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Arts audiences:
insight
2011




Arts audiences: insight
About our segmentation research
Arts Council England’s segmentation analysis is based on an analysis of the patterns of arts
engagement and attitudes towards the arts, drawn from Taking Part, a large-scale national survey of
cultural engagement.

2011 has seen us update our original segmentation work from 2008*, using the most recent Taking
Part and Target Group Index (TGI) data to provide refreshed profiles. This was conducted in three
stages:

• Replication using the latest Taking Part data
  – of the 13 arts consumer segments identified
  in the 2008 segmentation analysis

• Linking of the consumers segments
  within TGI survey data from 2009/10

• Use of Taking Part and TGI data to profile
  the 13 segments, providing information on
  socio-demographic characteristics, lifestyle
  habits, media profiles, digital behaviour,
  and attitudes



   * www.artscouncil.org.uk/arts-audiences-insight-2008

   02 Arts audiences: insight
Why segmentation research is important for the arts
Segmentation is relevant to the arts because:

• not all people are the same, or share the same
  attitudes, opinions and motivations about the arts
• people’s differing attitudes, opinions and motivations
  shape behaviour: it can show how and why people are
  likely to engage with the arts
• from a marketing perspective, a person from
  one segment can be responsive to one
  approach,           while the same approach can be wholly
  inappropriate for a person from another segment


  03 Arts audiences: insight
Why our research is important
Our approach to segmentation has three key features:

• it covers all English adults, not just a particular audience group – this
 enables artists and arts organisations to understand their current audiences within the
 context of wider patterns of arts engagement, and to think about potential
 future audiences

• it starts with the arts – existing population-wide segmentation tools (e.g. ACORN
 and Mosaic)* are based largely on the on the socio-demographic characteristics of
 different groups, while this segmentation is based on patterns of arts engagement and
 attitudes towards the arts. It therefore provides a tailored, more effective tool for arts
 marketing in particular, allowing us to explore socio-demographic and other lifestyle
 factors in the context of people’s artistic lives, not vice versa

• it looks across patterns of arts attendance and
  participation – the events people go to see as well as the
 activities they take part in at home or with friends



  * Geodemographic classifications of consumer types developed by CACI (ACORN) and Experian (Mosaic).


  04 Arts audiences: insight
How the segmentation research might be used
This segmentation provides insight into why and how different kinds of
people engage with the arts in England.

It can help any organisation working to increase arts engagement to
identify target segments and develop tailored engagement strategies
and marketing campaigns.

• it increases collective knowledge about how people
  in England engage with the arts – putting individual projects into
  context
• it develops potential new strategies for increasing
  arts engagement and expanding audiences
• it informs marketing of existing arts opportunities


 05 Arts audiences: insight
Methodology




Arts audiences: insight
Re-cap of the original segmentation method

                   Group 1            Group 2                Group 3 Neither
                   Attend/           Participate                attend nor
                  participate           only                    participate




    cluster analysis of Taking       divided into 3      cluster analysis of Taking
   Part data based on types        subgroups based          Part data based on
             of events              on age (16–29,        background and barriers
      attended, frequency of         30–59, 60+)          towards attendance and
   attendance, participation in                          participation – resulting in
    arts activities, reasons for                                 4 clusters
   engaging and desire to do
       more – resulting in 6
              clusters

 The 10 clusters and 3 subgroups identified in this process are the 13 segments



07 Arts audiences: insight
Linking methodology in original segmentation

 Data fusion
                                 Creates a modelled match between similar
 between Taking Part
                                 respondents on each survey so that all
 and TGI datasets
                                 variables can be donated from one survey to
                                 another



            Variable                                              Variable

 Attendance at ballet                                              TV viewing


                             Taking Part                TGI
                 Age                                             Social attitudes
                             respondent             respondent
                                           Fusion
Reason for attending                                             Favourite brands




08 Arts audiences: insight
Linking methodology in update to profiles

 After re-creating the 13 segments in Taking Part...

 Discriminant analysis to
 create a linking              The algorithm predicts a single variable (i.e.
 algorithm between TGI         segment membership) using only TGI data
 data and segments


  Variable                                                         Segment

                                                                  Urban arts
        TV viewing                                                 eclectic

                                 TGI                          Fun, fashion and
    Social attitudes                                               friends
                             respondent
                                           Algorithm              Time-poor
  Favourite brands                         assigning TGI          dreamers
                                           respondent to a
                                           segment



09 Arts audiences: insight
Key findings
The analysis identified 13 distinct arts consumer segments among English adults.

The percentages show the estimated proportion of English adults in each segment.




