According to new research from IAB and InMobi, mobile advertising is having a strong influence on males making a trip to the movies.

More men than women have used their mobile phones to check trailers and read social media reviews.

Ahead of any end-of-year releases, the Interactive Advertising Bureau (IAB) and InMobi have released a study titled "Mobile and the Movies" to reveal how moviegoers use their mobile devices to better enjoy the movies.

Some notable statistics:

40% of men watched trailers on their mobiles, compared to 27% of women.

71% of men used their mobiles to help decide which movie to watch, compared to 69% of women.

38% of men checked social media reviews to see what friends thought of a movie, compared to 33% of women.

Nearly one-third (31%) of all those surveyed said they had watched a movie trailer on their mobile over the past six months.

This research opens up a great opportunity to brand marketers to get in front of their consumers, particularly their male consumers.

Many more figures and statistics can be found at www.iab.net/mobilemovies and www.inmobi.com/research/consumer-research-2.

And for the record, I have not been to the movies for a while now.  Ladies?