Category Archives: Marketing

Demo-Graphics: Facebook US Users

With San Diego Comic-Con kicking off this week, I’ll be looking at a whole bunch of data crunched from mining Facebook. To kick this off, I thought it’d be good to look at how Facebook itself might have changed. It’s been over a year since I last looked at the data, and much has changed, including some of the process itself and what is returned as far as data.

We’ll also be using this data to see how things might impact the comic fan population, and how comic fans compare to the general Facebook population.

Unlike my other reports, this one focuses just on people who are on Facebook and located in the United States. No terms are used at all as far as likes, interests, etc.

Facebook Population: Over 191,000,000 in the United States

Since January of 2014, the population of Facebook users has increased by 11 million individuals. Of that, Spanish speakers now account for 9.95% with 19 million of them. In 2014 that population was 16.4 million or 9.11%.

Gender and Age

In 2014, men accounted for 45.56% and women were 53.33%. Interestingly is both populations have grown not just in overall size, but also percentages. Women now account for 53.40% while men are 46.07%. The difference is a shrinking population not marking either. In the United States as a whole, women account for 51%, while men are about 49%, that was as of the 2010 Census. So, Facebook skewers slightly more female.

Facebook Gender 7.6.15

We’ll next look at how the percentage of women and men break down through age. Unlike comic fans, there’s never a point where men are a clear majority. At most there’s parity from ages 22 to 29.

Facebook gender age 7.6.15

And here is all of the data presented in its raw form. Compared to 2014, what we see is interesting though. Under 17 has shrunk as far as population, and so has those 54 and up. The growth is really centered on those age 26 to 53.

Facebook gender age raw 7.6.15

Relationship Status

This is completely different than last year due to the increased amount of choices.

Facebook relationship status 7.6.15

And for those that like pie charts.

Facebook relationship status pie chart 7.6.15

Education

This too has changed a lot since last year. There’s now many more choices for individuals to choose.

Facebook education 7.6.15

Gender Interest

Things her too have changed as far as data available. Last year 5.63% were interested in the same-sex. Now, it’s 2.24%.

Facebook gender interest 7.6.15

Ethnicity

This is the first time we have ethnicity for Facebook. The below is presented without comment.

Facebook ethnicity 7.6.15

Generation

And finally, we also data on generations, another brand new stat. Below again, without comment, here’s the stats.

Facebook generation 7.6.15

Join us tomorrow when we start to dive into specific stats, up first DC Entertainment!

Demo-Graphics: Comic Fandom on Facebook

It’s the first of the month and that means a new look at the demographics of people who “like” comics on Facebook. This data is compiled using demographic data from Facebook, and is limited to the United States.

This data is compiled using key terms, “likes,” users have as part of their profiles. Primarily terms are focused on generic ones such as “comics” or “graphic novels” or publishers. I stay away from specific characters, creators or series, because this does not indicate they are a comic book fan. Over 100 terms are used for this report.

Facebook Population: Over 47,000,000 in the United States

The total population increased by 10 million, bringing the total to over 47 million individuals. It is currently unknown where this increase came from, and we’ll be exploring some possibilities in our San Diego Comic-Con focused post. The current theory I have is that there is a summer boom, followed by a bust later in the year. There is also the possibility of a general increase in the male Facebook population. The Spanish-speaking population last month was 13.78%, and this month is 13.19%. That decrease in percentage is due to the fact the population did not increase to keep pace with the boom this month.

Gender and Age

Last month women accounted for 43.24% and men were 56.76%. The 10 million increase this month was mostly in the male segment which saw an increase of 7 million individuals. Women increased only 3 million. Now, men account for 59.57% of the population, while women are up to 40.43%. We’ll have further reporting on the decrease of the female segment in our SDCC report next week.

facebook gender 7.1.15

We’ll next look at how the percentage of women and men break down through age.

facebook gender age 7.1.15

Compared to last month, those 29 and under saw vasts increases in the millions. Those older did see an increase as well, but nearly the growth in volume of the Millennial segments.

facebook gender age raw 7.1.15

Relationship Status

Compared to last month, most segments saw increases other than women who were engaged which remained stagnant.

facebook relationship 7.1.15

And for those that like pie charts.

facebook relationship pie chart 7.1.15

Education

Things haven’t changed that much compared to last month just some shifts as to percents due to growth.

facebook education 7.1.15

Gender Interest

Generally there stats remained very steady, even with the massive growth.

facebook relationship interest 7.1.15

Ethnicity

We saw increases across for African Americans and Asians, but Hispanics decreased. Percentages though were mixed. African Americans increased by 1,100,000 individuals, but the percent dropped by 0.13%. Asian Americans increased by 400,000, and saw their percentage increase by 1.21%. Hispanics decreased by 1.2 million, but those that are Spanish dominant as far as language increased by 300,000 people.

facebook ethnicity 7.1.15

Generation

We can see the increase across the board, but it’s Millennials who saw the largest increase as a percentage of the population and Generation X decreased.

facebook generation 7.1.15

And that wraps up this month’s report. But, next week we start diving into our San Diego Comic-Con special reporting! Come back every day for new data and insight!

