Twenty-four percent of regular movie-goers have purchased tickets to the theater using their mobile phones, according to a new report called, ”Mobile and the Movies,” a study of how mobile phones influence moviegoers conducted by the Interactive Advertising Bureau (IAB).

The study found that mobile phones are influencing how people search for movies to go to. In fact, one in five regular movie goers say they always use their phone to decide which movie to go to. These movie fans are using their phones to watch trailers and check social media for feedback on the films.

Here is more from the press release: “Three-quarters (75%) of respondents under 35 years old use their mobile device to help pick a movie, as compared with a similar percentage (68%) of consumers 35 or older. Cutting across age lines again, 42% of respondents under 35 check social media to help them pick a movie, with 33% of consumers 35 and older doing the same.”

Men are more likely than women to use their phones. According to the report, 71 percent of men used their mobile device to choose a movie and compared to 69 percent of females.