OTX (Online Testing eXchange), the leading global consumer research and consulting firm, released new results from its Teen Topix study. The Teen Topix survey taps into the complex lives of the 13-17 year old set and is done in conjunction with eCRUSH, a leading PG-13 social networking site. 750 teens across the country were surveyed about their movie-going behavior and preferences.
Zac Efron of High School Musical fame and this summer's theatrical Hairspray was the name most often mentioned when teens were asked "who is the hottest male movie star of the summer," followed by Johnny Depp, Orlando Bloom (both from Pirates), Shia LaBeouf (Transformers), and Daniel Radcliffe (Harry Potter).
The survey also found that majority of teens see movies within the first two weeks. 27% say they usually go on opening weekend and an additional 44% go within the first two weeks. And teens find out about the latest movies by traditional means with 61% saying they get information from TV ads and 46% from in-theater trailers. Entertainment websites (15%), social networking sites (15%), video sharing sites (13%), and movie ticket sites (8%), all fall to the bottom of the information hierarchy. Buzz is also a source of information especially among friends and others in school.
"This type of information adds another dimension to the research movie studios need about today's teens," said Bruce Friend, President of Media and Entertainment Insights for OTX. "As studios begin to think of their films as brands and brand franchises, information about the teen audience is crucial to targeting, establishing launch plans and making determinations of which films may become the next big franchise."
Another key finding of the study was that teens are viewing movies they missed in theaters in more traditional ways. When teens were asked how they plan to view specific movies they didn't see in the theater, most (69%) said they would rent or buy the DVD, Pay-per-view and TV were also mentioned as options by about 1 in 10, but downloads were in the 1%-5% range depending on title.
"Teens are savvy consumers," said Amy Gibby, President of eCRUSH. "This wave of the Teen Topix study gives movie marketers a sense of the complex decision making process teens go through when deciding which movie to see."
