There are a lot of good points made in this story about research into how moviegoers use their mobile devices for a variety of purposes. But the one that stuck out at me is that 87 percent of those people used their phones to further research a movie they’d seen an ad for elsewhere.

There’s always been a gap here in terms of fully utilizing the mobile experience. Too many times there not much waiting for people on a mobile-optimized site or even within an app. There’s little to continue to feed the initial excitement that comes with seeing an awesome trailer and wanting to learn more beyond, say, watching the trailer again or a simple cast list. It’s a missed opportunity.