Moviegoers Go Offline and Online

Where Do Moviegoers Turn First for Movie Listings?
New research conducted by The Kelsey Group shows that U.S. households are turning to a variety of offline and online local information sources to find movie listings. With "Superman Returns" topping $100 million in box office receipts over the long holiday weekend, how Americans find their movie listings illustrates further changes to the American "moviegoing" culture.

According to just-completed research by The Kelsey Group:

• Almost 53 percent of Americans who looked for a movie listing turned to a newspaper first. This compares to just 23 percent referring to the Internet — via a portal, a movie Web site or a search engine.

The picture is vastly different when age and/or income are considered:
• Among 18- to 34-year-olds, a key demographic for the movie industry, newspapers and Internet are just about even at 33 percent and 32 percent, respectively.
• Taking income into consideration, 41 percent of households with more than $75,000 in annual household income turn to newspapers, while 32 percent of similar households turn to the Internet first for finding their movie listings.

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* This telephone survey was conducted June 16-21, 2006, from a national sample of 1,000 heads of household. The findings regarding movie-listings search behavior are part of a larger study about offline/online classifieds user behavior within the automobile and real estate markets.

This Post Has One Comment

  1. Ben Mogil

    Neal
    Is the newspaper stats above relating to only print or the online site for newspapers as well?
    Thanks
    Ben

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