Moviegoers Go Offline and Online

Where Do Moviegoers Turn First for Movie Listings?
New research conducted by The Kelsey Group shows that U.S. households are turning to a variety of offline and online local information sources to find movie listings. With "Superman Returns" topping $100 million in box office receipts over the long holiday weekend, how Americans find their movie listings illustrates further changes to the American "moviegoing" culture.

According to just-completed research by The Kelsey Group:

• Almost 53 percent of Americans who looked for a movie listing turned to a newspaper first. This compares to just 23 percent referring to the Internet — via a portal, a movie Web site or a search engine.

The picture is vastly different when age and/or income are considered:
• Among 18- to 34-year-olds, a key demographic for the movie industry, newspapers and Internet are just about even at 33 percent and 32 percent, respectively.
• Taking income into consideration, 41 percent of households with more than $75,000 in annual household income turn to newspapers, while 32 percent of similar households turn to the Internet first for finding their movie listings.

* This telephone survey was conducted June 16-21, 2006, from a national sample of 1,000 heads of household. The findings regarding movie-listings search behavior are part of a larger study about offline/online classifieds user behavior within the automobile and real estate markets.