Google Highlights Information Gathering Users
Google has found that 74% of cinema goers use the internet for film start times, with over half of these searches coming from mobile devices.
According to the data the number of mobile searches related to film start times has increased 41% this year compared to January to June in 2014.
This growth information gathering through Google is also apparent earlier on in the search phase, with 81% users searching YouTube for trailers - an 88% increase against the opening six months of 2014.
Whilst interesting for movie makers looking to capture a more complex audience than ever before, the data also highlights a potential shift in the way searchers utilise search engines for leisure time, such as shopping centre opening times or even for restaurant reservations.
Moving forward, the leisure industry is likely to need to increase search work, based around the full cycle a cinema viewer will use, including utilising trailer views and Google’s Knowledge Graph to increase engagement.