We did a large-scale survey involving over 10,000 respondents about the 2016 hit anime “Your Name” and analysed the viewership segments, as well as the relevant information people came into contact with before they decided to watch the movie.
Source：(C) 2016“ Your Name.”production committee
■out of 9 people watched the anime movie “Your Name”
11% of our respondents had seen “Your Name”, and there was almost no difference between genders.
When we divided our respondents by age and gender, we found that the viewership rate among high-school students was the highest. Both high-school girls and boys had a viewership rate of 30% or higher: 36% of boys and 30% of girls had seen the movie.
■75% of viewers liked the movie
Among those who had seen the movie, 75% said they had either “somewhat liked it” or “liked it very much”. Conversely, only 6% said they had either “somewhat disliked it” or “disliked it very much”. Approval was especially high among males and females ranging from the upper primary grades to their 20s, and the popularity of this movie is obvious.
■What difference was there between the information that viewers and non-viewers had contact with?
We studied and compared the information about the movie that viewers had contact with up to the point they viewed the movie with the information non-viewers (who know about the movie) have come into contact with so far.
As a whole, the rates of contact through TV were overwhelmingly high, showing that the influence of TV is still large despite the widespread use of the Internet today.
Next, we picked up 11 types of information that viewers were more likely than non-viewers to have had contact with.
Viewers were likely to have had contact with trailers in the cinema or with word-of-mouth recommendations and messages from friends and acquaintances; as for sources of information, the Internet played a major role. Among social media, Twitter had a large influence.
We also asked whether people had viewed the movie after finding out how many pieces of information about the movie they had come into contact with. We found that the more information people had come into contact with, the more likely they were to have seen the movie: 17% of people who had come into contact with only one piece of information had watched the movie, but that number increased to 55% among people who had come into contact with 10 pieces of information or more.
■Word of mouth was the most convincing in getting people to see the movie
We asked viewers which of the information they had contact with played the largest role in convincing them to see the movie.
Based on percentages alone, TV played a major role, with its overwhelmingly high rates of contact in the first place; this shows the strength of its influence.
However, when we analysed how likely a type of information was to have been the most influential in proportion to how likely people were to have come into contact with it in the first place, we found that word-of-mouth recommendations and messages from friends and acquaintances took up a large share and played a major role in convincing people to see the movie.
We can imagine that as the influence of TV is still strong today, many people might obtain information from TV, but finally be convinced to visit a cinema based on word-of-mouth reviews from people they can trust.
Furthermore, people who had come into contact with more information were more likely to decide to visit a cinema, especially information from the Internet or from social media sites such as Twitter.
In this report, we did our analysis based on Your Name, but we dare say the same thing could be said about many other movies as well.
(Article: Masanori Ota)
Fields Research Institute (FRI) conducts research in entertainment.
This article was written by a member of FRI, through the original coverage of his/her interests observed in their daily lives.
(*1) Fields Yoka Survey 2017
This was a December 2016 web survey of 11,646 males and females ranging from primary school to age 69. It asked them about their leisure activities and their values, among other topics.
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