Arts audiences: insight [PDF 6.5 MB] - Arts Council England

Arts audiences:insight

IntroductionThe information summarised in this publicationhelps us to get a better understanding of currentand potential arts audiences across England.It is based on new, in-depth segmentation researchthat breaks down the English adult population interms of their engagement with the arts.In the context of how the arts fit into people’severyday lives, it provides new insight into thepatterns of arts consumption and attitudes towardsthe arts, how people spend their leisure time andwhat competes with the arts for people’s attention.It also considers socio-demographic factors, mediaconsumption and lifestyles.The research can be used as a tool to informmarketing and audience development plans for artsorganisations, local authorities and other agenciesworking in the arts. It also contains insights thatorganisations might find useful in the developmentof an arts activity itself.02 Arts audiences: insight

ContentsAbout the segmentation research 04Why segmentation research is 04important for the artsHow the segmentation research 05might be usedFinding out more 05Key findings 06Highly engagedUrban arts eclectic 08Traditional culture vultures 12Some engagementFun, fashion and friends 17Mature explorers 21Dinner and a show 25Family and community focused 29Bedroom DJs 33Mid-life hobbyists 37Retired arts and crafts 41Not currently engagedTime-poor dreamers 46A quiet pint with the match 50Older and home-bound 54Limited means, nothing fancy 5803 Arts audiences: insight

About the segmentation researchArts Council England works to enableeveryone to experience arts that enrichtheir lives. To help achieve this we work inpartnership with artists, arts organisations,local authorities and others to find newways to excite, engage and inspire people.To inform this work, we have developeda new arts-based segmentation ofEnglish adults. This research looks at artsengagement across a very broad spectrumof arts events and activities, from opera toknitting, carnivals to video art.‘Segmentation’ is a market researchmethod where a given market is brokendown into distinct groups that behavein similar ways or have similar needs.Segmentation can help organisations tounderstand their markets, identify groupsof consumers they would like to target anddevelop products and communications thatanticipate their needs.The segmentation was conducted byEnlightenment (part of BMRB) in fourkey stages:• analysis of the patterns of artsengagement and attitudes towards thearts among English adults (aged 16 andover), based on data from Taking Part,a large-scale national survey of culturalparticipation• identification of 13 arts consumersegments• statistically-based fusion of Taking Partwith Target Group Index (TGI) survey• use of Taking Part and TGI data to profilethe 13 segments, providing informationon socio-demographic characteristics,lifestyle habits, media profile andattitudesWhy segmentation researchis important for the artsSegmentation is relevant to thearts because:• not all people are the same, or share thesame attitudes, opinions and motivationsabout the arts• people’s differing attitudes, opinions andmotivations shape behaviour – how andwhy people are likely to engage withthe arts• from a marketing perspective, a personfrom one segment can be responsive toone approach, while the same approachcan be wholly irrelevant to a person fromanother segmentSegmenting audiences is not a newapproach for many arts organisations,and is standard business practice formost commercial organisations. Differentorganisations adopt different methods forsegmenting different markets, depending ontheir needs. Our approach to segmentationhas three key features:• it covers all English adults, not justa particular audience group – thisenables artists and arts organisationsto understand their current audienceswithin the context of wider patterns ofarts engagement, and to think aboutpotential future audiences• it starts with the arts – existingpopulation-wide segmentation tools (egACORN and Mosaic) * are based largely onthe socio-demographic characteristics ofdifferent groups, while this segmentationis based on patterns of arts engagementand attitudes towards the arts. Ittherefore provides a tailored tool for artsmarketing in particular, allowing us toexplore socio-demographic and other04 Arts audiences: insight* Geodemographic classifications of consumer typesdeveloped by CACI (ACORN) and Experian (Mosaic).

lifestyle factors in the context of people’sartistic lives, not vice versa• it looks across the patterns of both artsattendance and participation – the eventspeople go to see as well as the activitiesthey take part in at home or with friendsHow the segmentationresearch might be usedThis segmentation provides insight intowhy and how different kinds of peopleengage with the arts in England. It can helpany organisation working to increase artsengagement to identify target segments anddevelop tailored engagement strategies andmarketing campaigns. The segmentationdoesn’t have all the answers – it can’tpredict exactly how each individual in agiven segment will behave; if you’re an artsorganisation it can’t tell you exactly whois and who isn’t engaging with your work.But artists and arts organisations we havespoken to about this research so far havesaid that they might use it to:• increase collective knowledge about howpeople in England engage with the arts –putting individual projects into context• develop potential new strategiesfor increasing arts engagement andexpanding audiences• inform the marketing of existing artsopportunitiesFinding out moreThe summaries of each segment presentedin this publication are based on a largeamount of detailed data. If you want toknow more about a particular segment,please go to www.artscouncil.org.uk/audienceinsight, where you can find:• online versions of the segmentdescriptions• tables with more detailed Taking Partsurvey data on for example the segments’socio-demographic characteristics, artsattendance and participation patternsand engagement with other culturalsectors and sport• suggestions on how this research mightbe used• a technical note with further informationon the analytical methodology• a comprehensive question and answersectionYou can also contact us ataudienceinsight@artscouncil.org.ukwith any questions about the segmentation.In the first instance, the Arts Council will beusing it to inform the design and delivery ofa national participation campaign.05 Arts audiences: insight

