British polling company YouGov has published a report that details the spending patterns and intentions of UK cinema goers. The findings reveal regional variations and an overall positive outlook, though cost is a factor in some people choosing not to frequent the cinema.
YouGov’s Film and Cinema Evaluation report profiles individual cinema spending above and beyond the cost of the cinema tickets themselves. As well as covering obvious extras such as concessions and drinks, but also related required spending on ‘sundries’ such as parking (and babysitting?).
Perhaps not surprisingly the highest spending is in the capital, given that London has the most expensive cinemas as well as related real estate, parking, etc. Total spend is GBP £8.78 per head per visit in London, while the traditionally poor region of Wales has the lowest spend at GBP £6.86.
The study further broke down spending into categories based on frequency of cinema going.
The study assesses who is going to the cinema and with whom, when and where people go, what they watch and why and how much they spend. It also analyses how people find out about new films why they choose to watch what they do, what genres and actors different groups are interested in and how cinemagoers’ profiles vary film by film. YouGov spoke to over 5,000 people in the UK aged 16+ for the research.
YouGov found that not only do men (£8.29) spend more than women (£7.39), but that people who visit the cinema more frequently, typically spend more on items other than tickets (e.g. popcorn, drinks, etc.). “Heavy” cinema users have the largest outlay on sundries, spending an average of £9.15, compared to £8.02 for “medium” users and £7.04 for “light” users.
Perhaps not surprisingly “Heavy” users are more likely to be found in London, again either because London offers greater choice of cinema and films or because people who want a wide cinematic choice gravitate towards the capital.