Stradella Road led a new research study of nearly 4,000 moviegoers and presented the findings to a select group of movie marketers and press at the SLS Hotel in Beverly Hills on Sept. 29. The presentation, given by Stradella principal Gordon Paddison and strategy consultant and former studio executive Linda S. Middleton, provided actionable insights into how best to reach movie consumers over the next decade.
The “Moviegoers: 2010” study was supported by a consortium of media companies that include AOL, Facebook, Fandango, Google, Microsoft, MovieTickets.com and Yahoo!
The research found that an overwhelming number of people 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.
Some highlights:
· Virtually all moviegoers (94%) are online; this is true across all age groups.
· 86% of moviegoers across all demo 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 they do watching TV (14.3 hours).
· 73% of moviegoers surveyed have profiles on social networking sites; 69% watch video content online.
· 93% report that they use internet search to find information about new movie releases.
A key finding of the study is the importance of peer group feedback (social networking, face to face interaction, texting) in the decision-making process. Teens and young adults are especially influenced by this consumer voice: 75% said they trust a friend’s opinion more than a movie critic, while 74% of respondents said they like to share thoughts and opinions about movies with others.
Additional findings from this Stradella Road research study will be highlighted here over the next week, so follow the updates as we address segmentation using age and life stage targeting, Group Think, and the evolving purchase funnel.
Press coverage of our findings and the event:
Variety
LA Times
David Poland’s Hot Blog
The Wrap
|
Will you be posting the presentations online so the indie film community can take advantage of this insight as well?