Key findingsThe analysis identified 13 distinct artsconsumer segments among English adults.Highly engagedUrban arts eclectic5% 4%Traditional culturevulturesSome engagementattend and may also participateFun, fashion andfriends18% 3%Mature explorers11% 4%Dinner and a show20%Family and communityfocused11%Bedroom DJsMid-life hobbyistsRetired arts and crafts3%participate onlyNot currentlyengagedTime-poor dreamers7% 6%A quiet pint with the match8% 2%Older and home-boundLimited means,nothing fancyThe percentages show the estimated proportion ofEnglish adults in each segment.06 Arts audiences: insight

Highlyengaged

Urban artseclectic

9 Arts audiences: insightIllustration: Adrian Talbot

Urban arts eclectic 5% of English adultsHighly qualified, affluent, and inthe early stages of their career,Urban arts eclectics are ambitious,entrepreneurial and believe in seizinglife’s opportunities.They seek new experiences throughtravel, food and an interest in othercultures and like to splash outoccasionally on expensive meals orextravagant purchases. Friends areimportant to them and they describethemselves as optimistic, creative andopen-minded.Their leisureThey enjoy spending time with friends andhave the time and money to eat out, to gothe gym and the cinema, visit museums andattend cultural events and arts activities.They like to keep up with trends and enjoytravelling, for example to archaeologicalsites. They lead a balanced lifestyle, beingphysically active, enjoying a healthy diet andrelishing challenges and new experiences.They shop at a wide range of shops and arenot too concerned with bagging a bargain.While many of this group like to shop insmall, independent retailers, a typical tripto the shops will also take in retail outletslike Boots, WH Smith, Marks and Spencer,Sainsbury’s, Tesco, Clinton Cards, JohnLewis, Waitrose and TK Maxx.10 Arts audiences: insightTheir arts• more actively engaged in the arts thanany other segment• frequent attendance across a rangeof events such as live music gigs,exhibitions, street arts, video orelectronic art events, plays, carnivalsand culturally-specific festivals• the most active arts participants canalso be found among this segment,with interests ranging from dance andcomputer art to photography, music andwriting poetry or stories• some Urban arts eclectics would engageeven more frequently – if only they hadmore free time, and the most commonreasons they cite for engaging withthe arts are enjoyment and learningnew skillsEngaging with Urban arts eclecticsThis group are already highly engaged withthe arts and are open to new experiences,so they are likely to be receptive toinformation about the arts. The challengewill be competing for their time giventheir wide variety of other interests, andenabling them to broaden the range of theirexperience even further.The right kind of message will be crucial:positioning the arts offer as something newand cutting edge, as an opportunity to learnor develop new skills, explore other culturesor a chance to socialise, meet new peopleand spend time with friends could allbe fruitful.The fact that this group are already activesuggests that in-venue marketing is a keyway to reach this group. However, theyare also keen internet users and onlinecommunications could be an effective wayto engage with Urban arts eclectics.

Their demographics• typically young – half aged under 35 –without any children in the household• typically affluent, working full-time inmanagerial or professional jobs; a fifthare still in full-time study• highly educated, with three fifths holdinghigher educational qualifications• most live in urban areas, with over aquarter living in London• a higher than average proportion -around a sixth - are from Black andminority ethnic backgroundsTheir mediaTVThey do not watch a great deal of TV, beingmost likely to tune in to watch films, newsand current affairs, dramas, documentaries,arts or educational programmes on BBC1,Channel 4, E4, ITV1 and BBC2. Popularprogrammes include Have I Got News ForYou, BBC Ten O’Clock News, The Simpsonsand Top Gear.RadioThey are also fairly light radio listeners,taking an interest in the news and currentaffairs programmes, as well as Radio 4comedy, sports and live in-studio bands.PressMany read newspapers every day, includingweekends (eg Sunday Times, Daily Mail onSaturday) to keep up with local, national,European and international news.MagazinesThey also occasionally read magazines, withtopics of interest including national news,arts, books and music. Popular magazinesinclude National Geographic, Sky magazine,and store magazines from Tesco and M&S.InternetThey are confident internet users, and arekeen on shopping online. They also spendtime online reading the news, emailing,banking, buying music, looking at travelsites or checking cinema listings and theweather forecast.OutdoorsWhen travelling to work and outings theyhave some exposure to outdoor posters,noticing advertising on buses, at bus stops,on roadside hoardings and in shoppingcentres.CinemaThey go to the cinema at least a few timesa year, some monthly or even more often,with an interest in a range of genres, fromaction adventures, thrillers and romanticcomedies to foreign films, period dramasand documentaries.Word of mouthThey typically talk to people about clothes,food, healthy living, alcoholic drinks andmobile phones.Data sources: Taking Part survey 2005/06; Fused Taking Part survey2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)11 Arts audiences: insight

