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Cinema and Smartphone Research --- February 2012
Mixture of bespoke research commissioned by Odyssey Mobile Interaction alongside public domain research conducted by major...
Overview of the Smartphone market
Over half of 18-29s own smartphones 25%  smartphone penetration  across  UK, Germany  and  France  (All Adults) --- Which ...
High levels of internet  usage via smartphones 68%  of  18-39 smartphone users  are online for at least  2 hours per day  ...
Preferred Device for Accessing the Internet (Global) ... which will only grow in  significance and importance (Source: Glo...
General e-commerce 21%  of  18-39  smartphone users  purchase goods or services  via their  phone every week (Source: TGI ...
23   apps  on a smartphone  owned  by an  18-29 adult --- 10   used in the  last 30 days (Source: Google – MMA Global Pers...
83%  of smartphone users have used their device to  access local information --- 81%  of these have taken a  positive acti...
Allows users to engage further  with other media (and ads) 54%  of  18-29   smartphone users  use their phone while  watch...
Over  2  in  3  users  view video on their  smartphone* *Source: Google – MMA Global Perspectives Source: Dres Consulting ...
An essential and integral  part of peoples lives 29%  of 18-29 smartphone users  would rather give up  their  TV  than giv...
How does this relate to cinema?
Cinema going Survey + TGI Smartphone users are  regular cinema-goers 25%  of 18-39 smartphone users  visit the cinema each...
77%  of 18-34 smartphone users say their  phone  is useful as a  tool  to help them  decide what film to watch at the cine...
Frequency of using smartphone for information  about times / locations of movies ) ... and is used on a frequent basis for...
Sources used to find out about times / locations  of movies ) Source: Dres Consulting – Base: 18-34 Smartphone users in UK...
81%   of 18-34 smartphone users would like it to be easier to access information about cinema times / locations on their s...
The vast majority want to access trailers on their phone 70%  of 18-39 smartphone users are interested in seeing trailers ...
... again with a desire for this to be made more accessible 77%   of 18-34 smartphone users would like it to be easier to ...
56%  of 18-34 smartphone users are interested in seeing visual banner adverts on their smartphone for the latest movies th...
23%  of 18-39 smartphone users click on a online advert at least once a week (Source: TGI Europa) 58%  are likely to click...
Likely actions post-viewing trailer ) With over 90% likely to take action as a result Source: Dres Consulting – Base: 18-3...
77%  of 18-34 smartphone users would like it if it was easier to watch trailers on their smartphones ... 69%  said having ...
Cinema and Smartphone Research --- October 2011
Appendix --- Indices by market
UK respondents most responsive to  ‘ trailer ad ’  concept Source: Dres Consulting – Base: 18-34 Smartphone users in UK / ...
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Film & cinema research

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Transcript of "Film & cinema research"

  1. 1. Cinema and Smartphone Research --- February 2012
  2. 2. Mixture of bespoke research commissioned by Odyssey Mobile Interaction alongside public domain research conducted by major players in mobile (Google, Yahoo!, TGI Europa) Bespoke Research conducted by dres consulting: --- 600 interviews in UK, Germany, France amongst adults aged 18-34 --- Survey carried out using smartphone ’ s amongst iOS and Android users Background to the research
  3. 3. Overview of the Smartphone market
  4. 4. Over half of 18-29s own smartphones 25% smartphone penetration across UK, Germany and France (All Adults) --- Which increases to over 1 in 2 (51%) when looking at the 18-29 age group (Source: Google – MMA Global Perspectives)
  5. 5. High levels of internet usage via smartphones 68% of 18-39 smartphone users are online for at least 2 hours per day (Source: TGI Europa) --- 67% of 18-34 smartphone users spend at least 1 hour per day online on their phone (Source: Dres Consulting – Base: 600 Respondents)
  6. 6. Preferred Device for Accessing the Internet (Global) ... which will only grow in significance and importance (Source: Global Web Index, August 2011)
  7. 7. General e-commerce 21% of 18-39 smartphone users purchase goods or services via their phone every week (Source: TGI Europa) This increases to 34% when looking at those who purchase monthly (Source: TGI Europa) 1 in 3 purchase monthly using their smartphone
  8. 8. 23 apps on a smartphone owned by an 18-29 adult --- 10 used in the last 30 days (Source: Google – MMA Global Perspectives) Apps are important but not the be-all and end-all Usage split by apps / browser Half and half Via an app Via a browser Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
  9. 9. 83% of smartphone users have used their device to access local information --- 81% of these have taken a positive action after looking up local content (Source: Google – MMA Global Perspectives) Proximity and accessibility drives inquiries
  10. 10. Allows users to engage further with other media (and ads) 54% of 18-29 smartphone users use their phone while watching TV (Source: Google – MMA Global Perspectives) 53% of 18-34 smartphone users have used their phone to follow up on a TV ad – 42% have done the same for a poster ad Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200
  11. 11. Over 2 in 3 users view video on their smartphone* *Source: Google – MMA Global Perspectives Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200) Attitudes towards streaming via smartphones : 52% positive 23% negative Biggest issues regarding streaming: Downloading / buffering issues: 50% Size of screen: 17% Video quality: 11% Range of content: 8%
  12. 12. An essential and integral part of peoples lives 29% of 18-29 smartphone users would rather give up their TV than give up their smartphone! (Source: Google – MMA Global Perspectives)
  13. 13. How does this relate to cinema?
  14. 14. Cinema going Survey + TGI Smartphone users are regular cinema-goers 25% of 18-39 smartphone users visit the cinema each month (Source: TGI Europa) --- 18-39 smartphone users are 45% more likely to visit the cinema on a monthly basis than non-users (Source: TGI Europa)
  15. 15. 77% of 18-34 smartphone users say their phone is useful as a tool to help them decide what film to watch at the cinema The phone plays an important decision-making role Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
  16. 16. Frequency of using smartphone for information about times / locations of movies ) ... and is used on a frequent basis for movie information Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200) 64% monthly 36% weekly
  17. 17. Sources used to find out about times / locations of movies ) Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200) ... with a wide range of sources used
  18. 18. 81% of 18-34 smartphone users would like it to be easier to access information about cinema times / locations on their smartphones ... but a strong desire for information to be more accessible Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
  19. 19. The vast majority want to access trailers on their phone 70% of 18-39 smartphone users are interested in seeing trailers on their phones Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
  20. 20. ... again with a desire for this to be made more accessible 77% of 18-34 smartphone users would like it to be easier to watch trailers via their smartphones Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
  21. 21. 56% of 18-34 smartphone users are interested in seeing visual banner adverts on their smartphone for the latest movies that let you click through to view trailers ------- Perception compared to conventional banner ads: Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200) Greater interest equals greater engagement 42% more engaging 17% less engaging
  22. 22. 23% of 18-39 smartphone users click on a online advert at least once a week (Source: TGI Europa) 58% are likely to click to click on a banner to watch a movie trailer they are interested in on their phone (Source: Dres Consulting) ...which will lead to greater interaction with the activity Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
  23. 23. Likely actions post-viewing trailer ) With over 90% likely to take action as a result Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
  24. 24. 77% of 18-34 smartphone users would like it if it was easier to watch trailers on their smartphones ... 69% said having clickable banner adverts that access movie trailers would make their smartphone better for discovering new movies A simple approach in order to deliver a user need/desire
  25. 25. Cinema and Smartphone Research --- October 2011
  26. 26. Appendix --- Indices by market
  27. 27. UK respondents most responsive to ‘ trailer ad ’ concept Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
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