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

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

1. About Arts audience: insight

What is segmentation? An established market research technique that breaks down a given market/group of people into distinct consumer ‘types’ Identifies shared wants and needs Enables more precise targeting and tailored marketing and communications Used by many arts organisations (e.g. Tate and RSC) and increasingly by public bodies (e.g. BBC, Sport England, National Trust)

An established market research technique that breaks down a given market/group of people into distinct consumer ‘types’

Identifies shared wants and needs

Enables more precise targeting and tailored marketing and communications

Used by many arts organisations (e.g. Tate and RSC) and increasingly by public bodies (e.g. BBC, Sport England, National Trust)

Isn't it stereotyping? Spot patterns across individuals Trade off for gaining insight that helps to develop more effective, targeted strategies Strong national correlations between arts engagement, lifestyle and demographics Valuable to study broad national patterns while recognising uniqueness of individuals on micro level Not everyone in a given segment is identical, but there are clear trends that this profiling picks up Individuals allocated to the segment to which they have the highest probability of belonging Good indication of the types of initiatives that are likely to be successful among different type of arts engagers

Spot patterns across individuals

Trade off for gaining insight that helps to develop more effective, targeted strategies

Strong national correlations between arts engagement, lifestyle and demographics

Valuable to study broad national patterns while recognising uniqueness of individuals on micro level

Not everyone in a given segment is identical, but there are clear trends that this profiling picks up

Individuals allocated to the segment to which they have the highest probability of belonging

Good indication of the types of initiatives that are likely to be successful among different type of arts engagers

Why was the segmentation commissioned? Improve understanding of how and why different people engage with the arts – building on previous Taking Part research Provide a framework for considering how well current arts provision is meeting the needs of the English population Get insight for strategies for increasing engagement

Improve understanding of how and why different people engage with the arts – building on previous Taking Part research

Provide a framework for considering how well current arts provision is meeting the needs of the English population

Get insight for strategies for increasing engagement

How did Arts Council England do it? Taking Part survey 2005/06 – analysis of patterns of arts attendance, participation, motivations, barriers. A broad range of activities considered Definitions of attendance and participation used 2. Identification of 13 distinct groups of arts consumers 3. Statistical fusion of Taking Part with Target Group Index survey Profiling of the segments based Taking Part and TGI data (arts engagement, demographics, leisure time use, attitudes, media use, etc)

Taking Part survey 2005/06 – analysis of patterns of arts attendance, participation, motivations, barriers. A broad range of activities considered

Definitions of attendance and participation used

2. Identification of 13 distinct groups of arts consumers

3. Statistical fusion of Taking Part with Target Group Index survey

Profiling of the segments based Taking Part and TGI data (arts engagement, demographics, leisure time use, attitudes, media use, etc)

Resulting information Vast amount of information on segments from Taking Part and TGI: Geodemographics Behavioural Psychological Taking Part and key trends from TGI data available for sharing Doesn’t answer all questions – e.g. no data on which specific venues/productions attended, previous patterns of engagement, average spend, specific arts-related data (e.g. favourite composers, playwrights)

Vast amount of information on segments from Taking Part and TGI:

Geodemographics

Behavioural

Psychological

Taking Part and key trends from TGI data available for sharing

Doesn’t answer all questions – e.g. no data on

which specific venues/productions attended,

previous patterns of engagement,

average spend,

specific arts-related data (e.g. favourite composers, playwrights)

2. The segments

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

The West Midlands

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 .

