Americans went to about 5 movies on average last year, details Harris Interactive in newly-released survey results. There appears to be a strong age-related trend in moviegoing: Echo Boomers (18-36) were almost twice as likely as Matures (68+) to have gone to the movies (83% vs. 44%), attending about twice as many movies on average (6.3 vs. 3.2). A majority of respondents of all ages prefer watching movies at home rather than in the theater, and two-thirds agree that they are going to the movies less often now than they did a few years ago.
That trend holds true even among the 1 in 5 adults who prefer to see movies in a theater: 53% of this group say they’re going less now than they used to.
While respondents believe that the best part of going to the movies is the sound and picture quality of the movie on the big screen, the main factors that drive them to go see a movie are: the involvement of a favorite actor or actress (32%); good word of mouth (32%); and it being a sequel or part of a beloved series (30%). Read the rest at MarketingCharts.