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 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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117
Education
Pearson Educ.
HotChalk
Classesusa.com
About.com Educ.
Courseadvisor
15
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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
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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 <5% of online movie ticket buyers also make a High Definition or
Blu-ray purchase
BLU-RAY buyers as a % of total Movies/Videos buyers
8%
7%
7%
Average = 6%
3%
Jun-09
Jul-09
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Aug-09
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Sep-09
Cognographics of DVD Buyers
Online DVD Buyers Indexed Against
Total Internet
Offline DVD Buyers Indexed Against
Total Internet
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Hulu
Disney Online
Encyclopaedia Britannica
Federated Media
NetShelter Technology
Best Buy Sites
Weatherbug Property
Gorilla Nation
JCPenney Sites
Pearson Education
Break Media
Viacom Digital
Experian Interactive
Glam Media
Photobucket.com LLC
WordPress
Examiner.com Sites
The Washington Post
The Mozilla Organization
Alloy Digital Network
145
121
120
119
117
117
116
115
112
112
112
111
110
110
110
108
107
106
106
105
Video
Retailers
Education
Teens
Community
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1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Hulu
Encyclopaedia Britannica
TWITTER.COM*
NETFLIX.COM
The Mozilla Organization
Federated Media Publishing
Best Buy Sites
Alloy Digital Network
Internet Brands, Inc.
UPS Sites
Fantasy Sports Ventures
The Washington Post Company
Amazon Sites
Capital One
Break Media
Photobucket.com LLC
Time Warner - Excluding AOL
Wikimedia Foundation Sites
NFL Internet Group
USPS.COM
169
159
153
152
143
134
132
132
131
128
124
122
122
121
120
119
119
119
117
117
Majority of time online is spent with major internet brands
Site distribution of the two purchase audiences are nearly identical with the
majority of time spent on large, premium portals and sites
Offline DVD Buyers
Total Minutes, Top 10
1
2
3
4
5
6
7
8
9
10
Yahoo! Sites
Google Sites
Microsoft Sites
FACEBOOK.COM
AOL LLC
Fox Interactive Media
eBay
EA Online
ESPN
Viacom Digital
Online DVD Buyers
Total Minutes, Top 10
1
2
3
4
5
6
7
8
9
10
8,219
6,655
4,537
3,462
2,874
1,673
1,120
1,000
891
602
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Yahoo! Sites
Google Sites
Microsoft Sites
AOL LLC
FACEBOOK.COM
eBay
Fox Interactive Media
craigslist, inc.
EA Online
Viacom Digital
5,783
4,501
3,903
2,268
2,172
1,067
858
746
405
393
45M Internet users purchased a VHS or DVD in the past 6 months
With 36M purchasing offline and 23M purchasing online, the erratic but
climbing sales numbers show promise
# of Internet users who purchased a VHS or DVD online or offline in the past 6 months
47,500
47,000
46,500
46,000
45,500
45,000
44,500
44,000
43,500
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Case Study
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Search activity spikes after movie release for Zombieland while
visitation to key movie sites spike before release
Searchers searching on Zombieland
281,360
41,514
Day 2 4
6
8
10
12 14 16 18 Day 2
Pre- Campaign Period
4
6
8
Movie Release
809,474
Visits to Zombieland sites*
Day 2 4
6
8
10
12 14 16 18 Day 2
Pre- Campaign Period
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4
6
8
Movie Release
*Analyzed Zombieland pages on IMDB, Zombieland.com, MSN, Yahoo, Fandango,
Moviefone and YouTube
Takeaways
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Key Takeaways
 Theatrical
– Females between the ages of 25-54 are heavy online ticket buyers
– Community, Home, Education and Travel content are congregating points for
the online ticket buyer
– The role of search pre-release and post-release should be carefully
considered; how should messaging and destinations change?
 Mobile
– Minority groups and Smartphone owners use their mobile device as a fact
finding tool
 Home Entertainment
– Older age segments index extremely high for heavy DVD purchases while the
younger, minority and less affluent segments skew remarkably low
– Online and offline DVD buyers are heavy consumers of Video, Retail,
Education and Community content
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Thank You!
Elise Neel, VP Marketing Solutions
360.448.7680
eneel@comscore.com
@furiousfeet
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