In a survey of Telecharge customers we found that usage of social media for Broadway is growing. 46% said they used some type of social media in connection with a Broadway show: they either liked a show, visited a show’s social media page or followed a show or person from a show on Twitter. When we asked whether they had used social media to find out about a show, 39% said they had. Facebook was the largest with 25% followed by Google Plus at 17%. Pintarest, Twitter and Instagram were each less than 10%.
Do people use the NYT theatre directory? 46% of customers said they had. Looking at the geography of the respondents, 59% of NYC customers used it versus 44% in the suburbs and 43% of out of town customers. When do they read it? 51% on Sunday, 24% on Friday and 12% on Wednesday. Another 30% said they look at the directory when they are looking to buy tickets; we hope your show is in the ABCs on that day.
Every show spends a lot of time on social media, which 46% of Telecharge customers reported using one form of or another (but only 39% used it for research). Meanwhile everyone says no one reads the papers so we discount the ABCs - but 46% of customers report using it- and there is just one Theatre Directory and several social media sites!
Social media is richer in content and may not be as costly all-in but the ABCs don’t appear to be extinct just yet. One thing we know about readers of the ABCs: they are older and thus more likely to buy top price tickets. What percentage of your social media followers are of an age where they are likely to be buyers of top price tickets?