Traditionalculture vultures

13 Arts audiences: insightIllustration: Emily Forgot

Traditional culture vultures 4% of English adultsAt a later stage of life and havingattained a high standard of living,Traditional culture vultures have timeto devote to their leisure interests – inaddition to arts and culture, they enjoygardening, trying new recipes, spendingtime with their family and travelling.Health conscious, they also make it apriority to exercise weekly.Their leisureWhen at home you might find Traditionalculture vultures immersed in a good book,gardening, reading the papers, or preparingand enjoying a meal with family and friends.They enjoy the outdoors and occasionallygo on days out to visit garden shows,castles, archaeological sites, zoos and safariparks, or spend an afternoon bird watching.They also exercise weekly, favouring lowimpact activities such as walking, swimming,aerobics, golf and cycling.In the evenings, they regularly attend artsand cultural events. Drawing on theirsubstantial financial means they also eatout regularly, and take at least two holidaysa year.As shoppers, they are ad-resistant and tendto stick to ‘tried and tested’, high-qualityproducts and brands. A typical shopping tripmight take them to a wide range of retailoutlets, including Marks & Spencer (for bothfood and clothes), John Lewis, Waitrose,Tesco, Sainsbury’s, Boots, WH Smith,Clinton Cards, Superdrug, Debenhams,Holland & Barrett or B&Q (for DIY orgardening products).14 Arts audiences: insightTheir arts• Traditional culture vultures are keenlyinterested in the arts, having beenencouraged to engage from a young age• they form the core, loyal audiencebase of several more traditional artsevents including opera, ballet, plays anddramas, classical music concerts and artexhibitions• their interest in the arts extends into theirhobbies – in their leisure time many ofthem enjoy textile crafts, photography,playing a musical instrument or paintingand drawingEngaging with Traditionalculture vulturesTraditional culture vultures are alreadyhighly engaged with the arts, and havethe time and the financial means to attendtheir favourite events. The challenge willbe getting them to try out something new,given their tendency to stick to the ‘triedand tested’. One way to encourage them totry new things could be through multi-ticketoffers, introducing one more ‘experimental’item in an otherwise familiar mix of outings.Positioning the opportunities as high quality,with endorsement from arts professionalsand critics is also likely to be effective.As they are already frequent attenders,in-venue marketing is a key way to reachthis group. Targeted radio and onlinecommunications could also be effective.Their demographics• the majority of this group – nearly twothirds – are women• typically older – two thirds aged 45–74– living with a partner and without anychildren in the household

• the majority report good health• almost exclusively from a white ethnicbackground• highly educated, with two thirds holdinghigher educational qualifications• typically affluent owner-occupiers whowork/last worked in managerial orprofessional jobs• a higher than average proportion -just over a quarter - live in rural areasTheir mediaTVThey watch relatively little TV (mostly up to20 hours per week). They typically watchBBC1, BBC2 and UKTV Drama, showinginterest in the news, documentaries andeducational programmes and TV drama.Among their favourite programmes are BBCSix O’Clock and BBC Ten O’Clock News,BBC1 early evening regional news, and HaveI Got News For You.RadioThey are light to medium radio listeners(up to 28 hours a week). In addition to thenews they like listening to concerts andprogrammes on current affairs, gardening,business and finance. Their favouriteprogrammes include The Today Programme,Classic FM Requests, Official Classic FMChart and comedy programmes on Radio 4.MagazinesThe majority read one or two magazinesa month, such as Your M&S, Tescoor Sainsbury’s Magazine and GoodHousekeeping.InternetTheir internet usage is high, with themajority going online every day, mainly forsearching information on travel, weather,news and health, and to access informationon events. Their online purchases revolvearound travel, books and buying tickets toevents.OutdoorsWhen out and about, they have exposureto roadside posters and posters onbuildings, on buses, in shopping malls, atsupermarkets and on petrol pumps.CinemaFrequent or at least occasional cinemagoers,they prefer period dramas, adventurefilms and comedies.Data sources: Taking Part survey 2005/06; Fused Taking Part survey2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)PressThe majority read newspapers everyday,with an interest in national news, localnews, European news, the environment, andcontent on art, books, music and theatre.The papers they typically read include TheSunday Times, The Sunday Times Magazine,Daily Mail and Daily Mail (Saturday).15 Arts audiences: insight

