{"id":21891,"date":"2022-04-08T18:45:37","date_gmt":"2022-04-08T18:45:37","guid":{"rendered":"https:\/\/habo.studio\/?p=21891"},"modified":"2025-09-11T13:00:06","modified_gmt":"2025-09-11T13:00:06","slug":"six-profiles-of-broadway-goers","status":"publish","type":"post","link":"https:\/\/habo.studio\/six-profiles-of-broadway-goers\/","title":{"rendered":"Demystifying live entertainment consumers through segmentation"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"21891\" class=\"elementor elementor-21891\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1b269789 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"1b269789\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-52b47f2\" data-id=\"52b47f2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5baf74c elementor-align-left elementor-hidden-phone elementor-widget elementor-widget-button\" data-id=\"5baf74c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"\/insights\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-chevron-left\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Back <\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3d3212f0 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"3d3212f0\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-682ffc8c\" data-id=\"682ffc8c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3368b4d2 elementor-widget elementor-widget-text-editor\" data-id=\"3368b4d2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"text-lg mt-12 md:text-2xl md:mt-2\">Live entertainment industry research<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7504a0d elementor-widget elementor-widget-heading\" data-id=\"7504a0d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Demystifying live entertainment consumers through segmentation<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4391200a elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"4391200a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1ffc942b\" data-id=\"1ffc942b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3a805cc6 elementor-widget elementor-widget-image\" data-id=\"3a805cc6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1850\" height=\"701\" src=\"https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Bandeau_Insight_Broadway_1850x701.png\" class=\"attachment-full size-full wp-image-21987\" alt=\"\" srcset=\"https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Bandeau_Insight_Broadway_1850x701.png 1850w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Bandeau_Insight_Broadway_1850x701-300x114.png 300w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Bandeau_Insight_Broadway_1850x701-1024x388.png 1024w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Bandeau_Insight_Broadway_1850x701-768x291.png 768w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Bandeau_Insight_Broadway_1850x701-1536x582.png 1536w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Bandeau_Insight_Broadway_1850x701-180x68.png 180w\" sizes=\"(max-width: 1850px) 100vw, 1850px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a7e14c6 elementor-hidden-mobile elementor-widget elementor-widget-text-editor\" data-id=\"1a7e14c6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>No two consumers are the same \u2013 especially in the live entertainment industry where consumers are diverse and everyone has their own attitudes, needs, and behaviors. Treating consumers as one homogeneous group can lead to marketing inefficiencies and missed opportunities. This point is highlighted in a recent market study conducted by Habo, where we discovered six unique consumer profiles based on their relationship with entertainment and Broadway, their interest in different types of shows, and their willingness to spend on shows among other things. The results from this study highlight the importance of understanding a consumer base and delivering effective marketing campaigns to them.<\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5008c37 elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-text-editor\" data-id=\"5008c37\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>No two consumers are the same \u2013 especially in the live entertainment industry where consumers are diverse and everyone has their own attitudes, needs, and behaviors. Treating consumers as one homogeneous group can lead to marketing inefficiencies and missed opportunities. This point is highlighted in a recent market study conducted by Habo, where we discovered six unique consumer profiles based on their relationship with entertainment and Broadway, their interest in different types of shows, and their willingness to spend on shows among other things. The results from this study highlight the importance of understanding a consumer base and delivering effective marketing campaigns to them.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b56d93 elementor-widget elementor-widget-text-editor\" data-id=\"9b56d93\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The key to creating and sustaining successful relationships with your organization\u2019s diverse customer groups is understanding their unique needs. Segmentation allows companies to present consumers with products and services that will satisfy their individual sets of needs and behaviors. If done effectively, segmentation enables an organization to get the optimal return on investment in turn for its marketing and sales expenses (Martin, G. 2011).<\/p><p>The importance of segmenting customers is highlighted in a recent study done by Habo, where we conducted market research in order to understand the profiles of Broadway Goers beyond just their sociodemographic information. Our study shows that this market can be segmented into smaller groups based on customers needs, behaviors and demographic profiles, and that it can be a powerful tool to identify unmet customer needs.