Culture Segments - Creative New Zealand

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PERSPECTIVE Settled Self-sufficient Focused Contented 244,900 adults 7% 16
PERSPECTIVE Who are they? Age profile Children at home The Perspective segment is settled, fulfilled and home-orientated. The arts and culture are low among their priorities, however their underlying spontaneous nature, need to make their own discoveries and desire to learn provides a focus for engaging with arts and culture. 57% Children 22% Attitudes and life priorities OPTIMISTIC THEIR OWN NEEDS ARE IMPORTANT INNER DIRECTED READING LEARNING THE OUTDOORS 29% 16 - 34 35 - 64 14% 65+ Highest education level reached Up to school 40% Vocational 31% Degree 29% What needs are they looking to fulfil? The Perspective segment has an optimistic outlook, they are inner-directed and prioritise their own needs above others. Whilst this means they are highly contented, their horizons have become somewhat narrowed. They tend to gravitate to a limited ‘days out’ focus in their leisure time, based around a small number of interests that have become habitual over time. The Perspective segment doesn’t see the arts as essential; culture for them is not part of their identity. Nevertheless they do see some forms of culture as providing the opportunity to pursue an interest or broaden their horizons, and it is this area which offers the greatest potential to increase the scope of their cultural consumption – by offering them a new pespective on life and the things that they are already interested in. What do they do? Artform interest index: Annual artform frequency index: Annual artform frequency: Likes and dislikes -24 -54 7 The range of artforms that the Perspective segment engage with, or show an interest in engaging with, is relatively small and largely limited to the outdoors and nature activities. Their tastes tend to lean towards the traditional over the contemporary, topics such as literature, history and the natural world have the potential to spark their interest. They show an interest in libraries, museums and other cultural venues that focus on learning, as a means of further developing their specific interests and broadening their horizons. Likes Formal gardens Large parks Scenic Birdwatching Literature events Museums Contemporary High-brow Music festivals and events Theme parks Dislikes 17
Page 1 and 2: Culture Segments Culture Segments N
Page 3 and 4: Audience Atlas Culture Segments Aud
Page 5 and 6: The segments We have identified eig
Page 7 and 8: ENRICHMENT Mature Traditional Herit
Page 9 and 10: ENRICHMENT What is their value? Exp
Page 11 and 12: ENTERTAINMENT Who are they? Childre
Page 13 and 14: EXPRESSION Receptive Confident Comm
Page 15: EXPRESSION What is their value? Exp
Page 19 and 20: STIMULATION Active Experimental Dis
Page 21 and 22: STIMULATION What is their value? Ex
Page 23 and 24: AFFIRMATION Who are they? The core
Page 25 and 26: RELEASE Busy Ambitious Prioritising
Page 27 and 28: RELEASE What is their value? Expend
Page 29 and 30: ESSENCE Who are they? Children at h
Page 31 and 32: How to read this data The data All

Culture Segments - Creative New Zealand

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