A report released by Millennial Media as part of the Mobile Intel Series provides insight into how the entertainment sector is using mobile.

Following Automotive, Finance and Retail, this fourth volume of the Mobile Intel Series published by mobile ad network Millennial Media focuses on:

• Who mobile entertainment consumers are & how they use their mobile devices
• What leading entertainment brands are doing in mobile today
• How entertainment brands can use mobile to reach and engage consumers

Key findings of the report include:

• 71 per cent of all entertainment campaigns give consumers the option to watch a video as a post-clickaction. This was significantly higher than the overall mobile average of 24 per cent
• 27 per cent of entertainment campaigns used m-commerce, which was more than double the average forall advertisers
• The amount of entertainment content accessed on mobile devices increased 82 per cent from December2010 to December 2011
• Compared to the overall smartphone audience, the mobile entertainment audience is 22 per cent morelikely to own a tablet
• Entertainment was the third leading mobile advertising vertical on the Millennial Media platform, rankedby spend. From 2010 to 2011, ad spend in the industry grew 133 per cent
• Campaigns promoting theatrical releases made up 43 per cent of all entertainment campaigns on theMillennial Media platform. Campaigns promoting TV shows and DVD releases were the second and third mostpopular entertainment campaigns.
• 55 per cent of all entertainment campaigns had the goal of promoting a launch or release (i.e. film debuts,game releases, etc.). Across all verticals, only 18 per cent of campaigns had this goal.
• The top audiences entertainment advertisers targeted were “Movie Buffs,” “Entertainment Fans” and“Music Fans.”