cinema marketing: a new approach

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Nielsen Research Group
Examining Moviegoer Behavior
2012 Study
Table of Contents
 General Moviegoing Trends
 Moviegoing Segments
 Families
 Teens
 Hispanics
 Moviegoing and Social Media
 Methodology
Nielsen Research Group (NRG) Study 2012: Attendance and 3D
Source: Nielsen American Moviegoer 2012
2
Attending Movies At the Theater:
Entertaining, Distraction-Free, and Affordable
78% of moviegoers believe they can get completely
involved a movie without any distractions.
Movie-going is “entertainment they can afford,” for
Two-thirds (69%) of respondents.
A trip to the theater provides 86% of moviegoers an
opportunity to “get out of the house.”
73% of moviegoers typically combine other activities,
such as eating and shopping with movie-going.
NRG Study 2012: Attendance and 3D
Source: Nielsen American Moviegoer 2012
3
Lots of Movie Viewing Each Year
 The average moviegoer watches 35.8 movies per year, including free and
paid movies at home plus movies at a theater
 The more technologically advanced, the more movie viewership – at the
theater & via devices
8.2
7.4
Movies at the Theater
6.8
Paid Movies At Home
30.8
Free Movies
26.5
23.1
35.
8
5.9
Total Moviegoer
NRG Study 2012: Connecting Moviegoers
40.
5
46.6
6.6
Smartphone Owner
7.6
Tablet Owner
4
Moviegoers are Spenders on Entertainment
Total Entertainment Spend
Mean spending based on the past month
$104
TOTAL MOVIEGOERS
$121
SMARTPHONE OWNER
MOVIEGOERS
Tickets to Live Events
Buying Movie Tickets
Buying Books/Magazines
(Including e-versions)
$21
$23
$27
$18
$20
$23
$10
$11
$15
NRG Study 2012: Connecting Moviegoers
$140
TABLET OWNER
MOVIEGOERS
Buying Video Games
$16
$19
$22
5
Moviegoers Deliver a Range of Consumers
65-74
6%
55-64
12%
12-17
15%
18-24
15%
45-54
16%
34% Adults 18-34
51% Adults 18-49
52% Adults 25-54
25-34
19%
35-44
17%
NRG Study 2012: Attendance and 3D, attended once or more in the past year
6
Moviegoing is Strongest Among 12 to 23 Year Olds
 Adults 25-34 saw the most movies in 2012 (7.5) while Teens were right behind
with 7.4 movies
7.4
7.5
6.8
6.7
6.6
6.2
4.7
7.6
12-17
18-24
NRG Study 2012: Attendance and 3D
25-34
35-44
45-54
55-64
65+
Source: Nielsen American Moviegoer 2012
7
6.0
PARENTS & KIDS
and TEEN MOVIEGOERS
Watching Movies at the Theater is a
Co-Viewed Experience
 Parents with children between the ages of 9-11 attend the most films with their
kids (4 movies on average)
# of Movies Attended Per Year
7.6
8.0
3.7
4.0
of Child 6-8
of Child 9-11
6.6
6.2
2.1
of Child <6
With Child
3.2
of Child 12-17
Total
Source: NRG American Moviegoing 2012: Examining Moviegoing Attendance. 18-EC. How many new release movies have you seen in a theater in the past 12 months?
78/81GM: Of the movies you have seen in the past 12 months, how many of those did you see with at least one of your children under 12? 80/82GM: How many of those
did you see with at least one of your children 12 to 17? 79-GM: Of the movies you have seen in the last 12 months with your children, how many were movies that you and
your children both wanted to see? How many were movies that your children wanted to see more than you did? How many were movies that you wanted to see more than
9
your children did?
Brands Will Reach Teens at the Movies
 12-17 year olds represent 11% of
the U.S. population and 17% of
tickets sold
 12-17 year olds attend an average
of 7.4 movies per year
Source: Nielsen Research Group, 2012 American Movie Going Study.
10
HISPANIC
MOVIEGOING
Hispanics Go to More Movies Annually
 Moviegoing is strong among Hispanics within the U.S.
 On average, Hispanics see 9.5 movies annually
Annual Moviegoing
11.0
10.1
8.7
9.8
8.3
7.0
6.8
6.1
12 to 17
18 to 24
6.0
25 to 34
Non-Hispanic
5.6
35 to 44
45+
Hispanic
NRG Study 2012: Hispanic Moviegoing. 18-EC: How many new release movies have you watched at a movie theater in the past 12
months?
12
Hispanic Moviegoers Over Index Population
Size to Ticket Sales Share
Population
Moviegoers (1+ in past 12 mos.)
Tickets
Hispanic
15%
18%
25%
12% 6%
67%
12% 6%
64%
11% 5%
African-American
Asian/Other
Moviegoing is strong among
Hispanics, who comprise
only 15% of the U.S.
population of those aged 12
and older, and make up one
quarter of tickets sold.
58%
Caucasian
Source: Nielsen American Moviegoing 2012.
18-EC: How many new release movies have you seen in a theater in the past 12 months?
*Note: Calculated Tickets = Moviegoers times number of movies seen per year; The share of calculated tickets is an estimate of the share of
admissions by demographic segment.
13
Moviegoing is an Important Part
of Hispanic Culture
 Going to the movies carries a positive cultural significance for Hispanics
and serves as an opportunity to socialize with family and friends
86%
77%
73%
60%
77%
66%
53%
49%
47%
40%
28%
15%
Going to the theater is
important so I can
spend time with
family/friends
I like the crowds and I go opening weekend to
excitement of opening
be part of the
weekend
conversation with
family/friends
Non-Family
Extended Family
Immediate Family
“Who is typically with you when you go the movies?”
Non-Hispanic
Hispanic
SOURCE 1: Nielsen American Moviegoing 2012—Opening Weekend Supplement. Conducted 11/9/12 to 11/11/12 at theaters in Chicago, Houston, Boston, Irvine
(CA), New York City, Miami, Ontario (Canada) and San Marcos (CA). Base= 326 Hispanics & 224 Non-Hispanics. M.10: How much do you agree or disagree with each
of the statements below? Agree Strongly/Somewhat shown. *Note: Calculated Tickets = Moviegoers times number of movies seen per year; The share of calculated
tickets is an estimate of the share of admissions by demographic segment. 77-GM: And who is typically with you when you go to the movies at a theater? Please select
all that apply. Immediate Family includes: Son/Daughter, Parent, Brother/Sister; Extended Family includes: Grandchildren/parent, Aunt/Uncle, Cousin, Niece/Nephew, 14
Other Family not listed above; Non-Family includes: Friends, Date, Other
Hispanic Parents Watch More Movies With
Their Children
 Hispanic parents report going to roughly one more movie with their children,
