Sat, April 25, 2009
We have so much data floating around our office at the end of a quarter, I’m like a kid on Christmas morning (yes, I realize I’m a complete nerd). Each quarter, we do a deep dive analysis into survey data of Broadway ticket buyers and it gives us a moment to step back and better understand the changing consumer behavior of those we are marketing to. We break out the data by age group, experience in attending theatre, geography, etc. – but, for the sake of this article, I want to share with you some top line data we received about the core audience many theatre marketers are going after, the 45-54 year old.
This past quarter, we had approximately 1,500 participants and about 450 of them were in the 45-54 year old age segment. These surveys were all completed online but it’s important to note that people who purchased by phone also do get the email survey in their confirmation.
For fun, let’s create a character called Ethel (which I know my friend Debbi likes to call her) who will represent this age segment. This is what Ethel had to tell us…
- I am most likely to see a show with my partner (29.6%). I am also used to bringing along children (21.8%) – by far the most likely across all age groups to do so. I am typically least likely out of all age groups to bring a group of friends (12.1%).
- I have most likely seen 2-4 shows this past year (42.5%) or even less than that (0-1 shows at 21.3%).
- I am most likely to buy online (77.8%) but still not averse to ordering by phone (12.9%)
- “Interest in the story or music” is my primary motivator in buying tickets (35.7%) and I am more likely to care about reviews than my younger counterparts.
- I am most likely to pay $101 - $135 per ticket (41.1%) but I do get those discount offers you send via email that allow me to purchase between $51 - $75 per ticket (27.4%). I am least likely across all age groups to buy in-between at the $76 - $100 price point which may reinforce the point that my seat location is important.
- I am most likely not to buy any merchandise (35.4%) but if I had to, I would take the cast recording (33.6%), a T-shirt (23.8%) or the souvenir book (21.2%).
- I am not interested in many of the special incentives currently being offered (30.3%) but if I was interested, I’d select a parking discount (15.4%) or a restaurant discount (14%).
- I do use my mobile phone to text message (69.7%) and do often take pictures with it (46.6%).
- I am not likely to be part of a social networking website (38.2%) but when I do use one it’s far and away Facebook (86.4%).
- I’m also most likely across all age groups to use LinkedIn (20.1%).
How well are you talking to Ethel? I will try and do these breakdowns more often across different age groups as I personally actually find them interesting to do.
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