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.