Everything You Need To Know About Movie Junkies

Everything You Need To Know About Movie Junkies Elise Neel, November 2009 Agenda  About comScore  The Entertainment Marketplace  Online Movie T...
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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

© comScore, Inc. Proprietary and Confidential.

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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

© comScore, Inc. Proprietary and Confidential.

Demographics Life Stages

3

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

© comScore, Inc. Proprietary and Confidential.

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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.

© comScore, Inc. Proprietary and Confidential.

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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.

© comScore, Inc. Proprietary and Confidential.

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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

© comScore, Inc. Proprietary and Confidential.

121

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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%

© comScore, Inc. Proprietary and Confidential.

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%

© comScore, Inc. Proprietary and Confidential.

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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

© comScore, Inc. Proprietary and Confidential.

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16

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

© comScore, Inc. Proprietary and Confidential.

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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

© comScore, Inc. Proprietary and Confidential.

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

© comScore, Inc. Proprietary and Confidential.

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

© comScore, Inc. Proprietary and Confidential.

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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

© comScore, Inc. Proprietary and Confidential.

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%

© comScore, Inc. Proprietary and Confidential.

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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127

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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

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