YourDay Market Research at Alton Towers
The Tussauds Group conducted research with 583 park guests at Alton Towers in 2006 to understand prospective purchasing patterns of the YourDay DVD and price sensitivity.
The results were very positive:
- 84% of guests have a very positive and positive impression of the DVD
- 50% will definitely or likely buy a DVD at £19.99 (approximately $40)
- 51% will definitely or likely buy a download at £4.99 (approximately $10)
- 83% will definitely or likely show the DVD to their friends and family
Research was based on age group and a children/no children split. It showed the segments with the highest propensity to buy the DVD and/or a download were teenagers and young adults (who also formed the largest numbers of respondents), followed by 25-34 year olds.
Families with children all indicated a strong likelihood of buying the DVD, but the largest group of respondents was children aged 8 to 15 years.
