Likes, Tweets, Posts, Followers Pt 3

Posted by Brian Mahoney, Vice President – Ticket Sales

We know there are Broadway fans who engage with social media.    With this survey we know there are Broadway ticket buyers on Telecharge who have used social media for Broadway (or at least seen a post in their newsfeed).    But how old are they?   How close are they to the average age of Broadway attendees?   We thought it would be interesting to learn more about how old they are so we matched the answers against our database.  Big data in action.
 
What did we learn?   It should come as no surprise that those who answered yes to any of the social media questions were younger than those who answered no; that applied both to multi-buyers and those with only one purchase in the file.   Those who answered no were also older than the average age of the Telecharge Broadway ticket buyer.    The age of the yes respondents varied and was much closer to the average for all Telecharge Broadway ticket buyers.   The yes customers in most cases had fewer shows in their record than those who answered no (but then again the respondents who answered no were older).  

• The difference in age between those who had not engaged with Facebook for Broadway, and those who had in one way or another (seen a posting in their newsfeed on Facebook, visited a show’s Facebook page or posted about their Broadway experience on their own Facebook page), was 7-8 years.   The average age of those who had not engaged with Facebook for Broadway was 60. 
• When just looking at those who only had one show in their history, the age difference between those who said yes and those who said no for all three questions was 6-8 years, with the average age of those who said no being 56.  
• The data on multi-buyers was about the same except that the average age of those who said no was 61-62. 
• Twitter usage skewed younger with a greater spread between those who answered yes to seeing a tweet and those who said no.   The customers who answered averaged 48 and they were 10.5 years older than those who had not.  
• For comparison the average age of Telecharge Broadway buyers is 52.5 with musical buyers averaging 51.7 and play goers 55.5.   

The results are encouraging.   While those who answered yes were on average younger than those who answered no, we are still seeing people in their mid-late 40’s and early 50’s engaging with Broadway on social media.  

 

For those who love data, here are a few more data points.

• The average age in NYC was a bit lower than those from out of town with the suburban customers coming in oldest of all three.  
• The suburban Wednesday Matinee customers who did engage with Facebook were 6-7 years older on average than the other groups.   The difference was not as much for NYC and out of town Wednesday Matinee customers. 
• The youngest average ages belonged to NYC residents answering yes to a question regarding the use of Facebook: 46 for those had visited a show’s Facebook page, 49 for those who had seen a posting in their newsfeed and 48 for those who has written on their own Facebook page about a Broadway experience.   For Twitter it was the average age for NYC respondents was 44.