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Moviegoers 2010

Internet Upends Traditional Assumptions

BEVERLY HILLS - A new research study, called Moviegoers: 2010, presented by the marketing firm Stradella Road on September 29th challenges current assumptions about generational media consumption and, potentially, could transform the way movies are marketed.  The underlying field research was conducted by Nielsen’s National Research Group (NRG) and focused on frequent filmgoers (people who attend 6 or more films per year) in the US.

Frequent filmgoers account for over 85% of tickets purchased each year.

The study affirms that:

1. All age groups have embraced digital media,
2. Each generation consumes both traditional mass media and new digital media differently,
3. Each generation must be approached differently, and,
4. The relevant generational groupings for film marketers are different from the standard age quandrants of teens, under 25, over 25 and family.

This study could not be more timely.  Hollywood marketers spend most of their time trying to reach the under 25s - particularly troublesome because that audience most easily finds other things to do than see a movie.  Under 25s now spend an average of 19.8 hours per week online, followed by 14.3 hours in front of a television.  According to the MPAA, over the past decade moviegoing has dropped 21% among the under 25s, as well as 24% among the 25-29 year-olds.

However, by redefining the age quadrants consistent with group behavior as 13-17 years (teens), 18-30 years (young adults), 30-39 years (older adults), and over 40 years (mature), marketers should be able to target their promotions to the media channels where each quadrant separately spends most of its time.  Family as a grouping will be automatically included with this demographic approach.  Characteristic group behaviors follow:

13-17 yrs (Teens)

• Media multitaskers
• Least likely to use search engines to find information
• Most interested in peer group socialization
• Life revolves around customization of entertainment and staying in touch: both for sharing the latest and peer group think
• Spend most time communicating through social networking sites (Facebook, MySpace, instant messaging, texting)
• Movie choices heavily influenced by peers and social networking
• Attend movies in groups of three or more
• Best to reach this group through social media and digital word-of-mouth

18-29 yrs (Young Adults)

• First generation digital natives
• Have most free time
• Use social networking sites, but do not chat much
• Will search online for movies and will share thoughts online about movies
• Actually read online content: information now more important than staying in touch
• Movie choices heavily influenced by aggregation sites (metacritic, rotten tomatoes)and consumer reviews
• Usually attend movies as couples or in pairs

30-39 yrs (Older Adults)

• Fluent with all advanced digital technology, possess all devices
• Have forsaken peer groups
• Spend most time online of all age groups; most use of new technology
• Usually pressed for time, especially if they have children
• Movie choices heavily influenced by spouses and own children
• Most aggressive about using DVRs to skip TV ads
• Attend movies sometimes with children and sometimes with spouse
• Most difficult group to reach

40-49 yrs (Mature)

• In transition to digital media
• Embrace both digital media and print media equally
• Prefer newspaper and magazine content formats
• Use the Internet, but not comfortable with all digital devices
• Often join social networks but do not regularly update their profiles or comment on others
• Movie choices heavily influenced by own children (usually teens)
• Attend movies as a family occasion
• Best to reach this group through their teens and traditional media

Over 50 yrs (Mature)

• Re-engaged empty-nesters
• Use the Internet more for information than social connection
• Less likely to use social networks, watch video online or blog
• Usually attend movies as couples
• Movie choices heavily influenced by face-to-face friends and print media
• Avoid crowds, prefer matinees
• Best to reach this group through print media and television

Across all age quadrants, moviegoers respond most positively to other moviegoers, to friends and family, to select critical raves, to the storyline, and to aggregation sites.  The latter will even trump negative critical reviews.

The following charts further summarize the announced Moviegoers: 2010 findings.  The study concentrates heavily on demographic patterns involving digital media and, of course, offers self-interested conclusions.  The study was commissioned by Stradella Road principal Gordon Paddison from funding provided by a consortium of Internet media companies that include AOL, Facebook, Fandango, Google, Microsoft, MovieTickets.com and Yahoo!