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An Analysis of Moviegoers By Life Style Segments Glen Homan, Leo Burnett U.S.A., Robert Cecil, Leo Burnett U.S.A. and William Wells, Needham, Harper, and Steers Advances in Consumer Research Volume 2, 1975 Pages 217-230 The data in this study were used to demonstrate two points: the advantages of using life style data in addition to traditional demographics; and the advantages of sub-segmentation within a heavy user group. In the first phase of this analysis, heavy moviegoe rs were compared with nonmoviegoers on the basis of demograph ics and life style. In the second phase, the heavy moviegoers were separated into three groups via cluster analysis. These three groups were also compared on the basis of demographics and life style. INTRODUCTION The findings reported in this paper are presented as empirical illustrations of two methodological points: 1. The advantages of using life style or "psychographic" information in addition to traditional demographic measures and 2. The advantages of sub-segmenta tion within a heavy user group. The paper shows that l ife style studies give a much fuller descriptive picture of the consumer than do demographics alone, that life style data may yield important dimensions that demograph ics alone may miss, and that life style data can give some idea of how products fit in the context of consumers' lives. It further shows that sub-segmentation both avoids the assumption that all heavy users are alike, and tells which variables really "go together" to characterize distinct consumer groups. The data to illustrate these points come from a national study of 3700 married males, conducted by the Leo Burnett Co. in 1973. Respondents were members of the Market Facts Consumer Mail Panel. The sample is not intended to represent the entire movie-going popula tion; it excludes married females and all single people. The analysis was performed in two stages. In the first stage "heavy moviegoers" -- defined as those who had gone to the movies at least nine times in the past year -- were compare d with nonmoviegoers - or people who had not gone to the movies at all in the last year. The groups were compared both in terms of demographics and in terms of life style, so as to give an idea of the differences between the two kinds of information. The life style analysis was based on two types of items: a series of 150 attitude, interest, and opinion statements (AIO's) on which the respondent indicated his degree of agreement or disagreement on a six-point scale; and a set of 56 activities on which the respondent indicated the number of times he participated in that activity in the past year.
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