Latest figures suggest that over two thirds of UK adults now go to the cinema, an increase of over 10 per cent from the start of the decade.

Data release by the sector analytical company TGI show that in 2010 67 per cent of adults will go to the cinema, up from 64 per cent last year and 55 per cent in 2001.

The TGI report suggests that much of the growth is due to cinema’s success in broadening its appeal beyond its core audience, despite the extent to which recent summer releases and 3D films have been targeted on traditional youth market.

It is the over 35s who are leading the charge – the proportion of 35-44 year old cinema-goers has risen from 66 per cent in 2001 to 78 per cent in 2010. This contrasts with 15-24 year olds, whose cinema-going pattern has remained fairly constant at just over 80 per cent.

45-54 year olds have increased their attendance from 53 per cent to 71 per cent in the same period, whilst amongst those in the 55-64 year age bracket, the rise is from 37 per cent to 55 per cent. Most notably, cinema-going in the over-65 age range has risen from 23 per cent to 40 per cent.

According to TGI the most important growth areas are couples without children, parents with older children at home and single older people. And an ageing population means these groups are likely to become even more important in the years to come.

TGI also find that regardless of age, people who visit the cinema regularly – once a month or more – tend to be more affluent than the average making them an attractive target for advertisers from a range of business sectors.

Commenting on the TGI findings, CEA Chief Executive Phil Clapp said:

“Exhibitors’ ongoing investment in the cinema environment clearly continues to pay dividends, not just in terms of strong admission figures, but –this data suggests – in broadening the appeal of the big screen.

Despite all the other ways to watch a film that are now on offer, these figures show that adults are increasingly returning to the comfortable, high quality environment of the modern cinema.”