on average, than non-Hispanic parents (roughly 4 movies vs. 3)
10.1
10.0
5.8
6.2
2.7
Parent of Child <12:
Non-Hispanic
4.1
3.0
Parent of Child <12:
Hispanic
Total
Parent of Child 1217: Non-Hispanic
3.9
Parent of Child 1217: Hispanic
With Child
Source: Nielsen Research Group American Moviegoing 2012: Examining Moviegoing Attendance. 18-EC. How many new release movies have you
seen in a theater in the past 12 months? 78-GM: Of the movies you have seen in the past 12 months, how many of those did you see with at least
one of your children under 12? 80-GM: How many of those did you see with at least one of your children 12 to 17?
15
SOCIAL MEDIA AND
MOVIEGOING
Moviegoers are Social Media Consumers
 Nine out of 10 heavy moviegoers have at least one social networking profile.
 31% of ALL moviegoers say comments about movies on social networks
impact their decision to see a movie (+2%).
GR8 flick!
Can’t wait 4
the sequel
36% of moviegoers text, tweet, and/or post
to social media after seeing a movie—a
trend that continues to grow.
A12-24 and heavy moviegoers are more
likely to engage in these activities.
Source: Nielsen American Moviegoer 2012
17
Moviegoers are Active on Social Media
 Three quarters of moviegoers who have an active social networking profile visit
it at least once a day
“How often do you visit at least one of the
social networking sites that you are a part of?”
(several times / once a day shown)
2012
81% of P12-24
83% of A18-34
76% of A25-54
68%
72%
76%
73%
77% 78%
78% 80%
83%
82%
75% 77%
75%
79%
65%
60%
63%
67%
57%
52%
46%
Total
12 to 17
18 to 24
2010
25 to 34
2011
35 to 44
45 to 54
55+
2012
Source: Nielsen Research Group 2012 American Moviegoing Study: Informing and Influencing Moviegoers. 116-SO: How often do you visit
at least one of the social networking sites that you are a part of? Several times a day/once a day shown.
18
Moviegoers Use Social Networks to Discuss Movies
“How often do you discuss movies with the people you’re
connected to on a social network?
(Very Often/Often/Occasionally)
2012
60% of P12-24
63% of A18-34
76% of A25-54
65%
59%
60%
58%
57%
54%
47%
64%
62%
53%
52%
49%
42%
42%
44%
36%
33%
30%
24%
18%
Total
12 to 17
18 to 24
2010
25 to 34
2011
35 to 44
45 to 54
55+
2012
Source: NRG 2012 American Moviegoing Study: Informing and Influencing Moviegoers. 118-SN: How often do you discuss movies with the people
you’re connected to on a social network? (Very Often/Often/Occasionally)
20%
19
Saw Movie…Will Post!
 One third of moviegoers and almost one half of Millennial moviegoers text,
tweet or post right after seeing a movie.
51%
47%
“In the past 12 months, have you texted, tweeted, or posted
your opinion about a movie the same day after seeing it in a
theater?
46%
39%
36%
23%
10%
Total
12 to 17
18 to 24
25 to 34
35 to 44
45 to 54
55+
Source: NRG 2012 American Moviegoing Study: Informing and Influencing Moviegoers. 113-SO: In the past 12 months, have you texted, tweeted,
or posted your opinion about a movie the same day after seeing it in a theater?
20
Moviegoers are Using Smart Phones for Movie
Intelligence & Connecting with Others
 Up 23% from 2011, 69% of moviegoers now own a smartphone
 In comparison: 53% of U.S. Consumers A16+ own a smartphone
Looked Showtimes/Theater Locations
46%
Texted a Friend About a Movie
37%
Searched for Information About a Movie
Posted a Movie-Related Comment on a Social Network
of this audience
has used their
smartphone for
a movie-related
task in the past
12 months
36%
Watched Previews
Bought Movie Tickets
76%
35%
18%
16%
Source: Nielsen’s American Moviegoer 2012 and The Mobile Consumer: A Global Snapshot, February 2013
21
DEVICE OWNERSHIP AND
MOVIEGOING
Moviegoers are Trendsetters
 Moviegoers are outpacing the rest of the country when it comes to
the adoption of smartphones and tablets.
Source: NRG American Moviegoing 2012: Examining Moviegoing Attendance.
23
A Look at Movie-Going Tablet Owners
Tablet Owners comprise 36% of the Heavy Moviegoing
population (9+/year)
Movie-Going Tablet Owners see an average of 8.2 movies per year, vs. the 6.8
of Total Moviegoers
Tablet Ownership is increasing among lower income Moviegoers
23% of Moviegoers who own a Tablet make <$60K, up 209%
vs. 2011
24
A Look at Movie-Going Smartphone Owners
 69% of Moviegoers own a Smartphone
 They see an average of 7.4 movies per year
83% of Moviegoers Who
Own a Smartphone are
Parents
+26% vs. 2011
74% of Movie-Going
Smartphone owners earn $60K+
+18% vs. 2011
81% of Heavy Moviegoers (9+/year) own a Smartphone
+17% vs. 2011
25
The Connected Moviegoer
 74% of the Moviegoing audience is connected either via smartphone, tablet or both.
46%
26%
74%
23%
5%
Neither
Smartphone Only
Smartphone and Tablet
Source: Nielsen American Moviegoer 2012
Tablet Only
26
Moviegoers are Using Newer Technology for
Movie Insights
 Half of moviegoers indicated they are using their smartphones more to gather movie
information
 A third of connected moviegoers are using online sources with greater frequency.
Smartphone
Online
7%
In-Theater
6%
14%
TV
9%
16%
36%
49%
44%
58%
76%
71%
More than Last Year
Same as Last Year
Source: Nielsen American Moviegoer 2012
Less than Last Year
27
15%
Movie and Entertainment Apps are
Popular with Moviegoers
% of Moviegoers with Select Movie/Entertainment Apps
Installed on their Mobile Phone
20%
19%
17%
13%
12%
4%
Source: Nielsen American Moviegoer 2012 Q: Which of the following apps do you have installed on your mobile phone
28
Various Resources are Used for
Gathering Movie-Related Information
 Consumers use multiple touch-points to learn or hear about upcoming films
74%
49%
46%
43%
TELEVISION
WORD OF MOUTH
IN-THEATER
ONLINE/MOBILE
Although viewing trailers in the theater is still the most
prevalent manner for watching previews, online and
mobile phone viewership is on the rise.
Source: Nielsen American Moviegoer 2012; Q: Where do you typically hear about or learn about movies coming out in the theater?
AND Where or how do you typically watch movie previews?
29
METHODOLOGY
Nielsen Research Group Methodology
 Stage 1 – Incidence Study of the U.S. population 12 to 74

