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48 per cent of UK consumers would like to be able to get cinema tickets delivered to their mobile. That’s according to research carried out by GMI on behalf of the Mobile Marketing Association, which also found that 13 per cent have purchased cinema tickets via their phone already, and that 28 per cent expect to do so within the coming year.

“These results show that there is real potential for movies to make an impression on the small screen, particularly when it comes to the transactional side of cinema-going,” said Ralph Risk, marketing director Europe for GMI. “While only relatively small numbers are currently using their mobile devices to view movie trailers and buy tickets, tellingly these behaviours are most prevalent amongst the influential 25-34 age group, who are typically known for being early adopters and influencing the behaviour of consumers in other age groups.”

28 per cent of respondents currently watch movie trailers on their phone, though only five per cent said it was their preferred device for watching trailers on – far behind TV (45 per cent) and online (29 per cent).

Mobile advertising doesn’t seem to have made much impact on cinema-goers yet, with just 15 per cent saying that they had clicked on a link to a movie ad via their mobile device.