Someengagement

Fun, fashionand friends

18 Arts audiences: insightIllustration: Pomme Chan

Fun, fashion and friends 18% of English adultsFun, fashion and friends are in the earlystages of developing their career or juststarting families. In their leisure time,they like to indulge their interests infashion, travel and cuisine. They relishseeking out new experiences and arewilling to pay for quality. However, theyare also very environmentally awareand this is reflected in their choiceof brands.Their leisureFun, fashion and friends make time forsocialising with their friends and partners atpubs, bars or over a meal. With a penchantfor anything ‘new’, they like trying out avariety of cuisines.They pay attention to their fitness andexercise regularly by swimming, cycling,jogging or going to the gym.Keenly interested in fashion, they shopregularly for the latest trends – you mighttypically find them shopping for clothesat Marks and Spencer, Debenhams, Next,Primark, New Look and Dorothy Perkins,buying toiletries at Boots and things for thehome at BHS, Homebase, B&Q and IKEA.Their arts• Fun, fashion and friends express aninterest in the arts, typically havingreceived encouragement to attend artsevents and participate in arts activitieswhen growing up• their attendance typically consists ofinfrequent visits (once or twice a year) tomore ‘mainstream’ arts events, includingmusicals, pantomime and plays, rock orpop concerts and art exhibitions• many of them also engage with creativehobbies in the leisure time, the mostpopular activities including painting ordrawing, playing an instrument andtextile craftsEngaging with Fun, fashion and friendsArts opportunities positioned as‘contemporary’, ‘trendy’, ‘fun’ and as anopportunity to spend time with friends andfamily are likely to be successful amongthis group. Keen followers of media andcelebrity news, they might also respondto endorsements from high-profile mediacampaigns and celebrities. Making thingsavailable for last-minute booking or latenight activities could also ease the pressurescreated by work and family commitmentsand widen the range of opportunities thatthey are able to engage with.In general, this group is already engagedwith and has a positive attitude towards thearts – the challenge is not about convincingthem to engage, but finding appropriatecommunication channels to remind themto go more often, and about creating morearts opportunities that fit with their lifestyleand interests.Their demographics• the majority of this group – nearly twothirds – are women• skew to younger age groups, with twofifths aged 16–34• three fifths live with a partner; a thirdhave children in the household• mostly white• typically well educated, with two fifthsholding higher educational qualifications• average income profile, with a slightlyhigher than average proportion inmanagerial and professional jobs19 Arts audiences: insight

Their mediaTVThey watch a reasonable amount of TV(mostly up to 20 hours a week), witha particular affinity with entertainmentchannels such as E4, Sky Movies and Living.The programmes they enjoy include FridayNight with Jonathan Ross, Grand Designs,Nevermind the Buzzcocks, Parkinson andProperty Ladder.RadioAverage radio listeners, they are most likelyto listen to music charts, chat programmesand entertainment, with their favouriteprogrammes including The Chris MoylesShow, Jonathan Ross, Jo Wiley, Chris Evans,The Official Chart Show and SaturdayLive. They also keep up with the newsand current affairs with programmessuch as Newsbeat, The Today Programmeand Woman’s Hour, and enjoy lightentertainment such as comedy on Radio 4and The Archers.PressThe majority read papers at least a coupleof days a week, with most interest in leisureand lifestyle related content: food anddrink, entertainment guides, film and videoreviews, health and fitness topics.MagazinesThis group buys magazines to keep up withcelebrity news and to read about clothes,fashion and entertainment. In addition tosupermarket and store magazines (ASDAand Tesco), the magazines they are morelikely than average to read include BootsHealth & Beauty, Heat, OK!, Now, Reveal,Closer, Cosmopolitan, Glamour, Elle andGood Housekeeping.InternetThis group uses the internet to socialise:they are keen on making calls online, onlinedating and social networking. They alsouse the internet to view cinema listings, foronline film rentals and to find informationon specific TV channels or programmes.OutdoorsThey are exposed to outdoor advertisingdaily during their commute – theynotice posters at railway stations, on theUnderground and on taxis.CinemaMostly occasional cinema-goers, theyhave wide ranging tastes with a preferencefor romantic comedies, comedies andfantasy films.Word of mouthWord of mouth is an importantcommunication medium for this group –they are early adopters of new products andtalk about a wide array of productsto their friends and family.Data sources: Taking Part survey 2005/06; Fused Taking Part survey2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)20 Arts audiences: insight