The Future of Marvel this July

Where Secret Wars ends, an all-new Marvel Universe begins! Marvel has announced that the House of Ideas is kicking off this new publishing initiative and the exciting next phase of the Marvel Universe with an unprecedented bang! We’ll get our first look (unless the internet ruins the plan) with the All-New, All-Different Marvel Previews, a FREE 64-page full color magazine, coming to comic shops on July 1st!

This epic magazines features your first real look into All-New, All-Different Marvel! No daily teasers, no scouring the Internet for multiple announcements – just explosively striking images of Marvel’s new lineup coming in the latter half of 2015 from the industry’s top creators! Exciting teams, dynamic characters, deadly villains, dazzling creators and more will be revealed!

This unique strategy ensures that the largest number of active comic shop customers are reached FIRST, driving those fans into comic shops to get their hands on this exciting FREE print magazine. Massive coverage will be paid to these exciting launches across all forms of media, but as a thank you to our loyal comic shop customers, the first look is available exclusively to you! The All-New, All-Different Marvel Previews will also be released digitally shortly after its print debut, followed by an extensive press and marketing rollout extending throughout the rest of the year.

The future is here and it’s all-new and all-different. Run (carefully), don’t walk to your comic shop this July for the All-New, All-Different Marvel Previews and see for yourself!

All-New_All-Different_Marvel

Demo-Graphics: Comic Fandom on Facebook

It’s the first of the month and that means a new look at the demographics of people who “like” comics on Facebook. This data is compiled using demographic data from Facebook, and is limited to the United States.

This data is compiled using key terms, “likes,” users have as part of their profiles. Primarily terms are focused on generic ones such as “comics” or “graphic novels” or publishers. I stay away from specific characters, creators or series, because this does not indicate they are a comic book fan. Over 100 terms are used for this report.

Facebook Population: Over 37,000,000 in the United States

The total population increased by 1 million, bringing the total to over 37 million individuals. The Spanish-speaking population last month was 14.17%, and this month is 13.78%. That decrease in percentage is due to the fact the population did not increase with the larger population.

Gender and Age

Last month women accounted for 41.67% and men were 58.33%. The million increase this month was all in the female segment, which increased 1 million from last month. Now, men account for 56.76% of the population, while women are up to 43.24%.

gender 6.1.15We’ll next look at how the percentage of women and men break down through age.

gender age 6.1.15Compared to last month, those 21 and under decreased in percentage and population. The population growth was for everyone over the age of 21.

gender age raw 6.1.15Relationship Status

Compared to last month, the results are almost exactly the same, those married increased a decent amount as well as those who didn’t specify their relationship status.

relationship 6.1.15And for those that like pie charts.

relationship pie chart 6.1.15Education

Things haven’t changed that much compared to last month when it comes to gender. I’d expect to see some shifts over the next few months as school lets out and kids begin a new year.

education 6.1.15Gender Interest

This month the “unspecified” category saw a sharp increase, especially for women and not quite as much for men.

gender interest 6.1.15Ethnicity

We saw increases across the board for all ethnicities. African Americans increased by 600,000 individuals. Asian Americans increased by 40,000. Hispanics increased 1.6 million.

ethnicity 6.1.15Generation

We can see here the shifts in the age from above. Baby Boomers and Generation X increased, and and Millennials decreased.

generation 6.1.15And that wraps up this month’s report.

Comic Fans Flip Out Over Ads in a Comic… Which are Pretty Much a 22 Page Ad

DC Twix ad 1As reported on a few sites, DC Comics will be changing up their ads a bit on their June comics. Instead of full page ads on their own page, the publisher will have half page ads on the same pages as art. As could be predicted the internet exploded with rage and overreaction, without being presented with all of the facts.

Here’s actual quotes from comment sections, I’m not even going to look on Twitter:

I’m out. I was down to two DC comics, and I’m dropping them.

