DEMOGRAPHIC SUMMARY OF AUDIENCES
These four theatres bring
you an audience of nearly 400,000 consumers a year, but who
are they?
Table One: Demographic Breakdown based on snapshot box
office data collected between 2002 and 2004 from the four theatres
In summary, the two dominant groups are Symbols of Success and Urban Intelligence
(see Demographic Group Definitions page). Symbols of
Success contains people whose lives are 'successful'
by whatever yardsticks society commonly uses to measure success.
These are people who have rewarding careers rather than jobs,
who live in sought after locations, who drive the more modern
and expensive cars and who indulge in the most exotic leisure
pursuits.
Urban Intelligence mostly contains young
and well educated people who are open to new ideas and influences.
Young and single, and few encumbered with children, these
people tend to be avid explorers of new ideas and fashions,
cosmopolitan in their tastes and liberal in their social attitudes.
Whilst eager consumers of the media and with a sophisticated
understanding of brand values, they like to be treated as
individuals, and value authenticity over veneer.
Table Two: Demographic Breakdown of Top Two Groups from Table One
In summary, the dominant groups attending your four theatres are Global Connections, Cultural Leadership, Counter Culture Mix and New Urban Colonists. (See Demographic Group Definitions page)
Global Connections contains extremely expensive
housing, mostly in central London, occupied by rich people
from abroad and by childless older people on extremely high
incomes. These people represent the archetypal affluent, cosmopolitan
sophisticates, who can be found in most capital cities throughout
Europe and the world.
Cultural Leadership contains very well
educated professionals, many of whom work in the liberal professions,
government or the arts, who mostly live in very expensive
middle ring London suburbs.
Counter Cultural Mix comprises a mixture
of young professionals in rented flats, ethnic minorities
sharing large old houses and poor tenants in council flats,
that characterises many of the less well off areas surrounding
the centre of London. The young people who make up this group
see themselves as stylish, adventurous and creative individuals
who stand out in the crowd.
New Urban Colonists contains areas, mostly
in London, which have been gentrified since the 1960s by a
new generation of young professionals quite content to trade
access to the city for a higher density of population. They
are likely to give careful consideration to issues around
consumption, such as recycling, environmental concerns and
ethical business.
