We then asked, “What medium did you use to watch that trailer”? We listed theater, TV screen, computer, mobile device and public screen as possible answers. Here, in graphic format, is what we learned:
But enough nostalgia. No longer are viewers restricting to a controlled and limited viewing of these dense, short, commercial films. People seek out trailers, talk about trailers and watch trailers – repeatedly—for entertainment and information, often with little reference to the features that motivated their production. For many industry watchers, this will be old news, widely predicted years ago.
Issues with the Data:
While the change in “mobile” consumption of trailers from 2011 (10% in the Nielsen/NRG Data) and 2014 (11% in ours) seems far too modest, when you include the Tablet/iPad option (5%), it looks as if Mobile viewing has actually declined over the past 3 years. Those numbers defy conventional wisdom and lived experience. We’re going to have to ask the question again with a larger and more randomized pool of respondents. Most likely this is a statistical anomaly or an outcome attributable to US vs. UK adaptation rates.