Everything You Need To Know About Movie Junkies
Elise Neel, November 2009
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© comScore, Inc. Proprietary and Confidential.
Agenda
About comScore
The Entertainment Marketplace
Online Movie Ticket Buyers: Who Are They?
Online Movie Ticket Buyers: Search Activity
Mobile Movie Enthusiasts
DVD Buyers: Are They Different?
Case Study
Takeaways
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© comScore, Inc. Proprietary and Confidential.
360° View of Consumer Behavior
Media
Exposure
Online
Transactions
Search
Behavior
Demographics
Life Stages
Streaming
Video
Web Visiting
and Viewing
A Global Measurement of Audience
and e-Commerce
34 Individually Reported Countries
172 Countries with Sample Presence
comScore is a digital measurement specialist, passively collecting online
behaviors from over 2MM participants worldwide
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© comScore, Inc. Proprietary and Confidential.
Study Methodology
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© comScore, Inc. Proprietary and Confidential.
E-Commerce Data Capture
comScore uses “agents” to scrape
information about a movie purchase
from a page
Data we capture on e-commerce
sites
•Items Purchased
•Amount Paid
•Quantity
• Actual transactions
•In Cart vs. Paid
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© comScore, Inc. Proprietary and Confidential.
E-Commerce Data Capture
Understand the impact of
entertainment site visitation
and advertising exposure
on theater sales, using
credit card receipts.
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© comScore, Inc. Proprietary and Confidential.
Study Sample
For this study, we examined the behavior of over 500K people
who purchased movie tickets online in September 2009.
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© comScore, Inc. Proprietary and Confidential.
Entertainment Marketplace
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© comScore, Inc. Proprietary and Confidential.
The Entertainment Marketplace
It’s an owned market: Together,
movietickets.com and Fandango capture
99.8% of all movie tickets purchased
online.
It’s a big market: Over $31MM is
spent each month online on movie
tickets.
It’s an adult dater’s market: Movie
ticket purchasers are more likely to be
mid-adults and live alone than the
average internet user.
81%
20%
0.02%
fan