Article Entertainment

The Digital Hispanic Moviegoing Universe

Jul 24, 2014

We know a lot about the Hispanic digital universe.  They are more likely to own a smartphone, share on social media and consume mobile video than non-Hispanics.  They also spend more time doing all of the above.

But how does this digital love translate to the Hispanic moviegoing universe?  Let’s take a look.

Devices are Movie-Related Hubs.  Hispanics are 25% more likely than non-Hispanics to have a movie app installed on their phone or tablet – with IMDB, Rotten Tomatoes and Moviefone being among the most popular.  Nielsen also shows that Hispanics are significantly more likely than non-Hispanics to watch trailers on their devices, so mobile is an important medium via which to reach these movie addict.

Increasingly Buying Tickets Online. It’s true that many Hispanics walk up to the box office and decide what to see on the spot.  It’s what Nielsen’s Ray Ydoyaga explained at our Produced By panel about Hispanics making moviegoing a “habit.”  However, more and more, we’re seeing online ticket purchases become a habit, too.  The 2013 Nielsen Moviegoing Report shows that 1 out of 2 Hispanics purchase movie tickets online (51% vs. 43% non-Hispanic).  Hispanics are also 58% more likely to buy all of their movie tickets online.

Spreading the Moviegoing Word.  Online Hispanics who go to the movies are more likely to have a social network account, with Facebook, Twitter and Instagram ranked as the Top 3.  Hispanics are also more likely to talk about the movies they see, follow celebrities and like or follow movie pages on these networks.

Hispanics are tech-savvy and film-savvy.  As those two worlds continue to intersect, it will become imperative for marketers to find and engage them where they are searching for, watching and talking about the movies they love.

Source: Nielsen Moviegoing Report 2013

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