The latest Cinema and Video Industry Audience Research, CAVIAR 12, shows that 68% of the population aged 7 and over is now a cinemagoer, with 25% of all cinemagoers in the 25-34 age group. 61% of all cinemagoers are in the ABC1 social group, and split fairly evenly between the sexes; males 51% and women 49%. Ten years ago, only 38% of the population over 7 were cinemagoers.
CAVIAR 12 shows that 38% of 15-24 year olds go to the cinema once a month or more, with 21% of 25-34 year olds going. This has increased dramatically from 10 years ago, when only 15% of 15-24 year olds went once a month or more.
The audience profile of films by certificate shows that 71% of ABC1s saw an 18 film in the previous two months, although 18 films only account for 4% of cinema visits. 34% of visits are to 15 classified films.
Audience profiles of selected films show that Remains of the Day (U) had a social profile of ABC1 77%, C2DE 23%. Schindler’s List and 4 Weddings also had ABC1 profiles of over 70%.
CAVIAR 12 COMMENTARY FREQUENCY OF CINEMA GOING
% POPULATION
Total 7+
Male
Female
ABC1
C2DE
Twice a month or more
7
8
6
9
5
Once a month
8
9
7
9
7
Once every 2-3 months
12
13
12
15
9
2-3 time a year
17
14
20
19
16
Once a year
11
11
10
11
10
Less often
13
13
14
14
13
Ever go to cinema
68
68
69
77
60
ANNUAL TRENDS %
1984
1986
1988
1990
1992
1994
All ever go to cinema (7+ pop)
38
53
56
64
62
68
Ever go 7-14
73
87
84
85
87
93
Ever go 15-24
59
82
81
87
89
92
Ever go 25-34
49
65
64
79
73
83
Go once a month or more 15-24
15
25
27
34
31
38
Go once a month or more 16-34
4
7
10
11
14
21
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