Broadway Demographic Audience Profile Summary
In 1999-2000 the local residents were the majority of theater-goers. Since then, tourists have become the majority. In 2006-07 tourists purchased approximately 65% of the 12.3 million tickets sold; domestic U.S. 49.7% and international tourists 15.5%. The New York City metropolitan area residents accounted for the rest: New York City 16.5% and NYC suburbs 18.3%. The proportion of foreign visitors has been growing after September 11, 2001. In 2006-07, domestic tourists purchased 6.1 million tickets while international tourists purchased 1.9 million tickets. New Yorkers purchased 2 million and suburbanites 2.3 million tickets.
Theater-goers are mature in age (average age is 41.2; the under 18 is a growing segment due to youth and family oriented shows), are mostly women (60% or more of the audience for the last two decades); as compared to musical attendees, play-goers tend to be older (average age 52) and are more likely to be metro NYC residents. Additionally, women tend to make the decision to see a show for friends and family.
The great majority of the audience are Caucasians (approximately 74.3%, though declining slightly), are quite wealthy (average household income of $98,900 in 2006-07), and well-educated (35% have completed graduate school), and mature in age.
Many in the audience are repeat customers (68% attended at least two shows in 2006-2007; the average theatergoer attended 4.5 shows), and a small group (5.6% of theater-goers) attended 15 shows or more and accounted for 37.6% of ticket sales.
Compared to musical-goers, play-goers are even more educated, wealthy, older, more likely to reside in NYC metro, and attend plays more often (9 per season on average).
Broadway Demographic Audience Profile SummaryIn 1999-2000 the local residents were the majority of theater-goers. Since then, tourists have become the majority. In 2006-07 tourists purchased approximately 65% of the 12.3 million tickets sold; domestic U.S. 49.7% and international tourists 15.5%. The New York City metropolitan area residents accounted for the rest: New York City 16.5% and NYC suburbs 18.3%. The proportion of foreign visitors has been growing after September 11, 2001. In 2006-07, domestic tourists purchased 6.1 million tickets while international tourists purchased 1.9 million tickets. New Yorkers purchased 2 million and suburbanites 2.3 million tickets.Theater-goers are mature in age (average age is 41.2; the under 18 is a growing segment due to youth and family oriented shows), are mostly women (60% or more of the audience for the last two decades); as compared to musical attendees, play-goers tend to be older (average age 52) and are more likely to be metro NYC residents. Additionally, women tend to make the decision to see a show for friends and family.The great majority of the audience are Caucasians (approximately 74.3%, though declining slightly), are quite wealthy (average household income of $98,900 in 2006-07), and well-educated (35% have completed graduate school), and mature in age.Many in the audience are repeat customers (68% attended at least two shows in 2006-2007; the average theatergoer attended 4.5 shows), and a small group (5.6% of theater-goers) attended 15 shows or more and accounted for 37.6% of ticket sales.Compared to musical-goers, play-goers are even more educated, wealthy, older, more likely to reside in NYC metro, and attend plays more often (9 per season on average).
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