The Society of London Theatre - promoting theatre across the capital since 1908
Summary of West End Theatre Audience Survey 2003/2004
This report presents the findings of the survey conducted by MORI on behalf of the Society Of London Theatre during 2003/2004. Since 1981/82 there have been five such surveys. Surveys were carried out at 45 performances (44 different productions) between 13 March 2003 and 9 February 2004. The total number of responses to the surveys was 6,615, a response rate of 33%. Below is a summary of the findings of the report. If you would like to purchase a full copy of the report, please click here.
Satisfaction
Satisfaction with trips to the theatre is high, with 61% of theatregoers saying that in terms of overall enjoyment their trip was ‘very good’ and 43% saying that the value for money for their trip was also ‘very good’.
Theatre Visiting
The West End has a loyal group of regular visitors, with theatregoers visiting the West End 6.2 times per year on average. Just one in five of the sample attended the theatre only once during the period.
Reasons for Visiting
Two fifths of West End visitors from outside London stated that a theatre trip was the main motivation for their visit.
Transport
Nearly three in five West End theatregoers use the tube to get to or from the theatre, while one in four (27%) makes use of an overground train. Since 1997 the number of theatregoers travelling by bus has increased, while car travel has fallen away, perhaps as a result of the Congestion Charge.
Booking Tickets
One in every four tickets in the West End is booked on the same day as the performance. Almost half of tickets are booked during the week preceding the performance.
57% of tickets are booked at full price while a quarter of theatregoers purchasing reduced-rate tickets would not have attended had only full price tickets been available.
Marketing and Communication
Recommendation by word of mouth and the reputation of a show in general are the key factors which determine which performance audiences see. Since 1997, the proportion of theatregoers citing media influence on their decision has fallen.
Expenditure
According to the survey, the average expenditure per theatregoer as a direct result of the theatre trip is £116. MORI estimate, however, that due to a degree of over-claiming in this question, the ‘true’ figure is nearer to £87 per theatregoer. In addition to tickets, travel, food and accommodation are the major other costs.
Visitor Profile
Please download the in-depth audience demographic analysis (pdf format) below.