It is well known that young people go to the movies less often because competition from social media, video games and the like is increasing. However, a study shows that the decrease is more than significant.
The American opinion research and analysis company Nielsen compared the differences between movie years 2014 and 2013 in a large study and found a significant decrease in the number of young visitors.
For the study, the movie-going behavior of the American population was examined. Citizens who also went to the cinema had an average of 7.3 visits to the cinema in 2014, a slight decrease compared to 7.7 visits in 2013.
However, the decline in young people who go to the movies between the ages of 12 and 24 is dramatic. While in 2013 they visited a movie theater an average of 8.4 times a year, in 2014 there were only 7.1 movie visits. That is a significant decrease of 15.5 percent. In return, for example, American moviegoers between the ages of 25 and 44 were in theaters 8.1 times in 2014, a 5.2 percent increase over the previous year according to the Nielsen study (via Deadline).
The study authors even come up with a recommendation on how to reverse the negative trend among young audiences. Film distributors need to incorporate social media more into their advertising and use it to reach young audiences. They get information and discuss about movies, mainly on Twitter, Facebook and co. Young moviegoers prefer to watch the trailers and then use their social media to find out what others think about the trailer. This is the main way of forming opinions among the young target group. Almost 30% of this age group are spontaneous moviegoers who visit movie theaters without having a clue of what they want to see. But even they tend to take out their smartphones first at the cinema and look for more information about available movies on social media.
We’re curious if, for example, the resurgence of a series of old and legendary movies like “Star Wars” will help attract more 12-24 year old movie fans to theaters in 2015.