By Andrew Stevens, Vice President of Research
Today ShareThis released a study investigating sharing and the entertainment industry. It provides insights into the relationship between online sharing of movie related content and movie ticket purchases and shows that sharing is a very strong indicator of intent among moviegoers. See the press release here.
In this blog post, we will delve into the data in more detail to show what we learned about the ways people share entertainment content and how advertisers can use this information to optimize media plans for movie releases. Please email firstname.lastname@example.org for a PDF copy of the results.
The most significant finding was that users who share movie-related content are 6 times more likely to go see that movie. This tells us not only that sharing is a strong indicator of purchase intent, but also that sharers are a highly valuable audience to target as they are much more likely to actually purchase a ticket. Looking in more detail, we segmented sharing by genre and found that this correlation is even higher for family, sci-fi and action / adventure movies where sharers are 11 times more likely to purchase a ticket.
We also broke out moviegoers based on their viewing habits and analyzed the differences in their sharing behavior. We can see that movie buffs (defined as people who saw 3 or more movies a month) are 73% more likely to share movie content than regular moviegoers, indicating that targeting sharers is a good way to identify and reach highly social and influential movie goers. We also saw that people who buy their tickets online are 70% more likely to share movie content and that early–watchers (people who watch movies within 3 days of release) are more likely to share movie content online.
Which channels do moviegoers use to share content? Surprisingly, even though Facebook is the largest single channel for movie shares, when compared with the general population, moviegoers actually use Facebook slightly less than average, preferring Twitter, Reddit and Email. Moreover, while Facebook is the largest channel, nearly 50% of shares take place outside of Facebook and so marketers should look at these channels for additional reach.
We looked at the volume of shares before and after movies’ release dates and found that 60% of shares take place before the movie is released. Much of this activity takes place in the 2 weeks before release but there are significant volumes as far ahead as two months before release and so studios have an opportunity to reach dedicated fans long before the film is released.
What time do moviegoers share? We found that, while sharing is normally most prevalent in the afternoon, moviegoers tend to share content earlier in the day, around lunchtime.
We also saw that while New York and California had the largest numbers of moviegoers, central states were actually the most likely to share content about those movies.
Posted in: ShareThis, Sharing TrendsAll posts