Matureexplorers

22 Arts audiences: insightIllustration: Claudia Pape

Mature explorers 11% of English adultsCurious, inquisitive and active, Matureexplorers seek out new experiencesthrough travel, trying out differentcuisines and learning about differentcultures. They keep up to date withcurrent affairs and the news and seekto develop balanced opinions,displaying environmental and socialawareness through their purchasedecisions and lifestyle choices. Neitherfaddish nor brand-conscious, they aremore practical in their spending habitsand tend to opt for the ‘tried andtested’ approach.Their leisureMature explorers like spending timeoutdoors, surrounded by nature, gardeningand bird watching. They also enjoy days out,for instance taking a trip to a garden show,castle, archaeological site or safari park.They enjoy visits to the pub, going to thecinema, doing DIY in and around the house,spending time on the internet and watchingTV. They keep in shape by doing low-impactexercise such as walking, swimmingand jogging.They holiday once or twice a year, eitherexploring nearby regions or venturingfurther from home for new experiences andcultures in places such as the USA, Africaand Asia.As consumers they are mature, rationaland rather ad-immune, with a tendencyto opt for the ‘tried and tested’. Theycharacteristically shop at Marks and Spencer,Holland & Barrett, Homebase, Tesco, Clarksand John Lewis.Their arts• Mature explorers attend art and craftexhibitions, street arts and carnivals – artsevents which fit their ‘outdoorsy’ andactive lifestyle• many are happy to engage with artsopportunities when they come acrossthem, but are unlikely to specificallyplan to go – their other interestsusually take priority• they are not particularly inclined to takepart in artistic activities themselves, withonly low levels of interest in photography,painting and drawing and textile craftsEngaging with Mature explorersMature explorers are open to newexperiences and engaging with the artswhen they come across them. A keystrategy for engaging with this segmentcould therefore be through providingarts opportunities in contexts where theyare likely to encounter them. Displayingsculpture outdoors in gardens or heritagesites, holding art or craft exhibitions incastles and stately homes and creatingpromotional tie-ins with other ‘big day out’events could all prove fruitful.Positioning the arts as an opportunity tohave new experiences or explore differentcultures could be a good way to appealto this segment. Their interest in currentaffairs and thirst for knowledge couldbe catered for by the provision of wellprepared,information-rich backgroundand accompanying materials – for exampledrawing on the historical, conceptual orenvironmental context of the artwork.23 Arts audiences: insight

Their demographics• an equal gender mix• typically middle-aged, with almost twoin five aged 45–64• the majority live with a partner with nolive-in children• mostly white• the majority report good health• a higher than average proportion – aquarter – live in rural areas• comfortably off, with a skew to higherlevels of education and professionaland managerial jobsTheir mediaTVWith average levels of TV viewing, theywatch TV to keep up with the news andto watch documentaries and educationalprogrammes, dramas, comedy andsports. They typically watch BBC1,ITV1 and Channel 4 and their favouriteprogrammes include BBC Six O’ClockNews, BBC Ten O’Clock News, BBC1 earlyevening regional news, Have I Got NewsFor You, Horizon and Doctor Who.RadioThe majority of this group listen torelatively little (less than 10.5 hours)radio a week. They most often choose tolisten to the news, current affairs, sports,concerts or music request shows. Theirfavourite shows include Wake Up withWogan, comedy programmes on Radio 4and 5 Live Sport.PressThe majority of this group readnewspapers every day. They tend to readthe Daily Mail, Guardian, Daily Telegraphand Metro, being most interested inarticles on the arts, music, holidays,home and gardens, business and theenvironment.MagazinesThey typically read only one or twomagazines a month, expressing aninterest in National Geographic, RSPB’sBirds, general women’s magazines andsupermarket magazines.InternetMost of this group access the internetevery day, mainly for general researchand to search information on travel,business and motoring, with some alsoshowing an interest in blogging anddownloading music.OutdoorsThey tend to travel at least four hoursa week and notice outdoor media onbuses, bus stop shelters, buildings, onthe roadside and at supermarkets/shopping malls.CinemaWith average levels of cinema attendance(most going at least a couple of timesa year), they tend to opt for comedies,action films or thrillers, as well as showinga higher than average interest in perioddramas, foreign films, war films anddocumentaries.Data sources: Taking Part survey 2005/06; Fused Taking Partsurvey 2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)24 Arts audiences: insight

