statistical yearbook 2013

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Statistical Yearbook 2013 Audience task by Catherine May

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Page 1: Statistical yearbook 2013

Statistical Yearbook 2013Audience task by Catherine May

Page 2: Statistical yearbook 2013

Cinema audience by age The proportion of people aged 45 or above going to the cinema

increased gradually between 1997 and 2008 and increased sharply in 2011 and 2012 after a two-year decline. In 2012, they represented the highest proportion (36%) of 15+ cinema-goers for the first time since Statistical Yearbook records began.

The rise is suggested to be due to the greater number of films being released with particular appeal to the older generation. For example; Mamma Mia! in2008, The King’s Speech in 2011 and Salmon Fishing in the Yemen and The Best Exotic Marigold Hotel in 2012.

The proportion of people aged 15-24 and 25-34 going to the cinema has gradually decreased over the period, ending with particularly sharp falls for 15-24 year olds who made up only 25% of the cinema-going audience in 2012, compared to 31% in 2011 and 38% in 2010.

Page 3: Statistical yearbook 2013

Age Distribution of cinema-goers aged 15+ 1997-2012

Page 4: Statistical yearbook 2013

Cinema audience by age• Animations and family films such as The Pirates! In an Adventure

with Scientists, Brave and Nativity 2: Danger in the Manger! Particularly appeal to the 7-14 age group.

• Comedies and action films appealed most to 15-24 year olds, where the films with the highest above-average audiences were Ted, American Pie: Reunion, Taken 2 and The Hunger Games Action and comedy films also appealed to 25-34 year olds where American Pie: Reunion and Prometheus had the highest above-averageAudiences.

• Parents and carers in the 35-44 age group meant that shares for The Pirates! In an Adventure with Scientists The Muppets and Madagascar 3: Europe’s Most Wanted were higher than average.

• Drama, fantasy and comedy were popular in the 45-54 and 55+ age groups with Salmon Fishing in the Yemen attracting significant above-average audiences in both groups.

Page 5: Statistical yearbook 2013

Film preferences by genderThe overall audience for the top 20 and top UK films in

2012 had a slight bias towards males who made up 52% of total cinema-goers for these films.

On an individual basis, some films attracted substantially more of one gender than the other.

This is shown in 2011, ass males preferred action films with Dredd, Wrath of the Titans and The Sweeney topping the list of films with a greater male audience appeal.

Females preferred a broader range of genres with Anna Karenina, StreetDance 2 and Nativity 2: Danger in the Manger! having the highest female audience appeal.

Page 6: Statistical yearbook 2013

Film preferences by gender

Page 7: Statistical yearbook 2013

Film preferences by social groupUK films were popular among all social

groups, often attracting a significant above-average audience share.

UK drama appealed most to the AB social group, with Salmon Fishing in the Yemen, The Iron Lady and Anna Karenina attracting significant above-average audiences (Table 15.8).

Page 8: Statistical yearbook 2013

Film preferences by social groupNo films had a significant above-average

audience share in the C1 social group, but action films had the greatest appeal.

Page 9: Statistical yearbook 2013

Film preferences by social groupA range of genres appealed to the C2 and DE groups, but

comedy, action and family films attracted significant above-average audiences (Tables 15.10 and 15.11). Six in 10 of the StreetDance 2 audience were from these groups.

Page 10: Statistical yearbook 2013

Film preference by nation or regionMost regions had one or two films with a

significant above-average audience; none of the top 20 and top UK films attracted a significant above-average audience in Scotland, the Midlands and Yorkshire regions.

However, Brave, an animation set in a mythical Highland kingdom, had the highest audience share for Scotland.

Page 11: Statistical yearbook 2013

Film preference by ethnicity Black and minority ethnic groups (Asian,

Chinese, mixed and other) were over-represented among buyers of cinema tickets, video rental and pay-per-view, and under-represented among viewers of sell-through video.

Among white audiences sell-through video had the highest estimated buyers, followed by cinema, which had the highest number of individual purchases (over 182 million); this is more than double the next highest market, video rental.

Page 12: Statistical yearbook 2013

Film preference by ethnicity