WolfBrown, in collaboration with digital marketing consulting firm Capacity Interactive, has released The Performing Arts Ticket Buyer Media Usage Study. The study, available for free download, provides a current snapshot of the digital and print media consumption patterns of performing arts patrons, showing a massive trend toward digital consumption.
"Current and former WolfBrown and Capacity Interactive clients were invited to participate in the study at no cost. In the end, 58 organizations across the fields of theatre, dance, classical music and multidisciplinary presenters cooperated," says WolfBrown in a release. "The aggregate responses yield a nuanced picture of consumers' preferences and behaviour. Although we can't be sure that the data is representative of all ticket buyers across North America, the large sample size allows for the exploration of trends across subpopulations to a degree that is rarely achieved in arts research."
In order to enhance knowledge sharing, organizations that opted into the Media Usage Study all agreed to full transparency and shared results amongst each other, in additional to consulting on the protocol design of the study.
To access The Performing Arts Ticket Buyer Media Usage Study, click here.
Cut image: Dancers of the Alvin Ailey American Dance Theater perform in September 2008 in Istanbul. | Image: Encyclopaedia Brittanica.