Mobile devices are playing a critical role in the entertainment research and planning process for a majority of smartphone and iPad users, according to a new study by Greystripe, a brand-focused mobile ad network and a division of ValueClick (

The study, which Greystripe conducted on its network, revealed that 53% of smartphone users and 27% of iPad users search for movie listings, times and locations on their devices. This is good news for film studios, which can now target movie marketing directly at consumers on the go, looking for films to watch.

The study also finds that participants are using their smartphones and iPads to discover new movies, interact with movie ads, watch trailers, and purchase tickets and DVDs. Greystripe collected data from 546 users on its network of iPhone, iPod touch, iPad and Android devices during a one-month-long period from Nov. 1, 2011, to Nov. 30, 2011.

The study found iPad and touch smartphone users are a key movie-watching demographic, with 39% and 41%, respectively, watching movies over four times a year. According to the study, the most common entertainment-related mobile activities for iPad and smartphone users are viewing movie times, locating theaters and watching mobile trailers. These actions are all performed most commonly using a native app, not on the mobile web.

Greystripe also found that mobile videos are capturing the attention of participants with approximately half of smartphone and iPad users, 56% and 45% respectively, saying they’re most intrigued by video ads. In addition, a majority of smartphone and iPad users, 69% and 59% respectively, said they watch movie trailers on their mobile device.