Guess my days of reading DC are over. I myself have just started a comic book publisher called Ecliptic Comics Publishers. I would never be so money hungry to place adds on the same pages I have story. DC has really stooped to an all time low. Kind of glad, makes it easier for companies like mine to work our way up when DC is ticking off their customers.

Another reason I gave up on DC.

Except here are the actual facts, that weren’t gathered before most of the click-bait was written,

  1. As confirmed by DC talent, this is a one month thing and as one said “My team found it easy to work out on both books.”
  2. Its been done before, not just in magazines, but in comics!

DC Twix ad 2This is actually smart for DC Comics. June begins their Divergence kick-off, their next big launch and direction. As such, it’s likely the print run for all of their series will run on the high side of things. More comics out there, more money they make in advertising. This is a strike while the iron’s hot moment, as the second, third, and fourth issues will not have the same circulation as first issues.

This has been done before, and is done now in magazines, so this isn’t anything new. The difference now is click-bait sites who post sensationalist stories without getting all the facts, as well as the internet for people to vent their “rage.” And the comics haven’t come out yet. Who knows how it’ll actually read.

To quit reading DC Comics over this is both childish, and idiotic. Personally, I find the ads made out to look like a comic are far more irritating.

The bigger irony is comics are advertisement as a whole. You’re being advertised characters after which you go see their movie, buy clothes with them on it, get their toys, collectibles, watch the television show. To object to an ad is to object to a lot of what you’re reading and watching. Remember, the original Transformers and G.I. Joe cartoons were really just 24 minute ads.

Now, questions are out there. Is the page count as far as story the same? How will this play out in digital?

In today’s comics, this sort of layout is more “experimental,” and businesses need to do what they can to raise revenue and remain profitable, and maximizing advertising is part of that equation. Without advertising, cover price will be forced to rise again.

So, as a reader, which would you rather have, an ad that might be intrusive, or paying even more for your comics?

 

What Does Facebook Tell Us about Pitch Perfect 2 and Mad Max?

pitch-perfect-2-pp2_rgbThis past weekend at the box-office was a triumph for women, and a blow to misogyny. Pitch Perfect 2 ruled the weekend earning $70.3 million domestically while Mad Max: Fury Road earned $44.44 million. The two films helped make it a record breaking weekend, but also had two films that had kick-ass women in it.

Pitch Perfect 2 was especially impressive earning about 5.5x the original film’s opening weekend. But should that have been a surprise? The original film found a huge audience after its initial theatrical run.

About 72% of the audience for Pitch Perfect 2 was female, and 57% was younger than 25. Mad Max: Fury Road was 60% male and 64% older than 25. While 51% of the population is female, 52% of moviegoers are women according to the MPAA.

Facebook shows us these general trends, the Pitch Perfect series has many more female fans while Mad Max skews more male. Both performed better than their stats though in their “opposite” gender of the majority of fans. More men attending Pitch Perfect 2, and more women attended Mad Max. That could account for their dual solid openings, as each gender brought the other to the cinema. Each fan page also does better in their weaker gender than previous films in the series.

No matter the why, each film shows that women shouldn’t be discounted when it comes to the cinema.

Pitch Perfect 2 Mad Max Stats

FIGHT! Your First Look at the Secret Wars Battle Standees!

The Earth-shattering release of Secret Wars #1 has already taken the comic industry by storm, but the story is just heating up! The destruction of the Marvel Universe was just the beginning! Marvel has released a first look at the Secret Wars Battle Standees – a new promo item coming to stores this June!

Releasing alongside June’s Secret Wars #4, the Secret Wars Battle Standee One-Sheet features eight different characters that can be assembled into individual figure standees. Featuring artwork by rising star John Tyler Christopher, each sheet includes standees of Mr. Fantastic, Black Panther, Miles Morales, Peter Parker, Star-Lord, Captain Marvel, Thor and Cyclops!

Plus, don’t miss July’s epic Secret Wars Landscape Wraparound Variants, the perfect backdrop for your Secret Wars Battle Standees. Featuring environments from across Battleworld, these five wraparound variants take fans from the Hulk overrun Greenland of Planet Hulk to the robot and zombie infested wastes of Age of Ultron vs. Marvel Zombies – and more domains in between! Pair them with your Battle Standees to create your own scenarios from the blockbuster Secret Wars!

Secret Wars Landscape Wraparound Variants will be available on the following titles shipping throughout July:

  • Age of Ultron Vs. Marvel Zombies #2
  • Armor Wars #3
  • Civil War #2
  • Inhumans: Attilan Rising #3
  • Planet Hulk #3

The fuse is lit. The Secret Wars are set to explode. Now is your chance to create action of your very own with the SECRET WARS BATTLE STANDEES and SECRET WARS LANDSCAPE WRAPAROUND VARIANTS!

