This week, I've got some more reading for you, courtesy of our friends at Goldstar. You may recall when I mentioned a stat about user reviews in this post. Well, here's the whole kit and kaboodle about user reviews and a whole lot more from Goldstar's survey.
Here's a juicy quote from the summary of their report:
Respondents consider websites with user reviews the most important source of information for evaluating a purchase and trust user reviews over critic reviews of live entertainment by a considerable margin.
Interesting, no? You can read the whole report here.
You know what I find most interesting about the report? The focus they put on the under 40 versus the over 40 audience.
In other words, they're taking a long, hard and detailed look at tomorrow's audience as well as today's.
Thanks for sharing, Goldstar.
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5 Responses to A report a week keeps your grosses up!
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Ken, let me know if I can add any other color commentary on that data.
Hope it’s helpful to you and your readers.
Jim
It’s not surprising, the bit about trusting user reviews, in general. I think we’ve all learned that some user reviews have an agenda. I think we’ve all learned how to filter such things out. But a site that was good from the get-go at eliminating such rubbish is always helpful. (They have a pre-existing issue with the maker, etc.)
But the over/under 40 line is slightly disturbing. Patterns of consumer behavior have changed enormously over the past 30 years. I would strenuously argue that the behavior of those 15-23(ish) has about as much in common with those 26-42 as it does with those who are over 70.
Sociologists have moved up the dividing line for “young person” up to 40. A 40 year old can likely have as much, behaviorally, in common with a 32 year old as a 28 year old these days. I would argue that if you want a hard and fast dividing line, you might have to go well above 50 to be sure you’re separating consumers properly.
There are probably other indicators that are far better predictors of behavior–having a cable subscription, owning an IPod, car ownership (both whether you own one and what model you own), and whether you belong to a gym and actively go, how many nights a week you typically go out for some kind of function, for example.
Translating this idea to shows, is a 50 year old more likely to pay to see a non-musical play than a 30 year old? I doubt it has anything to do with age, but rather education level, income level, and previous exposure to theater.
Hey Ken. I’d be fascinated to read in a blog of yours your view on this whole Daryl Eisenberg thing, especially since you work with her. I’m dying to know what you think. Thanks!
Bad report. Not even sure who they are talking to or what the purchasing habits have been. SuveryMonkey????? Come on Ken, I expect better from you.
And it’s over 2 years old. May 2007.