Dinner anda show

26 Arts audiences: insightIllustration: Andy Smith

Dinner and a show 20% of English adultsDinner and a show are comfortablewith what they have acquired in life.Having progressed to a relativelyhigh position in their work place andapproaching retirement, they haveaccumulated sufficient wealth to enjoythe fruits of their labour.With a relaxed approach to moneymanagement, they are young at heartand like to enjoy life – eating well,travelling, and occasionally splashingout on large purchases.Their leisureIn their leisure time, Dinner and a showenjoy relaxing at home, watching the newsand sport on TV, listening to the radio,reading books or the financial, sports andtravel sections of the paper and spendingtime with their family. Physically active, someof them actively take part in sports such asfootball, rugby, boxing and golf. They alsoenjoy trying their luck on the Lottery andsports betting.They like to eat well and spend time withtheir friends. Their occasional outingstypically take the form of relaxing trips toparks or gardens, or excursions to themeparks and air shows, perhaps with theirgrandchildren. They have the means toholiday regularly and tend to ventureoutside the UK, showing a particularpreference for trips to Europe.Relaxed with money management, theyoccasionally make large purchases. Theirtypical shopping destinations includeMorrisons, PC World, Sports Worldand B&Q.Their arts• the arts do not play a key role in theeveryday life of this group• attending arts events is an infrequent,special occasion in their social calendar• they have a tendency to stick to the’tried and tested’ in the arts: they attendlive music events such as rock and popconcerts, theatre and musicals, withlow levels of interest in other types ofarts events• they are not particularly likely toconsider themselves as ‘creative’, andhave low levels of active participation inarts activitiesEngaging with Dinner and a showInfrequent attenders at a limited number ofarts events, the challenge with this groupis to provide opportunities that fit theirlifestyle. Overall, they are likely to respond tooffers that position the arts as entertaining,relaxing and sociable. Arts activities thatthey can enjoy with their grandchildrenmight also hold appeal to some among thisgroup. Working to ensure that these typesof opportunities are available locally acrossthe country, either through resident venuesor touring productions, is important.Targeted multi-ticket offers might encouragethis group to attend more often. Bundleoffers (eg ‘4 for 3’), combining mainstreamevents with one more adventurous activity,could also reduce the financial risk of tryingout something different. In addition tomarketing routed via large-scale venues,internet is a key communication media forthis group – they are likely to search foropportunities and book tickets online.27 Arts audiences: insight

Their demographics• a slightly higher proportion of men thanwomen• typically middle-aged, with almost two infive aged 45–64• the majority live with their partners withno children in the household• comfortably off, with an averageeducation profile and a skew towardshigher levels of occupationTheir mediaTVThis group is most likely to watch newsand current affairs on BBC1 and ITV1 andsport on sports channels such as Sky Sports.Among their favourite programmes areBBC early evening regional news, BBC SixO’Clock and Ten O’Clock News, ITV eveningnews, Match of the Day, the ChampionsLeague and Rugby Union.InternetThe majority access the internet on a dailybasis, with a focus on financial and sportscontent. They also purchase books andtickets online.Word of mouthWord of mouth is an importantcommunication media for this group acrossa wide range of topics.Data sources: Taking Part survey 2005/06; Fused Taking Part survey2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)RadioThey are most likely to tune in to listen tomusic shows (eg Radio 1’s Chart Show) andchat and entertainment programmes (egWake up to Wogan, The Chris Moyles Show,Jo Wiley, Chris Evans). They also enjoy 5 LiveSport and Radio 1’s Newsbeat.PressMost read newspapers regularly. Theyhave a particular affinity with the weekendpapers, particularly the sports and travelsupplements.MagazinesThey read supermarket and store magazinessuch as those produced by Asda, Tescoand Boots (Health & Beauty), as well asentertainment and leisure publications suchas Sky magazine, FHM, Nuts and theRSPB’s Birds.28 Arts audiences: insight

