Online survey- use of the app. April 2012

Online survey: And the results are in!

We wanted to know and you helped us gain answers. The results of our online survey are in and as predicted, they pretty much coincide with the feedback we had from the cinemas themselves in regards to our apps. Here are our findings.
66% iphone / 29% Android
The majority of App users use the iPhone version. Since we started the release of our Android apps significantly later than their iPhone counterparts, this would be the explanation. However, since last year android users are as numerous as iPhone users so we expect this figure to evolve towards a more equal distribution.  

74% learned about the app from the cinema
Promotion by the cinema itself is the best way of alerting the audience to the existence of the app (rather than browsing for apps on their own). The most common place to find the apps were the Facebook sites of the cinemas themselves. We also found out that promotion over Facebook is the most effective.



Overview of users’ rating of following functions:  Listings, showtimes and film info, News, Facebook functions and Online booking

94% users find listings and showtimes useful to very useful, 80% users enjoy information on movies
Users find the listings most relevant. It is easy to understand why, as the app’s main purpose is to be a little pocket program for mobile use. A vast majority of users find the information the app provides on films useful, since it allows them an estimation of probably they might enjoy the film on the premise of the plot summary.

So the most vital functions of the app are definitely the program and the information on the individual films. This saves the user from having to go search for information on the film online or elsewhere. They can see what’s on, when it’s on, who made it and what it’s about.


The Facebook related functions that were designed to help spread the cinema’s social networks seem underappreciated as well. Forwarding information about events or films isn’t used half as much as it has been intended and users don’t seem all too keen on letting everyone in their social network know which cinema they have gone to or which film they are going to see.


46 % find the News relevant but 25 % consider them rather useless
The news are a questionably useful part of the app. Engaged audiences might appreciate being alerted to special events like screenings and discussions, but most users of the app seem content with the program itself. Also a deciding factor is the content which the cinemas post. Too many updates on news that are maybe not as relevant to the average cinema-goer tend to be looked over, even ignored altogether.

Less than half of the users find the News section relevant, which is understandable if they are not actively engaged in a cinematic culture and have a vibrant interest in what is happening with their cinema or the movie world in general.
A quarter of users find the News section expendable or useless, since they hold no interest aside from what is on the program.




11% of users have already booked tickets with their app but 70% still plan to do so
The online booking has been regarded as rather underappreciated, but that may lay in the fact that this part of the apps still needs some development to make it less of a fuss for the user to actually use. Online booking needs to be reassigned in a manner that will actually allow proper booking of tickets in a way that makes it truly an easier function that can then be appreciated.

A tiny fraction of users have made use of the online booking function, but a much larger percentage still plan to do so. This promises that the booking function will in fact be seen as a very useful part of the app that may need some improvement, but definitely holds the interests of our users. One possibility of improvement here would be mobile-optimised booking page as a possibility to enhance this function

SUMMARY
So the good news are: 88% of the users are satisfied to very satisfied with their app, and only 3% are not satisfied at all. 97% consider the app very reliable!


The three features people would like to add or improve are:
- trailer integration: which is the plan for 2012
- facebook log-in preferences remembered: already being implemented in the latest updates.
- news from cinemas: to read some tips about how to make the most of this function, please go here or here .