MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?DOES VOD DELIVER THESAME AUDIENCE AS CINEMA?DCM: MAKING THE CINEMA ...
MAY 2012: TOUCHPOINTS METHODOLOGY : HUB SURVEY & PDA TIME-BASED DIARYMETHODOLOGY                          HUB SURVEY      ...
MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?THE TOUCHPOINTS HUB SURVEYS SAYS...VOD VIEWERS AND CINEMAGOERS ARE ...
MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?HOWEVER, THE TIME DIARY TELLS A DIFFERENTSTORY…                    ...
MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?CINEMA DELIVERING HARD TO REACH YOUTHAUDIENCES                     ...
MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?BOTH ARE APPOINTMENT TO VIEW BUT CINEMA ISSHARED, PLANNED AND ENDOR...
MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?BOTH MEDIA FULFILL DIFFERENT ROLES…                        Cinemago...
MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?REACHING A MORE EXCITED, ALERT ANDCONFIDENT AUDIENCE WHEN IN CINEMA...
MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?CREATING MORE EXCITEMENT AMONGST 16 – 34CINEMAGOERS 16 – 34s : Aver...
MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?CINEMA DELIVERING A SHARED DUAL VIEWINGEXPERIENCE                  ...
MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?… WITH LOVED ONES AND FRIENDS                             Cinemagoe...
MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?REACHING A MORE TECH SAVVY AUDIENCE INCINEMA                       ...
MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?84% ACCESS THE INTERNET VIA THEIRSMARTPHONE         Playing Games  ...
MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?89% 16 – 34 YR OLD CINEMAGOERS ACCESS THEINTERNET VIA THEIR SMARTPH...
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Cinema Delivers A Younger, More Engaged Audience Than Video On Demand

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Cinema Delivers A Younger, More Engaged Audience Than Video On Demand

