Marketing the arts – A classification of UK theatre audiences

This article presents empirical research findings on the make-up of U.K. theatre audiences. A representative sample was taken of theatre attendees in the Plymouth area of South Devon and cluster analysis applied in an attempt to identify distinct market segments. Three segments were identified, namely: nouveau sophisticats, blue mooners and ageing socialites. Each segment was found to have distinctly different motivations for attending a theatrical production and to be associated with different demographic and psychographic variables. The findings are interpreted in the light of the available literature and a number of recommendations are made in respect of how theatres could use this knowledge to improve the targeting of their promotional campaigns.