Gather movie-going incidence; define moviegoer demographic profile among Americans 12 and older

Nationally representative sample controlled by age (12 to 74), gender, ethnicity, and region

Total Sample Size = 2,482

Conducted in English via phone and online

Completed in August 2012
 Stage 2 – Moviegoer Study of the U.S. population aged 12 to 74

Detailed attitude and U.S. age study among "moviegoers," defined as those who have attended at least one
movie at a theater in the past 12 months

Nationally representative moviegoer sample based on Stage 1 moviegoer composition based on gender, age,
ethnicity, region, and NMR language U.S. age*

Conducted online with a supplementary in‐person Hispanic oversample:
 English language dominant Hispanics completed the survey online in English
 Spanish language dominant Hispanics completed the interviewer‐assisted survey in Spanish in major metropolitan areas
nationwide
 Total Sample Size = 3,161
 Conducted in September 2012
NRG Study 2012: Attendance and 3D
*Note: The 2012 NMR Estimates for Personal Language used Source:
in Household
among
U.S. Hispanics
are used
as weights for the Stage 2
Nielsen
American
Moviegoer
2012
Moviegoers Study because Stage 1 was conducted in only English.
31
The American Moviegoer
 Moviegoers represent 70% of Americans A12+
RACE
GENDER
Asian/Other 6%
African Am.
12%
Caucasian
64%
51%
NRG Study 2012: Attendance and 3D
Hispanic
18%
49%
Source: Nielsen American Moviegoer 2012
32
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