This is the second of a 4 part series but if you can't wait for the rest to come out you can get the whole report here!
Before we dive into this data, we surveyed a variety of different movie theater types in various locations all over the United States. This concession survey data is meant to paint a broad picture of the overall spending trends of different demographics across the United States.
Last week we analyzed our findings on the survey's first question: how likely are you to make a purchase at the concession stand?
This week we'll be focusing on results from questions two and three -- but first, let's recap*...
What we found is that guests overall are 4.7 times more positive (rated between 6 and 10) than negative (rated between 0 to 4) about visiting the concession stand and guests above 50 years of age were most likely to make purchases at the concession stand. Women are overall 2% more likely to visit a theater’s concession stand when visiting a theater than men, but both genders displayed positive on the Net Promoter Score (NPS) scale.
While this question helped us discover how often consumers are buying items when they visit the movies, we wanted to go deeper. That's why the next two questions we asked were about how much do guests usually spend at concession stands and would they be more likely to visit if offered a reward.
Here are the questions and their results:
2. How much do you usually spend at a concession stand?
You may have guessed it, data gathered at the point of experience is the most valuable type of feedback. This ensures a user’s opinions don’t change after having spent time away from your business and you can also nip immediate problems in the bud.
We asked this question using a slider between the limit of $0 and $25. We capped the spend at $25 because it is the maximum amount of money someone would spend for three of the largest items. Anyone who purchases more than $25 we lump them into this group. This way we could use our Enterprise Dashboard Analytics software to analyze trends and clusters.
The answers to this question depends on where the theater is located in the United States, but average spend across all demographics is $15.06. We also noticed clusters of spending habits -- clusters such as $25 were followed by $15, $20, and $10 each time they visit the concession stand.
Across all age groups Females spend 4% more at the concession stand than Males. Across all demographics there is only $0.91 variance with average spend. This suggests guests have an amount in mind that they are willing to spend per visit and/or a core preference for certain product combinations, e.g. popcorn and soda.
Females 18 - 23 reportedly spend the most at an average spend of $15.46 with Females 31 - 40 coming in second at $15.08 average spend. Males over the age of 41 spend the least at a mere $14.55.
3. How much more likely would you be to visit the concession stand if you were offered a reward?
A vast majority of people said they’d be far more likely to visit the concession stand if there was a reward waiting for them at the end. The scale was numbered between 0 - 10, with 10 being “extremely likely” and 0 being “not likely at all.”
The average rating across all demographics was 8.48. About 52% of guests would say they’d be “extremely likely” to go to the concession stand if the theater offered a reward for it, such as a cash discount or free popcorn.
Females are slightly more motivated (8.6) to visit the concession stand when rewarded, than Males (8.3). Females 31 - 40 are the demographic most likely to be influenced by a reward.
Remember how Millennials are less likely to head to concession stands? Millennials (8.5) as a whole are actually motivated to visit the concession if rewarded for doing so.
We have known this to be a successful way to drive movie guests to the concession stand due to past experiences. Pearl Theaters uses SurveyMe to offer a free popcorn, no purchase required, as a reward for feedback. The owners don’t view the free popcorn as simply giving away an item, but as a way to entice customers to a concession stand and go for the upsell.
Pearl Theaters was able to increase their per cap income from the concession stands by 10% by offering a popcorn size upgrade or an accompanying soda at the time of redemption.
The results from this question then, confirmed what we had already supposed was the case: offering a reward in return for giving feedback significantly increases the amount of feedback received and, if the reward is utilized correctly, the per cap income can increase as well.
If you combine this hypothesis with the data found from question two, this suggests that the best people to suggest an upsell to are Females between the ages of 18-24 and 31-40. While 31-40 Females spend the second most amount of money, they are the demographic most likely to visit the concession stand and the most likely to be influenced by rewards. This demographic also contains the majority of the mom population, who are generally the decision makers in the household, based on other surveys we conducted. So, while it’s hip to appeal to the millennial generation, don’t forgot the demographic that can make you the most money.
But, I hear you asking -- which rewards would most motivate guests? Well, that my friends is what next week's post is all about...
Want to find out all the details? Download our concession survey whitepaper.
*Of the 5,089 moviegoers who responded, 67% of respondents were Female, 31% were Male and 2% declined to answer. Results from this concession survey may not be completely accurate for each unique theater, but the methodology used for collecting the data is complete, statistically sound and verifiable.