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Connected Consumers Spend More on Movies at Home

18 Feb, 2013 By: Erik Gruenwedel

Smartphone and tablet computer owners attend movies more often than the average non-connected consumer, spending 9% and 20% more going to the movie theater and on home entertainment, according to new Nielsen data.

As a group, 69% of moviegoers own a smartphone and 29% own a tablet, with 23% owning both devices.

Moviegoers that own tablets are the most active across all movie consumption, including home entertainment. They watched almost 47 movies on average during the past year — 10 more movies than the average non-connected moviegoer.

Smartphone and tablet moviegoers paid to watch 23.1 movies in the home in 2012, compared with 6.8 movies in the theater and 5.9 free movies on TV. Smartphone owners watched 26.5 movies in the home, compared with 7.4 movies in theaters and 6.6 movies on TV.

Notably, tablet owners watched the movies at home (30.8 titles), in addition to frequenting the multiplex (8.2 titles) and watching on TV (7.6 titles).

Home entertainment options primarily revolve around transaction video-on-demand, subscription VOD and VOD.
Nielsen’s study was based on combined online, phone and in-person surveys of 3,000 moviegoers in the United States during August and September. A moviegoer is defined as someone having attended at least one movie in a theater in the past 12 months.

Tablet-owning moviegoers spend 35% more on entertainment in a month than the U.S. average. They’re also 27% more likely than non-connected moviegoers to see a movie more than once (via home entertainment) and 24% more likely to buy their tickets online.

About three in 10 moviegoers say that comments about movies on social networks affect their decision to see them, with a notable increase among moviegoers aged 35 to 44 (up to 34% in 2012, from 25% in 2011).

Also, the impact on social media on movie consumption appears to be diminishing, including down 5% (to 41%) among those aged 18 to 24. This segment, however, is more likely to text, tweet or post right after seeing a movie (51%, as compared with 35% of the general movie-going population).

“Viewing previews is the most frequently cited source of online movie information,” said Kathy Benjamin, SVP of Nielsen. “Marketers still have the ability to substantially shape the messages that audiences are seeing and hearing about their movies. As mobile connectivity continues to increase, they’ll want to take advantage of the great avenue that social networks offer to connect directly with potential moviegoers.”

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