Audience Demographics

During the 03/04 season, UMS embarked on a major audience survey initiative which helped identify key demographics and interests of our patrons. This information, detailed by performance genre, helps to target sponsorship and support programs for our donor base.

    Annual Household Income:
    Income levels within the UMS audience are quite diverse, with significant percentages of respondents at both ends of the spectrum.
    • 25% have a household income less than $50,000
    • 45% have a household income of at least $100,000.
    • 24% have a household income of at least $150,000.

    Regional Geography:
    UMS has a primary audience base in Washtenaw County, but in total serves the residents of southeastern Michigan including the City of Detroit and the seven-county region of Wayne, Macomb, St. Clair, Oakland, Livingston, Washtenaw and Monroe counties.
    • 65% of audience members come from Washtenaw County
    • 15% come from Oakland and Wayne Counties

    Education:
    Levels of educational attainment in the UMS audience are extremely high.
    • 84% of audience members have at least a Bachelor's Degree
    • 68% of audience members have a Graduate Degree or have completed some graduate study

    Gender:
    While gender percentages vary by artistic genre, the average indicates 58% of UMS patrons to be female, 42% male.