Moviegoers typically hear about films through TV, trailers and word of mouth, but many of them rely on the Internet in deciding which movie is worth their dollars, research released Thursday showed.

A July survey of 2,100 moviegoers between the ages of 13 and 49 found nearly half seek more information about a film after hearing about it, and of those info-seekers, seven in 10 head to the Internet, MarketCast said.

"These are activist consumers, for whom the decision to see a movie is not made in a snap," Henry Shapiro, vice president and general manager of MarketCast, said in a statement. "Trailers and TV ads aren't enough for them."

Over half of the total respondents use the Web to find movie times and locations, more than all other sources combined, the poll found. Newspapers were second at 18 percent, but only moviegoers 35 or older were found to use them regularly.

The survey was presented at a Los Angeles symposium sponsored by Google, Variety, and the Motion Picture Association of America. Google sponsored the report.