From the Archives: 24% of DC Theater-goers Rely on WOM
Almost one-quarter (24%) of theater-goers in the Washington, D.C. area said word of mouth from friends and acquaintances was their main source of theater information. Those were the key findings of the League of Washington Theatres study "Washington Audiences: 2000 and Beyond". At the time the survey was conducted in 2000, it was billed as the largest theater audience survey ever undertaken outside of New York.
The study also offers a snapshot in time of an era before the Internet changed how individuals got their local news. Although there are no newer numbers to compare and contrast, 30% of the study's participants indicated they got their theater information from the Washington Post. A mere 5% said they looked to the Internet for their information.
Source: League of Washington Theatres, "Washington Audiences: 2000 and Beyond"
