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Ticketmaster State of Play Survey: Teens Most Likely to Attend Theater

Thursday, October 17, 2013   (0 Comments)

BroadwayWorld.com (09/26/13)

Teens are more likely than people in other age groups to attend a theater performance in the United Kingdom, according to a Ticketmaster International survey. The survey found that 63 percent of the U.K. population attended a theater performance in 2012, while attendance is skewing younger. The report found that 16 to 19 year-olds are most likely to attend the theater while the least likely attendees are 45 to 54 year-olds. In addition, 36 percent of respondents would rather attend a new performance of a limited run than a production which has been running for more than two years. Meanwhile, 39 percent of theatergoers are enamored of interactive theater, and more than 50 percent think streaming live performances is a great idea. The survey also found that non-attendees and theatergoers are most often discouraged by price, and lower-cost ticketing options are growing in importance for both audiences and venues. Meanwhile, 62 percent of foreign theatergoers cited the culture scene as an influence on their decision to travel to Britain. "Information and insight about theatergoers' habits and attitudes, compared with Broadway or the film industry that regularly share data in trade publications, is surprisingly underutilized," notes Ticketmaster's Sophie Crosby.

 

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