Typical demographics two thirds aged 16–34 two thirds female third have children in the household mostly white (93%) better educated than average (a third hold degrees) comfortably off and slightly above average socio-economic position most are working , a fifth part-time

two thirds aged 16–34

two thirds female

third have children in the household

mostly white (93%)

better educated than average (a third hold degrees)

comfortably off and slightly above average socio-economic position

most are working , a fifth part-time

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

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

Arts engagement infrequent attenders at ‘mainstream’ events: musicals, panto, pop concerts, plays, exhibitions active participants : painting, playing an instrument, textiles, computer art positive attitude towards the arts; typically encouraged to engage when young into what they see as contemporary , trendy, social work constraints – last-minute access/arts on demand

infrequent attenders at ‘mainstream’ events: musicals, panto, pop concerts, plays, exhibitions

active participants : painting, playing an instrument, textiles, computer art

positive attitude towards the arts; typically encouraged to engage when young

into what they see as contemporary , trendy, social

work constraints – last-minute access/arts on demand

Engagement with this segment – initial ideas opportunities positioned as ‘contemporary’, ‘trendy’, ‘fun’ offer an opportunity to spend time with friends and family might respond to endorsements from high-profile media campaigns and celebrities making things available for last-minute booking create opportunities that chime in with their interests and fit their lifestyle

opportunities positioned as ‘contemporary’, ‘trendy’, ‘fun’

offer an opportunity to spend time with friends and family

might respond to endorsements from high-profile media campaigns and celebrities

making things available for last-minute booking

create opportunities that chime in with their interests and fit their lifestyle

Engagement with this segment – media word of mouth is an important communication tool exposed to outdoor advertising daily during commute posters at railway stations, on the underground, taxis keen on making calls online, online dating and social networking buys magazines to keep up with the celebrity news majority read papers at least a couple of days a week average radio listeners

word of mouth is an important communication tool

exposed to outdoor advertising daily during commute posters at railway stations, on the underground, taxis

keen on making calls online, online dating and social networking

buys magazines to keep up with the celebrity news

majority read papers at least a couple of days a week

average radio listeners

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 .

Typical demographics an equal gender mix typically have a low educational level and work/last worked in routine or semi-routine jobs over half are not currently working limited financial means , with nearly a third living in socially rented accommodation a slight skew towards both the younger and older age groups, over-represented by 16-24 and 65–84 year olds a slight skew to poorer levels of health and having a limiting disability, illness or infirmity higher than average proportion from Black or minority ethnic backgrounds

an equal gender mix

typically have a low educational level and work/last worked in routine or semi-routine jobs over half are not currently working

limited financial means , with nearly a third living in socially rented accommodation

a slight skew towards both the younger and older age groups, over-represented by 16-24 and 65–84 year olds

a slight skew to poorer levels of health and having a limiting disability, illness or infirmity

higher than average proportion from Black or minority ethnic backgrounds

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

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

Arts engagement many listen to music in their free time currently unlikely to engage with the arts in other ways they typically received a low level of encouragement when young they are more likely to cite a number of practical reasons as barriers i.e. including high cost, lack of transport, poor information about available opportunities, no-one to attend or participate with, and lack of opportunities to engage near to where they live

many listen to music in their free time

currently unlikely to engage with the arts in other ways

they typically received a low level of encouragement when young

they are more likely to cite a number of practical reasons as barriers i.e. including high cost, lack of transport, poor information about available opportunities, no-one to attend or participate with, and lack of opportunities to engage near to where they live

Engagement with this segment – initial ideas arts need to be positioned as part of a broader leisure opportunity an opportunity for relaxation or presented as part of organised packages or group activities activities during holidays are likely to be more effective making activities free of charge or low cost ensuring that there are arts opportunities available in close proximity

arts need to be positioned as part of a broader leisure opportunity

an opportunity for relaxation or presented as part of organised packages or group activities

activities during holidays are likely to be more effective

making activities free of charge or low cost

ensuring that there are arts opportunities available in close proximity

Engagement with this segment – media lots of TV not much radio, only news , current affairs and sports newspapers are popular - Sun, news of the World, Mirror some read magazines – Take a Break internet for email, chat and games

lots of TV

not much radio, only news , current affairs and sports

newspapers are popular - Sun, news of the World, Mirror

some read magazines – Take a Break

internet for email, chat and games

3. Activity

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.

