Broadway League Survey Finds Online Ticket Sales on the Rise

The Broadway League has announced the results of its 12th annual demographics report. The analysis is based on data gleaned from audience questionnaires distributed throughout the 2008-2009 Broadway season.

One finding of note in the newest study is that the use of the Internet for the purchase of tickets has grown by 471% since the 1999-2000 season (from 7% to 40%). Online purchase was the most popular method of ticket buying for a fifth year in row.

The report also shows that international visitors accounted for 21% of the 12.15 million Broadway admissions, the highest portion in recorded history. Overall, tourists accounted for approximately 63% of all tickets sold to Broadway shows.

While the average age (42.2 years old) of the Broadway theatergoer was slightly older than last season, theatergoers aged 25-34 accounted for 16% of all tickets sold, higher than it has been since the 1999-2000 season. Another finding in the report is that playgoers tend to be more frequent theatergoers than musical attendees. The typical playgoer saw eight shows in the past year, compared with four for the musical attendee.

For more information, visit www.BroadwayLeague.com.