iTrend Research and OffWestEnd.com have just published what they say is the first major study of the audience for London fringe and 'off-West End' theatre. The survey, which was conducted online in the second half of November 2011, attracted 5,500 responses. This method may have skewed some of the results - there are a number of questions asking about use of the internet and social media, for instance - but the findings are interesting, all the same. They suggest that among fringe theatre-goers:
- 45% attend Fringe and Off West End productions at least once a month
- Most tickets are purchased considerably in advance, with half of tickets being purchased when they first go on sale or approximately one month in advance
- Theatregoers are most often influenced by what production is being performed, the writer, director, or performers (75-84%)
- New writings were slightly preferred (62%) over revivals (51%)
- 90% also attend West End productions
- Whilst 42% say that the Olympics will not affect their theatre-going habits, 34% say they will wait until nearer the time to decide
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