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Broadway industry research
Defining Your Target Market with
Broadway Audience Segmentation
Broadway goers represent an estimated 44 % of the population in the New York metropolitan area, according to Habo’s benchmark data. While these consumers may seem like a homogeneous group, the Broadway audience is actually diverse and can be divided into meaningful and measurable segments that share similar characteristics. Profiles share similar purchase intents based on their relationship with entertainment and Broadway, their interest in different types of shows, and their willingness to spend on shows among other things.
Broadway goers represent an estimated 44 % of the population in the New York metropolitan area, according to Habo’s benchmark data. While these consumers may seem like a homogeneous group, the Broadway audience is actually diverse and can be divided into meaningful and measurable segments that share similar characteristics. Profiles share similar purchase intents based on their relationship with entertainment and Broadway, their interest in different types of shows, and their willingness to spend on shows among other things.
Habo conducted market research in order to understand Broadway Goers’ habits and relationship with Broadway beyond just their sociodemographic information. Our study shows that this market can be segmented into smaller groups based on customers needs, behaviors and demographic profiles, and that it can be a powerful tool to identify unmet customer needs.
The insights gathered from this study will allow Broadway producers, opertators and agencies to:
- Understand the specific wants, needs, and preferences of Broadway Goers;
- Recognize trends and assess show potential;
- Adjust shows’ marketing communications to better attract target audiences.
And consequently increase their ticket sales and market share.
Habo conducted market research in order to understand Broadway Goers’ habits and relationship with Broadway beyond just their sociodemographic information. Our study shows that this market can be segmented into smaller groups based on customers needs, behaviors and demographic profiles, and that it can be a powerful tool to identify unmet customer needs.
The insights gathered from this study will allow Broadway producers, opertators and agencies to:
- Understand the specific wants, needs, and preferences of Broadway Goers;
- Recognize trends and assess show potential;
- Adjust shows’ marketing communications to better attract target audiences;
And consequently increase their ticket sales and market share.
We uncovered six distinct profiles of Broadway Goers based on their socio-demographic factors, purchasing habits, relationship with Broadway and more.
We uncovered six distinct profiles of Broadway Goers based on their socio-demographic factors, purchasing habits, relationship with Broadway and more.
As per our findings, this analysis allowed us to identify 6 different Broadway goers’ profiles that we are able to describe in terms of sociodemographic criteria and behaviors.
Broadway leaders that want to employ a segmented approach can then outperform competitors by developing personalized strategies for each profile. Segmentation may thus serve as the principal basis for allocating resources towards show development, marketing and services.
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