This recent survey from iShare looked at cinemas, touching on where I went for my first date with my wife, the cinema, which is actually a really poor place to choose, but that’s another matter altogether!
Demographics
Between the 12th and 14th of November 2008 just 404 members of the CLUB BBQ free email forwarding service completed a private internet-based questionnaire. 54.7% of the sample were male, 13.6% in their twenties, 47.8% in their thirties, 27.7% in their forties, and 10.9% in their teens or aged fifty or older.
Note that for Q1 there are two reasons why women go to the movies more; first there are more women with the free time to go, and second most cinemas have a “Ladies’ Day” once per week where they charge 1,000 yen per ticket for the ladies. Us men only have the first of the month to get our cheap tickets, although I have seen one cinema, Movix Rokko, that also has a Men’s Day.
Two days I also signed up for a Toho Cinema Mastercard that promises to give one free movie for every six, including movies watched using advance discount tickets.
Research results
Q1: Within the last year, have you been to the movies? (Sample size=404)
| |
All |
Male
N=221 |
Female
N=183 |
| Yes (to SQs) |
50.7% |
42.5% |
60.7% |
| No |
49.3% |
57.5% |
39.3% |
Q1SQ1: Who did you go to the movies with? (Sample size=205, multiple answer)
| |
All |
Male
N=94 |
Female
N=111 |
| Partner, spouse |
42.4% |
48.9% |
36.9% |
| By myself |
39.0% |
37.2% |
40.5% |
| Parents |
26.3% |
19.1% |
32.4% |
| Friends of the same sex |
22.0% |
8.5% |
33.3% |
| Other family members |
20.5% |
19.1% |
21.6% |
| Friends of the opposite sex |
9.3% |
8.5% |
9.9% |
| Other |
4.4% |
3.2% |
5.4% |
Q1SQ2: How did you look up information about movies, screening times, etc? (Sample size=205, multiple answer)
| PC internet |
88.3% |
| Mobile phone web site |
18.0% |
| In-theatre information |
16.6% |
| Newspaper |
11.2% |
| What’s on magazine |
3.9% |
| Other magazine |
1.5% |
| Other |
2.9% |
Q1SQ3: Do you use the internet to reserve or purchase cinema tickets? (Sample size=205)
| |
All |
Male
N=94 |
Female
N=111 |
| Yes, every time |
10.7% |
13.8% |
8.1% |
| Yes sometimes |
31.7% |
25.5% |
36.9% |
| No, never |
57.6% |
60.6% |
55.0% |
Q1SQ4: When watching movies, what do you do with your mobile phone? (Sample size=205)
| |
All |
Male
N=94 |
Female
N=111 |
| Set to manner mode |
51.2% |
59.6% |
44.1% |
| Turn it off |
47.8% |
39.4% |
55.0% |
| Other |
1.0% |
1.1% |
0.9% |
Q1SQ5: When watching movies, have you ever had your mobile phone ring? (Sample size=205)
| |
All |
Male
N=94 |
Female
N=111 |
| Yes |
3.4% |
5.3% |
1.8% |
| No |
96.6% |
94.7% |
98.2% |
Q2: Where was your first date? (Sample size=404)
| |
All |
Male
N=221 |
Female
N=183 |
| Cinema |
16.6% |
15.8% |
17.5% |
| Park |
15.8% |
21.3% |
9.3% |
| Coffee shop |
12.9% |
10.9% |
15.3% |
| Theme park, fun fair |
8.7% |
8.1% |
9.3% |
| Aquarium |
4.5% |
2.7% |
6.6% |
| Karaoke |
2.0% |
2.3% |
1.6% |
| Zoo |
1.5% |
1.4% |
1.6% |
| Other |
9.2% |
9.0% |
9.3% |
| Don’t remember, never been on a date |
29.0% |
28.5% |
29.5% |
This recent survey from iShare looked at cinemas, touching on where I went for my first date with my wife, the cinema, which is actually a really poor place to choose, but that’s another matter altogether!
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