  010 Arts audiences: insight
Not currently
engaged –
A quiet pint
with the match
A quiet pint with the match
Engaging with A quiet pint with the match
‘The arts’ are an unfamiliar, and overlooked, concept for this        Most important media for this group
group and need to be positioned as part of a broader leisure
opportunity. Strategies that position arts engagement as a            TV
chance to make use of their skills (e.g. manual or craft              They watch a lot of television and a broad range of
skills), learn new skills to aid employment or tell their story are   programmes, particularly on BBC One, ITV1, Five, Sky Sports
likely to be more effective. Arts activities or experiences could     News and other digital channels. This group tends to have a
also be offered as support I                                          particular affinity with sport, but they also watch soaps, game
n difficult times, such as periods of poor                            shows, real life crime shows and light entertainment. Their
health or unemployment – partnerships                                 favourite programmes include Match of the Day, Coronation
with other providers could be valuable in reaching this group.        Street, Emmerdale, Deal or No Deal and Crimewatch.
When communicating with this segment it is important to keep          Radio
the tone informal and down to earth. Reaching out to this             They are regular weekday radio listeners, mainly to
audience in pubs or community venues (such as sports                  commercial stations or BBC Radio 5 Live. Members of this
clubs), and using existing local media and community                  group tend to be most interested in sport programmes such as
networks are also likely to be effective ways to engage with          Kick Off on talkSPORT, and Drive on Radio 5 Live.
them.                                                                 Newspapers
Their demographics                                                    Half read newspapers every day to keep up with local and
                                                                      national news, the latest in sport and to check TV listings.
• the majority of this group – two-thirds – are men                   Many read the local paper; the national papers they prefer are
• broad age span                                                      The Sun, Metro and The Daily Mirror.

• the majority live with a partner, they are more likely than         Magazines
  average to have children living at home                             Once or twice a month they might read a magazine, with
                                                                      favourites including Sky Sports Magazine, Auto Trader and TV
• they typically have limited financial means and a lower level       Choice.
  of education
                                                                      Outdoors
• a third are not currently working                                   A higher than average proportion of this segment are
• the majority are white                                              commuters and they mostly notice advertising on buses, at bus
                                                                      stops and advertising hoardings on the roadside or on
• a higher than average proportion are from Black and                 buildings. They are more likely than average to notice
  minority ethnic backgrounds                                         advertising in pubs and clubs.GB TGI NET 2010
                                                                      Data sources: Taking Part survey 2008/9 and
                                                                      Q3 – Target Group Index © Kantar Media UK Ltd 2010
                                                                      Profiling by: TGI Insights & Integration
    12 Arts audiences: insight

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What about the Non-Participants? - James Doeser | congres podiumkunsten 2012

