TICKET PURCHASING SURVEY Intelligent. Informed. Influential. Monday 7 th September 2015
INTRODUCTION In July 2015 WhatsOnStage undertook their largest survey to date, surveying users of the site about their ticket buying habits from how often they went to the theatre, to the major factors that influenced their theatre going habits, how they booked their tickets and quite what they were prepared to pay. WhatsOnStage readers were invited to participate via the website as well as Twitter and Facebook. Almost 3200 people took part in the survey from a great diversity of ages and backgrounds - making it one of the biggest of its kind.
ABOUT WHATSONSTAGE Founded in 1996, WhatsOnStage.com is now the UK s leading dedicated theatre website. WhatsOnStage.com is the trusted source for theatre information and editorial content. The website comprises comprehensive listings of performances nationwide, unrivalled theatre news, reviews, photos, interviews, gossip, blogs and features, as well as video and user-generated content. In conjunction with Stuart Piper, WhatsOnStage founded and continues to present the annual WhatsOnStage Awards, the only major annual UK theatre awards decided by the voting public. Last year over 100,000 theatre-goers participated. Next year s ceremony takes place on Sunday 21 st February 2016. The company also runs the WhatsOnStage Theatre Club and hosts year-round events to major new West End productions, including post-show Q&As with the cast and creatives, to enhance the theatre-going experience for all involved. WhatsOnStage Ltd was acquired in January 2012 by TheaterMania.com, Inc., a leading US-based theatre content, ticketing and services company. Together these two renowned theatre brands formed the first dedicated transatlantic digital theatre media group, serving London and New York, connecting audiences to theatre. As part of its continuing mission to serve UK theatre-goers, WhatsOnStage now offers a comprehensive, impartial, ticketing service to its readers. With no contractual obligation to any one supplier, we are in the unique position of being able to direct customers to the primary box office where they will have access to the largest number of tickets at the cheapest prices. No part of this report may be stored or reproduced (either electronically or mechanically or otherwise) without the express prior permission of WhatsOnStage. The information in this report was gathered in good faith and although believed to be accurate, is not guaranteed and as such, WhatsOnStage can accept no liability for action taken based on any information in this report. Published by: WhatsOnStage 16 Carlisle Street London W1D 3BT Contact: Sita McIntosh (Chief Operating Officer) Tel: 020 3137 5916 Email: smcintosh@whatsonstage.com
KEY FINDINGS OVER 90% OF OUR READERS SAW AT LEAST ONE WEST END SHOW IN THE LAST YEAR 50% OF OUR READERS SAW AT LEAST 5 WEST END SHOWS IN THE LAST YEAR 60% OF OUR READERS SAW AT LEAST ONE OFF WEST END AND/OR LONDON FRINGE SHOW 25% SAW FIVE OR MORE OFF WEST END AND/OR FRINGE SHOWS 82% OF OUR READERS SAW A SHOW OUTSIDE OF LONDON IN THE LAST YEAR 36% SAW AT LEAST FIVE SHOWS OUTSIDE OF LONDON IN THE LAST YEAR OUR READERS SAY THEY ARE MOST INFLUENCED TO GO TO THE THEATRE BY WHOM THE CREATIVES ARE. (CAST, WRITER AND/OR COMPOSER) OUR READERS SAY COST IS THEIR BIGGEST DETERRENT TO ATTENDING THE THEATRE MORE OFTEN NOT SURPRISINGLY, 79% OF OUR READERS SAID THEY LAST PURCHASED TICKETS TO THE THEATRE ONLINE, MOST USING THE SHOW OR THEATRE S OFFICIAL WEBSITE NEARLY 30% OF ONLINE TICKET PURCHASES WERE MADE USING A MOBILE DEVICE A MAJORITY OF OUR READERS SPENT AT LEAST 30 ON THEIR LAST THEATRE TICKET PURCHASED THE MAJORITY OF OUR READERS ARE WILLING TO PURCHASE TICKETS AT FULL PRICE 84% OF OUR READERS ALWAYS OR SOMETIMES SHOP AROUND WHEN BUYING THEATRE TICKETS THE MOST IMPORTANT FACTOR FOR OUR READERS WHEN PURCHASING THEATRE TICKETS IS THE ABILITY TO CHOOSE THEIR OWN SEATS (84%) ONLY 35% OF OUR READERS WERE CONFIDENT THAT THEY COULD DIFFERENTIATE BETWEEN AN OFFICIAL TICKET WEBSITE AND AN UNOFFICIAL TICKET WEBSITE