Armor_Wars_3_Maleev_Landscape_Variant Secret_Wars_Battle_Standee_Mock_Up Secret_Wars_Battle_Standees_Detail

Demo-Graphics: Age of Ultron

I have the habit of going in and using Facebook’s advertising platform to see what the demographics of individuals who like certain terms is. With Marvel‘s Avengers: Age of Ultron dominating theaters this weekend, I decided to hop in and see what the stats might be.

Usually when it comes to films, the percentages returned are similar to the reported demographics. In this case, things are a bit off. You can see the stats below. Both terms for the Avengers, as well as Marvel are included.

Interesting that this one is so far off. The movie was actually 59% male according to reports. It is also interesting the film didn’t meet its projects and the gender split wasn’t as close for the audience as the first film when it debuted.

Avengers Facebook Data

 

Demo-Graphics: Comic Fandom on Facebook

It’s the first of the month and that means a new look at the demographics of people who “like” comics on Facebook. This data is compiled using demographic data from Facebook, and is limited to the United States.

This data is compiled using key terms, “likes,” users have as part of their profiles. Primarily terms are focused on generic ones such as “comics” or “graphic novels” or publishers. I stay away from specific characters, creators or series, because this does not indicate they are a comic book fan. Over 100 terms are used for this report.

Facebook Population: Over 36,000,000 in the United States

The total population decrease of 2 million. It’s unknown why the decrease, but Facebook has been getting rid of inactive accounts for page likes, so this is a possibility. This is after a massive increase of 6 million the previous month. The Spanish-speaking population last month was 13.68%, and this month is 14.17%. The decrease of population didn’t impact that segment all that much.

Gender and Age

Last month women accounted for 42.63% and men were 57.89%. The population decrease hit the women much more so than the men, so women saw their percentage continue to decrease. Women now account for 41.67% and men 58.33%.

gender 5.1.15We’ll next look at how the percentage of women and men break down through age. The results are very similar as far as the shape of how it lays out.

gender age 5.1.15Compared to last month, the population loss is mostly those age 18 to 29. Under 17, as well as those over the age of 50 saw gains.

gender age raw 5.1.15Relationship Status

Most of the percentages are the same. Those that are single increased a little bit, and those engaged decreased a little bit. Most of the other stats are similar to last month.

relationship 5.1.15And for those that like pie charts.

relationship pie chart 5.1.15Education

Compared to last month, the percentages are very similar.

education 5.1.15Gender Interest

The biggest shifts compared to last month is women interesting in “men and women,” and men who didn’t specify what they’re interested in.

relationship interest 5.1.15Ethnicity

Six months in and the stats for ethnicity have been pretty steady. Facebook compiles the data based on “behavior that aligns with people of that race.” It’s unknown the specifics of what that entails.

African Americans account for 3.7 million, about 10.28% of the comic fandom, while all Hispanics account for 8 million, around 22.22%. Asian Americans account for 860,000, or about 5.73%. There’s some slight differences since last month, but nothing vast.

ethnicity 5.1.15Generation

We can see here the shifts in the age from above. Baby Boomers increased, and Generation X and Millennials both decreased.

generation 5.1.15And that wraps up this month’s report! Join us this coming Monday for even more information!

Marvel Promotes Comics with Fandango and Age of Ultron

I tend to call out missed opportunities when it comes to marketing comics to those who might be interested in comic books. For instance the lack of advertising of comic books during movies based on comic books have driven me crazy. That’s why it was great to open up my email today and come across a promotion between Fandango and Marvel for those who buy tickets to Avengers: Age of Ultron through the ticketing service.

The promotion provided seven “free” digital comics via the Marvel digital comic app. The comics provided are Avengers Origins: Quicksilver & the Scarlet Witch, Hawkeye #1, Thor: God of Thunder #1, Captain America #1, Black Widow #1, Hulk #1, and Superior Iron Man #1.

Two other things also stand out. Marvel, in the redemption page, has a “source” of Fandango. That means they’re tracking how well the promotion does, probably to see if it’s worth while to repeat in the future. What gets measured, gets done, after all. Also, towards the middle of the Fandango email was a link to a discounted digital copy of the Age of Ultron trade paperback.

This type of promotion should be standard with every movie, television show, tie-in released, so great to see. Now, to provide digital codes in all toys….

marvel_fandango_1_001 marvel_fandango

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