  1. 1. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?DOES VOD DELIVER THESAME AUDIENCE AS CINEMA?DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
  2. 2. MAY 2012: TOUCHPOINTS METHODOLOGY : HUB SURVEY & PDA TIME-BASED DIARYMETHODOLOGY HUB SURVEY PDA TIME-BASED DIARY CLAIMED BEHAVIOUR ACTUAL BEHAVIOUR -Self-completion questionnaire Collected data every half hour for a -Fieldwork conducted across a 6 week looking at how respondents were month period spending their time : -From July – December 2011 -What they were doing? -When? -Where they were? -With whom? -What their mood / frame of mind was at the time?DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIESource : Touchpoint 4 2012
  3. 3. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?THE TOUCHPOINTS HUB SURVEYS SAYS...VOD VIEWERS AND CINEMAGOERS ARE THE SAME Age Gender Social Grade 15-24 Male ABC1 25-34 35-44 45-54 Female C2DE 55+Source : Touchpoints 4 2012 | Base : All 15+ AdultsDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE Via Internet - Ever Watched/Downloaded TV Programmes (Incl. On Demand/Catch Up Services On ATarget : All Cinemagoers; All TV On Demand/Catch Up Services (Via TV) or All TVPC/Mac/ Laptop Or Mobile Service
  4. 4. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?HOWEVER, THE TIME DIARY TELLS A DIFFERENTSTORY… Age Gender Social Grade 15-24 Male ABC1 25-34 35-44 45-54 Female C2DE 55+Source : Touchpoints 4 2012 Base : All 15+ AdultsDCM: MAKING THE CINEMA |EXPERIENCE BIGGER THAN JUST THE MOVIETarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach)
  5. 5. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?CINEMA DELIVERING HARD TO REACH YOUTHAUDIENCES Age Gender Social Grade 15-24 Male ABC1 25-34 35-44 45-54 Female C2DE 55+Source : Touchpoints 4 2012 | Base : All 15+ AdultsTarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach) and Yes - TV OnDCM: MAKING Up Services (Via TV) ; Media -BIGGER THAN JUST THE MOVIECatch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach) and watch TV Via Internet At A Later Time ThanDemand/Catch THE CINEMA EXPERIENCE TV Channels Watched: WatchingThey Were Broadcast Using Video Catch Up Or on Demand Services Such As BBC iPlayer, Etc or At A Later Time Than They Were Broadcast Via A Download Or A Podcast
  6. 6. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?BOTH ARE APPOINTMENT TO VIEW BUT CINEMA ISSHARED, PLANNED AND ENDORSED Cinemagoers VOD Viewers Index Index 148 194 Index 101 Index 131 Index 120 Index Index 245 133Source : Touchpoints 4 2012 Base : All 15+ AdultsDCM: MAKING THE CINEMA |EXPERIENCE BIGGER THAN JUST THE MOVIETarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach)
  7. 7. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?BOTH MEDIA FULFILL DIFFERENT ROLES… Cinemagoers VOD Viewers Excitement / Event Catch up / Convenience Index 185 Index 144 Index 198Source : Touchpoints 4 2012 Base : All 15+ AdultsDCM: MAKING THE CINEMA |EXPERIENCE BIGGER THAN JUST THE MOVIETarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach)
  8. 8. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?REACHING A MORE EXCITED, ALERT ANDCONFIDENT AUDIENCE WHEN IN CINEMA All Adults : Average day between 6pm – 10.30pm Cinema VoD Diff Goers Viewers +/- Happy 97% 93% +4 Excited 48% 25% +23 Confident 34% 25% +9 Loving 29% 25% +4 Hopeful 37% 26% +11 Alert 80% 74% +6Source : Touchpoints Superhub 4 2012DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIEBase : All 15+ Adults and Media Summaries: “At The Cinema” / “Watching Catch-Up TV” on an average day between 6pm – 10.30pm
  9. 9. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?CREATING MORE EXCITEMENT AMONGST 16 – 34CINEMAGOERS 16 – 34s : Average day between 6pm – 10.30pm Cinema VoD Diff Goers Viewers +/- Happy 98% 95% +3 Excited 58% 38% +20 Confident 35% 23% +12 Loving 33% 32% +1 Hopeful 38% 29% +9 Alert 80% 70% +10Source : Touchpoints Superhub 4 2012DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIEBase : 16 – 34 Adults and Media Summaries: “At The Cinema” / “Watching Catch-Up TV” on an average day between 6pm – 10.30pm
  10. 10. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?CINEMA DELIVERING A SHARED DUAL VIEWINGEXPERIENCE Cinemagoers VOD ViewersSource : Touchpoints Superhub 4 2012DCM::MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE -MOVIEBase Media Summaries: At The Cinema - Ever (Weekly Reach); Media TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach)Target : Gross ½ hr Claims : Whole Week
  11. 11. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?… WITH LOVED ONES AND FRIENDS Cinemagoers VOD ViewersSource : Touchpoints Superhub 4 2012DCM::MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE -MOVIEBase Media Summaries: At The Cinema - Ever (Weekly Reach); Media TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach)Target : Gross ½ hr Claims : Whole Week
  12. 12. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?REACHING A MORE TECH SAVVY AUDIENCE INCINEMA Cinemagoers VOD Viewers Index Index Owns a smartphone 124 117 I cannot imagine life without Index Index my mobile 131 116 I usually switch my mobile phone Index Index to silent, rather than switch it off, 158 122 when I go to the cinemaSource : Touchpoints 4 2012 Base : All 15+ AdultsDCM: MAKING THE CINEMA |EXPERIENCE BIGGER THAN JUST THE MOVIETarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach)
  13. 13. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?84% ACCESS THE INTERNET VIA THEIRSMARTPHONE Playing Games Using Apps Accessing Social Swapping Content with Search for Local Networking / Family / Friends Information Community Sites Cin - 76% Cin - 72% Cin - 62% Cin - 55% Cin - 55% VoD - 64% VoD - 66% VoD - 51% VoD - 46% VoD - 48% Looking At Info Looking for Local Deals, Using Geolocation Online Shopping Reading /Scanning on Entertainment Offers & Vouchers Services QR Codes Cin - 52% Cin - 44% Cin - 41% Cin - 37% Cin - 34% VoD - 45% VoD - 33% VoD - 32% VoD - 31% VoD - 27%Source : Touchpoints 4 2012 | Base : All 15+ AdultsTarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach) who own a smartphoneDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE / Mobile email access / Instant Messaging / Smartphone Features (With PC Like Capabilities / Satnav/GpsSmartphone = a mobile with any of the following features : Mobile Internet access(Global Positioning System) / Watch Live TV /Watch TV Video Clips / Internet Voice Calls (Voip) / Video Calls / 3G
  14. 14. MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?89% 16 – 34 YR OLD CINEMAGOERS ACCESS THEINTERNET VIA THEIR SMARTPHONE Playing Games Using Apps Accessing Social Swapping Content with Search for Local Networking / Family / Friends Information Community Sites Cin - 84% Cin - 78% Cin - 71% Cin - 61% Cin - 60% VoD - 78% VoD - 77% VoD - 69% VoD - 59% VoD - 55% Looking At Info Looking for Local Deals, Using Geolocation Online Shopping Reading /Scanning on Entertainment Offers & Vouchers Services QR Codes Cin - 58% Cin - 48% Cin - 45% Cin - 41% Cin - 38% VoD - 56% VoD - 41% VoD - 40% VoD - 42% VoD - 36%Source : Touchpoints 4 2012 | Base : All 16 – 34 AdultsTarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach) who own a smartphoneDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE / Mobile email access / Instant Messaging / Smartphone Features (With PC Like Capabilities / Satnav/GpsSmartphone = a mobile with any of the following features : Mobile Internet access(Global Positioning System) / Watch Live TV /Watch TV Video Clips / Internet Voice Calls (Voip) / Video Calls / 3G

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