That goes for both newspapers and magazines. Last week I came across a survey conducted along those lines by the ONLINE TESTING EXCHANGE (OTX). It was published by the motion picture data research company MOVIELINE INTERNATIONAL.
I’ll share the interesting results here:
“The Internet is filled with information from movie review sites, offering articles, user-written feedback, message boards, thumbs and even vegetation.
And while reviews and recommendations from people moviegoers know are the most widely influential source when they are deciding whether or not to see a film at the theatre, online reviews and ratings do heavily sway with some portions of filmgoers.
* Younger males (those under 25) are the age/gender segment most receptive to reviews and ratings from people they don’t know with close to 2-in-10 saying they find this type of word-of-mouth VERY INFLUENTIAL.
* Interestingly, those on the fringe of their online social circles (people they don’t know well from social networking sites) are considered just as influential as groups of reviewers on sites like IMDb and from individuals posting on message boards.
* These under 25 males visit these types of sites more often than others and show a preference for well-reviewed movies at levels higher than others as well.
* For younger females, group sites hold the same level of influence as they do with younger males.
However these women are less likely to trust the word of those on the outskirts of their online social group or individual’s postings.
* None of those sites are as influential to older males as they are to the younger set of moviegoers while older women seem the only group immune from the sway of reviewers in whatever form, depending instead on opinions from people they know.
* Those who typically catch a movie on its opening weekend (‘URGENTS’) are close to 3 times more likely than those who see films later in their run to look to these types of sites for consensus on the quality of the movie they are about to see.
* Avid filmgoers (those who see 24+ movies a year) are also more apt than attendees overall to trust those they don’t know for recommendations, though not to the extent of ‘URGENTS!’ “
So the big question: next to word-of-mouth what reviewer, critic