Research

Mobile Intel Series: Entertainment

Overview

This volume of the Mobile Intel Series features an in-depth look at mobile advertising in the entertainment industry. The report contains insights on who the mobile entertainment audience is, how they interact with mobile devices and how entertainment marketers are approaching the mobile space.

Highlights

Mobile consumers who access Entertainment content are 54% male and 46% female, while this audience also skews more heavily to adults ages 18-34. Mobile consumers accessing kids and family content skew slightly older than this, between 25 and 44.

 

Consumers purchase a wide variety of items via their mobile devices, but digital purchases, specifically movies and TV shows, are the top-ranked purchase made on a smartphone, with nearly half (47%) of all consumers having made such a purchase. All types of tickets, including movie and concert tickets, are the third most frequently item purchased on a smartphone, having been purchased by 35% of consumers.

 

Entertainment brands have been a pioneer in mobile advertising for years. They were some of the earliest advertisers to test mobile advertising, and push the envelope with cutting-edge creative executions and audience targeting techniques. As a result, Entertainment was the 3rd leading ad vertical on the US Millennial Media platform in 2011.

Mobile Intel Series; Entertainment

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