MAR 2009 - MySpace Voted the Top Online Source for All Things Film
New US study reveals MySpace is the place Americans are going to for film and Nielsen Market Intelligence demonstrates New Zealanders are following suit.
MySpace.com is an online social destination where people connect with each other, as well as discover content and culture, and according to a new US ‘Movie Averages’ study conducted by Nielsen of over 11,000 Americans MySpace is the most frequently cited Internet source of movie information (46%) among people 15-24, ahead of Yahoo! (26%), and all the other top movie sites in this category.
Since the last movie averages study in January 2008, MySpace has increased its strength in the “Where Seen on the Internet” category, from 39% to 46% among respondents aged 15-24. MySpace’s was in contrast to Yahoo! and other movie sites such as Fandango, Movies.com which either decreased or remained the same.
The study also showed that MySpace is also the first step on the Internet for movie searches (29%) for those 25 years old and under, ahead of Yahoo! (23%), Google (23%) and AOL (14%).
Even when looking at the older persons 15-34 demographic, MySpace is still the leader as the most frequently cited source for online movie information.
These figures point to a broader trend which sees consumers moving online for their film information. While television is usually mentioned ahead of the Internet as the top source for movie information, the most recent NRG movie exit study for Dark Knight showed that Internet (54%) pulled ahead of TV (53%) in the Men 15-24 demographic.
These US findings compliment data released by NZ Market Intelligence in November which demonstrates that New Zealanders that are visiting MySpace are more likely, compared to the general internet population, to be interested in entertainment and film. For example on average 47% of New Zealanders online visited an entertainment site, however 67% of MySpace audience visited entertainment sites, producing an index of 124. Similarly 12% of New Zealanders online investigated CD/Video/DVDs online and then purchased either on or offline compared to 16% of the MySpace audience, indexing 133.
Susan Carlton, Head of Sales & Business Development, New Zealand, explains this provides relevant insights for New Zealand marketers, “As MySpace gains momentum in the New Zealand market the data from Nielsen US and Nielsen Market Intelligence in NZ shows it will increasingly attract consumers that are in touch with popular culture and entertainment. Marketers can connect and engage these users on MySpace through an on and offline events program called ‘Black Curtain’ which is ideal for fmcg, auto, technology & financial brands.”
Black Curtains give MySpace users the chance to see major film screenings for free before they hit the cinemas, events in New Zealand to date have included Hot Fuzz, Transformers, The Darjeeling Ltd, Jumper and Charlie Bartlett.
The Black Curtain program delivers a complete brand integration across both online (eg. Wide reach through ad units appearing across MySpace and heavy visibility on the Black Curtain page) and engagement through offline (eg. Signage, sampling & integration).
Susan continued, “The power of the Black Curtain sponsorship is that it positions your brand as the vehicle that delivers the money can’t buy and special experience of the Black Curtain events directly to consumers, which drives positive word of mouth.”
Advertisers should contact Susan Carlton - email: scarlton@myspace.com, phone: 09 373 9168 or mobile: 027 229 5116 if they require more information on the Black Curtain program.
Fast Facts:
- In October 2008 there were over 421,000 New Zealanders browsing MySpace – approximately 12% of the New Zealand internet population .
- New Zealanders spent over 147,000 hours on MySpace during the month of October 2008, and the average time spent in each session was 10 minutes and 30 seconds .
- Over 11 million MySpace pages were viewed by New Zealanders in the month of October.
- New Zealanders of all ages are using MySpace – 82% of MySpace users are 18 years and above – that’s 478,000 New Zealand adults.
- According to Nielsen Online, NZ Market Intelligence, in October, MySpace users have the following traits -
61% female and 39% male
74% NZ European descent, 8% NZ Maori descent
25% earn between $60 - $100K p/annum & 52% earn between $60 - $250K p/annum
75% access MySpace from home
85% access the internet daily
75% have watched a video clip in the last 4 weeks
42% have downloaded music in the last 4 weeks
28% played individual or multiplayer games in the last 4 weeks
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