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Classical Music Consumer Segmentation Study
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Author: Alan S. Brown, president
Author Organization: Audience Insight LLC
Author Organization URL: http://www.audienceinsight.org
Publication Date: Oct 1, 2002
Publication File: 2002_Classical_Music_Consumer_Appendix.pdf
Orchestras are adrift in a sea of classical music consumers who rarely, if ever, attend live orchestra concerts. With more than 25,000 interviews with potential classical consumers and orchestra ticket buyers in 15 cities, the Classical Music Consumer Segmentation Study offers a sweeping view of an art form in transition and an orchestra field increasingly detached from its potential customers.
The study paints a detailed picture of how consumers fit classical music into their lives — listening to classical radio and recordings in their automobiles and homes, and attending live concerts in churches, schools and traditional concert venues. Roughly 10 percent to 15 percent of Americans have what might be termed a close or moderately close relationship with classical music, and again as many have weaker ties.
Across the 15 study cities, approximately one if four adults are prospects (i.e., potential orchestra ticket buyers). But only half of those who express the very highest levels of preference for attending classical music concerts actually attend, even infrequently.
On a tactical level, the study produced a long list of ideas for new and refined marketing strategies. Subscription marketing, the study suggests, is an increasingly dysfunctional marketing paradigm that is often at odds with the goal of attracting younger audiences.
From a strategic standpoint, increasing attendance — or at least staving off a decline in attendance — may require a loosening of the definitional boundaries around “classical music” and structural changes to the concert experience that recognize the underlying values and benefits that consumers seek from listening to classical music and attending live concerts.
Filed Under: magic of music
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