Free Essay

Moviegoers Behavior

In: Business and Management

Submitted By prologe
Words 508
Pages 3
Research Findings
The following research findings are intended to provide with actionable insights into how to reach movie consumers. Nearly 180 students participated through undergraduate student survey in Carnegie Mellon Univ. and 81 moviegoers in target age group answered questionnaire through online survey – ‘Mechanical Turk Survey’ between Oct 5 and Oct 7. These survey questionnaires shed light on the behaviors and habits that drive moviegoer awareness and decision-making and also ask the interest on sports and ESPN to figure out the relation between heavy sports fans and moviegoers in terms of their movie going behavior.

• Changing TV watching trend We acknowledge that there is change on media consumption habits among our target age group. For moviegoers, digital technologies have gone main stream and TV is losing ground among the target audience. Moviegoers spend more time online than watching TV.

• Target age-group’s behavior on online media For moviegoers within target age group, the Internet is a source of information, entertainment, and socialization. Moviegoers go online to gather knowledge. Most of them use the internet to check news and sports information. Without any doubt, social activities are also dominant, as moviegoers connect via chat, instant messaging, online forums, or social networks. Majority of the moviegoers have created their own social networking profile and half of them indicate they spend a lot of time socializing with friends over the internet. In particular, ‘Facebook’ and ‘Youtube’ have dominant position in online service.

• Movie-going behavior Most of target moviegoers see a movie with their friends. In terms of information source, many of the moviegoers would rather have feedback from their own peer group than critics. They are open to recommendations from/to their friends and family member. In social media and face-to-face discussions, moviegoers share their thoughts and opinions about movies. They seek insights and validations from others. In many cases, they become the marketing voice for the movie. Our target age group is especially influenced by this consumer chatter. As a result, positive feedback from consumer reviews has a greater influence on movie attendance than the critic's voice.

• Key factors to motivate moviegoer In choosing a movie, it is obvious that the story and cast in the movie are major factors to motivate potential moviegoer to put into action. Impressively, the fact that someone else wanted to see it was equally important to the story motivating of a factor because moviegoers in target age group are highly influenced by group decision making.

• Sports fan’s tendency Understandably male has the majority of ESPN subscribers. And impressively heavy sports fan such as ESPN subscribers tend to go see a movie more frequently. It is rather different from Zenith’s understanding that sports fans tend to be pretty enthusiastic about sports but they don't see movies very often. The difference might result from the size of participants in the survey or regional characteristic of Pittsburgh sports fans. Another interesting observation is that sports fans tend to be open to make recommendation and to get recommendation.

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