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The vast majority of moviegoers in the US (93%) use internet search to find information about new movie releases, and more than half use the internet to find details of what movies are about, according to a use and behavior study by Stradella Road that examined the media habits of today’s film consumers.
The research found that an overwhelming number of consumers across all age groups have fully adopted digital technologies and increasingly depend on them to gain information about new movie releases and help with their decisions about which films to see. However, they also are relying on movie trailers, traditional TV and print media, which cannot yet be discounted.
Key study findings:
- Though 44% of moviegoers first hear about a film online (vs. 16% in a newspaper ad), even more find out about films through television commercials (73%) and trailers in the theater (70%).
- 52% of moviegoers use the internet to get more details on what a movie is about, while 50% use TV. Theater trailers/posters, recommendations from friends/family and newspapers and magazines are also sources of information.
- Virtually all moviegoers (94%) are online; this is true across all age groups.
- 86% of moviegoers across all demographic segments go online via computer or mobile device at least once a day.
- In a given week, the average moviegoer spends more time going online (19.8 hours) than watching TV (14.3 hours).
- 73% of moviegoers have profiles on social networking sites.
- 69% watch video content online.
Teens Trust Friends More than Critics
The study also found that peer group feedback (social networking, face to face interaction, texting) is extremely important in the decision process about which movies to see, especially in younger demographics. Among teens and young adults, 75% say they trust a friend’s opinion more than a movie critic’s, while 40% of all moviegoers say that negative reviews from other moviegoers will keep them from seeing a movie. Only 28% say that a bad review from a critic will cause them to steer clear.
Overall, 74% of respondents like to share thoughts and opinions about movies with others, the study found.
About the study: The “Moviegoers: 2010″ study was supported by a consortium of media companies that include AOL, Facebook, Fandango, Google, Microsoft, MovieTickets.com and Yahoo. The study included an analysis of 4,000 moviegoers. Initial findings were presented to movie marketers and press at on Sept. 29 by Stradella principal Gordon Paddison and strategy consultant and former studio executive Linda S. Middleton. Additional findings from this Stradella Road research study are forthcoming.
Formación Gerencial Internacional