Transcript Document
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Arts audience segmentation
Findings and implications
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Contents
1. Context 2. Introduction to the segmentation 3. Three segments up close 4. Some initial reflections 5. Sharing and using the findings
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1. Context
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Purpose: understanding audiences
• lots of data on arts engagement patterns and attitudes towards the arts from Taking Part survey and the arts debate • segmentation commissioned to draw out insights on: arts consumer ‘types’ among English adults – how do people engage with the arts, and why how the arts and the Arts Council currently serve the needs of different audience groups which groups might offer the most potential for increasing their arts engagement how we can target different groups in terms of policy, arts offers, programmes of activity, marketing and communications
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2. Introduction to the segmentation
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Methodology
Data analysis conducted by BMRB (Enlightenment) Three-stage process: 1.
Segment the population using Taking Part data on arts attendance, participation, motivations, barriers, background 2.
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Statistical fusion of Taking Part and TGI datasets Produce in-depth profiles of each segment – looking at people’s overall lives, including demographics, arts engagement, leisure interests, media profile, web activity, attitudinal data on various aspects of life profiling draws on data about people’s actual behaviour and how they describe themselves, not on our assumptions about them
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Definition of attendance… Arts attendance
is defined as those who have attended in the past 12 months at least one of the following: exhibition or collection of art, photography or sculpture, craft exhibition, video or electronic art event, event connected with books or writing, street arts or circus, carnival, culturally-specific festival, play or drama, other theatre performance such as musicals, pantomime, opera or operetta, classical music concert jazz performance, other live music event, ballet, contemporary dance, African people’s dance, South Asian and Chinese dance, other live dance event
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… and participation Arts participation
one of the following: is defined as those who have done in the past 12 months at least ballet other dance (not for fitness).
sang to an audience or rehearsed for a performance played a musical instrument to an audience or rehearsed for a performance played a musical instrument for your own pleasure written music rehearsed or performed in a play / drama rehearsed or performed in an opera / operetta painting, drawing, printmaking or sculpture photography as an artistic activity (not family or holiday ‘snaps’) made films or videos as an artistic activity (not family or holidays) used a computer to create original artworks or animation textile crafts such as embroidery, crocheting or knitting wood crafts such as wood turning, carving or furniture making other crafts such as calligraphy, pottery or jewellery for yourself written any stories or plays written any poetry
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Key findings: 13 audience segments Highly active Urban arts eclectic 5% Traditional culture vultures 4% Occasional engagement
attend & may also participate
Unengaged Fun, fashion and friends 18% Mature explorers 11% Dinner and a show 20% Family & community focused 11% Time-poor dreamers 7% Sofa, pub and the simple life 8% Bedroom DJs 3% Mid-life hobbyists 4% Retired arts and crafts 3% Older and home bound 6% Relaxing on a budget 2%
participate only
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3. Three segments up close
Focus segments
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Highly active Urban arts eclectic 5% Occasional engagement
attend & many also participate
Fun, fashion and friends 18% Mature explorers 11% Dinner and a show 20% Family & community focused 11% Unengaged Time-poor dreamers 7% Sofa, pub and the simple life 8% Traditional culture vultures 4% Bedroom DJs 3% Mid-life hobbyists 4% Retired arts and crafts 3%
participate only
Older and home bound 6% Relaxing on a budget 2%
1 Fun, fashion and friends
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Highly active Urban arts eclectic 5% Occasional engagement
attend & many also participate
Fun, fashion and friends 18% Mature explorers 11% Dinner and a show 20% Family & community focused 11% Unengaged Time-poor dreamers 7% Sofa, pub and the simple life 8% Traditional culture vultures 4% Bedroom DJs 3% Mid-life hobbyists 4% Retired arts and crafts 3%
participate only
Older and home bound 6% Relaxing on a budget 2%
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Fun, fashion and friends– about them…
In the early stages of
developing
their
career
and/or
starting families
. Fairly well qualified and around average income profile, they have
career aspirations
and take time to indulge their
interests
in
fashion, travel
and
cuisine
, as well as making time for
socialising
with
friends
at pubs or over a meal. They relish seeking out
new experiences
and are willing to pay for
quality
. Despite this self-indulgence, they exhibit
responsibility
to the
environment
reflected in their choice of brands. Although their taste in the arts is confined mainly to the
contemporary
it shows signs of widening given their inclination towards
experimentation
.
