Cinemas and video sites, friends and friends?

Data analysis has become a trend, and even young people's entertainment is no exception. Recently, Renren released a “white paper for young people in 2014”, which shows that watching movies, listening to music and staying at home are the three main forms of entertainment for young people today, of which the proportion of people watching movies accounts for the overall proportion. 84%, ranked first. Exploring the reasons why young people love to watch movies, users who choose to watch movies because of hobbies or recreational entertainment account for about 90% of all users. Young people between the ages of 19 and 30 have become the main viewing audience in the movie market today, accounting for 51% of the total audience.

The question has come. Since young people like to watch movies so much, are they more inclined to watch in cinemas? Or are they using digital devices? Once the movie theater was hit by a completely free and fast-moving video site, does the report indicate that the cinema is already in reverse? Success?



Cinema fans focus on "Beijing, Guangdong, and the Soviet Union"

Under the backdrop of the booming film market, where do people most like to watch movies? The Renren survey shows that young people in developed cities and regions have become the main force of cinemas. The domestic young viewing population is mainly concentrated in the more representative economically developed regions such as 12.1% in Guangdong, 9.4% in Jiangsu, 8.2% in Beijing, 7.1% in Zhejiang, and 5.7% in Shanghai; but according to the average consumption ranking of ticket purchases, In Henan and Anhui, two regions with relatively common economic conditions, users are willing to spend more than 80 yuan to purchase movie tickets; while users in Guangdong, Jiangsu, and Beijing, etc., are willing to spend between 50 yuan and 79 yuan; Users in Yunnan, Hubei, and Tianjin hope to spend a single movie ticket for 30-49 yuan.

Entertainment spending 700 yuan high school students to buy movie tickets more expansive

The Renren survey shows that young people’s movie spending accounts for 8% of the total entertainment spending. The monthly average amount of money spent by contemporary young people on entertainment is around 700 yuan, and boys spend slightly more on entertainment than girls. Young people are more likely to accept movie tickets at around 60 yuan, but the average cost of buying movie peripherals But willing to pay 130 yuan.

Although high school students are not yet economically independent, this group has a lower monthly disposable income rate than college graduates, postgraduates or full-time workers, but their spending on movie tickets per month is 0.5% higher than the average of the other three occupational types. Times, reaching 12.19%. Specifically, the full-time worker’s entertainment costs 973 yuan per month, movie tickets cost 66 yuan, graduate entertainment costs 589 yuan, movie tickets make up 50 yuan, college students spend 640 yuan, movie tickets make up 55 yuan, and high-school students spend 473 yuan. Yuan, movie tickets accounted for 58 yuan.

70% of young users do not pay for online viewing

Young people have their own unique preferences for online viewing, consumer behavior, and the type of choice. Undoubtedly, daily network viewing has become an indispensable part of life, but young people prefer to watch or download free movies on the Internet. 72% of users said they are reluctant to pay for online movie viewing. The proportion of users willing to pay is 28%.

On the one hand, movie theaters look great visual effects are not comparable to the network viewing, on the other hand, cinema viewing is an important way for young men and women to fall in love. Nearly 34% of users stated that the average number of monthly movie theater viewings was more than 3 times, and 66% of the users chose to go to the theater watching movies 1-2 times a month. In terms of time, the weekend is the preferred time for young people watching movies. Nearly 60% of users will choose to go to the cinema on weekends. Due to half-price concessions such as the student ID, only 22% of young users will choose to enter the cinema on half-price days.

Of course, although many young users do not like pay-per-view, the free video entertainment brings them a lot of fun and they are free to switch viewing locations during the viewing. At home in the evening, it became the main viewing scene for young people outside of the theater. 88% of the users in daily viewing venues chose to view daily scenes at home or in the dorms, followed by public transport and offices at the same time, accounting for 18% and 12% respectively; 92% of viewing time scenes. Users mainly watch at night, while 21% of lunch breaks or 11% of commuters are selected.

"Echo": video sites are not interested in competing with the cinema

According to iResearch’s September release of MUT mobile statistics, the use of video sites on electronic devices is alive and well.

The video website Youku App's latest week usage time (0929-1005) has surpassed mobile QQ, ranking second in global Chinese applications. In the third quarter of this year, Youku App has used a total of 3.32 billion hours. In the two dimensions of per capita use time and per capita use time, Youku App has surpassed WeChat and mobile QQ.

Video site "killer" in variety entertainment

In fact, video sites have long noticed that variety shows are their effective weapon. Due to copyright reasons, paying to a video site to watch a movie is an inevitable stage. Therefore, it is normal for some audiences to be directed to a movie theater. However, the popularity of variety shows on video sites has been maintained. Most of the popular variety shows are broadcast on weekends, which is in conflict with other audiences' other entertainment time. Second, some non-homegrown popular variety arts also rely on video sites to improve the popularity of the mainland.

At the same time, video sites are also heavily involved in creating homemade content. Sohu video to create "Pan Yujun waste apricot Diqing high popularity; Youku" absolutely did not expect "The second quarter so far has accumulated more than 650 million broadcast, outdoor reality show "buddy line" in the second quarter has been playing Over 350 million, these homemade programs have received enthusiastic responses across the country.

Multi-screen era makes video websites more popular

Devices such as tablets and smart phones allow video entertainment to enter the multi-screen era. These devices have become one of the mainstream viewing methods for young people. As an important application of the mobile Internet era, which is indispensable to instant messaging, the future of the video industry is undoubtedly multi-screen. Whether it can keep up with the development speed of multi-screen is the key to winning the video brand. With the advent of the mobile Internet era, the viewing habits of young people are gradually changing. According to the analysis, 90% of the users will choose to use the computer to view the movie, but they will also choose 45% of the mobile phone viewers and 27% of the tablet PCs.

Multi-screening also allows users to have video entertainment everywhere. The survey also mentioned that 88% of the users surveyed at the daily viewing location had chosen to use the daily viewing scene at home or in the dormitory, followed by the public transport and office at the same time, accounting for 18% and 12% respectively. %; viewing time scene, 92% of the users mainly in the evening to watch, at the same time will choose 21% of lunch break or 11% of commuting on the road.

Looking at the survey data from different angles, we can see that the paid movie on the video website has become a “good supplement” to the cinema. At present, cinema viewing is the preferred method for young people. But when it comes to non-paying programs, everyone will focus on video sites. According to survey data from young Chinese moviegoers, nearly 60% of young people have an average of 5-10 videos per month, and cinemas have become a favorite viewing channel. In addition, nearly 75% of users will also choose to use video sites at the same time. Watch.

However, the video site's pay-per-view movies are not their most important “business”. The latest and hottest variety entertainment programs and self-made programs created by heavy money have brought extremely high popularity to video websites. These popularity are all experienced in App applications. , which helps video sites to seize the mobile Internet entrance!