Report: Movie-Watching Teens Consume More Media31 Jan, 2008 By: Erik Gruenwedel
Teenagers and young adults who frequently watch movies, including DVDs, are twice as likely to watch television and listen to the radio as those who don't watch movies, according to a new study.
The report by Integrated Media Measurement Inc., a San Mateo, Calif.-based research company, found that 13- to 24-year-old frequent moviegoers (at least 24 titles per year) consumed an average of 329 minutes of media per week, compared to non-moviegoers, who averaged 143 minutes per week.
Television viewing among frequent media consumers averaged 280 minutes per week, compared to 118 minutes for non-moviegoers.
Frequent media consumers listened to 49 minutes of radio per week, compared to 25 minutes for less-active media consumers.
The data countered conventional wisdom that suggested non-moviegoers would likely opt in greater numbers for TV and radio in the home.
“It would be logical to assume that the non-moviegoer group … would consume the greatest amount of easy media such as television and radio, but that was clearly not the case at all,” said Amanda Welsh, head of research for IMM.
She said the frequent-moviegoers group represented the most desirable demographic among advertisers, and by extension, television networks, movie studios and radio stations.
“It's important for marketers to understand the interrelationship between different platforms, both in-home and out-of-home,” Welsh said.