About half of the respondents said they get movie recommendations from friends and family, and 16% mention co-workers as their movie review go-to sources. According to the research, face-to-face recommendations overshadow recommendations through social media: Facebook offers up 11% of the movie recommendations that responds said they rely on, and Twitter only accounted for 1% of movie recommendations that influence those polled.
The study takes a closer look at the “Twitter Effect.” Of those who do use Twitter, 46% said they ignore movie recommendations on the microblogging platform from strangers, and 40% said they aren’t even influenced by recommendations from real-life friends.
According to Social Times, which reported the research, this casts doubt on the much-reported “Twitter Effect” on movie ticket sales. In our opinion, however, the statistics don’t necessarily tell the whole story. While Twitter may directly influence only a small percentage of overall movie-goers, other research has shown that Twitter users, in turn, have a greater proportion of influence in other media. We would caution the entertainment industry against under-estimating Twitter’s ability to very quickly spread the word among a proportionally small but very influential audience.