retail news in context, analysis with attitude

by Kevin Coupe

Yet another way in which the mobile revolution is changing the ways in which people buy things...

Emarketer.com reports that about two-thirds of regular moviegoers are using their mobile devices - smartphones and tablet computers - to make decisions about what movies to see and where to see them.

These decisions are informed by reviews, location information, and, to a great extent, the availability of preview trailers that they can watch on their devices. And, the story says, "Regular moviegoers were also significantly more likely to use their smartphones to purchase tickets, check in to a social network, or write a comment about or review a film online."

Now, to be fair, this isn't everybody. Men are more likely to do so than women. However, to a surprising extent, there does not seem to be a difference between how young people and older people use this technology.

But I can tell you this. About eight out of ten times I go to the movies (and I go a lot more than most people), I use my iPhone or iPad to decide what movie to see, where and when to see it, and even buy my tickets using Fandango. When I'm going to the giant AMC/Loews theater in Port Chester, New York, which I often do, I'm able to use my membership in the Stubs frequent viewer program to avoid paying the online purchase fee. (I also get free tickets after I've spent $100, which doesn't take that long.) I cannot even remember the last time I went to a newspaper to check out the movie ads or times.

But this is a great example of how technology is affecting consumer behavior, and changing longtime shopping/research patterns in fundamental ways. It is an Eye-Opener ... and people in all marketing venues need to pay attention.
KC's View: