“Regular” moviegoers, which IAB defined as those who went to see a film at least once a month, leaned more heavily on mobile devices than did infrequent moviegoers when researching films. About two-thirds of regular moviegoers used the mobile web or an app to help them decide what to see at least some of the time, compared with four in 10 infrequent film watchers. Read the rest at eMarketer.
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