Research was conducted in Spanish to US Hispanic mobile users (smartphone and tablet) navigating Adsmovil’s network of mobile sites & apps (all in Spanish)

1. www.adsmovil.com
US Hispanic Mobile Survey 2012 : MOVIES
¡Vamos al cine!

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

5. Survey Results (2/4)
Question 4
How do you find out what
movies are playing?
Mobile
28%
Movies
38%
Web
22%
Newspa
per
12%25%
Su
1%
M
2%
T
2%
W
3%
Th
22%
F
45%
S
Mobile Survey – Hispanic Movies Preferences 2012
Survey 2012
Question 3
What day of the week do you
prefer to go to the movies?

6. Survey Results (3/4)
Children
32%
Parents
1%
Couple
55%
Alone
12%
Action
41%
Sci‐fi
4%
Comedy
15%
Family
16%
Other
5% Terror
19%
Mobile Survey – Hispanic Movies Preferences 2012
Survey 2012
Question 5
Who do you go with to the
cinema?
Question 6
What’s your favorite
genre?

7. Survey Results (4/4)
Facebook
20%
Word of
mouth
54%
All
25%
Twitter
1%
38%
Same
day
28%
One
week
28%
One
day
6%
> 1
week
Mobile Survey – Hispanic Movies Preferences 2012
Survey 2012
Question 7
With how much anticipation
do you
decide on the movie? a
Question 8
When you like a movie,
where do you
recommend it?

8. RedMas
121 Alhambra Plaza, Suite 1400
Coral Gables, FL 33134
www.redmas.com
T: 305‐442‐3411
@redmasadv
www.adsmovil.comwww.adsmovil.com