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Adsmovil - US Hispanic Mobile Survey 2012 : MOVIES
The 2012 US Hispanic mobile survey aimed to understand movie-going behaviors among Hispanic mobile users, gathering responses from 374 bilingual individuals. Key findings revealed that 64% of respondents attend movies at least monthly, with traditional word of mouth being a primary means of discovering films, although 28% utilize mobile devices for this purpose. Most participants prefer attending movies on Saturdays and often decide which film to watch shortly before viewing.
Adsmovil - US Hispanic Mobile Survey 2012 : MOVIES
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- 2. Methodology and Objectives This survey’s main objective was to better understand the movie‐going behavior and preference among US Hispanics Mobile Users Research was conducted in Spanish to US Hispanic mobile users (smartphone and tablet) navigating Adsmovil’s network of mobile sites & apps (all in Spanish) Total size of this survey: 374 respondents Demographics: 65% Male; 35% Female. All bilingual (Spanish/English) Dates: 10/21 –10/24 25‐34 43% 18‐24 19% 55+ 5% Age Groups 35‐54 33% Mobile Survey – Hispanic Movies Preferences 2012 Survey 2012
- 3. • 64% of respondents go to the movies at least once a month with 26% going every week • While the majority (92%) report buying the ticket at the box office, 28% find out about what’s playing from their mobile device •Weekend is preferred to attend the cinema with almost half going on Saturday • 66% of respondents decide which movie to watch within 24hrs • Traditional Word of mouth is mostly used although 25% reported using Social Media to recommend movies Mobile Survey – Hispanic Movies Preferences 2012 Survey 2012 Survey Highlights
- 4. Survey Results (1/4) Question 1 How often do you go to the movies? Question 2 Where do you purchase your ticket? Every two months 6% Every six months 12% Once a month 23%Once a week 26% Every other week 15% Never 18% 92% Box Office Movil PCPhone (calling) 4% 2% 2% Mobile Survey –Hispanic Movies Preferences 2012 Survey 2012
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