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The Typical Opera North Audience (not Subscribers or Friends)

Meet the diverse Opera North audience, including successful professionals, cosmopolitan individuals, active independent pensioners, and rural residents. Discover their preferences, lifestyles, and purchasing power.

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The Typical Opera North Audience (not Subscribers or Friends)

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  1. The Typical Opera North Audience (not Subscribers or Friends) A People with rewarding careers who live in sought after locations, affording luxuries and premium quality products. E Young, single and mostly well-educated, these people are cosmopolitan in tastes and liberal in attitudes J Independent pensioners living in their own homes who are relatively active in their lifestyles. K People living in rural areas where country life has not been influenced by urban consumption patterns.

  2. The key points are: MOSAIC profile: 1.  The biggest proportion of ON’s audience fall under Symbols of Success (25%), Suburban Comfort (19%) and Urban Intelligence (13.5%). 2.  Compared with the population as a whole in the same catchment, Opera North’s audience has a high index in Symbols of Success (210), Urban Intelligence (161), Grey Perspectives (117) and Rural Isolation (171). The data used excludes Friends and Subscribers and is from 2003-4-early5. Graph by age Our existing audience is aging (see ‘patts’ – refers to past attenders) but new audiences tend to be younger.  We do need to update the data for this and are planning that at the moment. This data is from questionnaires returned and for new audiences, the sample was small so a larger survey will help test the robustness of the data. Graph by employment: • For past attenders, 40% are retired and 50% in paid work • For new attenders, 32% are retired and 59% in paid work • Of those employed, the breakdown of their employment is shown in the chart.  The data is from the same survey as ‘graph by age’. Hazel Arthur | Marketing ManagerOpera North | Grand Theatre | 46 New Briggate | Leeds | LS1 6NU Tel: 0113 2233 525 | Fax: 0113 399 3201 | www.operanorth.co.uk

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