Want to go see a movie? Perhaps you’ll check the newspaper or magazine movie reviews. Not if you’re 15-24. Yes, TV is a big influence, but Nielsen NRG research finds that young movie-goers are increasingly going online for movie info, with MySpace the top destination.
News Corporation-owned MySpace proudly distributed findings from movie exit research it commissioned last month from Nielsen.
29% of consumers 15-24 years old reported using MySpace first when searching for movie information, topping Yahoo! and Google at 23% each, and AOL 14%.
MySpace tied Yahoo! for the first time as the #1 Web destination for movie searches for consumers 15-34 years old. 25% of consumers 15-34 years old reported using MySpace first when searching for movie information, with Yahoo! also at 25%, Google 24%, and AOL 14%.
The Nielsen movie exit study focused on 13 summer box office releases from the past two years. It found that for the summer blockbuster film “The Dark Knight,” the Web pulled ahead of TV as the top movie source among consumers aged 15-34.
All movie exit interviews were conducted by Nielsen NRG in multiple US markets including New York, Los Angeles, Chicago, and Boston as well as smaller markets in the Midwest and Southeast. There were a total of 11,262 respondents included in the final analysis.