Family andcommunityfocused

30 Arts audiences: insightIllustration: Alison Sham

Family and community focused 11% of English adultsTypically in their 30s and 40s, witha strong sense of community andfamily. Having built a comfortablenest with their moderate financialmeans, the Family and communityfocused segment’s priorities lie withtheir children, connecting with thelocal community and holding on totheir cultural roots. Food plays animportant role in their lives, bringingpeople together and often acting as anexpression of their culture and heritage.Their leisureJuggling work and family commitments,Family and community focused like to spenda lot of their free time at home with theirchildren and family. They enjoy entertainingpeople at home, and can often be found inthe kitchen or at the dining table cookingand feasting with family or friends. At theend of a day they might wind down bywatching TV, having friends around, readinga book or going for a cycle ride or a run.They also like to try their luck by playingthe Lottery.Occasionally they like going to the cinema,sightseeing or trips to amusement parks. Forholidays they sometimes venture overseasbut are usually more inclined to take shorttrips around the United Kingdom.To get things for the house, their familyand themselves, they typically shop at retailoutlets such as Argos, Next, Superdrug,Asda/George, Woolworths, Tesco, IKEA,Halfords, New Look, Birthdays, Clarks,Debenhams and Primark.Their arts• while the arts are not a central partof their lives, they engage throughoccasional visits to family-friendlyarts events• carnivals are by far the most popular, butthey also attend musicals, pantomimeand plays, craft exhibitions, street artsand culturally-specific festivals (eg Mela,Baisakhi, Navratri)• their attendance tends to be infrequent –an annual trip to the carnival for instance,or once or twice a year at other typesof events• they are the most likely segment to citespending time with friends and family,accompanying children and supportinglocal community as reasons for attendingarts events• they are generally unlikely to take part increative activities themselves, although afew engage in textile crafts and computerart or animationEngaging with Familyand community focusedSuccessful strategies for engaging withthis group could tap into their key driversof family and community, positioning artsopportunities as: a fun and social outing forboth adults and children; an educationalor developmental opportunity for children;a chance to spend time with friends andfamily or an opportunity to get involved inthe local community. Participatory arts thatthey could take part in as a family groupmight also appeal. Keeping activities free ofcharge or low cost would help by reducingthe financial risk of getting involved, andincorporating games or competitions intothe marketing of events and activities couldstimulate interest from this group.31 Arts audiences: insight

Communicating about opportunitiesthrough local networks, for example bydistributing information through communityassociations and displaying materials incommunity venues, could be effective.The language used to describe theopportunities should be approachable, withthe tone of communications reassuring butunpatronising.Their demographics• a higher than average proportion –just over a quarter – aged 35–44• typically moderate means, with anaverage income, education andoccupational profile• a higher than average proportion –around a fifth – work part time• almost half have children in thehousehold, with just under a third havingmore than two children in the household• a higher than average proportion- a quarter - live in rural areas• a higher than average proportion –around an eighth – are from Black andminority ethnic backgrounds, with aparticularly high proportion from AsianbackgroundsTheir mediaPressWhile not among the most regular readers,the majority of this group say they reada paper at least a couple of days a week,showing a higher than average interest incelebrity news and articles about babyand childcare.MagazinesThis group characteristically shows interestin supermarket magazines, particularlythose with a focus on food (eg Sainsbury’s,Somerfield and Waitrose). Other topics ofinterest include nature and animals as wellas baby and childcare.CinemaThis group’s movie choices appear tobe influenced by their children, with ahigh affinity with animation, fantasy andchildren’s films.Word of mouthThis group talks to people about a rangeof topics, including food and healthy living,clothes and household products.Data sources: Taking Part survey 2005/06; Fused Taking Part survey2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)TVThis group watches an average amount ofTV, with a higher than average propensityto tune in to movie and lifestyle channelsincluding Film4, Living and Sky Movies. Theytypically watch lifestyle, chat and motoringshows, with their favourite programmesincluding Top Gear, Friday Night withJonathan Ross, This Morning and Lost.32 Arts audiences: insight

Bedroom DJs

16 34 Arts audiences: insightIllustration: Andy McGregor

Bedroom DJs 3% of English adultsIn their late teens or 20s, still livingwith their parents or just flown thenest, Bedroom DJs are either startingout in low-levels jobs or still finishingtheir studies. They aspire to more in life,feeling that their present circumstancesdo not live up to their expectations andthose of their families.With few commitments, they tend tospend impulsively even though theyare financially strained. Appearanceand brand-conscious, they spend muchof their time and money on shopping,socialising and entertainment.Their leisureIn their free time Bedroom DJs watch lotsof TV, visit social networking, blogging anddating websites, and spend time with theirfriends going to pubs, bars and clubs or thecinema. They also make time for fitness,going to the gym or playing football. Limitedby financial constraints, they take holidaysinfrequently, most typically opting for shortbreaks in London.Brand-conscious, they enjoy shopping,particularly for fashionable clothes. Theytypically shop for clothes at New Look,Next, Primark, Matalan, Topman, Burtons,Peacocks and River Island, pick up theirgroceries at Asda, and they are also morelikely than average to shop at Argos,Superdrug, Birthdays, Woolworths, JJBSports and Sports World.Their arts• Bedroom DJs express low levels of interestin ‘the arts’ and do not currently attendany arts events• instead, they engage with the arts byactively taking part in creative activities35 Arts audiences: insight• most popular activities among this groupinclude computer art and animation,playing a musical instrument, paintingand drawing, writing music, stories orpoetry and dancing• many of these activities are typicallysolitary and home-based – hence thesegment name ‘Bedroom DJs’• they are also very active cinema-goersand show an interest in musicEngaging with Bedroom DJsThe concept of ‘the arts’ does not resonatewell with this group. Arts opportunitiespositioned as entertainment or as anopportunity for self-expression are morelikely to be successful. They might also bemore likely to pay attention to opportunitiesrelated to their existing areas of interest –for example cinema, fashion, contemporarypopular music and the latest technology.Opportunities that provide a chance toactively participate or interact, or activitiescut into ‘bitesize chunks’ might also appealto them. Using locations they frequentalready – for example shopping malls,cinemas, bars and clubs – could be effective.Communications should be informal in toneand use language that this group mightbe more likely to respond to (eg ‘creative’,‘entertainment’, ‘social’). Endorsement frombrands, celebrities, fashion icons or otherpeople they look up to could also be a wayto get their attention. Key media to considerinclude TV, radio, cinema and onlinecommunications.Their demographics• aged 16–29• mostly unmarried• a high proportion – nine in ten – live inurban areas

