Apparently, watching movie is a favourite activity for almost everyone. Everybody love to watch movie, even sometimes they don’t watch it only in cinema. However, there is a constant growth in the number of audience interest on watching movie in cinema. Jakpat conducted a survey to 205 respondents regarding their habit on purchasing movie ticket in cinema. The compositions of our panel are 55% male and 45% female, in the age of 18-35 years old. The survey is conducted in nationwide with the confidence level of 95%.
Unlike years ago, where we can only watch movie in cinema, DVD, VCD, or willingly wait to see it on TV, today we can easily watch it almost everywhere. We can stream the movie in YouTube, legally watch it in iTunes and Google Play, or buy the original DVD and play it in our own devices. However, the constant growth of audience who go to the cinema to watch the latest movie cannot be ignored. We asked them about their frequency of watching movie in cinema. Most respondents answered that they only went to cinema when a good movie is released. It seems that most Indonesian movie audience are occasionally went to the cinema. At the second position, there are respondents who were more likely to went to cinema about once to twice a month. In other hand, the heavy movie goers stand on the last position by going to the cinema more than three times in a month.
We also asked about their habit on finding movie schedule. Checking on cinemas’ website becomes the most preferable choice for our respondents. At the second position, they are more likely to receive movie schedule information from their friends. They find the information from friends update activity status on social media such as Path, and also broadcasting message in BlackBerry Messenger. At the third position, information can be obtained from movie magazine, while at last they also gain information from television advertisement (TV ads).
Going alone to the cinema was preferred as the least likely. Friends and lover become the all-time favourite partners for audience to watching movie in cinema. In other hand, family is placed as the third most favourite partner to go. Interestingly, we also find out that compared to women, men are more likely going alone to the cinema.
Regarding their times of going to the cinema, we compared audience preference toward the day. Interestingly, 62% of respondents in 20-25 years old tend to prefer weekdays, while the other 62% of respondents in 26-29 years old prefer weekend. However, over all of the respondents, night and weekdays are considered as the most ideal time to watching movie in cinema.
Today, there are many ways to buy movie ticket. Unlike the previous days where we have to spend much times to queue in line, today we can just sit back and relax by doing some online buying. Surprisingly, although there are various ways to make us easier in buying movie ticket, most respondents acknowledged that they still prefer to queue in line to buy ticket. In the other hand, online buying were preferred as the less likely, and buy from friend as the least preferred option.
In order to gain deeper insight about Indonesian movie audience, we also asked about the person who bought the ticket. Although they once said that they are more likely to go to the cinema with their partners, but when it comes to the person who bought the ticket, they answered that they are more likely to buy it themselves.
There are numbers of promotional program offered by cinema such as extra ticket and merchandise. Actually, some of the promotional programs are quite interesting. However, there were only 48% respondents who interested and participated in the program.
The same condition also is found in access of online buying. Although e-commerce are getting popular in Indonesia, but only 30% of respondents have the access to movie ticket online buying.
Since there is only few numbers of respondents who have the access to movie ticket online buying, we asked about the reason of those who have and don’t have one. Mostly, the most common way to have the access of online buying is by owning cinema card or membership such as Mtix, CGV Card, Movie Card, and Maxx Card. For those who have the access, the motivations of their possession are to avoid queue and access to choose comfortable seat.
At last, we also asked those who don’t have the access about their reason of not owning. Most respondent said that they are rarely watch movie in cinema. Moreover, some other respondent also said that they consider the access as less useful and expensive.
For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.
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