Three quarters of 18-34 years olds use phones to select movies

Younger smartphone users identify difficult Iranian art films using their BlackBerry Curves.

Research from Dres Consulting for Odyssey Mobile revealed the extent to which smartphones are now influencing real-world purchasing behaviour.

It found, for example, that 58 per cent of these users are likely to click on a banner to watch a movie trailer they are interested in on their device, compared to the market average of 23 per cent.

It also revealed:

* 81 per cent want more film information available to view on their smartphones
* 70 per cent of users are interested in seeing trailers on their devices
* 67 per cent spend at least one hour per day surfing the web on their smartphone
* 53 per cent have used their device to follow up on a TV ad while 42 per cent have done the same for a poster ad
* A quarter of these users have downloaded a specific app for researching new movies

The study looked at smartphone users in the UK, Germany and France.