Survey: Social networkers engage with online movie content

Given an interest in movies among active social networkers and the viral nature of social networking, film industry marketing executives should be paying attention to this space, according to a new survey from InsightExpress titled “The Social Network Influence on Movie Behavior.”

Social networkers are often highly engaged in grassroots movie marketing efforts, with 10% of social networkers having posted a trailer to a social networking site and 39% having reviewed a movie online, according to the report. In contrast, 25% of consumers not actively engaged with social networks have reviewed a movie online.

Social networkers also tend to be enthusiastic opening weekend movie goers, with 31% of them saying it's important to see a movie they're interested in on opening weekend, compared with 16% of non-social networkers.

Movie trailers are found online most commonly by searching for a film's title, with 49% of all respondents reporting this behavior. Browsing general movies sites was the preferred tactic for 29% of respondents while 27% clicks on online ads and 25% goes directly to a movie's Web site.