The Past, Present, and Future of Ticketing is Female
5/10/18
With Mother’s Day coming up, we wanted to take a look at the ways in which moms—and women in general—support Broadway and serve as our most enthusiastic ambassadors and ticket buyers.
It’s well-known that women make up the vast majority of ticket buyers and decision makers. According to the Broadway League’s The Demographics of the Broadway Audience 2016-2017, 65.9% of Broadway’s 2016-2017 audience was female. That’s 8.75 admissions. And that percentage has been steadily growing for the last 20 years, from just above the 60% mark in the late ‘90s to nearing the 70% mark more recently.
The League’s research shows that not only are women more consistently the decision makers when it comes to a ticket purchase, but when men do make the purchase, they’re more likely to bring women to the show. In fact, 48.1% of men reported bringing their girlfriend or wife, while only 32.5% of women reported bringing their boyfriend or husband.
And when it comes to moms, 17.9% of women said they brought their kids or grandkids to a show, compared with only 13.9% of men. Women are more likely to bring their female friends to a show (than men are to bring any friends), and they’re 1/3 more likely than men to bring their parents to a show.
Obviously Broadway is not neglecting women when it comes to show advertising or content; the numbers here are nothing new. But we should always be looking at how the world is changing and adjust accordingly. The key is to engage all women in ways that make it easier for them to consider seeing a Broadway show with their families and friends.
Particularly when it comes to all the busy mothers out there who have little time to think about their kids leisure activities, much less their own, the technology of buying a ticket needs to be easy, on-the-go, and price conscious.
So on this Mother’s Day, a special thank you for sharing the joys of Broadway with your families and the world.
For more information on the Shubert Organization, visit www.shubert.nyc.
It’s well-known that women make up the vast majority of ticket buyers and decision makers. According to the Broadway League’s The Demographics of the Broadway Audience 2016-2017, 65.9% of Broadway’s 2016-2017 audience was female. That’s 8.75 admissions. And that percentage has been steadily growing for the last 20 years, from just above the 60% mark in the late ‘90s to nearing the 70% mark more recently.
The League’s research shows that not only are women more consistently the decision makers when it comes to a ticket purchase, but when men do make the purchase, they’re more likely to bring women to the show. In fact, 48.1% of men reported bringing their girlfriend or wife, while only 32.5% of women reported bringing their boyfriend or husband.
And when it comes to moms, 17.9% of women said they brought their kids or grandkids to a show, compared with only 13.9% of men. Women are more likely to bring their female friends to a show (than men are to bring any friends), and they’re 1/3 more likely than men to bring their parents to a show.
Obviously Broadway is not neglecting women when it comes to show advertising or content; the numbers here are nothing new. But we should always be looking at how the world is changing and adjust accordingly. The key is to engage all women in ways that make it easier for them to consider seeing a Broadway show with their families and friends.
Particularly when it comes to all the busy mothers out there who have little time to think about their kids leisure activities, much less their own, the technology of buying a ticket needs to be easy, on-the-go, and price conscious.
So on this Mother’s Day, a special thank you for sharing the joys of Broadway with your families and the world.
For more information on the Shubert Organization, visit www.shubert.nyc.
Originally published in Broadway Briefing.