Everything You Need To Know About Movie Junkies
Elise Neel, November 2009
Agenda
About comScore The Entertainment Marketplace Online Movie Ticket Buyers: Who Are They? Online Movie Ticket Buyers: Search Activity Mobile Movie Enthusiasts DVD Buyers: Are They Different? Case Study Takeaways
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comScore is a digital measurement specialist, passively collecting online behaviors from over 2MM participants worldwide A Global Measurement of Audience and e-Commerce
360° View of Consumer Behavior Web Visiting and Viewing
34
Individually Reported Countries
Online Transactions
Streaming Video
Search Behavior
Media Exposure
172 Countries with Sample Presence
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Demographics Life Stages
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Study Methodology
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E-Commerce Data Capture
comScore uses “agents” to scrape information about a movie purchase from a page
Data we capture on e-commerce sites
•Items Purchased •Amount Paid •Quantity • Actual transactions •In Cart vs. Paid
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E-Commerce Data Capture
Understand the impact of entertainment site visitation and advertising exposure on theater sales, using credit card receipts.
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Study Sample
For this study, we examined the behavior of over 500K people who purchased movie tickets online in September 2009.
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Entertainment Marketplace
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The Entertainment Marketplace
It’s a big market: Over $31MM is spent each month online on movie tickets. Average # of transactions per month Average $$ spent on movie tickets* Monthly movie ticket spending**
It’s an owned market: Together, movietickets.com and Fandango capture 99.8% of all movie tickets purchased online.
1.2 Online movie tickets buyer reach
$27.63
81%
$31,200,000
fandango.com
20%
0.02%
movietickets.com
other ticket sites
It’s an adult dater’s market: Movie ticket purchasers are more likely to be mid-adults and live alone than the average internet user.
% Composition Index - Demographics Persons 35-44
150
Lives alone
144
Person's 25-34
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Source: comSCore custom eCommerce (*September 2009 only) and Product Category Reports (**Monthly movie ticket spending reflects a rolling monthly average from October 2008 to September 2009).
Online Movie Ticket Buyers: Who Are They?
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So Much for Chivalry Who are buying movie tickets online? Women are more likely to plan the night out to the movies: movie ticket purchasers are 39% more likely to be female (Index 139)
Total Internet
Movie Ticket Buyers
Male
67%
33%
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Female
11
48%
52%
So Much for Chivalry
Nearly 50% of female ticket buyers are between the ages of 25-44 Female Ticket Buyers by Age
Females: 65+ 1% Females: 55-64 5% Females: 2-17 16% Females: 45-54 21%
Females: 18-24 8%
Females: 25-34 22% Females: 35-44 27%
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Movie ticket purchasers tend to live in Pacific and Mid-Atlantic regions
Hollywood doesn’t mess around: there are more movie tickets being bought online in the Pacific region per capita than any other US region
% Composition Index to Total Internet reach % Composition Online Movie Tickets Buyers
344 36
39 W.N. Central
New England
112
55
6%
20% 2%
20%
5%
14%
Mid-Atlantic 103
3%
11%
19% 257
E.S. Central W.S. Central 140
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Leisure Lovers
Movie lovers are intense internet consumers: movie ticket purchasers over-index in site engagement across the internet in several “hands on” categories
% Reach Index
Minutes per Visitor Index
Movie Tickets Purchasers to Total Internet
Movie Tickets Purchasers to Total Internet
Food (Community)
295
Movies (Entertainment)
Home
295
Food (Community)
267
Home Furnishings
259 243
News (Entertainment)
277
328
Home Furnishings
258
Online Travel Agents
Movies (Entertainment)
254
Newspapers
224
Online Travel Agents
234
e-mail
224
Maps
227
News/Research
224
Total Internet Index = 100
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Movie ticket purchasers are home bodies
Ticket buyers use the internet more than most to focus on that which is closest to them: their home, their head and their huge appetite
Minutes per Visitor Index Movie Tickets Purchasers to Total Internet
267
259 195
Average minutes spent per movie ticket purchaser, monthly
Top 5 sites (in reach %)
36
21
Food (Community)
Home
Allrecipes Foodnetwork.com Cooks.com About.com Food AOL Food
iVillage Home eHow Home AOL Home About.com Home HGTV.com
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186 117
Education Pearson Educ. HotChalk Classesusa.com About.com Educ. Courseadvisor
15
28
Home Furnishings The Home Depot Lowes.com Williams-Sonoma Ikea Walmart for Home
Movie ticket purchasers are busy planning their lives online
Movie ticket consumers spend ample time booking flights, reading the news and conducting their research online
Minutes per Visitor Index Movie Tickets Purchasers to Total Internet
243
224
166
Average minutes spent per movie ticket purchaser, monthly
53
57
54 117
Online Travel Agents
Top 5 sites (in reach %)
224
Expedia Inc Orbitz Priceline.com Travelocity Kayak.com
Newspapers
Business News/Research Directories/Resources
New York Times Tribune Newsp. Advance Internet McClatchy Corp USA Today
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Yahoo! Finance AOL Money Dow Jones MSN Money Manta.com
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Wikimedia Sites Answers.com Google Maps Yahoo! Answers Craigslist, inc.