HOW MANY TIMES HAVE YOU BEEN TO THE WEST END THEATRE IN THE LAST YEAR? Total responses: 3,173 Two-four times 30.76% Five-nine times 21.68% 10-14 times 11.41% Once 9.93% 25+ times 9.55% None 9.20% 15-24 times 7.47% Two-four times Five-nine times 10-14 times Once 25+ None 15-24 times
HOW MANY TIMES HAVE YOU BEEN TO OFF WEST END/FRINGE THEATRE IN THE LAST YEAR? Total responses: 3,113 None 40.12% Two-four times 20.91% Once 13.78% Five-nine times 11.11% 10-14 times 6.07% 25+ times 4.43% 15-24 times 3.57% None Two-four times Once Five-nine times 10-14 times 25+ times 15-24 times
HOW MANY TIMES HAVE YOU BEEN TO A THEATRE OUTSIDE OF LONDON IN THE LAST YEAR? Total responses: 3,085 Two-four times 32.12% Five-nine times 19.48% None 17.60% Once 13.91% 10-14 times 9.08% 25+ times 4.25% 15-24 times 3.57% Two-four times Five-nine times None Once 10-14 times 25+ times 15-24 times
HOW DO YOU FIND OUT WHAT S ON AT THE THEATRE? CHOOSE AS MANY ANSWERS AS APPLICABLE. Total responses: 3,075 Theatre venue/website 76.59% WhatsOnStage.com 74.57% Internet search 54.57% Newspaper article or advertising 54.24% Word of mouth (family or friends) 47.41% Social Media 44.85% Ticket agency website 30.60% Outdoor advertising (posters etc) 27.58% TV programme or advertising 17.27% Radio programme or advertising 13.27%
WHAT S THE BIGGEST INFLUENTIAL FACTOR FOR YOU IN GOING TO THE THEATRE? CHOOSE AS MANY ANSWERS AS APPLICABLE. Total responses: 2,844 Cast member(s) 22.64% Writer/composer of the show 16.81% Reading about the show in the press 14.98% Ticket offer/promotion 13.33% Recommendation from family/friends 10.72% Critic s review 7.74% Advertising 5.13% Social media 4.78% Hearing about a show on TV 2.00% Hearing about a show on the radio 1.86%
WHAT STOPS YOU ATTENDING THE THEATRE MORE? CHOOSE AS MANY ANSWERS AS APPLICABLE. Total responses: 2,974 Cost 81.00% Location 33.32% Lack of time 30.30% Availability of tickets 29.86% Shows finish too late to get home 13.08% Public transport 11.63% Poor choice of shows 7.87% Parking 5.55% Lack of knowledge about what s on 3.97%
FOR YOUR LAST THEATRE VISIT, HOW DID YOU BOOK YOUR TICKET(S)? Total responses: 2,909 Online using the theatre box office/official show website 62.87% Online via a ticket agency website 16.12% In person at the theatre box office 13.23% In person at the TKTS booth 3.54% Via a social club/group booker 2.68% Via a travel agent or tour operator 0.69% In person at another ticket kiosk (not TKTS) 0.55% Via a hotel concierge 0.31% Online using the theatre box office/official show website Online via a ticket agency website In person at the theatre box office In person at the TKTS booth Via a social club/group booker Via a travel agent or tour operator In person at another ticket kiosk (not TKTS)
WHEN BOOKING ONLINE, DID YOU USE YOUR MOBILE PHONE, TABLET OR DESKTOP COMPUTER TO BUY YOUR TICKETS? Total responses: 2,413 Desktop 72.77% Tablet 20.22% Mobile phone 7.00% Computer Tablet Mobile phone
FOR YOUR LAST THEATRE VISIT, HOW MUCH DID YOU PAY FOR YOUR TICKET? Total responses: 3,038 30.01-40.00 19.72% 20.01-30.00 18.07% 10.01-20.00 16.26% 40.01-50.00 15.73% 60.01-70.00 9.32% 50.01-60.00 9.25% 70.01+ 6.81% Less than 10.00 3.59% Don t know 1.25% 30.01-40.00 20.01-30.00 10.01-20.00 40.01-50.00 60.01-70.00 50.01-60.00 70.01+ Less than 10.00 Don't know
FOR YOUR LAST THEATRE VISIT, WAS YOUR TICKET BOUGHT AT..? Total responses: 3,038 Full price 56.57% Discounted price 27.48% Concessionary rate 9.72% Don t know 2.64% Group rate 2.24% Free 1.35% Full price Discounted price Concessionary rate Don't know Group rate Free
WHICH OF THE FOLLOWING FACTORS ARE IMPORTANT TO YOU WHEN BUYING A THEATRE TICKET? CHOOSE AS MANY ANSWERS AS APPLICABLE. Total responses: 3,017 Ability to choose your own seat(s) 83.89% Availability of good seats 81.90% Ability to view the seating plan 78.59% Good range of prices to choose from 61.22% Lowest booking/transaction fees 54.39% Trustworthiness of ticket website (if applicable) 42.39%
HOW OFTEN DO YOU SHOP AROUND DIFFERENT WEBSITES WHEN BOOKING THEATRE TICKETS? Total responses: 2,955 Sometimes 48.90% Always 34.72% Never 16.38% Sometimes Always Never
