Its summer, time to go to the movies…

Summer is in full swing and down here in Brighton that means weekends on the beach, having a drink in the sun and going to the cinema to watch the big summer movies. Being a data geek ninja I couldn’t help but take a look at where cinema search was most popular and who out of the main players ruled that space. A big thanks to Amo Bassan Head of Design at iCrossing UK for creating these infographics.

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Above we looked at how the top six cinema chains rank for search in each location. As you can see from the graphic above, there is no one outright winner with different brands performing well in each city. In London, Odeon took just over 60% the natural search cinema market, while in Edinburgh My Vue took 70%.

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Next we can see how many people are searching each month for cinemas at each of the 10 cities we looked at. Perhaps unsurprisingly the more people living in that city the more people are searching for cinemas at that location. For smaller cities such as Nottingham people are quite straightforward in the ways they search, searching using phrases such as ‘cinemas in nottingham’, ‘nottingham cinema times’ or ‘cinema listings Nottingham’. While in larger cities such as London they are more specific in their search ‘cinemas central london‘, ‘north london cinemas’ or ‘kings road cinema london’

Certain sectors are highly location specific (e.g. the hospitality sector) and as such their online strategies will need to be different to areas were location is not as crucial (e.g. Insurance). Search is becoming increasingly personalised and in sectors like cinema and movie search mobile is growing in importance. As a brand it is important to know how people find your product, who your competitors are and their strengths and weaknesses. Online all this information is easily quantifiable, much of it from free data sources therefore there really is no excuse not to be well informed when planning your online marketing campaigns.