The Latest from The Boxoffice Company’s Benchmark Report
As the world’s leading provider of media, technology and data for the film industry, The Boxoffice Company (TBCo) is in the enviable position of having access to a large and diverse collection of analytical data across North America, UK and more.
This data allows us to create our very own benchmark report which entails collating datapoints from various theatre circuits across the above-mentioned territories which is then used to draw conclusions which may be valuable to us, our clients, or the industry.
In this blog post we wanted to bring to your attention a few of the key highlights from our latest edition of the benchmark report.
N.B — The latest benchmark report (Jan- Aug) is using data strictly from US only.
The Return of Referral Ticketing
The TBCo’s referral ticketing allows your showtimes to appear across all major search platforms including Google, Bing, IMDB and more. In our latest benchmark report we identified a positive trend in referral ticketing. In the previous Jan — Jul benchmark referral was providing on average around 3.59% of traffic to websites, this increased to 4.04% in Jan — Aug.
The number of transactions occurring via referral ticketing traffic also increased from 12.73% to 15.23%. In 2019 we saw levels of 18.32% and we are hopeful the trend will allow us to get back to these figures.
The undoubted highlight of referral ticketing in this version was the conversion rate which was 19.65% — significantly above 2019 levels of 16.37%.
The following graph shows the conversion rate by channel from the latest benchmark report.
Apple Vs Android
When reviewing mobile data, we also encountered an interesting trend with Android users appearing to switch to Apple devices. In 2019 Android devices held around 28% of transactions and traffic — our most recent report shows both have dipped to around 24%. In contrast Apple has increased from 71% to 75% across both traffic and transactions.
From this we can speculate that that 4% of Android users have switched to Apple in the last two years. Across the clients in the benchmark report we estimate this to be around $1.5m worth of revenue in total, switching from Android to Apple. With such movement, considering technology such as Apple Pay as part of the checkout journey for your website should be a must.
Continued Shift from Desktop to Mobile
The third trend we encountered is a far more obvious one but one that is always worth confirming with data and that is the continued shift that we are seeing from users moving from desktop usage to mobile devices.
In our 2019 benchmark report, mobile devices were accounting for 66% of transactions and 77% of traffic across the measured websites. In our latest report we are seeing around 80% of transactions and 83% of traffic now coming from mobile. In contrast desktop has declined from 17% to 14% of traffic and 28% to 19% of transactions — this is around a 20% shift from users on desktop across to mobile devices. This trend highlights the importance of having a mobile first strategy when it comes to your web presence.
Conclusion
Data remains one of the most powerful tools we have when it comes to understanding user behavior and trends, yet it can often feel overwhelming or difficult to draw valuable conclusions from stats alone.
Hopefully this blog post has helped with highlighting a few of the key trends we have encountered from our latest benchmark report and if you would like to discuss how to get the most out of your data, a mobile first strategy or any other digital requirements please feel free to get in touch with our team.
