RedMas Survey - US Hispanic Moviegoers

1. ¡Vamos al cine!
al cine!
US Hispanic Mobile Survey 2011: Movies
© 2011 Latino Cellular LLC. All rights reserved.

2. Methodology and Objectives
Methodology and Objectives
•This survey’s main objective was to better understand the movie‐
going behavior among US Hispanics.
• Research was conducted AGE
through mobile web with 18‐24 25‐34 35‐54 55+
users navigating RedMas’s
network of mobile sites 5%
• Total size of this survey: 374
Total size of this survey: 374 19%
respondents 33%
• Demographics: 65% Male;
35% Female. All bilingual.
43%
• Dates: 10/21 – 10/24

3. SURVEY HIGHLIGHTS
SURVEY HIGHLIGHTS
• 64% of respondents go to the movies at least once a
month with 26% going every week : Q1
th ith 26% i k Q1
• While the majority (92%) report buying the ticket at
p y g
the box office, 28% find out about what’s playing from
their mobile device: Q2 & Q4
• Weekend is preferred to attend the cinema with
almost half going on Saturday:
almost half going on Saturday: Q3
• 66% of respondents decide which movie to watch
within 24hrs preferring Action movies (41%): Q7 & Q6
• T di i
Traditional Word of mouth is mostly used although
lW d f hi l d lh h
25% reported using Facebook to recommend movies:
Q8

4. Survey Results (1/4)
Survey Results (1/4)
• Q1: How often do you go to • Q2: Where do you purchase
the movies? your ticket?
your ticket?
Chart Title
Every two Box office PC Movil Phone (calling)
months
6% 2%
2%
Never 4%
18% Every six
months
12%
Every
other
week
Once a
15%
month
23%
Once a
week 92%
26%

5. Survey Results (2/4)
Survey Results (2/4)
• Q3: What day of the week do you • Q4: How do you find out what
prefer to go to the movies? movies are playing?
M T W
TH
1% 2% 2%
3%
Newspap
SU er
25% 12% Mobile
F
28%
22%
Web
22%
S
Movies
45%
38%

6. Survey Results (3/4)
Survey Results (3/4)
• Q5: Who do you go with to the • Q6: What’s your favorite
cinema? genre?
Alone
12% Childre Terror
Other 19%
n 5%
32% Accion
41%
Family
Couple 16%
55% Comed
y
Parents 15%
Sci‐fi
1% 4%

7. Survey Results (4/4)
Survey Results (4/4)
• Q7: With how much anticipation • Q8: When you like a movie,
do you decide on the movie? where do you recommend it?
> 1 Twitter
week 1%
6%
Faceboo
All
same k
25%
day 20%
38% one day
28%
Word of
W d f
one
mouth
week
54%
28%

8. RedMas
121 Alhambra Plaza, Suite 1400
Coral Gables FL 33134
Gables,
www.redmas.com
T: 305-442-3411
@redmasadv
info@redmas.com