Entertainment Buying Behavior
Survey respondents cite movies, museums, and other small to midsize theatre companies as their top arts and entertainment choices. Less than 15% of the survey sample reports frequently attending concerts, Broadway-type theatre, professional sports, or dance performances. Results vary quite a bit by age, however: those who are over 55, for example, are four times more likely to attend classical music concerts and opera, while under-35 respondents are twice as likely to attend other types of music events such as pop or jazz concerts.

The timing of ticket purchasing varies dramatically by age. People in the 55 and over age categories are five times more likely to report purchasing tickets well in advance or subscribing to an entire season, while those who are under 35 are three times more likely to purchase on the spur of the moment.

In one particularly noteworthy finding, nearly 90% of respondents report that they usually or sometimes patronize restaurants or other businesses in the area when they go to the theatre, further illustrating the importance of these organizations to the local economy.