{"id":1408,"date":"2021-06-30T19:46:56","date_gmt":"2021-06-30T19:46:56","guid":{"rendered":"https:\/\/company.boxoffice.com\/?p=1408"},"modified":"2021-06-30T19:47:18","modified_gmt":"2021-06-30T19:47:18","slug":"online-sales-growth-accelerates-post-pandemic","status":"publish","type":"post","link":"https:\/\/company.boxoffice.com\/pt\/2021\/06\/30\/online-sales-growth-accelerates-post-pandemic\/","title":{"rendered":"Crescimento das Vendas Online Acelera P\u00f3s-Pandemia"},"content":{"rendered":"

J\u00e1 foram divulgados os resultados do F9, com uma bilheteria encorajadora no fim de semana de $70M. Finalmente, vemos os cin\u00e9filos voltando em massa aos cinemas, trazendo esperan\u00e7a e entusiasmo para a ind\u00fastria nos pr\u00f3ximos meses.\u00a0<\/span><\/p>\n

Na The Boxoffice Company, criamos um Relat\u00f3rio de Benchmark para dez dos principais circuitos nos EUA e no Reino Unido, usando o Google Analytics para avaliar o desempenho online atual em rela\u00e7\u00e3o ao anterior e mensur\u00e1-lo em rela\u00e7\u00e3o a uma s\u00e9rie de m\u00e9tricas.<\/span><\/p>\n

Embora a pandemia tenha tornado compara\u00e7\u00f5es significativas em algumas m\u00e9tricas mais complexas, observamos mudan\u00e7as dr\u00e1sticas no comportamento do cliente online, particularmente a tend\u00eancia de comprar ingressos de cinema online. Embora os volumes de visitas a sites e vendas de ingressos sejam compreensivelmente menores, a pandemia acelerou a transi\u00e7\u00e3o para a compra online. Esse aumento \u00e9 evidente nos saltos estatisticamente significativos na Taxa de Convers\u00e3o (a propor\u00e7\u00e3o de pessoas que compram ao visitar seu site). Tamb\u00e9m houve um aumento generalizado nos Valores M\u00e9dios de Pedido online, embora acreditemos que v\u00e1rios fatores estejam em jogo aqui.<\/span><\/p>\n

F9 vs. Vingadores: Ultimato<\/b><\/p>\n

Para entender essas m\u00e9tricas em contexto, comparamos o desempenho do fim de semana de estreia de F9 \u2013 o filme de melhor desempenho p\u00f3s-pandemia \u2013 com o fim de semana de estreia de Vingadores: Ultimato, o filme que \u2018quebrou\u2019 a internet, batendo recordes de bilheteria para se tornar o filme de maior bilheteria de todos os tempos. E aqui est\u00e1 o que descobrimos:<\/span><\/p>\n

Taxa de Convers\u00e3o<\/b><\/p>\n

A an\u00e1lise comparativa identificou uma taxa m\u00e9dia de convers\u00e3o para o fim de semana de estreia de F9 de 8,2%, um aumento de 20% em rela\u00e7\u00e3o \u00e0 taxa de convers\u00e3o de Os Vingadores. Para contextualizar, a taxa m\u00e9dia de convers\u00e3o no com\u00e9rcio eletr\u00f4nico gira em torno de 3%, embora as marcas do setor de entretenimento geralmente apresentem um desempenho ligeiramente superior a esse.<\/span><\/p>\n

Os filmes de grande bilheteria sempre geram um forte volume de reservas antecipadas \u2014 portanto, um aumento de 20% na taxa de convers\u00e3o \u00e9 significativo, pois estamos comparando com \u201cOs Vingadores\u201d \u2014 o maior filme de todos os tempos \u2014 e isso apesar do volume geral de vendas ter sido menor.<\/span><\/p>\n

O aumento tamb\u00e9m foi percept\u00edvel nos dispositivos m\u00f3veis, com quase 85% de TODAS as transa\u00e7\u00f5es sendo realizadas por meio de um dispositivo m\u00f3vel. Em 2019, a m\u00e9dia de convers\u00e3o de transa\u00e7\u00f5es m\u00f3veis ficou mais pr\u00f3xima de 78%.\u00a0\u00a0<\/span><\/p>\n

