Majority of US Smartphone Owners Rely on their Devices for Movie Research and Planning Process, According to New Survey by

Study finds 53% of smartphone users are searching for movie listings and movie times as mobile becomes a critical ‘marketing moment’ for film studios

SAN FRANCISCO--(BUSINESS WIRE)-- Mobile devices are playing a critical role in the entertainment research and planning process for a majority of smartphone and iPad users, according to a new study by Greystripe, the world’s largest brand-focused mobile ad network and a division of ValueClick, Inc. (Nasdaq:VCLK). The study, which Greystripe conducted on its network, revealed that 53 percent of smartphone users and 27 percent of iPad users search for movie listings, times and locations on their devices. This is good news for film studios, which can now target movie marketing directly at consumers on the go, looking for films to watch.

The study also finds that participants are using their smartphones and iPads to discover new movies, interact with movie ads, watch trailers, and purchase tickets and DVDs.

Greystripe collected data from 546 users on its network of iPhone, iPod Touch, Android and iPad devices during a one-month-long period from November 1, 2011 to November 30, 2011 to better understand how mobile users are interacting with their smart-devices to research, discover, plan and pay for entertainment. The study found iPad and touch smartphone users are a key movie-watching demographic, with 39 percent and 41 percent, respectively, watching movies over four times a year. According to the study, the most common entertainment-related mobile activities for iPad and smartphone users are viewing movie times, locating theaters and watching mobile trailers. These actions are all performed most commonly using a native app, not on the mobile web.

Greystripe also found that mobile videos are capturing the attention of participants with approximately half of smartphone and iPad users, 56 percent and 45 percent respectively, saying they are most intrigued by video ads. In addition, a majority of smartphone and iPad users, 69 percent and 59 percent respectively, said they watch movie trailers on their mobile device.

The study also uncovered the critical role advertising plays in entertainment-based decisions made by mobile users, with advertising emerging as the top format for new movie discovery and decision-making:

• 65 percent of smartphone users and 67 percent of iPad users find out about new movies from advertising
• 52 percent of smartphone users and 44 percent of iPad users decide which movies to see based on movie advertisements
• Of the users who base their movie decisions on advertisements, 67 percent of smartphone users and 58 percent of iPad users have interacted with entertainment ads on their respective mobile devices

“Mobile is an essential platform for any movie advertiser looking to grab the attention and interest of frequent moviegoers,” said Jim Zarley, CEO of ValueClick. “Not only are mobile users going to the movies frequently, they are using their mobile devices at every step of the process, from learning about new movies and watching trailers to scouting times and locations, finding the theatre and even completing the process with a purchase.”

Some mobile users are going a step further and utilizing their smartphones and iPads to make purchases, with 15 percent of smartphone users and 13 percent of iPad users purchasing movie tickets on their mobile device. Furthermore, 10 percent of smartphone users and 13 percent of iPad users purchase DVDs on their mobile device.

About the Survey

This survey is based on data Greystripe gathered from 248 smartphone users, including iPhone, iPod Touch and Android devices, and 298 iPad users on the Greystripe network from November 1, 2011 to November 30, 2011.

About Greystripe®

Greystripe, a division of ValueClick (Nasdaq:VCLK), is the largest brand-focused mobile advertising network with a US reach of over 40 million touch devices. Greystripe delivers the highest engagement and most sophisticated targeting for brand marketers, the maximum revenue for publishers and app developers, and the best ad experience for users. Greystripe’s proprietary advertising platform serves billions of rich media impressions into more than 10,000 application titles and mobile websites across all major mobile platforms.

About ValueClick, Inc.

ValueClick, Inc. (Nasdaq: VCLK) is one of the world’s largest digital marketing companies. Through a unique combination of data, technology and services, ValueClick increases brand awareness and drives customer acquisition at scale for the world’s largest advertisers, and maximizes advertising revenue for tens of thousands of online and mobile publishers. ValueClick’s brands include Commission Junction, ValueClick Media, Greystripe, Mediaplex, Smarter.com, CouponMountain.com, Investopedia.com, and PriceRunner. The Company is based in Westlake Village, California, and has offices in major advertising markets worldwide. For more information, please visit www.valueclick.com.

CONTACT:

VSCpr for Greystripe
Alice Joy, 415-677-9125 Ext. 207
360-556-0628
alice@vscpr.com

KEYWORDS:   United States  North America  California

INDUSTRY KEYWORDS:   Other Consumer  Entertainment  Technology  Online Retail  Film & Motion Pictures  Mobile/Wireless  Retail  Communications  Advertising  Marketing  Online  Consumer

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