Pushing Mobile

Breaking my blog silence to mention a report on a study that I received via email the other day from Greystripe, which bills itself as the “largest brand-focused mobile advertising network.” The sample size for the survey seems rather small to me, especially compared to the much richer studies conducted by Pew and Nielsen, but I think that part of what attracted my attention was their specific focus on emphasizing the ways in which mobile devices, whether smartphones or iPads, contribute to the practices of movie consumption.

To some extent, I agree with their arguments, although the basis for my agreement is probably at least partially anecdotal. One of the arguments they are trying to push is that mobile users are likely to seek out information–trailers, cast, showtimes–about movies using mobile devices, and there is probably some validity to this argument. Three of the first apps I downloaded to my iPhone were Flixster, IMDB, and The Oscars. The first two of these directly offer reviews and showtimes that I could use to find out when and where movies are playing, while The Oscars offers at least some information about nominated films. Their findings seem to confirm that one of the most common “entertainment activities” uses of smartphones is to check movie times or to find a nearby movie theater. They also place emphasis on the fact that mobile apps still function primarily to point us to other screens through advertising and promotion, encouraging users to watch trailers or other video advertising.

But there are places where their framing of mobile seems disingenuous. First, they use data that shows that 44% of respondents saw 1-3 movies per year in theaters and another 25% saw 4-6 per year to conclude that “almost 70%” of respondents watch as many as 6 movies per year, when a more honest way of reading these numbers would have to acknowledge that nearly 85% watched six movies or less in theaters per year (given that only about 16% said they watched more than six). These numbers don’t seem completely consistent with other numbers that I’ve seen, but they hardly paint a rosy picture of mobile users being frequent moviegoers.

They also seek to point out that half of all mobile users claim to decide what to see based on movie ads, but what’s left unstated here is whether these mobile users saw these ads exclusively on mobile devices, and I’m guessing the answer is no. More than half stated that peers were a major influence, and it seems notable that the survey pays little attention to social media as a factor.   Movie reviewers may be relieved to know that, especially for iPad owners, they continue to hold at least some influence, if these survey results are to be believed.

I’m addressing this survey for a couple of reasons: First, I’m becoming a little more attentive to the methodology behind surveys and survey questions, especially as I plan to immerse myself in more of that kind of research. These kinds of surveys–even at the small scale conducted by Greystripe–can provide keen insights, but their questions are too transparently focused on pushing mobile advertising to be believable, especially given the proliferation of screens and sites where we might encounter movie advertising. The Nielsen study cited above shows, in fact, that most people still spend significantly more of their time watching “traditional TV” than staring at tiny, mobile screens. But the survey–and others like it–seem dependent on pushing the idea of an emerging model of mobile spectatorship that seems greatly exaggerated, especially given that many people have a great deal of dissatisfaction with their mobile phones and are often leery of exceeding costly data caps on their phone service. In essence, we need much more rigorous conversations about what it really means to be mobile.

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