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4abada07 elementor-widget elementor-widget-image\" data-id=\"4abada07\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"486\" src=\"https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/6-profiles_Guinness_Broadway_final-1-1024x622.png\" class=\"attachment-large size-large wp-image-21992\" alt=\"\" srcset=\"https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/6-profiles_Guinness_Broadway_final-1-1024x622.png 1024w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/6-profiles_Guinness_Broadway_final-1-300x182.png 300w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/6-profiles_Guinness_Broadway_final-1-768x467.png 768w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/6-profiles_Guinness_Broadway_final-1-180x109.png 180w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/6-profiles_Guinness_Broadway_final-1.png 1234w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00ecb8b elementor-widget elementor-widget-image\" data-id=\"00ecb8b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"386\" src=\"https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Zoom-Cultural-Adventurers_Broadway_EN_HR-768x386.jpg\" class=\"attachment-medium_large size-medium_large wp-image-22829\" alt=\"\" srcset=\"https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Zoom-Cultural-Adventurers_Broadway_EN_HR-768x386.jpg 768w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Zoom-Cultural-Adventurers_Broadway_EN_HR-300x151.jpg 300w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Zoom-Cultural-Adventurers_Broadway_EN_HR-1024x515.jpg 1024w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Zoom-Cultural-Adventurers_Broadway_EN_HR-1536x772.jpg 1536w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Zoom-Cultural-Adventurers_Broadway_EN_HR-2048x1030.jpg 2048w, https:\/\/habo.studio\/wp-content\/uploads\/2022\/04\/Zoom-Cultural-Adventurers_Broadway_EN_HR-180x91.jpg 180w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-32073c1b elementor-widget elementor-widget-text-editor\" data-id=\"32073c1b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The insights gathered from this study will allow leaders in the live entertainment industry to:<\/p>\n<ol>\n<li>Understand the specific wants, needs, and preferences of audiences;<\/li>\n<li>Provide targeted offerings throughout the consumer journey;<\/li>\n<li>Develop tailored marketing strategies to boost engagement and consumer conversion.<\/li>\n<\/ol>\n<p>And consequently increase ticket sales and market share.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-438e3ce elementor-widget elementor-widget-text-editor\" data-id=\"438e3ce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Companies that want to employ a segmented approach can outperform competitors by developing personalized strategies for each of their consumers\u2019 profiles. Segmentation may thus serve as the principal basis for allocating resources towards product or service development, marketing communication, and more.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8f82b90 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"8f82b90\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-73e20d32\" data-id=\"73e20d32\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5bc268ea elementor-widget elementor-widget-text-editor\" data-id=\"5bc268ea\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>SHARE<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-5759b80a\" data-id=\"5759b80a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7a4c52a2 elementor-icon-list--layout-inline elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"7a4c52a2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items 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elementor-element-5ba70347 elementor-widget elementor-widget-text-editor\" data-id=\"5ba70347\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"text-sm\"><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3922\" src=\"https:\/\/habo.studio\/wp-content\/uploads\/2021\/03\/Habo_Entertainment-barometer_cover_apr20_EN-e1644954617332-300x170.png\" alt=\"Habo_Entertainment-barometer_cover_apr20_EN\" width=\"125\" height=\"71\" srcset=\"https:\/\/habo.studio\/wp-content\/uploads\/2021\/03\/Habo_Entertainment-barometer_cover_apr20_EN-e1644954617332-300x170.png 300w, https:\/\/habo.studio\/wp-content\/uploads\/2021\/03\/Habo_Entertainment-barometer_cover_apr20_EN-e1644954617332-768x435.png 768w, https:\/\/habo.studio\/wp-content\/uploads\/2021\/03\/Habo_Entertainment-barometer_cover_apr20_EN-e1644954617332.png 954w\" sizes=\"(max-width: 125px) 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segmentation No two consumers are the same \u2013 especially in the live entertainment industry where consumers are diverse and everyone has their own attitudes, needs, and behaviors. Treating consumers as one homogeneous group can lead to marketing inefficiencies and missed opportunities. This point is highlighted [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":22007,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[304],"tags":[],"sectors":[],"class_list":["post-21891","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-analysis-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Demystifying live entertainment consumers through segmentation<\/title>\n<meta name=\"description\" content=\"Based on the opinions of 1,000 respondents living in New York City and surrounding areas, the findings of our study revealed six distinct profiles of Broadway Goers based on their socio-demographic factors, purchasing habits, relationship 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