Arts-based segmentation of the populationContext, findings and potential applications

1. Arts audiences: insight Arts-based segmentation of the population Context, findings and potential applications Audiences Central Birmingham June 2009

2. Timetable About Arts audiences: insight The segments Uses of the Arts audiences: insight Examples of use Questions and answers

3. 1. About Arts audience: insight

9. 2. The segments

10. The 13 audience segments Urban arts eclectic 5% participate only attend & may also participate Traditional culture vultures 4% Fun, fashion and friends 18% Mature explorers 11% Dinner and a show 20% Bedroom DJs 3% Family & community focused 11% Mid-life hobbyists 4% Retired arts and crafts 3% Time-poor dreamers 7% A quiet pint with the match 8% Older and home-bound 6% Limited means, nothing fancy 2% Some engagement Not currently engaged Highly engaged

11. The West Midlands

12. Fun, fashion and friends 18% of English adults 17% of West Midlands adults In the early stages of developing their career and/or starting families . Fairly well qualified, they have career aspirations and take time to indulge their interests in fashion , travel and cuisine , as well socialising with friends at pubs or over a meal. They relish new experiences and are willing to pay for quality . Their taste in the arts is mainly contemporary but shows signs of widening given their inclination towards experimentation .

14. Lifestage and attitudinal traits discovery / experiencing long hours, time-poor consumerists striving for success full of opportunities few responsibilities will pay for quality appetite for novelty conscious about the environment and ethics balance between seeking recognition and wanting to fit in living in the present early adopters

15. Leisure and media interests fitness time to have fun fashion travelling – off the beaten track and city breaks socialising – pubs, bars, eating out occasional cultural outings entertainment and celebrity news – Heat magazine TV – E4, Jonathan Ross, Grand Designs online: work, networking Radio – music charts, Chris Moyles, Jo Wiley

19. Limited means, nothing fancy 2% of English adults 3% of West Midlands adults Limited means, nothing fancy prefer to stick with the familiar instead of experimenting , and tend to avoid complications or anything they perceive as ‘too fancy’. Somewhat rebellious and individualistic , for them leisure time is all about having a break and chilling out , within their limited means .

21. Lifestage and attitudinal traits family over career snooker and friends practical outlook european holidays leisure time is important money conscious celebrities influence will not compromise lifestyle for benefits to the environment family centric

22. Leisure and media interests horoscopes newspapers everyday not much radio holidays abroad – sea and sun Emmerdale and Champions League TV listings internet for chat and games heavy TV viewers chill out internet everyday

26. 3. Activity

27. Activity : Getting started with the data In pairs: Using the definitions in the book, please choose a segment that you want to develop for your organisation/region. Browse the data sheets and list three most surprising/interesting thing you find about this segment.

29. 3. Uses for Arts audiences: insight

35. 4. Examples of Use

36. West Midlands in more detail

38. Estimated % of population in Limited means nothing fancy Analysis by postcode sector – County level

47. 5. Q & A

48. Thank You! Vishalakshi Roy [email_address]