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FOWE Audience Report


iTrend... supporting and giving back to the industry

In a first for the industry, a report has being published into the theatre-going habits of Fringe and Off West End audiences. It was launched at The Offies 2012 and we were the sponsors of the Best Producer Award that was won by a well-deserving Danielle Tarento. Congratulations!


Nancy Whitaker, Andrew Jenkins, Danielle Tarento, Frank Dunlop, Louise Jameson

Photo: Anthony Ofoegbu 

Organised by iTrend Research Ltd and, the report follows a survey conducted during November 2011, in which over 5000 theatre-goers participated.

To download your free copy click here

To read Mark Shenton's article in The Stage click here 

 (reproduced by kind permission of The Stage)
Key findings from the survey include:


    *      90%  also attend West End productions


    *      95% visit theatre information websites


    *      76% book online with a venue some or all of the time


    *      50% book at least a month in advance


    *      42% book a week to a few days in advance


    *      77% find out about productions by email or e-newsletter


    *      45% attend Fringe and Off West End productions at least once a month


    *      35% visit Fringe and Off West End productions once every few months


    *      80% tend to support Fringe and Off West End venues near their home all or some of the time


    *      42% said their theatre-going would not be affected by the Olympics


    *      34% said they will wait until nearer the time to assess the impact


In addition, information was analysed relating to online activity, social media and print media.


For additional information please contact:

Andrew Jenkins, Director, iTrend Research Ltd,, 07977 425518 

The Off West End/iTrend Audience Report 2011:
produced by iTrend Research Ltd and sponsored by Play by Play UK