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Highest consumers of cinema
Early adopters in technology, brands, popular culture
Content junkies. Social mediarists.
Constantly on. On line. On the move. On show.
Meet cinema’s biggest fan...
... 15-24 year old adventurists
28% of total cinema admissions
Live in the moment, and to the max.
They are aspirational, inspirational and
conversational, they are passionate... yet fickle
Credibility is king. Word of mouth validation.
Social community & a sense of belonging
are everything
1Source: Eightytwenty December 2013
15–24 year olds spend
more time on their apps
– approximately 84
minutes per day while
45–54 year olds spend
the least amount
(43 minutes)1
1Amarach “How Appy are the Irish” 2012
They are conversationalists and influencers
15 – 24 Year Olds 15 – 24 Year Old Males 15 – 24 Year Old
Females
We reckon we know a lot about…
Alcoholic Drinks 2 x more likely 2.3 x more likely 16%
Mobile Phones 25% 2 x more likely 2.5 x more likely
Computers & Software 2 x more likely 2.5 times more likely 16%
Clothes 2 x more likely Not so much! 3 x more likely
We talk to a lot of people about…
Alcoholic Drinks 2 x more likely 1/3 36.2%
Mobile Phones 1/3 30% 36.5%
Clothes 1/3 Maybe not so much! 2.5 x more likely
We post comments & reviews on the internet
Alcoholic Drinks 2.87 x more likely 2.54 x more likely 3 x more likely
Toiletries 2 x more likely Not so much! 3.5 x more likely
Mobile Phones 20% 2 x more likely 23%
Clothes 15% 1.3 x more likely Almost 4 x more likely
Source: ROI Target Group Index © BRMB 2013 Base: All Adults
Brands need to stay ahead to keep their attention
Stand still and they just move on
YouTube \ Wikipedia \ Cadbury \ Google \ BBC \ skype \ Doritos \ Boots\ Amazon \ Cancer Research \ H&M \ Converse \ Pringles \ Costa \ Visa \ Kettle Chips \ Haribo \ Facebook \ Greggs \ Channel 4 \ E4 \ Domino’s \ Millie’s Cookies \ Apple \ McCoys \ Sony \ Alton Towers \ Wetherspoons \ Pizza Express \ Walkers \ Starbucks \ Microsoft \ Post Office \ Krispy Kreme \ The Co-operative \ IKEA \ Coca Cola \ Vans \ Spotify \ Samsung \ Heinz Beanz \ Thorpe Park \ Hellman’s Mayo \ Subway \ Kopparberg \ Cineworld \ New Look \ Jagermeister \ Innocent \ NUS \ River Island \ Primark\ Office \ Cafe Nero \ Nando’s \ Morrisons \ National Rail \ Odeon \ PayPal \ Schuh\ Lidl \ Uncle Ben’s Rice \ Oxfam \ Waterstones \ TK Maxx \ Sky \ BT \ Paperchase \ Topman \ Durex \ Malibu \ Lush \ MAC \ Birds Eye Fish Fingers \ HMV \ Waitrose \ Zara \ Levi’s \ Smirnoff \ Baileys \ O2 \ The Guardian \ McDonald’s \ TopShop \ Pepsi \ Coco Pops \ Argos \ Bacardi \ Nescafe \ WH Smith \ Accessorize \ Body Shop \ ASOS \ Twitter \ WKD \ Frij \ Instagram \ Carphone Warehouse \ Metro\ National Express
Source: Youth 100 Top Brands Amongst 18 – 24 Year Olds UK
Brands available in Ireland
Student / First job / Traveler
The world is their oyster
18% Finishing school
16% Starting first job
15% Moving out of parental home
13% Starting University
54% Planned to travel abroad in 2012
Source: ROI Target Group Index © BRMB 2013 Base: All Adults
Money is for spending, but not on groceries.
Source: National Consumer Association Shopping Research August 2013
Sample of respondents aged 16+
Are you the
main shopper?
Total Male Female 16–24 25–34 35-49 50-64 65+
Base: 1,012 485 527 153 187 288 230 154
Yes – mainly 47 20 72 10 45 54 55 59
Yes – Jointly 18 23 13 12 24 20 18 11
No 35 57 15 78 31 26 27 29
Cash is king in the cinema
Source: Cinema View B&A 2013
69%
18%
7% 4%
Paid cash at thecinema
Paid usingcredit/debit cardat the cinema
Pre-booked onlinevia cinemawebsite
Unlimited card(Cineworld)
0%
10%
20%
30%
40%
50%
60%
70%
80%
Paid cash at thecinema
Paid usingcredit/debit cardat the cinema
Pre-bookedonline via cinema
website
Unlimited card(Cineworld)
16-24 Year Olds All Adults
Tech savvy, multi-screen, online advocates
They consume media on the move. In their own time.
