Increasing the Attendance of Older Audiences

January 2024

This article is related to a recently completed custom research project ABA conducted on behalf of a performing arts member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com. 

While many arts and cultural organizations are experimenting with new forms of digital marketing, there is a significant segment of audiences who can be defined as “digital immigrants,” or people who were not born in the digital world but adopted it at a certain point later in life.

One ABA member was interested in learning best practices for attracting and retaining customers in this segment, which we defined as individuals aged 45 and older — a cohort that is wide and diverse.

To investigate this topic, we interviewed four arts organizations and an additional four corporate marketing leaders for their insights and practical lessons. Our findings included practices for:

• Segmentation of audiences

• Building awareness among digital immigrants

• Increasing consideration of your organization’s offer

• Increasing conversion rates

• Leveraging audience and visitor loyalty

Click below to download the full report.