Google has just released a joint study with MarketCast that looks at the role of the internet in helping moviegoers decide where to spend their $10-15.
MarketCast found that 49% of moviegoers surveyed actively research a movie after first hearing about it; and of these, seven in ten go the Internet, typically using search engines like Google. MarketCast calls this influential segment “Moviegoing Infoseekers,” and found they account for about a third of respondents. “These are activist consumers, for whom the decision to see a movie is not made in a snap,” noted MarketCast’s Shapiro.
Clearly Google commissioned the study to prove to the film industry the importance of
internet AdWords marketing.