It’s that time to year! Time to looking into the Broadway stocking and see what Santa stuffed it with.
Every year, The Broadway League studies the demographics of the Broadway theatergoer. And every year, we take a look at the Executive Summary to determine if things are changing from year to year, and to see what changes we should implement in our businesses in order to encourage even more theatergoing from this group in the future.
Here’s what the study said about the Broadway audience this year:
- In the 2009-2010 season, approximately 63% of all Broadway tickets were purchased by tourists.
- 63% of the audiences were female. This reflects the trend of the past few decades.
- The average age of the Broadway theatregoer was 47.9 years, older than in the past few seasons.
- Three quarters of all tickets were purchased by Caucasian theatregoers. Although still mostly homogeneous, audiences have become slightly more diverse in the past decade and there was a higher percentage of Asian theatregoers this season.
- Broadway theatregoers were a very well-educated group. Of theatregoers over 25 years old, 77% had completed college and 39% had earned a graduate degree.
- Broadway theatregoers were also quite affluent compared to the general population, reporting and average annual household income of $200,700.
- The average Broadway theatregoer reported attending 4.5 shows in the previous 12 months. The group of devoted fans who attended 15 or more performances comprimsed only 6% of the audience, but accounted for 31% of all tickets (3.7 million admissions).
- Playgoers tended to be more frequent theatregoers than musical attendees. The typical straight play attendee saw seven shows in the past year; the musical attendee, five.
- 34% of respondents said they bought their tickets online.
- Also, 34% bought their tickets more than one month prior to the show.
- The most popular sources of theatre information were Broadway.com, The New York Times, and word-of-mouth.
- 69% of those making the purchasing decision were female.
- At musicals, 46% of audience members said that personal recommendation was the most influential factor in deciding to attend the show while 23% cited critics’ reviews. On the other hand, at plays, 31% cited personal recommendation and 32% named critics’ reviews.
- In general, advertisements were not reported to have been influential in making the purchasing decision.
- 72% of the Broadway audience said that some kind of incentive (discounts, freebies, add-ons), would encourage them to attend shows more often.
Fascinating stuff, right? Check out previous year summaries by clicking here. Compare the year to year! It’s fun!
The full demographic report goes into much further detail than the above. If you’d like to get a copy, you can order it here. If you’re developing, writing or producing a show for Broadway, these reports are required reading.
Because this is your audience, whether you like it or not.