A comparative analysis of aspects influencing live theatre ticket purchases of teenagers and students in South Africa

Abstract

A decline in live theatre ticket sales and, more recently, the impact of Covid-19 on the live theatre industry, are forcing live theatre providers and marketers to seek alternative ways to keep theatre alive. One strategy is to investigate and attract a new market to attract to live theatre productions. Generation Z (also known as Gen Z) is currently the largest consumer market worldwide and has become a key focus market to attract to the theatre. Although Gen Z is classified as one cohort, sub-categories within this cohort exist, including teenagers (aged 14–18) and students (aged 18–24). It is well known that each sub-category is in a different phase of their lives and their purchase behaviour is in most cases not similar either. Therefore, this study aims to compare aspects influencing teenagers’ and students’ live theatre ticket purchases. Through a non-probability sampling method (purposive sampling), 321 responses from teenagers and 579 responses from students, all exposed to live theatre, were collected. The same 28 aspects were tested among the two groups, and the results indicated both similarities and differences between the tested influential aspects. Through the results, live theatre providers and marketers can re-evaluate and adapt their current live theatre productions and marketing campaigns for each specific sub-category within this generational cohort. This will not only enable a more focused approach to live theatre offerings but can also ensure the sustainability of the arts.