It's commonly assumed that primarily young families flock to Pixar movies, yet new research from Quantcast says that marketers shouldn't assume that animated movies are solely for kids and parents. There's a clear interest in Pixar films from adults in the 18-24 age range - most of whom won't have children of their own.
Quantcast studied search habits to determine the gender, age, income and ethnicity of general Pixar fans and, more specifically, people who were interested in “Finding Dory,” “Inside Out” and “The Good Dinosaur.”
More broadly, this data underscores consumer interest in a given topic, since people are taking an action when they are searching online. Advertisers and marketers are able to tap into this data to better understand their audience, says Quantcast.
The results show that these three films draw distinctly separate audiences. “Finding Dory,” for instance, is attracting lower income (less than $50K) women ages 18-44. Those most interested in this film are likely to be employed as consultants or engineers and drive Saturn, Acura, or VW vehicles, per the research.
Key areas of interest for these viewers center on travel, celebrity, humor and shopping.
“The Good Dinosaur,” by comparison, attracts men ages 18-44 earning more than $50,000 annually. These fans are likely to work in HR or information technology and drive Audi, Subaru, Infiniti or VW vehicles. "The Good Dinosaur" fan base has other interests in movies, outlet stores, technology, and comics.
The numbers are especially interesting for “Inside Out,” as people who searched for that movie over-indexed for college-educated females with higher income levels. That's likely because the film was a female-driven story with voices by Amy Poehler and Mindy Kaling.
“Inside Out” fans are the most affluent among all Pixar films in this study, driving Jaguar, Audi, Mercedes, or Infiniti vehicles. Their other interests include entertainment, TV, music, travel and shopping.
All Pixar films over-index among Hispanic (116) and African-American (105) versus Caucasian (98) and Asian (95) viewers. They also skew female (108) compared to men (92) and younger adults aged 18-24 (118).
Financially, Pixar movies over-index with those earning less than $50,000 annually (107), compared to those earning $50,000 to $100,000 (97), and over $150K (85).