Activity : Mining the data In pairs: 1. Your local swimming pool wants to work with your organisation for an arts/sport cross-promotion. Which segments would you recommend prioritising for this? Why? 2. A local travel firm is offering to provide a holiday as a prize for the 1,000th member of your patron scheme for regularly attending individuals who have now committed to contributing to support the arts on an ongoing basis. You have been asked to suggest a destination for the holiday. Please tell us why you chose this destination. 3. Early planning is underway for a series of arts events at National Trust properties in your region. The core target audience will be current National Trust Members. What are the key target segments and what kind of activity would you recommend?

In pairs:

1. Your local swimming pool wants to work with your organisation for an arts/sport cross-promotion. Which segments would you recommend prioritising for this? Why?

2. A local travel firm is offering to provide a holiday as a prize for the 1,000th member of your patron scheme for regularly attending individuals who have now committed to contributing to support the arts on an ongoing basis. You have been asked to suggest a destination for the holiday. Please tell us why you chose this destination.

3. Early planning is underway for a series of arts events at National Trust properties in your region. The core target audience will be current National Trust Members. What are the key target segments and what kind of activity would you recommend?

3. Uses for Arts audiences: insight

Strategic insight Provides strategic insight Improve general understanding of and spark debate about national and regional arts engagement patterns and current levels of engagement Consider current provision against the segments – current reach, how well different segments served (analysis of segment information and postcode modelling) Identify areas of potential growth – segments, local areas, types of provision etc Inform Arts Council England’s national campaign to launch in spring 2010

Provides strategic insight

Improve general understanding of and spark debate about national and regional arts engagement patterns and current levels of engagement

Consider current provision against the segments – current reach, how well different segments served (analysis of segment information and postcode modelling)

Identify areas of potential growth – segments, local areas, types of provision etc

Inform Arts Council England’s national campaign to launch in spring 2010

Insight for projects/campaigns/programmes Select target segments for project/campaign/ programme of work (e.g. particular production/exhibition) Use segmentation data to inform content, delivery, locations, partners/sponsors, marketing and communications, language, tone

Select target segments for project/campaign/ programme of work (e.g. particular production/exhibition)

Use segmentation data to inform content, delivery, locations, partners/sponsors, marketing and communications, language, tone

Local level insight Provides further local level insight How many people? local area/drive time area breakdown by segments Where are they? estimation of relative levels of segment distribution by postcode sectors/electoral wards wards/local authorities Analysis of postcode databases by segments Note that Intended to give further insight on likely patterns at a local level Segmentation itself is about broad trends, and local level data is modelled with further margin of statistical error Not suitable for monitoring, benchmarking, generating direct mailing lists etc. purposes requiring more precise data

Provides further local level insight

How many people? local area/drive time area breakdown by segments

Where are they? estimation of relative levels of segment distribution by postcode sectors/electoral wards wards/local authorities

Analysis of postcode databases by segments

Note that

Intended to give further insight on likely patterns at a local level

Segmentation itself is about broad trends, and local level data is modelled with further margin of statistical error

Not suitable for monitoring, benchmarking, generating direct mailing lists etc. purposes requiring more precise data

How We Can Access the Data Copyright protected free sharing of topline data (summary profiles) ok restricted external sharing of some more detailed data extracted from the database – with RFOs, audience development agencies, non-funded receiving venues, other current ACE partners (e.g. LAs taking NI11) Most detailed format (20 data tables, by segment): General attitudes – any agree/disagree; definitely agree/disagree Holidays – whether taken; destinations & types Leisure – cultural; light entertainment; outings, shopping, sports Socialising; virtual socialising 9 sheets of Media data – TV, radio, newspapers, magazines, internet, outdoors, cinema, word of mouth, MNQ Alternatively, more ‘predigested’ formats could also be developed

Copyright protected

free sharing of topline data (summary profiles) ok

restricted external sharing of some more detailed data extracted from the database – with RFOs, audience development agencies, non-funded receiving venues, other current ACE partners (e.g. LAs taking NI11)

Most detailed format (20 data tables, by segment):

