This Summers' Blockbuster Hit: The Internet
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Online behavior around this year's summer blockbuster movie season shows that the Internet continues to grow as a major source of information, advertising and commerce. More moviegoers are buying movie tickets and reading reviews, viewing trailers and exploring interactive content online, according to independent research conducted by Feedback Research, a division of the Claria Corporation (www.claria.com), a leader in online behavioral marketing.
Feedback Research analyzed the actual online traffic of Claria's over 43 million users to gain insight into how the success of online film-related promotions impacts summer blockbuster movie-related behavior online. Traffic was monitored from May 1 - June 30, 2004 among moviegoers who viewed sites related to three summer blockbuster movie sequels: Shrek 2, Spiderman 2 and the Harry Potter sequel, Harry Potter and the Prisoner of Azkaban. Feedback Research also surveyed users in the weeks leading up to each individual movie release to gauge interest and activity around these three movies.
More Moviegoers Skip Theater Lines with Online Ticket Purchases
- 57% of respondents who purchased a wedding gift researched it online before buying (up +9 pts. from last year).
- 79% of respondents bought gifts from the bride and groom's gift registries either online or offline (up +17 pts. from last year).
- Target was the most popular store to purchase wedding gifts with 52% of respondents saying that they have purchased a gift there, followed by Bed, Bath & Beyond with 46% and Macy's with 32%.
Online Advertising Increases Movie Buzz
- 43% of survey respondents had seen a Spiderman 2 ad online, followed by Harry Potter at 41% and Shrek 2 at 27%.
Film-Related Sites Also Find Success Online
- Yahoo! Movies was the most popular general movie site among users for information relating the three summer blockbuster movies. The Shrek 2 Yahoo! movie site captured 30% of total traffic to the top general movie sites related to the three movie sequels, followed by the Yahoo! Harry Potter movie site with 29% and finally the Spiderman 2 Yahoo! movie site capturing 12% of total traffic.
- 39% of total traffic to the three official movies sites came on Fridays and Saturdays.
- Survey respondents cited "watching trailers" as the most popular reason for visiting official movie sites with 66% of respondents going online to see the trailer for Harry Potter, 53% for Shrek 2, and 48% for Spiderman 2.
Movie Enthusiasts Are Likely to Purchase Video/DVD
- Harry Potter movie enthusiasts are most likely to purchase the movie when it comes out with 48% of respondents saying they will definitely or probably buy the DVD or video. This number is followed by 41% who cited that they will definitely or probably purchase Spiderman 2 when it's released and 39% for Shrek 2.
- Of those who had seen the first or earlier releases of these summer blockbuster sequels, more than half purchased the movies when they were released on video or DVD:
- 58% of the respondents who saw Shrek 1 in the theater also bought it
- 63% of those who saw one or more earlier Harry Potter movies, also bought one or more Harry Potter films
- 56% of those who saw Spiderman 1 in the theater also bought it
Other Results Indicate
- 39% of total survey respondents go to the movies once or more every 3-4 weeks.
- Most respondents plan on seeing the movies within 1-3 weeks of the movie's release:
- Shrek 2 - 88% will go within the first three weeks of the movie's release.
- Spiderman 2 - 74% will go within the first week and 92% will go within the first three weeks.
- Harry Potter - 60% will go within the first few days, 91% within the first three weeks.
Published: 08/2004
Author: Claria Corporation
Founded in 1998, Claria Corporation is a leader in online behavioral marketing, with an audience of over 43 million consumers.
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