HPU Poll: Most NC Residents Prefer to Watch Movies at Home, Not Theaters

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HIGH POINT, N.C., Nov. 15, 2017 – The High Point University Poll finds that a majority of North Carolinians would rather watch movies at home than in a movie theater, and many do not want to go out to theaters any more than they already do.

About 2 out of every 5 (42 percent) of North Carolinians say they hardly ever or never go out to a theater to watch a movie according to the HPU Poll. More than two-thirds (70 percent) of those same North Carolina residents say they prefer to watch movies at home, while about a quarter (23 percent) say they prefer to go out to a movie theater.

A majority of North Carolinians would not go out to the movie theater more, even if they had the chance. Just a bit more than a third (37 percent) say they would like to go out to the movies more than they currently do, while 60 percent say they would not like to go out to the movie theater any more than they already do.

“The number of options for watching movies at home has increased dramatically,” says Dr. Daniel Hall, associate professor of economics and HPU economics 

department chair. “Downloadable movies have made home-watching more convenient, whereas before high speed internet, people had to make two trips to Blockbuster to rent a movie and compare that to a trip to the theater.

“At the same time, the quality of watching movies at home has increased as large, high-definition flat screen TVs and high-quality audio system prices have fallen dramatically. The decrease in quality from watching at home is less dramatic than before, making home-viewing a closer substitute to theater-viewing than ever before. All of these factors have decreased demand for the movie 

theater experience and made consumers more sensitive to ticket prices.”

 

All adults – How often go to movie theater (October/November 2017)

Now I would like to ask some questions about movies. How often, if ever, do you go out to the movies? Would you say…

About once a week, or more often – 3 percent

About once every few weeks – 4 percent

About once a month – 10 percent

About once every few months – 24 percent

Less often – 16 percent

Hardly ever or never – 42 percent

(All adult (North Carolina resident) sample surveyed Oct. 27 – Nov. 4, 2017, n = 352 and margin of sampling error approximately = +/- 5.2 percent)

 

All adults – Prefer movies at theater or at home (October/November 2017)

All things considered, what’s your favorite way to watch a movie: would you prefer to go out to a theater or would you prefer to watch at home?

Go out to theater – 23 percent

Watch at home – 70 percent

(Depends on the movie) – 4 percent

(Don’t know/refuse) – 3 percent

(All adult (North Carolina resident) sample surveyed Oct. 27 – Nov. 4, 2017, n = 352 and margin of sampling error approximately = +/- 5.2 percent)

 

All adults – Would like to go to the movie theater more often or not (October/November 2017)

Would you like to go out to the movie theater more often than you currently do, or not?

Yes, would like to go out more often – 37 percent

No, would not – 60 percent

(Don’t know/refuse) – 3 percent

(All adult (North Carolina resident) sample surveyed Oct. 27 – Nov. 4, 2017, n = 352 and margin of sampling error approximately = +/- 5.2 percent)

 

The most recent HPU Poll was fielded by live interviewers at the High Point University Survey Research Center calling on Oct. 27 through Nov. 4, 2017. The responses from a sample of all North Carolina counties came from 352 adults with landline or cellular telephones. The survey has an estimated margin of sampling error of approximately 5.2 percentage points for all adult respondents. The data is weighted toward population estimates for cellular and landline telephone use, age, gender, race, education, and party identification. In addition to sampling error, factors such as question wording and other methodological choices in conducting survey research can introduce additional error into the findings of opinion polls. Details from this survey are available at http://www.highpoint.edu/src/files/2017/11/54memoA.pdf.

Further results and methodological details from the most recent survey and past studies can be found at the Survey Research Center website at http://www.highpoint.edu/src/. The materials online include past press releases as well as memos summarizing the findings (including approval ratings) for each poll since 2010.

The HPU Poll reports methodological details in accordance with the standards set out by AAPOR’s Transparency Initiative, and the HPU Survey Research Center is a Charter Member of the Initiative. For more information, see

http://transparency.aapor.org/index.php/transparency.

You can follow the HPU Poll on Twitter at https://twitter.com/HPUSurveyCenter.

Dr. Martin Kifer, department chair and associate professor of political science, serves as the director of the HPU Poll, and Brian McDonald serves as the associate director of the HPU Poll and an adjunct professor of survey research methods.

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