General attitudes – any agree/disagree; definitely agree/disagree

Holidays – whether taken; destinations & types

Leisure – cultural; light entertainment; outings, shopping, sports

Socialising; virtual socialising

9 sheets of Media data – TV, radio, newspapers, magazines, internet, outdoors, cinema, word of mouth, MNQ

Alternatively, more ‘predigested’ formats could also be developed

How We Can Use the Data SPSS database, held at ACE research team Analyses can be shared externally – selection to go on website; request if need anything else But commercial use and marketing of Taking Part derived data services prohibited Data shared in 2 Excel sheets: large file with data by segment regional breakdowns (county,district,ward) All analysis so far relates to segments as a whole More detailed analyses also possible (e.g. barriers to participation among those with children in Family and community focused segment)

SPSS database, held at ACE research team

Analyses can be shared externally – selection to go on website; request if need anything else

But commercial use and marketing of Taking Part derived data services prohibited

Data shared in 2 Excel sheets:

large file with data by segment

regional breakdowns (county,district,ward)

All analysis so far relates to segments as a whole

More detailed analyses also possible (e.g. barriers to participation among those with children in Family and community focused segment)

4. Examples of Use

West Midlands in more detail

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

Example : The Big Picture dataset Why did we profile this data? Segmentation profile of participants Segmentation profile of website users Summary of learning

Why did we profile this data?

Segmentation profile of participants

Segmentation profile of website users

Summary of learning

Example: Venue X box office data set Introduction to the exercise Segmentation profile of film bookers What strategies would you suggest to grow audiences for film? What segments would you concentrate on?

Introduction to the exercise

Segmentation profile of film bookers

What strategies would you suggest to grow audiences for film?

What segments would you concentrate on?

can’t answer all questions positioned as an additional resource Arts audiences insight v/s other resources Strengths Shortcomings Includes non-engaged Not venue-specific info National context (for strategy and policy) Snapshot (some data will date) Arts specific (cf. ACORN) Local level heavily modelled from national Range of art forms Cannot generate mailing lists Detail on each segment’s lifestyle and behaviour

can’t answer all questions

positioned as an additional resource

How You Could Use It There are many different ways to use the Arts audiences: insight As it is, an ‘off-the-peg’ segmentation approach As one of several factors in your own segmentation For background information To enable you to compare audiences with peers To report on audiences in a recognised format To identify potential audiences To identify marketing methods and tools for attracting various segments

There are many different ways to use the Arts audiences: insight

As it is, an ‘off-the-peg’ segmentation approach

As one of several factors in your own segmentation

For background information

To enable you to compare audiences with peers

To report on audiences in a recognised format

To identify potential audiences

To identify marketing methods and tools for attracting various segments

Conclusions Segmentation is a vital audience development tool – not a monitoring tool This is a useful for overview of audiences – but there will be exceptions Aids targeted campaigns – support pin point not scattergun approach Should support engagement agenda - NI 10, 11 – 25% UK local authorities Audiences Central role is to support the dissemination of the segmentation and encourage engagement over the next two years

Segmentation is a vital audience development tool – not a monitoring tool

This is a useful for overview of audiences – but there will be exceptions

Aids targeted campaigns – support pin point not scattergun approach

Should support engagement agenda - NI 10, 11 – 25% UK local authorities

Audiences Central role is to support the dissemination of the segmentation and encourage engagement over the next two years

5. Q & A

Thank You! Vishalakshi Roy [email_address]

Definition of attendance… 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 (eg Mela, Baisakhi) play or drama other theatre performance such as musicals, pantomime opera or operetta classical music performance jazz performance other live music event ballet contemporary dance African people’s dance, South Asian and Chinese dance other live dance event 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 (eg Mela, Baisakhi)

play or drama

other theatre performance such as musicals, pantomime

opera or operetta

classical music performance

jazz performance

other live music event

ballet

contemporary dance

African people’s dance, South Asian and Chinese dance

other live dance event

… and participation 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 Arts participation is defined as those who have done in the past 12 months at least one of the following: Back to main presentation

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