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Social Web Users Are Primo Film Targets
Aug 26, 2009 – Social network users are more active than typical consumers in viewing film trailers online and commenting on them, making them an important target for film marketers, according to a study.
Stamford, Conn.-based researcher InsightExpress drew that conclusion from its study Digital Consumer Portrait: The Social Network Influence On Movie Behavior, which found 39% of users of social network users posted a personal comment about movies online, vs. 25% for onliners in general. Ten percent of social network users say they had personally placed a link to a movie trailer online, which would influence friends and represents viral marketing for film distributors.
“Active social networkers are more likely to seek and share movie related content online, as well as see the movie opening weekend,” Drew Lipner, senior vice president, group director for the digital media measurement group at InsightExpress, said in a press release. “Findings of this study suggest entertainment marketers target and engage social networking audiences, given their viral influence and viewing behavior.”
Some 29% of respondents to the survey said they visit general movie websites for information, while 27% of those clicked on an online movie ad and 25% stated that they like to visit a movie’s official web site. In terms of age, 84% of viewers 18-24 years old watch previews before going to see the entire show, followed by 74% of viewers 25-44 years old.
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