Twitter users are 25% more likely to see a movie at the cinemas and multiplexes compared to regular Americans, according to a Nielsen study, commissioned by Twitter to find out the movie-watching habits of Twitter users. Twitter was initially mainly used for expressing views on social, political, economical and personal matters. But over the years it has changed into a venue for expressing views on the entertainment industry, especially television and movies.
Twitter users watch more movies
Any person who has seen at least one film at the theater in the last six months was categorized as a ‘moviegoer’ by Nielsen, who took a sample of 1,000 moviegoers aged between 13 and 54. The study concluded that that the likelihood of viewing a movie at a cinema hall or a multiplex within a ten days of the release is nearly double for users who tweet as compared to the inactive users. Of the 1000 users polled, 39% said that they tweeted about a movie, while 32% re-tweeted tweets related to the movies.
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Twitter users have plans to watch five movies on average this summer – at least this is what they told to the company conducting the study. It was also found that the chances of having viewed 12 movies in theaters in the last six months is 340% higher among the Twitter users compared to non-users.
Tweets influence decision making?
For promotion purposes, studios are always interested in getting users to tweet about a movie. The study found that 25% of the polled users had replied to tweets related to movies. “Their frequent interactions on the platform mean they’re also key influencers,” Jennifer Prince, Twitter’s industry director for entertainment, told Variety.
In a similar study by Nielsen in 2012, it was observed that once users have seen a particular movie, nearly 50% of them share their views about the movie on the micro-blogging site. Tweets have a significant influence on the decision to watch movies according to 87% of Twitter users who were a part of the study conducted by Nielsen in 2014. This year’s survey concluded that 63% of participants heard about movies through social media.