  • 2. About our segmentation research Arts Council England’s segmentation analysis is based on an analysis of the patterns of arts engagement and attitudes towards the arts, drawn from Taking Part, a large-scale national survey of cultural engagement. 2011 has seen us update our original segmentation work from 2008*, using the most recent Taking Part and Target Group Index (TGI) data to provide refreshed profiles. This was conducted in three stages: • Replication using the latest Taking Part data – of the 13 arts consumer segments identified in the 2008 segmentation analysis • Linking of the consumers segments within TGI survey data from 2009/10 • Use of Taking Part and TGI data to profile the 13 segments, providing information on socio-demographic characteristics, lifestyle habits, media profiles, digital behaviour, and attitudes * www.artscouncil.org.uk/arts-audiences-insight-2008 02 Arts audiences: insight
  • 3. Why segmentation research is important for the arts Segmentation is relevant to the arts because: • not all people are the same, or share the same attitudes, opinions and motivations about the arts • people’s differing attitudes, opinions and motivations shape behaviour: it can show how and why people are likely to engage with the arts • from a marketing perspective, a person from one segment can be responsive to one approach, while the same approach can be wholly inappropriate for a person from another segment 03 Arts audiences: insight
  • 4. Why our research is important Our approach to segmentation has three key features: • it covers all English adults, not just a particular audience group – this enables artists and arts organisations to understand their current audiences within the context of wider patterns of arts engagement, and to think about potential future audiences • it starts with the arts – existing population-wide segmentation tools (e.g. ACORN and Mosaic)* are based largely on the on the socio-demographic characteristics of different groups, while this segmentation is based on patterns of arts engagement and attitudes towards the arts. It therefore provides a tailored, more effective tool for arts marketing in particular, allowing us to explore socio-demographic and other lifestyle factors in the context of people’s artistic lives, not vice versa • it looks across patterns of arts attendance and participation – the events people go to see as well as the activities they take part in at home or with friends * Geodemographic classifications of consumer types developed by CACI (ACORN) and Experian (Mosaic). 04 Arts audiences: insight
  • 5. How the segmentation research might be used This segmentation provides insight into why and how different kinds of people engage with the arts in England. It can help any organisation working to increase arts engagement to identify target segments and develop tailored engagement strategies and marketing campaigns. • it increases collective knowledge about how people in England engage with the arts – putting individual projects into context • it develops potential new strategies for increasing arts engagement and expanding audiences • it informs marketing of existing arts opportunities 05 Arts audiences: insight
  • 7. Re-cap of the original segmentation method Group 1 Group 2 Group 3 Neither Attend/ Participate attend nor participate only participate cluster analysis of Taking divided into 3 cluster analysis of Taking Part data based on types subgroups based Part data based on of events on age (16–29, background and barriers attended, frequency of 30–59, 60+) towards attendance and attendance, participation in participation – resulting in arts activities, reasons for 4 clusters engaging and desire to do more – resulting in 6 clusters The 10 clusters and 3 subgroups identified in this process are the 13 segments 07 Arts audiences: insight
  • 8. Linking methodology in original segmentation Data fusion Creates a modelled match between similar between Taking Part respondents on each survey so that all and TGI datasets variables can be donated from one survey to another Variable Variable Attendance at ballet TV viewing Taking Part TGI Age Social attitudes respondent respondent Fusion Reason for attending Favourite brands 08 Arts audiences: insight
  • 9. Linking methodology in update to profiles After re-creating the 13 segments in Taking Part... Discriminant analysis to create a linking The algorithm predicts a single variable (i.e. algorithm between TGI segment membership) using only TGI data data and segments Variable Segment Urban arts TV viewing eclectic TGI Fun, fashion and Social attitudes friends respondent Algorithm Time-poor Favourite brands assigning TGI dreamers respondent to a segment 09 Arts audiences: insight
  • 10. Key findings The analysis identified 13 distinct arts consumer segments among English adults. The percentages show the estimated proportion of English adults in each segment. 010 Arts audiences: insight
  • 11. Not currently engaged – A quiet pint with the match
  • 12. A quiet pint with the match Engaging with A quiet pint with the match ‘The arts’ are an unfamiliar, and overlooked, concept for this Most important media for this group group and need to be positioned as part of a broader leisure opportunity. Strategies that position arts engagement as a TV chance to make use of their skills (e.g. manual or craft They watch a lot of television and a broad range of skills), learn new skills to aid employment or tell their story are programmes, particularly on BBC One, ITV1, Five, Sky Sports likely to be more effective. Arts activities or experiences could News and other digital channels. This group tends to have a also be offered as support I particular affinity with sport, but they also watch soaps, game n difficult times, such as periods of poor shows, real life crime shows and light entertainment. Their health or unemployment – partnerships favourite programmes include Match of the Day, Coronation with other providers could be valuable in reaching this group. Street, Emmerdale, Deal or No Deal and Crimewatch. When communicating with this segment it is important to keep Radio the tone informal and down to earth. Reaching out to this They are regular weekday radio listeners, mainly to audience in pubs or community venues (such as sports commercial stations or BBC Radio 5 Live. Members of this clubs), and using existing local media and community group tend to be most interested in sport programmes such as networks are also likely to be effective ways to engage with Kick Off on talkSPORT, and Drive on Radio 5 Live. them. Newspapers Their demographics Half read newspapers every day to keep up with local and national news, the latest in sport and to check TV listings. • the majority of this group – two-thirds – are men Many read the local paper; the national papers they prefer are • broad age span The Sun, Metro and The Daily Mirror. • the majority live with a partner, they are more likely than Magazines average to have children living at home Once or twice a month they might read a magazine, with favourites including Sky Sports Magazine, Auto Trader and TV • they typically have limited financial means and a lower level Choice. of education Outdoors • a third are not currently working A higher than average proportion of this segment are • the majority are white commuters and they mostly notice advertising on buses, at bus stops and advertising hoardings on the roadside or on • a higher than average proportion are from Black and buildings. They are more likely than average to notice minority ethnic backgrounds advertising in pubs and clubs.GB TGI NET 2010 Data sources: Taking Part survey 2008/9 and Q3 – Target Group Index © Kantar Media UK Ltd 2010 Profiling by: TGI Insights & Integration 12 Arts audiences: insight