The Score: Movie-Related Activities

Although 2005 has generally been considered a weak year for films -- with soft box office numbers and low Oscar ratings -- there is reason to believe that the internet is gaining traction as a supplemental channel for the film industry. Speculation continues to grow that movies will soon be available “on demand” over the internet, in part because of the constantly improving streaming video capacity. Although full feature films are not currently available online, it appears that it will only be a matter of time before this is a reality. For now, consumers are content to use the internet as a resource for movie information, including show times, theater locations, purchasing tickets and watching trailers.

• Traffic to the Entertainment / Movies category increased six percent over the past year to 58.6 million unique visitors in February 2006, outpacing the four percent growth in total internet traffic over that same time period.
  
  
• The top site in the category, IMDB.com, demonstrated strong traffic growth over the past year (up 41 percent to 15.1 million visitors in February 2006) to take the top spot from Yahoo! Movies (down 17 percent to 12.1 million visitors), during the same time period.
  
  
• Movie ticketing sites have also seen traffic increases in the past year. Moviefone.com increased six percent to 11.7 million visitors in February 2006 versus the previous year, while Fandango.com jumped 22 percent to 3.6 million visitors.
  
  
• A demographic profile of visitors to the Entertainment / Movies category in February demonstrates that movie fans online tend to be young-to-middle age adults (14 percent more likely than the average internet user to be between the ages of 25 and 34, and 17 percent more likely to be between the ages of 35 and 44).
  
  
• Their incomes also make them an attractive target audience for marketers, with nearly one-quarter having a HHI of $100k or more. Additionally, slightly more than one-third live in one- to two-person households, making it clear that they have substantial disposable income to spend on entertainment.

comScore Networks provides unparalleled insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than two million consumers who have given comScore explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its patent-pending technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Nestlé, Bank of America, Universal McCann, the United States Postal Service, GlaxoSmithKline and Orbitz.