Meet the Adventurists Cinema s single biggest fan

Transcription

1 Meet the Adventurists Cinema s single biggest fan

2 28% of total cinema admissions 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 year old adventurists

3 13% of the population 580, Year Olds 46% are ABC1 1 Source: CSO Census 2011

4 Social community & a sense of belonging are everything 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. 1 Source: Eightytwenty December 2013

5 1 Amarach How Appy are the Irish year olds spend more time on their apps approximately 84 minutes per day while year olds spend the least amount (43 minutes) 1

6 They are conversationalists and influencers We reckon we know a lot about Year Olds Year Old Males Year Old Females 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

7 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 Year Olds UK Brands available in Ireland

8 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

9 Having to live at home for longer

10 Money is for spending, but not on groceries. Are you the main shopper? Total Male Female Base: 1, Yes mainly Yes Jointly No Source: National Consumer Association Shopping Research August 2013 Sample of respondents aged 16+

11 Cash is king in the cinema 80% 7% 4% Paid cash at the cinema 70% 60% 18% 69% Paid using credit/debit card at the cinema Pre-booked online via cinema website Unlimited card (Cineworld) 50% 40% 30% 20% 10% 0% Paid cash at the cinema Paid using credit/debit card at the cinema Pre-booked online via cinema website Unlimited card (Cineworld) Year Olds All Adults Source: Cinema View B&A 2013

12 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.

13 Cinema goers move with the times Source: ROI Target Group Index BRMB 2013 Base: All Adults Affluent ABC1 Internet is Key I couldn t live without the internet on my mobile phone Tech Savvy I love to buy new gadgets and appliances Socially Switched On I feel the need to check social networking sites every day Non-Traditional TV Viewers Technology such as Sky+ has changed the way I watch TV Year Old Cinemagoers Year Old Non- Cinemagoers 45.3% 40.6% 44.9% 31.9% 49.3% 33.3% 60.3% 44.9% 54.1% 30.4%

14 Cinema ranks as one of their favourite pastimes Surfing the internet (74%) Going to the cinema (62%) Watching rented DVDs (46%) Eating out in fast food restaurants (56%) Going Shopping (49%) Playing sports/exercising (59%) Going to watch live sports (45%) Going to a concert/gig (44%) Source: RoI Film Monitor/Millward Brown

15 Cinema delivers the 3rd highest reach of all media for year olds, but is the highest indexing medium. ROI Target Group Index BRMB 2013 Base: All Adults

16 Media reach % Index Cinema is the highest indexing medium among year olds 120.0% % % % % % % 98.4% 69.5% 81.0% 85.0% 94.5% 87.4% TV Radio Newspapers OOH Internet Cinema 15-24s: % 15-24s: Index Average 0 Source: ROI Target Group Index BRMB 2013 Base: All Adults

17 45% of 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

18 Media reach % Index Media reach % Index Weight of TV Viewing Weight of Cinemagoing 70.00% % % 50.00% % 50.0% % 30.00% 20.00% 10.00% % 30.0% 20.0% 10.0% % 7% 18% 66% 2% Heavy TV Medium TV Light TV Never TV 15-24s: % 15-24s: Index Average 0 0.0% 31% 45% 11% 13% Heavy Cinema Medium Cinema Light Cinema Never Cinema 15-24s: % 15-24s: Index Average 0 Source: ROI Target Group Index BRMB 2013 Base: All Adults

19 It s not just about the movie. It s the whole experience 35% 45% Year Olds go to the cinema at least once a month 30% 25% 20% 15% 10% 5% 0% Once a week or more 2-3 times a month Once a month Once every 2-3 months 2-3 times a year Once a year Less often Year olds All Respondents 7+ Source: ROI Film Monitor Millward Brown

20 Most of the time they refer to the cinema to decide what to watch 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 Any Online Word of Mouth 45% 42% 60% 50% Cinema Website 29% 40% Advert/Trailer on TV In the cinema Listings Website e.g. entertainment.ie Mobile App 15% 7% 27% 27% 30% 20% 10% 0% Year Olds All Adults Social media: Facebook 5% Searched online/trailer online: YouTube 5% Newspapers 5% 0% 10% 20% 30% 40% 50% Source: Cinema View B&A 2013

21 14% go to the cinema during the opening weekend 62% go to the cinema after the opening weekend but during the first two weeks Average Party Size: people people Before going to the cinema 32% go shopping 31% go for fast food 35% go to a friend s house Source: FAME/Millward Brown

22 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

23 Creating conversations. In an environment they love. As only cinema can.