Amazon?s IMDb has surpassed 40 million iPhone and Android application downloads, reflecting the growing customer demand for discovery, personalization and social functionality.

The company is also reporting that over the past five months, monthly visits to its mobile site and apps has exceeded 150 million per month. The IMDb iPhone and Android apps are available for free download in Apple?s App Store and Google Play, respectively.

?We strive to offer the most authoritative content about entertainment in beautifully designed apps,? said Kintan Brahmbhatt, head of products at IMDb.com, Seattle.

?Our apps have been consistently rated over 4/5 stars on both iOS and Android app stores,? he said. ?A high quality app with the largest and most authoritative selection of entertainment content make IMDb an ideal choice for mobile users.?

IMDb claims to be an authoritative source for movie, TV and celebrity content.

All about personalization
In addition to surpassing 40 million downloads, IMDb has also incorporated discovery, personalization and social features to its iPhone and Android apps.

The new features now include mobile-optimized message boards, check-ins, similarities, film locations and soundtracks.

IMDb?s iPhone app has an improved TV experience, making it easier for users to find and share the latest episodes.

Additionally, users of IMDb?s Android app can now log-in using their Amazon account information.

?We see an increasing engagement on our all our platforms including mobile, tablet and Web apps,? Mr. Brahmbhatt said. 

?Interestingly traffic peaks at different times of day on mobile versus Web,? he said.

Top of mind
IMDb has been paving the way in the mobile space.

In 2010, the company rolled out its Android app and announced an initiative that incorporated social integrations on Facebook and Twitter (see story).

Last year, IMDb launched an app that let its users stay on top of entertainment news about their favorite celebrities, movies and TV shows by creating a news feed tailored to their interests (see story).

?IMDb?s goal is to provide the most authoritative content on entertainment to as many users as possible. Mobile and tablet platforms are means to reach even more users,? Mr. Brahmbhatt said.

Final Take