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Fun, fashion and friends – key demographics
• slight skew to younger age groups: two thirds aged 16 –44 • somewhat better educated than average – a third hold degrees • two thirds female • comfortably off and somewhat above average socio-economic position • third have children in the household • most are currently working, a fifth part-time • mostly white (93%)
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Fun, fashion and friends – current lifestage and attitudinal traits early career living in the present discovery/ experiencing early adopters of trends full of opportunities aspiring striving for success appetite for novelty consumerists long hours, poor time few responsibilities/ obligations/ commitments will pay for quality conscious about the environment and ethics balance between seeking recognition and wanting to fit in
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Fun, fashion and friends – leisure interests fashion fitness socialising – pubs, bars, eating out travelling – off the beaten track and city breaks time to have fun online: work, socialising occasional cultural outings entertainment and celebrity news – Heat magazine TV and magazines
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Current arts activities and how we might engage with this segment Arts engagement and attitudes towards the arts How might we engage with this segment
• • • • infrequent attenders at ‘mainstream’ events: musicals/ pantomime, rock/pop concerts, plays, exhibitions likely to also take part in some artistic activities: painting or drawing, playing an instrument, textile crafts computer art positive attitude towards the arts typically encouraged to engage with the arts when young • • • • • • into what they see as contemporary, trendy social arts experiences are key positioned as fun, as a special occasion/outing appetite for novelty and experimentation endorsements from peers, media, celebrities work constraints – last-minute access to the arts/arts on demand
2 Dinner and a show
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Highly active Urban arts eclectic 5% Occasional engagement
attend & many also participate
Fashion, fun and friends 18% Mature explorers 11% Dinner and a show 20% Family & community focused 11% Unengaged Time-poor dreamers 7% Sofa, pub and the simple life 8% Traditional culture vultures 4% Bedroom DJs 3% Mid-life hobbyists 4% Retired arts and crafts 3%
participate only
Older and home bound 6% Relaxing on a budget 2%
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Dinner and a show – about them…
They are
comfortable
with where and what they have acquired in life. Having worked in
higher level jobs
and approaching
retirement
, they have
accumulated
sufficient
wealth
. They are relaxed with
money management
,
young at heart
and view money as a means of
enjoying life
–
eating, travelling
, making occasional large purchases.
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Dinner and a show – key demographics
• key age group 45 –64 (37%) • no children in household (72%) • 55% males, 45% females • comfortably off financially – slightly higher than average income profile, 56% in higher socio economic groups • more likely than average to own their own homes (78%) • average education level
Dinner and a show – current lifestage and attitudinal traits comfortable lifestyle middle-aged, approaching retirement children grown, some have flown the nest can afford to enjoy life enjoy the fruit of their work consider themselves less creative physically active accumulated wealth few responsibilities work constraints enjoying pursuits they know they like in-the-know, well-read
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practical and down to earth personal growth and development some have their first grandchildren
Dinner and a show – leisure interests
time with partners, friends and some with grandchildren
enjoying life eating football, rugby, boxing, golf holidays wide interests
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day trips with grandchildren occasional live music events, rock concerts, or plays and musicals watching news and sport walking, parks, gardens reading financial, sports and travel pages Radio 1, 2 and Five Live
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Current arts activities and how we might engage with this segment Arts activities and attitudes How we might engage with this segment
• • • • • stick to mainstream arts events: live music events (not jazz or classical), theatre, musicals/pantomime infrequent attendance but 69% say they would like to go more often tend not to actively participate in creative activities not particularly encouraged to attend and participate when young • • • • • like ‘approachable’ arts avoid positioning as something ‘intellectual’ position the arts as entertainment, relaxing, sociable interest in music through grandchildren
3 Time-poor dreamers
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Highly active Urban arts eclectic 5% Occasional engagement
attend & many also participate
Fashion, fun and friends 18% Mature explorers 11% Dinner and a show 20% Family & community focused 11% Unengaged Time-poor dreamers 7% Sofa, pub and the simple life 8% Traditional culture vultures 4% Bedroom DJs 3% Mid-life hobbyists 4% Retired arts and crafts 3%
participate only
Older and home bound 6% Relaxing on a budget 2%
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Time-poor dreamers – about them… Time poor
and
financially stretched
, they have few interests outside of providing themselves and their families with the basics. They have
hopes
of
breaking out
of their financial situation, but are
limited by
their
education.
