Culture Segments - Creative New Zealand

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ESSENCE Discerning Spontaneous Independent Sophisticated 340,300 adults 10% 28
ESSENCE Who are they? Children at home The Essence segment tends to be well-educated professionals who are highly-active cultural consumers and creators. They are leaders rather than followers. Confident in their own tastes, they will act spontaneously according to their mood and pay little attention to what others think. Age profile 50% Children 32% Attitudes and life priorities EXPLORING ART & CULTURE SELF DEVELOPMENT LIFELONG LEARNERS EXPERIENCE OVER MATERIAL GOODS ADVENTURES 34% 16 - 34 35 - 64 15% 65+ Highest education level reached Up to school 16% Vocational 40% Degree 41% What needs are they looking to fulfil? Whilst they live full and active lives, they will make time for cultural activities. Arts and culture are an integral, even essential, part of their life. <strong>Culture</strong> is something they can experience with or without others, rather than a social activity or form of entertainment, culture is a source of self-fulfilment and challenge; a means for experiencing life. They are inner-directed and self-sufficient. They actively avoid the mainstream, what other people think is of little importance to them. They are fiercely independent and will pride themselves in being the first to discover little-known names. What do they do? Artform interest index: Annual artform frequency index: Annual artform frequency: Likes and dislikes +15 +27 20 The Essence segment demonstrates a high level of cultural consumption and participation across a broad expanse of cultural activities. They are adventurous and discerning in their tastes, engaging and creating often, with the arts and culture taking a prominent role in their life. Likes Challenging artforms Independent cinema Theatre Music Art Literature High quality production Popular or lowbrow culture Amateurism Dislikes 29
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 and 16: EXPRESSION What is their value? Exp
Page 17 and 18: PERSPECTIVE Who are they? Age profi
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: RELEASE What is their value? Expend
Page 31 and 32: How to read this data The data All

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