the movie starting. Full report is here.
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