They meet with
frustration
and
dream of striking it rich
. They tend to be
short term
in their outlook and are
easily swayed
by advertising/opinions so despite financial constraints, they are
impulsive shoppers
and spend readily on clothing whilst saving on household necessities.
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Time-poor dreamers – key demographics
• skew to younger age groups – 40% aged under 35 • a high proportion (42%) have children in the household • most are currently working, many in a supervisory or semi routine job • more likely than average to have 2+ children • lower than average educational profile • higher than average proportion (17%) from Black or minority ethnic backgrounds • income profile a little below average
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Time-poor dreamers – current lifestage and attitudinal traits hassled parents living above means time-poor limited by education limited means frustrated financially stretched impulsive shoppers bargain buyer live in the present easily influenced by others/advertising appearance conscious dream of striking it rich culturally disengaged
Time-poor dreamers – leisure interests
shopping – clothing, bargain household necessities
pub with friends watching TV at home – entertainment, soaps, sports, game shows going out rather than doings things at home playing the lottery take-away foods
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read tabloids, real-life stories, gossip,childcare darts, pool
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Current arts activities and how we might engage with this segment How we might engage with this segment Arts activities and attitudes
• family-focused, possibly appeal through pester-power • unlikely to attend or participate currently • free of charge • aspirations to strike it rich/ talent/competition/opportunity • main cited barrier to engagement is lack of time, alongside lack of interest • • art packaged as entertainment celebrity links • local • not particularly encouraged to attend or participate when young • • • drop-in – easy to access not intimidating advertising: TV, celebrity magazines, shopping centres • brand partnerships: Argos, JJB Sports, Primark, Iceland, Asda/George
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4. Some initial reflections
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Some initial reflections
• • • • current ‘core audiences’ for the arts represent a fairly small (ca 8%) and socio-economically privileged section of society public investment has historically benefited this group, and targeted the very socially excluded with specific programmes the largest sectors of society, and possibly the biggest areas of opportunity for increasing arts engagement, are the groups of ‘ordinary people’ in the middle huge untapped potential for gaining new audiences – but this won’t happen just through promoting more vigorously what is on offer already
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Some initial reflections
• • • • • • different groups have different aspirations in terms of their priorities and ambitions in life to increase engagement, the arts offer needs to be presented, distributed and promoted in new ways – to resonate with people’s hopes and expectations… …and/or the offer itself needs to be changed to fit more closely with people’s interests and lifestyles consumer types are not distinguished by artform preference, but by lifestyle and social scene a ‘one size fits all’ approach won’t work given limited resources, there are big decisions to make with regards to target audience groups
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Positioning the segments Level of engagement
Traditional culture vultures Urban arts eclectic Mature explorers Fun, fashion and friends Retired arts and crafts Bedroom DJs
Low
Dinner and a show Family and community focused Mid-life hobbyists Time-poor dreamers Sofa, pub and the simple life Older and home bound Relaxing on a budget
Medium High Social deprivation
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5. Sharing and using the findings
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Summary profiles are just a tip of the data iceberg…
• • • • • • • A vast amount of further data available from Taking Part and TGI surveys on each segment, eg: arts engagement – attendance, participation, frequency cultural and sport participation, volunteering other leisure time activities – eating out, cooking at home, TV, going out to pubs, theme parks, etc media consumption – TV, radio, internet, newspapers where they shop attitudes towards different areas of life – work, family, environment, eating, drinking, finance, etc socio-demographic information
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Sharing the data more widely
• • • • summary profiles to be published in mid-July currently exploring legal restrictions and practicalities around all other external data sharing option to set up a network of data sharing with arts organisations via audience development agencies • • • potential geographic modelling who is in my local area? Local area breakdown by segments where are the ‘Time-poor dreamers’? Estimation of segment distribution by postcode sectors analysis of existing audiences (box office postcode data) by segments
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Using the findings
• • • • generate debate about the reach of public investment in the arts – who are we trying to engage and why?
develop the objectives, content and tone of the Arts Council’s national campaign support arts organisations to work together to increase their collective reach in the long term inform the Arts Council’s strategy and priorities
Further information
• • [email protected]
[email protected]
• • Regional link: [email protected]
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