FDC Crowd

Faith Driven Audiences to Watch More Movies and TV Every Week with More Choices

American Insights recently conducted survey research for Faith Driven Consumer™, the group that emerged on the national stage last year with its #IStandWithPhil campaign that played a leading role in Phil Robertson’s return to Duck Dynasty, and continues to serve as an advocate for more than 41 million consumers who spend $2 trillion annually.

New research reveals how to successfully engage faith audiences, what they prefer to consume, and how to effectively market entertainment products that resonate. 62% of Faith Driven Consumers would watch at least three additional hours of TV or movies weekly if there were more faith-friendly options, 55% say there are not enough options in the marketplace, nearly 40% say lack of family friendly options prevents them from going to the movies more often, and they rate trailers as the #1 influence on decision to watch.

Defining Faith Driven Consumers by Lifestyle

  • 99% of Faith Driven Consumers (FDCs) rate the importance of having an intimate and personal relationship with God as a 9 or 10 on a 10-point scale (88% at 10), compared to 63% of Christians overall (50% at 10).
  • 95% of Faith Driven Consumers rate the closeness of their personal relationship with God as 8 to 10 on a 10-point scale (59% at 10), compared to 64% of Christians overall (24% at 10).
  • 86% of Faith Driven Consumers spend one-on-one time with God every day, compared to 59% of Christians overall. 68% of FDCs spend more than 15 minutes a day with God, compared to 37% of Christians overall.
  • 85% of Faith Driven Consumers “attend or watch religious services or read the Bible or pray” once a week to multiple times a day compared to 60% of Christians overall.
  • 66% of Faith Driven Consumers are Protestant, 32% are Catholic, and 3% are Mormon.

 

Broad Assessment of Entertainment Marketplace

  • 96% of Faith Driven Consumers say that their faith has a major influence on their entertainment choices, compared to 46% of Christians overall. 61% of FDCs rate faith’s influence as a 10, compared to 18% of Christians overall.

Faith Influence - FDCs     Faith Influence - Christians

  • 89% of Faith Driven Consumers feel that they have different entertainment needs than the market at large. 62% of Christians overall feel that way. 34% of FDCs feel their needs are “totally different,” compared to just 12% of Christians overall.
  • 71% of Faith Driven Consumers feel that the current entertainment industry of movies and television doesn’t adequately acknowledge, welcome, and provide for them as Christians, and 92% would like to see the marketplace do more; 63% say a lot more.

 

Motivating Faith Driven Consumers to Buy More Content

  • 86% of Faith Driven Consumers are much more likely—58% very much more likely—to choose entertainment options that promote Christian-compatible values, compared to 54% of Christians overall—22% very much more likely.

59 FDC     59 All Christians

  • 81% of Faith Driven Consumers are likely to recommend a movie to others, compared to 79% of Christians overall. 49% of FDCs are very likely to recommend a movie, compared to 39% of Christians overall, while 61% of Faith Driven Consumers are likely to discourage others from seeing a movie, compared to 49% of Christians overall. 31% of FDCs are very likely to discourage a movie, compared to 17% of Christians overall.
  • 62% of Faith Driven Consumers would watch more than 3 hours of additional television or movies in a week if there were more faith- and family-friendly options available, compared to 35% of Christians overall. 28% of FDCs would watch an additional 6 hours or more, compared to 14% of Christians overall.

68 FDC     68 All Christians

  • 55% of Faith Driven Consumers say there are not enough faith- and family-friendly movie options available, compared to 40% of Christians overall.
  • Faith Driven Consumers say the following prevents them from going to or purchasing movies more often.
    • 38% lack of appropriate family options; 19% of Christians overall
    • 28% cost; 37% of Christians overall
    • 20% lack of interest; 23% of Christians overall
    • 13% lack of time; 18% of Christians overall
  • On a scale of one to five, Faith Driven Consumers rate biblical accuracy as the #1 factor in considering a film. Below is how all factors were rated.
    • 60% gave “how accurately the movie reflects the Bible” a 5 (4-5: 84%), compared to 28% of Christians overall (4-5: 51%).
    • 59% gave “compatibility with Christian values” a 5 (4-5: 89%), compared to 23% of Christians overall.
    • 56% gave “how appropriate the film is for children” a 5 (4-5: 78%), compared to 30% of Christians overall.
    • 51% gave “faith-compatible characters and relationships” a 5 (4-5: 83%), compared to 21% of Christians overall.
    • 51% gave “faith-compatible situations” a 5 (4-5: 83%), compared to 20% of Christians overall.
    • 50% gave “entertainment value” a 5 (4-5: 83%), compared to 36% of Christians overall.

Accuracy Importance - FDCs     Accuracy Importance - Christians

  • 78% of Faith Driven Consumers say it would have a significant influence on their decision to see a film if their church encouraged it, compared to 55% of Christians overall, and 57% of Faith Driven Consumers’ churches encourage members to see specific faith-based films, compared to 36% of Christians overall.

 

How to Market to Faith Driven Consumer Audiences:

  • Seeing a Movie or TV Trailer is the #1 Influence on both Faith Driven Consumers and overall Christian audiences: 22% of Faith Driven Consumers (FDCs) say previewing trailers has the greatest influence on their decision to watch a movie or TV show.15% say television ads, and 12% say website ads. 29% of Christians overall say previewing trailers has the greatest influence on their decision to watch a movie or TV show.18% say television ads, and 14% say website ads.
  • Both Direct Marketing and Church Marketing Matter in Reaching This Audience: Faith Driven Consumers are evenly divided on whether ads that reach them directly (44%) or a referral from church (46%) would most influence their decision to watch a movie or television show. Christians overall favor ads that reach them directly 53%-29%.
  • Faith Driven Consumers are More Partial to Movies than Overall Christians: When asked if they spend more time watching TV or movies, Faith Driven Consumers said they spend more time watching TV (74% TV to 23% Movies), as do Christians overall (79% TV to 18% Movies).
  • Faith Driven Consumers are More Dedicated Entertainment Customers: Faith Driven Consumers pay more often for entertainment products they value than the larger Christian market. When asked how often they pay to see a movie in theaters or at home…
    • Once a week or more: FDCs – 27%; Christians Overall – 21%.
    • Once or twice a month: FDCs – 22%; Christians Overall – 26%

 

About Faith Driven Consumer

Faith Driven Consumer™ leads a movement of more than 41 million Americans, 17% of the adult population, who spend two trillion annually. The group educates, equips and motivates Faith Driven Consumers to action in the marketplace of goods, services and ideas—offering resources for making more faith-conscious decisions, including reviews of companies and entertainment products. Recognized for its #IStandWithPhil, #OpenZilla, #FlipThisDecision, #IStandwithHobbyLobby and #NoahMovie campaigns, the organization continues to serve as an advocate for people whose faith informs their daily decisions in the marketplace. For more information go to FaithDrivenConsumer.com