IF YOU TEND TO SHOP AROUND WHEN BUYING THEATRE TICKETS, WHAT INFLUENCES YOUR DECISION TO PICK ONE WEBSITE OVER ANOTHER? CHOOSE AS MANY ANSWERS AS APPLICABLE. Total responses: 2,899 Ability to select your own seat 63.85% Availability of tickets 59.64% Ability to view the seating plan 57.19% Lowest booking/transaction fees 51.40% Good range of prices to choose from 49.91% Trustworthiness of brand 44.98% Not applicable 13.00% Don t know 1.03%
DO YOU THINK YOU COULD DIFFERENTIATE BETWEEN AN OFFICIAL THEATRE TICKET SITE AND AN UNOFFICIAL THEATRE TICKET SITE? Total responses: 2,928 Sometimes 48.90% Always 34.72% Never 16.38% Maybe Yes, definitely Unlikely Don't know Definitely not
DEMOGRAPHICS 68.49% of respondents were female 31.51 of respondents were male 24.81% of respondents were aged between 45-54 23.39% of respondents were aged between 55-64 17.24% of respondents were aged over 65 13.50% of respondents were aged between 35-44 10.58% of respondents were aged between 25-34 2.29% of respondents were aged under 18 83.71% of respondents described themselves as British/White 9.87% of respondents described themselves as any other White Background 1.54% of respondents described themselves as Irish 19.54% of respondents declared their total household income as 20,001-30,000 16.67% of respondents declared their total household income as 30,001-40,000 13.96% of respondents declared their total household income as 10,001-20,000 12.46% of respondents declared their total household income as 40,001-50,000 10.92% of respondents declared their total household income as 80,001+ 9.33% of respondents declared their total household income as 50,001-60,000 6.58% of respondents declared their total household income as up to 10,000 5.79% of respondents declared their total household income as 60,001-70,000 4.75% of respondents declared their total household income as 70,001-80,000 90.92% of respondents live in the UK 4.74% of respondents live in Europe 2.53% of respondents live in the USA/Canada The balance is split between Australia, New Zealand, Asia, South Africa and South America
CONCLUSIONS The average WhatsOnStage reader is an informed, intelligent and influential theatre-goer the person that spreads the word of mouth, rather than listens to it. The cast and creatives of a production are what motivates them to book a show they don t wait for it to open and read the reviews they buy their seats as soon as it is announced. In addition, they pay full price for those seats. Our readers attend the theatre frequently, with 10% of readers going more than 25 times a year and a huge 81% of respondents stated that it is only cost that prevents them from going more often. Of the people surveyed over 50% had seen more than 5 West End shows in the last year, with 60% seeing at least one production at an off-west End or fringe venue, and 82% seeing a production outside London. Of these 82%, 24% made the trip from the capital. The major influencing factor when prompting the public to book is the cast and creative team with 39%, with media coverage second with 27%. This is probably a fair reflection of the rise in so-called celebrity casting phenomenon that the West End has witnessed in recent years including Bradley Cooper in The Elephant Man, Benedict Cumberbatch in Hamlet, Kevin Spacey in Clarence Darrow and Dame Judi Dench in The Winter s Tale. Our readers purchase the majority of their theatre tickets online 79%, with 63% of those being via the official site for the production or theatre. When booking on-line, nearly 30% of purchases were made via mobile devices. Cost was the major prohibiting factor in buying tickets, with 81% saying that it deterred them from attending the theatre more frequently. The majority of readers spent at least 30 on the last ticket they purchased, with 57% willing to pay full price for a production. One of the biggest surprises of the survey, was the response to the most important factors when buying a ticket - the ability to select one s own seats from the seating plan came out top with almost 84% of users declaring this an important consideration. In comparison, just over half of those survey cited booking and transactions fees as the most important factor when buying tickets.