17% have over 26 technology devices in their home.
2.5 times more likely to watch VOD on their mobiles than
other adults.
56% listen to digital radio.
They want to feel connected, a sense of belonging.
Cinema goers move with the times
Source: ROI Target Group Index
© BRMB 2013 Base: All Adults
15–24 Year
Old
Cinemagoers
15–24 Year
Old Non-
Cinemagoers
Affluent
ABC1 45.3% 40.6%
Internet is Key
“I couldn’t live without the internet
on my mobile phone”
44.9% 31.9%
Tech Savvy
“I love to buy new gadgets and
appliances”
49.3% 33.3%
Socially Switched On
“I feel the need to check social
networking sites every day”
60.3% 44.9%
Non-Traditional TV Viewers
Technology such as Sky+ has
changed the way I watch TV
54.1% 30.4%
Cinema ranks as one of their favourite
pastimes
Surfing the internet (74%) Going to the cinema (62%)
Playing sports/exercising (59%)
Going Shopping (49%)
Watching rented DVDs (46%)
Going to watch live sports (45%)
Going to a concert/gig (44%)
Eating out in fast food
restaurants (56%)
Source: RoI Film Monitor/Millward Brown
Cinema delivers the 3rd highest
reach of all media for 15-24 year
olds, but is the highest indexing
medium.
ROI Target Group Index © BRMB 2013 Base: All Adults
Source: ROI Target Group Index © BRMB 2013 Base: All Adults
98.4% 69.5% 81.0% 85.0% 94.5% 87.4%
100
80
89
100
110
120
0
20
40
60
80
100
120
140
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
TV Radio Newspapers OOH Internet Cinema
Ind
ex
Med
ia r
each
%
15 - 24s: % 15 - 24s: Index Average
Cinema is the highest indexing medium among
15-24 year olds
45% of 15-24 years olds go to the cinema AT LEAST once a month.
They are twice as likely to be in the heaviest cinema going group.
Almost 1/3 are in the highest quintile, 2nd only to internet.
Cinema is even stronger for males.
They like TV. But they LOVE cinema.
Source: ROI Target Group Index © BRMB 2013 Base: All Adults
I
Source: ROI Target Group Index © BRMB 2013 Base: All Adults
7% 18% 66% 2%
109
88
106
131
0
50
100
150
200
250
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Heavy TV Medium TV Light TV Never TV
Ind
ex
Med
ia r
each
%
Weight of TV Viewing
15 - 24s: % 15 - 24s: Index Average
31% 45% 11% 13%
209
125
51 47
0
50
100
150
200
250
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Heavy Cinema MediumCinema
Light Cinema Never Cinema
Ind
ex
Med
ia r
each
%
Weight of Cinemagoing
15 - 24s: % 15 - 24s: Index Average
It’s not just about the movie. It’s the whole
experience
Source: ROI Film Monitor Millward Brown
0%
5%
10%
15%
20%
25%
30%
35%
Once a week ormore
2-3 times a month Once a month Once every 2-3months
2-3 times a year Once a year Less often
45% 15–24 Year Olds go to the cinema at least once a month
15-24 Year olds All Respondents 7+
Most of the time they refer to the cinema to
decide what to watch
Source: Cinema View B&A 2013
5%
5%
5%
7%
15%
27%
27%
29%
42%
45%
0% 10% 20% 30% 40% 50%
Newspapers
Searched online/Trailer online:YouTube
Social media: Facebook
Mobile App
Listings Website e.g.entertainment.ie
In the cinema
Advert/Trailer on TV
Cinema Website
Word of Mouth
Any Online
0%
10%
20%
30%
40%
50%
60%
16 - 24 Year Olds
All Adults
Most of the time (56%), they decide through the
cinema, either by checking the cinema website or
deciding at the cinema
Compared to others, they depend more on word of
mouth and trailers on TV
62% go to the
cinema after the
opening weekend
but during the first
two weeks
14% go to the
cinema during the
opening weekend
Average Party Size:
15-19 3.35 people
20-24 2.72 people
Before going to the cinema…
•32% 15-19 go shopping
•31% 15-19 go for fast food
•35% 15-19 go to a friend’s house
Source: FAME/Millward Brown
We plan to tap deep into their needs,
and give them more than they expect.
Rich content: Film, celebrity news, downloads
Out of home: First date, out with mates, post shopping
Interactive entertainment: Digital cinema screens and 6 Sheets
Deeper engagement: Competitions, promotions, games on screen
Social media: Conversations, on screen, word of mouth
Value: Activation, sampling, more than movies