Canadian Opera Company Demographic
The Canadian Opera Company (COC) can reach a broader audience by identifying their audience demographic and appeals to their desires. Recently COC has been making improvements to strengthen their accessibility.
Demographic
According to Statistics Canada, “It is estimated that 3% of the Canadian population attends opera. The demographic break-down shows an encouragingly high participation rate of 2.8% for the 20-24 year-old category, dropping to 2.0% for the Gen X population, then growing back to 2.8% for 35-44 year-olds, reaching its highest level of 4.5% for those between 45 and 59.” Statistics also show that more women attend the opera than males at about 58%. They also state, “In comparison with other arts-goers, opera attenders are wealthier, the most highly educated, and tend to reside in the suburbs.” ("Opera.CA").
When asked to describe personality traits, opera goers fall into two main categories, those that are classically minded and those that are civically minded (Brown). Those that are classically minded also report to have the following personality traits, “particularly low levels of outer-directed values, so they are not likely to be civically engaged and they shy away from political expression, more interested in the solitary experiences.” Some other qualities include: “Preference for symphonic music, chamber music, opera, and Pre-performance talks (highest), Area of study, research or teaching: music, playing an instrument, typically attends alone, Musical intelligence (highest).” (Brown).
Those that are civically minded typically have the following traits: “Keeping up with world events and why things happen, Involved in civic affairs, voicing your political views (highest),Social justice and equal opportunities, Age 65+,Occupational status: retired, Typically attends with spouse/partner, Faculty (current or retired), alumni, Multi-buyers (4+ types of shows purchased), Inclination to subscribe, Local/regional newspaper, Involved in neighborhood associations, library and book groups, community services orgs., and political organizations (highest for all).” (Brown).
Reaching the Masses
Recent updates to COC’s web page have produced impressive results. Opera goers seem to delight in technology and over half of all of COC’s ticket sales are conducted through the website (Jackson). This information shows that Opera goers are more tech-savvy than viewers of other areas of the performing arts and appreciate the convenience of purchasing tickets online.
Psychographic
Personality types of opera goers may be determined with the use of Gardiner’s Multiple Intelligences (Brown). The scale rates a person on a scale of 1 to 5. 1 being does not apply to me to 5 being greatly applies to me. Linguistic Intelligence – I am a language oriented person. Logical-Mathematical Intelligence – I am good at logical analysis
Bodily-Kinesthetic Intelligence – I am kinetically oriented
Musical Intelligence – I am musically oriented
Visual/Spatial Intelligence – I am visually oriented
Naturalist Intelligence – I am interested in nature
Interpersonal Intelligence- I am good at interpersonal relationships
Intrapersonal Intelligence- I am in tune with my emotions
Existential Intelligence – I am interested in exploring life through thought. (Brown).
Conclusion
In summary, COC can improve their attendance by relating to the desires of their audience demographic. According to the data available, COC’s primary customer base is women ages 45-59. Online transactions are very important to success of the Company.
Works Cited:
Brown, A. "A Segmentation Model for Performing Arts Ticket Buyers." . N.p., n.d. Web. 17 Nov 2012.
Jackson, B. "Canadian Opera Company hits high note with digital revamp." Businessit. N.p., 11 2009. Web. 17 Nov 2012.
. "Opera Facts." Opera.CA. N.p., n.d. Web. 17 Nov 2012.
