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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 Source: Nielsen American Moviegoer 2012 2 Nielsen Research Group (NRG) Study 2012: Attendance and 3D
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. Source: Nielsen American Moviegoer 2012 3 NRG Study 2012: Attendance and 3D
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 35. 8 40. 5 46.6 4 NRG Study 2012: Connecting Moviegoers
Moviegoers are Spenders on Entertainment Tickets to Live Events $21 $23 $27 Buying Movie Tickets $18 $20 $23 Buying Books/Magazines (Including e-versions) $10 $11 $15 Buying Video Games $16 $19 $22 Mean spending based on the past month T OTAL M OVIEGOERS $104 Total Entertainment Spend S MARTPHONE O WNER M OVIEGOERS $121 T ABLET O WNER MOVIEGOERS $140 5 NRG Study 2012: Connecting Moviegoers
Moviegoers Deliver a Range of Consumers 6 NRG Study 2012: Attendance and 3D, attended once or more in the past year 34% Adults 18-34 51% Adults 18-49 52% Adults 25-54
Moviegoing is Strongest Among 12 to 23 Year Olds 6.07.6 Source: Nielsen American Moviegoer 2012 7 NRG Study 2012: Attendance and 3D Adults 25-34 saw the most movies in 2012 (7.5) while Teens were right behind with 7.4 movies
PARENTS & KIDS and TEEN MOVIEGOERS
Watching Movies at the Theater is a Co-Viewed Experience 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 your children did? # of Movies Attended Per Year When parents attend a movie with their children, the movie choice is a mutual decision half of the time. When it’s not a mutual decision, children get their way about twice as often as their parents. 9 Parents with children between the ages of 9-11 attend the most films with their kids (4 movies on average)
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
Hispanics Go to More Movies Annually Moviegoing is strong among Hispanics within the U.S. On average, Hispanics see 9.5 movies annually 12 NRG Study 2012: Hispanic Moviegoing. 18-EC: How many new release movies have you watched at a movie theater in the past 12 months? Annual Moviegoing
Hispanic Moviegoers Over Index Population Size to Ticket Sales Share 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. 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 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, Other Family not listed above; Non-Family includes: Friends, Date, Other “Who is typically with you when you go the movies?” 14 Going to the movies carries a positive cultural significance for Hispanics and serves as an opportunity to socialize with family and friends
Hispanic Parents Watch More Movies With Their Children 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 Hispanic parents report going to roughly one more movie with their children, on average, than non-Hispanic parents (roughly 4 movies vs. 3)
SOCIAL MEDIA AND MOVIEGOING
Moviegoers are Social Media Consumers 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. Can’t wait 4 the sequel GR8 flick! Source: Nielsen American Moviegoer 2012 17 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%).
Moviegoers are Active on Social Media 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. “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) 18 Three quarters of moviegoers who have an active social networking profile visit it at least once a day 2012 81% of P12-24 83% of A18-34 76% of A25-54
Moviegoers Use Social Networks to Discuss Movies 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) 19 “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
Saw Movie…Will Post! 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 “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? One third of moviegoers and almost one half of Millennial moviegoers text, tweet or post right after seeing a movie.
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 Source: Nielsen’s American Moviegoer 2012 and The Mobile Consumer: A Global Snapshot, February 2013 76 % of this audience has used their smartphone for a movie-related task in the past 12 months 21
DEVICE OWNERSHIP AND MOVIEGOING
Moviegoers are Trendsetters Source: NRG American Moviegoing 2012: Examining Moviegoing Attendance. 23 Moviegoers are outpacing the rest of the country when it comes to the adoption of smartphones and tablets.
A Look at Movie-Going Tablet Owners Tablet Ownership is increasing among lower income Moviegoers 23 % of Moviegoers who own a Tablet make <$60K, up 209% vs. 2011 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 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. Source: Nielsen American Moviegoer 2012 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. SmartphoneOnlineIn-Theater TV More than Last YearSame as Last YearLess than Last Year Source: Nielsen American Moviegoer 2012 27
Movie and Entertainment Apps are Popular with Moviegoers Source: Nielsen American Moviegoer 2012 Q: Which of the following apps do you have installed on your mobile phone % of Moviegoers with Select Movie/Entertainment Apps Installed on their Mobile Phone 28
Various Resources are Used for Gathering Movie-Related Information Consumers use multiple touch-points to learn or hear about upcoming films 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? 74 % T ELEVISION 46 % I N -T HEATER 43 % O NLINE /M OBILE 49 % W ORD O F M OUTH Although viewing trailers in the theater is still the most prevalent manner for watching previews, online and mobile phone viewership is on the rise. 29
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 Source: Nielsen American Moviegoer 2012 31 NRG Study 2012: Attendance and 3D *Note: The 2012 NMR Estimates for Personal Language used in Household among U.S. Hispanics are used as weights for the Stage 2 Moviegoers Study because Stage 1 was conducted in only English.
The American Moviegoer 32 Moviegoers represent 70 % of Americans A12 + Caucasian 64 % Hispanic 18 % African Am. 12 % Asian/Other 6 % Source: Nielsen American Moviegoer 2012 RACE 49 % 51 % GENDER NRG Study 2012: Attendance and 3D
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