The Rise of Mobile Commerce for Cinemas
Mobile devices are now the number one source of ticket sales revenue for exhibition.
Since the first iPhone rolled off the production line, we’ve seen Mobile Commerce share of online sales grow inexorably, and COVID-19 has only accelerated its dominance beyond all expectations. In 2019, 67% of all online sales were made on mobile phones, so the jump to 77% in 2022 is hugely significant. (source: BOOST StatPack/Google Analytics, July 2022)
But it doesn’t stop there. Consider the dramatic surge in the proportion of tickets now being bought online due to social distancing measures — up to 70% in some cases — and Mobile Commerce has now established its dominance as the primary source of ticket revenue for many circuits. Digging a little deeper, we find that Apple Mobile devices (mainly iPhone) have also cemented their dominance in this space by contributing just under 60% of online sales vs. 47% in 2019. Apple was always ahead of Android, but the lead has extended in the post-COVID-19 years.
As the name suggests, Mobile Commerce encompasses more than just the sale of cinema tickets. The search for new revenue streams and the continued diversification of the cinema experience means that we are also seeing mobile phones used to undertake other purchases and activities previously done in the foyer of the cinema (e.g. concessions and gift cards being bought in advance, customers processing their own refunds in advance of the show). And, as we know, the phone is quickly becoming the primary means of giving feedback, good and bad!
Our new BOOST Ecosystem of integrated exhibitor products has been in development for the last 3 years and, more importantly, continues to evolve to meet the challenges of the new “mobile foyer” as well as the changing purchasing behaviors of cinema customers. We offer mobile-friendly websites, mobile apps, ticketing solutions, and CRM all integrated with your POS and powered by our film and showtimes data.
We now have well over 50 circuits established on our Boost platform in the US, including Cinépolis USA, B&B Theatres, Landmark Theatres, Goodrich Quality Theatres, and we will launch our first European site in the early part of 2023.
The need to reduce physical touchpoints isn’t going away — our industry is still vulnerable to the impact of COVID-19 and other viruses — so, as the focus on digital engagement and e-commerce through mobile becomes an essential part of your growth strategy, The Boxoffice Company is here to help!
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