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Frequent Moviegoers

74% of a typical cinema audience are frequent cinemagoers, who go to the movies at least once every 4 weeks.

There are almost 5 million frequent moviegoers in Australia, making 1.2 million visits to the movies each week. 

Characteristics of Frequent Moviegoers

Frequent moviegoers are a highly desirable audience for advertisers. They are typically young and affluent, with high disposable incomes. They are avid shoppers, into fashion and technology and lead busy and active lives making them difficult to target with other media.

Frequent moviegoers year on year


Base: National
Source: Roy Morgan January 2008 - December 2009

Demographics of Frequent Moviegoers Indexed Against Population

Coupled with their high spending power, frequent moviegoers typically have active lifestyles, are avid shoppers and are into style, fashion and technology.

Frequent moviegoers by age indexed against population

Base: National Metro
Source: Roy Morgan 2009

Frequent moviegoers by income indexed against population

Base: National Metro
Source: Roy Morgan 2009

Frequent moviegoers by attributes indexed against population

Base: National Metro
Source: Roy Morgan 2009

Free-To-Air TV consumption of Frequent Moviegoers


Base: National Metro
Source: Roy Morgan 2009

Attitudes of Frequent Moviegoers Indexed Against Population

Agree / Strongly Agree

 

It's important to have a full social life

114

I like to be with a crowd of people

115

I try to look stylish

112

I look for new experiences every day

109

I was born to shop

123

I enjoy clothes shopping

111

I wear clothes that will get me noticed

120

It's important to look fashionable

112

I will buy a product because of the label

118

Computers and technology give me more control over my life

117

 Source: Roy Morgan 2009

 

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