Online cinema ticket sales in the US have increased by 18.7 per cent from last year, according to a new study from Webedia Movies Pro and Vertigo Research.

More than 100,000 movie-goers were surveyed as they left US theatres in the last year, highlighting that in-cinema ticket purchases had fallen by 5.4 per cent compared to 2017.

The report also found that online ticket buyers were 1.7 times more likely to visit the multiplex in groups of two or more, while in-theatre buyers were 1.4 times more likely to see a movie by themselves.

Type of seating and reserved seating were found to be the major factors when selecting a cinema to online buyers. Twenty eight per cent of those same people said they picked the theatre because of reserved seating, while only 7.6 per cent of those who bought at the cinema listed that as a reason.

Thirty six per cent picked a cinema because of comfort, compared to only 25.9 per cent of offline buyers.

More than 60 per cent of people who bought their ticket online had premium seats as opposed to 37.9 per cent for those who bought their tickets in-house.

Over a third of online ticket buyers purchased their tickets directly from the cinema’s website or app, rather than via a third-party vendor such as Atom Tickets or Fandango. However, it also noted that these businesses gained momentum in 2018.

The report also found that 72 per cent of patrons who found showtimes on the website completed their purchase on the same platform. It is also the top source for movie-goers buying tickets at the theatre, with 30.9 per cent using their chosen cinema’s website to discover show times, a rise of 12.5 per cent during 2018.

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