Today’s Man: The Film Session research found that 70% of young men aged between 18 and 34 go to the cinema at least once a month and they believe nothing beats the cinema experience. They’re always on the look out for new films and 80% say they recommend good films to friends.
IPC Ignite, publisher of brands such as NME, Nuts and Loaded, aims to be the authority on young men and commissioned this nationally representative research among 18 to 34 year old men to find out more about their entertainment habits.
Going to the cinema is a social experience for young men. For men in the slightly older 25 to 34 year old category, 70% said they go to the cinema with their partner. For younger men it’s all about going to the cinema with their mates, with 80% of 18 to 24 year olds watching films with friends.
More than half of young men expect that in five years time they’ll be going to the cinema as often as they do now. However, the perception held by 69% that the cinema is too expensive is a potential threat.
When it comes to in-home entertainment, men want to recreate the cinema experience at home. However, many in this group have not adopted blu-ray, with the research finding that four in five young men currently do not own blu-ray disks. Key reasons cited for resisting the move to blu-ray are the expense, being content with DVDs and not being convinced of the difference in quality. However, 60% of those surveyed do expect to be watching more films on blu-ray in the next five years.
Verity Amos, Insight manager for IPC Ignite, says: “Films are a passion for young men and a major form of social currency. This is the audience to convince of the benefits of blu-ray and they’re the group to target to generate word of mouth buzz around new films. IPC Ignite’s magazines and websites have great reach and a powerful relationship with these young men and we can help film distributors to engage with this valuable audience.”
Research specialists Lightspeed conducted the Film Session study, working with IPC Insight.
About IPC Ignite
IPC says: “IPC Ignite is the men's lifestyle and music division of IPC Media. Its award-winning, market-leading brands enjoy international recognition. They include Nuts, Loaded, Uncut, NME, nme.com, Nuts.co.uk and Mousebreaker.com.”
IPC Insight
IPC says: “IPC Insight is the division of IPC Advertising responsible for spearheading consumer research across IPC Media. It generates and co-ordinates a broad range of research initiatives and, as the authority on consumer behaviour across IPC's core markets and sectors, it works closely with key clients to ensure they develop more effective relationships with consumers and measures the effectiveness of their communications.”
