A white paper by data analytics specialist Movio claims to have turned on its head the widely held belief that the world’s largest living generation is less interested in film-going than previous generations.
According to Understanding Millennial Moviegoers: A Data-Driven Playbook, Millennials – or those born roughly between the early 1980s and the late 1990s – visit the cinema on average 6.2 times a year and account for 29% of ticket purchases.
However the company stressed that while the generation shares an interest in franchises and a desire for instant access to content, there is not a blanket uniformity in preferences or consistency of behaviour because individuals within the group are in a transitional stage.
Accordingly, the study found that Millennials under 25 visit theatres on average 8.5% more frequently than Millennials over 30, purchase 15% fewer tickets, spend 22% less on concessions each time they visit, spend 7% less overall, and are 18% less likely to purchase tickets online.
“Our data science...
According to Understanding Millennial Moviegoers: A Data-Driven Playbook, Millennials – or those born roughly between the early 1980s and the late 1990s – visit the cinema on average 6.2 times a year and account for 29% of ticket purchases.
However the company stressed that while the generation shares an interest in franchises and a desire for instant access to content, there is not a blanket uniformity in preferences or consistency of behaviour because individuals within the group are in a transitional stage.
Accordingly, the study found that Millennials under 25 visit theatres on average 8.5% more frequently than Millennials over 30, purchase 15% fewer tickets, spend 22% less on concessions each time they visit, spend 7% less overall, and are 18% less likely to purchase tickets online.
“Our data science...
- 6/21/2016
- by jeremykay67@gmail.com (Jeremy Kay)
- ScreenDaily
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