If your interest in horror started when you were a kid, chances are you still can’t get enough.
A survey of 2,000 U.S. adults who celebrate Halloween revealed more than two-thirds (68%) of Americans polled enjoyed horror movies when they were a child, and that number still holds strong at 73% today.
In fact, almost two-thirds (65%) saw their first horror movie before they were 11 years old and another 60% agree that watching your first scary movie at a slumber party is a right of passage.
But as adults, supernatural and paranormal movies (43%), along with psychological thrillers (40%) and slasher flicks (30%) tend to be fan favorites.
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A vast majority (84%) of respondents agree that scary movies are a staple of the Halloween season.
During the “spooky season,” Americans average watching five different scary movies, though 23% will enjoy 10 or more.
Almost half (46%) indulge in scary movies to get themselves into “spooky season mode,” while 43% will give themselves a fright for the sake of tradition.
Still, almost one-third (29%) admit that horror is their favorite genre, no matter the season.
Conducted by Talker Research on behalf of HI-CHEW, the survey aimed to create Halloween profiles based on their scary tolerance level.
Results revealed that 19% consider themselves to be “gore hounds” or those who seek out as much horror and blood as possible. These respondents also enjoyed a higher level of frights and fears than their peers as children (85%) and are most likely to enjoy gummy Halloween candy (34%).
“Kitch-y classic Carls” prefer the usual flicks and some B-grade horror (10%) and fruity candy (23%), while “Ghostbusters” (22%) find joy in all things paranormal, and were the second most horror fans as children (78%).
“Family-friendly Frans” (30%), on the other hand, tend to opt for flicks that the whole family can enjoy and most enjoy the Halloween tradition of going trick or treating (54%). “Scared-y cats” prefer as little horror as possible. Only 36% of those respondents enjoyed scary movies as children and only 34% enjoy them today.
“Many respondents (23%) say that their favorite Halloween tradition is sharing their favorite parts of the holiday that they enjoyed as a child with their family today,” said Teruhiro Kawabe (Terry), Chief Representative for the USA & President, CEO of Morinaga America, Inc. “Whether you enjoy watching scary movies or look forward to trick-or-treating, the Halloween season can bring families together with movies, traditions, candy and more.”
Regardless of their horror tolerance, a majority of Americans believe that the best parts of Halloween are going trick or treating or giving out candy to trick-or-treaters (55%), watching scary movies (54%) and decorating their homes (50%).
More than half (54%) even admit that their scary movie preferences reflect in their Halloween decor choices.
Another thing Americans can agree on is that scary movies are best enjoyed with a snack, such as popcorn (61%), chips (47%) and pizza (44%).
Seven in 10 (71%) are also likely to opt for a bowl of candy to complement their Halloween movie viewing experience. The majority (77%) prefer individually wrapped candy compared to loose-leaf (15%).
In fact, it takes an average of just 43 minutes into a movie before the candy bowl needs restocked.
According to the results, family-friendly Halloween flicks pair best with gummy candy (21%), while paranormal and supernatural content should be enjoyed while eating something chocolatey (37%).
Fruit candy is best with animated horror movies (20%) and if a slasher movie is on the screen, Americans are most likely to enjoy Halloween-themed candy (18%), such as gummy spiders or chocolate eyeballs.
“Halloween and candy go hand-in-hand, and there are a variety of candy options to choose from to satisfy all preferences during the season,” said Kawabe. “Whether you prefer chewy, fruity, sour or gummy candy, you can’t go wrong with a mix of your favorites during the holiday festivities.”
Survey methodology:
Talker Research surveyed 2,000 Americans who celebrate Halloween; the survey was commissioned by HI-CHEW and administered and conducted online by Talker Research between August 9 and August 16, 2024.
We are sourcing from a non-probability frame and the two main sources we use are:
Traditional online access panels — where respondents opt-in to take part in online market research for an incentiveProgrammatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in
Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.
Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value.
Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.
Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:
Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speedersOpen ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant textBots: Captcha is enabled on surveys, which allows the research team to identify and disqualify botsDuplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once
It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.