A more engaged socialite audience
People buying tickets online are connectors: they are more engaged in online conversations than the average internet user
Minutes per Visitor Index Movie Tickets Purchasers to Total Internet
224 184
125
Average minutes spent per movie ticket purchaser, monthly
682
e-mail
Top 5 sites (in reach %)
165
Yahoo! Mail Windows Hotmail Google Gmail MySpace Mail AOL Email
380
143
Conversational Media
Community
Facebook.com MySpace Sites Blogger WordPress Technorati Media Total Internet
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Glam Media Disney Online iVillage.com AOL Living Shine Index = 100
362
Instant Messengers Yahoo! Messenger AIM.com/AIM App Windows Live Mes. Meebo, Inc MySpace IM
Online Movie Ticket Buyers: Search Activity
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In Sept, there were nearly 120 Million Movie related searches
Movie searches represent ~1% of total searches across the web monthly (on average)
Total Entertainment Movies Searches (Millions)
117 MM
101 MM
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*movies sites defined as falling in the Entertainment – Movies subcategory; source: comScore Marketer
Search Helps Define Primary Site Purpose
People are mostly using navigational terms to get to the specified movie site before finding more details about a film
Top 10 search terms leading to IMDB.com Imdb Imdb.com “Name” “Name” Biography Imbd Megan Fox Inglorious bastards True blood New moon Alice in wonderland Gi joe
Top 10 movies sites*, by total search clicks (Millions) 121.0
imdb.com
16.9
Fandango Movies Network
10.1
Moviefone Hollywood.com Network
9.3
Yahoo! Movies
8.0
UGO Film-TV
6.6
Rottentomatoes.com
4.6
TotalFilm
4.5
Flixster.com
2.8
MSN Movies
1.1
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Top 10 search terms leading to Fandango
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Fandango Movies.com Fandango.com Movie times Movie theaters New movies www.fandango.com Fandango movie Fandago Fandango theaters
*movies sites defined as falling in the Entertainment – Movies subcategory; source: comScore Marketer
Using search for film discovery plays a key role in the online movie purchase process
Top 10 Search Phrases Day of Movie Ticket Purchase: Searchers 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
fandango yahoo mail this is it youtube this is it movie tickets facebook craigslist regal cinemas fandango.com movie tickets
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How did users arrive at movie tickets sites?
Users are not just using search to arrive at sites like fandango and movietickets.com. Entertainment, Services, and Retail sites are also driving traffic
Referring Site Category
Referral Type 46%
Non-referred
34% 28% 23%
Organic Search
20%
Other Referred
39%
Other Search
3% 1%
WebMail
1% 3%
Paid Search
1% 0%
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48% 39%
Non-Referred/Other
22
Search/Navigation
31% 24%
Entertainment
10% 29%
Services
3% 4%
Retail
2% 2%
Mobile Movie Enthusiasts
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12 million Americans accessed movie information on their mobile browsers in September
1/3 of all people looking up entertainment listings on their phones access fandango.com via a mobile browser. Movie info is top priority for those seeking mobile entertainment
18-24 year olds are the most likely group to look up entertainment info on their phones, whether using an app or a browser. % Composition Index
Top Entertainment Listings Sites
Users who access movie listings on a mobile browser or app, versus total mobile subscribers
Subscribers (MM), (Mobile Internet Reach %)
13-17
Fandango
121
18-24
144
25-34
150
35-44
109
45-54 55-64
accessed via mobile phones
58 28
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4.0 (5.4%)
Yahoo!
2.2 (3.0%)
Movietickets
2.0 (2.7%)
Moviefone.com
2.0 (2.7%)
IMDB
1.5 (2.0%)
Ticketmaster
1.3 (1.8%)
Citysearch
1.1 (1.5%)
Ethnicity plays a role in mobile movie site visitation
The Caucasian audience consistently under-indexed in visitation of the three major mobile movie browser destinations in September Browser Visitation Index Mobile Browser Visitation To Total Internet
337 272 241 179 83
80
237 232
219
195 165
66
Caucasian
African American
Fandango
Asian
Moviefone.com
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Hispanic
Movietickets
Phone features are a critical component to movie information gathering
SMS is an important tool used by minority segments for accessing movie information with Hispanic and Asian groups more than 3X more likely than the total mobile internet SMS Movie Information Index Accessed Movie Information Via SMS To Total Internet
Hispanic
310
Asian
302
African American Caucasian
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236 72
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Ease of information access makes Smartphone penetration high
The non-Smartphone user is 50% less likely to access movie information on these three key sites than the total mobile internet user. Fandango shows strength across all major operating systems Smartphone Visitation Index
671
Accessed Movie Web Sites Via Smartphone To Total Internet
433 342
309 313
327
297
306
269 218
194
339 355
388
165
57 63 62
Fandango
Moviefone
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Movietickets.com
340
368 358
DVD Buyers: Are They Different?
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DVD buyer demographics reveal an equal split between genders DVD Buyer Demographics
Males and Females are equal contributors to both online and offline DVD purchases Male 46%
Female
54% DVD Heavy/Light Purchases
Heavy 34%
Heavy buyers (1+ purchase per month) represent 1/3 of all online and offline purchases
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Light 66%
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Retired? Build your DVD collection
Heavy DVD buyers over index in the older, more affluent segments
Heavy DVD Buyers Index Heavy DVD Buyers To Total Internet
Graduate Degree
369
HHI $100K+
148
Males 65+
134
Females 65+
242
Females 45-54
166
Females 25-54
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Who’s not buying?
Lower income, minority and teen segments under index for purchasing at least one DVD per month
Light DVD Buyers Index Light DVD Buyers To Total Internet
72
HHI Under $25K
67
Teens (12-24)
39
African Americans
18
Hispanic
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Home Entertainment purchases are separate from movie tickets
Counter to intuition, people are either going online to buy movie tickets, or shopping for home entertainment – but they’re rarely doing both: we estimate