Os resultados confirmam a mudan\u00e7a em dire\u00e7\u00e3o \u00e0 reserva antecipada impulsionada pela pandemia. A capacidade de assentos reduzida e o distanciamento social tornaram fundamental garantir lugares com anteced\u00eancia e reduzir os pontos de contato. Al\u00e9m disso, muitos teatros t\u00eam migrado para assentos inteiramente reservados, o que era um motor conhecido das vendas online.<\/span><\/p>\n

Ticket M\u00e9dio<\/b><\/p>\n

Tamb\u00e9m conhecidos como \u2019per-caps\u201d, os valores m\u00e9dios por ingresso foram 15% mais altos durante o fim de semana de estreia de F9. O \u201cper-cap\u201d \u00e9 uma m\u00e9trica fundamental para os exibidores: quanto mais receita for garantida antecipadamente, melhor.\u00a0<\/span><\/p>\n

H\u00e1 alguns fatores contribuintes aqui \u2013 o crescimento de experi\u00eancias premium, seja uma experi\u00eancia PLF ou op\u00e7\u00f5es de assentos premium, como VIP, poltronas reclin\u00e1veis ou assentos aquecidos, todos t\u00eam um pre\u00e7o mais alto.\u00a0<\/span><\/p>\n

Tamb\u00e9m vimos a adi\u00e7\u00e3o e a ado\u00e7\u00e3o pelo consumidor de alimentos e bebidas online durante a pandemia, com alguns expositores agora integrando isso em sua jornada de vendas online.\u00a0<\/span><\/p>\n

Resumo<\/b><\/p>\n

Tornar f\u00e1cil e seguro para os cin\u00e9filos comprarem ingressos online \u00e9 apenas uma parte do fim de semana de sucesso da ind\u00fastria. Parabenizamos os est\u00fadios e exibidores por seus esfor\u00e7os de marketing para trazer os cin\u00e9filos de volta aos cinemas. Desejamos a todos o melhor nos pr\u00f3ximos meses e anos, e mal podemos esperar para ver ainda mais cin\u00e9filos lotando as salas para t\u00edtulos como Vi\u00fava Negra, Space Jam, O Esquadr\u00e3o Suicida e, ousamos dizer, 007 - Sem Tempo para Morrer.\u00a0\u00a0<\/span><\/p>\n

Entre em contato conosco se quiser mais informa\u00e7\u00f5es sobre o nosso Relat\u00f3rio de Benchmark e sobre o seu desempenho.<\/span><\/p>\n

 <\/p>\n

*Defini\u00e7\u00f5es:<\/b><\/p>\n

Taxa de Convers\u00e3o<\/b><\/p>\n

A propor\u00e7\u00e3o de transa\u00e7\u00f5es em rela\u00e7\u00e3o \u00e0s sess\u00f5es no seu site ou aplicativo m\u00f3vel, expressa em porcentagem; por exemplo, 1 transa\u00e7\u00e3o a cada 100 sess\u00f5es corresponde a uma taxa de convers\u00e3o de com\u00e9rcio eletr\u00f4nico de 1%. Essa estat\u00edstica pode ajud\u00e1-lo a avaliar a efic\u00e1cia do seu marketing e do design do site. Para qualquer empresa de com\u00e9rcio eletr\u00f4nico, a refer\u00eancia gira em torno de 3%.<\/span><\/p>\n

Ticket M\u00e9dio<\/b><\/p>\n

O valor financeiro m\u00e9dio de todos os pedidos em um determinado per\u00edodo, incluindo o valor de vendas de ingressos, A&B (Alimentos e Bebidas), vales-presente e taxas de servi\u00e7o.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

J\u00e1 foram divulgados os resultados do F9, com uma bilheteria encorajadora no fim de semana de $70M. Finalmente, vemos os cin\u00e9filos<\/p>","protected":false},"author":10,"featured_media":1409,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[18,17,1],"tags":[],"class_list":["post-1408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-boost","category-digital-marketing","category-uncategorized"],"yoast_head":"\nOnline Sales Growth Accelerates Post Pandemic - The Boxoffice Company<\/title>\n<meta name=\"description\" content=\"The F9 results has an encouraging weekend Box Office of $70M. 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