• the majority are educated to GCSE orA-level, with around a quarter still in fulltimestudy• those who work are typically in routinejobs, with a fifth working part time• limited financial means, with over half onan annual income of less than £10,000• the most ethnically diverse segment – aquarter are from a Black and minorityethnic background, with those fromAsian backgrounds particularly likely tobelong to this groupTheir mediaTVHeavy TV viewers, they watch a rangeof programmes both during the day andin the evenings, including sports, soaps,music programmes, chat shows, reality TVshows, motoring programmes, daytimeentertainment and programmes involvingreal-life stories. Key channels include Five,Channel 4 and digital channels such asMTV, Smash Hits, E4 and Sky Movies,and programmes they typically watchinclude The Simpsons, Match of the Day,EastEnders, Emmerdale, Top Gear, Deal orNo Deal and The Jeremy Kyle Show.RadioThey are mostly light radio listeners. Whenthey do tune in they are most likely to listento radio music shows (eg Hit 40 UK) andchat and entertainment programmes (egThe Chris Moyles Show, Jo Wiley, FridayNight Kiss). They particularly enjoy musicrequest shows, showbiz and entertainmentfeatures.PressThis group typically reads The Sun, Newsof the World, Daily Star and free paperssuch as the Metro. Topics of interest includefashion, real life stories, film and sports.MagazinesKeen magazine readers, they readmagazines to keep up with fashion,trends and the latest gossip, to follow TVprogrammes and to read real-life stories andhoroscopes. This segment also has higherthan average readership of ‘lad’s magazines’and some also take an interest in baby andchildcare magazines.InternetActive internet users, they use the internetfor virtual socialising (instant messaging,online dating), accessing music sites,blogging and playing games.OutdoorsThey are most likely to notice outdoormedia when shopping and socialising(advertisements in shopping centres, pubsand clubs, free postcards) and on publictransport (advertisements at bus stops, inbuses and taxis, on the Underground and atrailway stations).CinemaThey are very frequent cinema-goers andalso watch films on TV. Their favouritefilm genres include comedy and teenagecomedy, horror, science fiction and fantasy.Word of mouthThis group is likely to talk to people about arange of topics, including clothes, alcoholicdrinks, toiletries, cars, TV, video and audioequipment and mobile phones.Data sources: Taking Part survey 2005/06; Fused Taking Part survey2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)36 Arts audiences: insight

Mid-lifehobbyists

38 Arts audiences: insightIllustration: Ollie Winser

Mid-life hobbyists 4% of English adultsIn their 30s, 40s and 50s, Mid-lifehobbyists are often time-pressured,juggling work and family commitments.They tend to spend what free time theyhave at home, relaxing and spendingtime with their family, at weekendsperhaps gardening, reading, or doingDIY. They enjoy shopping but arebudget-conscious, often prioritisingprice over quality.Their leisureOutside of work hours, Mid-life hobbyistsspend most of their time at home. If notoccupied with the family, they like relaxingby watching TV, reading or listening tomusic. They are always looking for newideas to improve the home and enjoygardening and doing DIY around the house.Occasionally they might also play the Lotteryor bingo.At weekends you might find themshopping, on the hunt for bargain buys forthe household, clothes for the family or toysfor the children. The shops they typicallyfrequent include Asda/George, Marks andSpencer, Argos, Woolworths, Matalan,Tesco, Next, Primark and Clarks.Occasional outings tend to be centredaround the children, consisting of trips totheme parks or zoos and camping trips.They holiday once or twice a year, generallywithin the United Kingdom or in Europe.Their arts• Mid-life hobbyists do not currently attendany arts events, most often citing lack oftime as their main reason for not going• they engage in the arts through homebasedcreative hobbies• the most popular activities among thisgroup include computer art or animation,textile and wood crafts, painting ordrawing, photography and playing amusical instrument• many of these activities can be done withchildren and this group is more likely thanaverage to cite accompanying children asa reason for doing arts activitiesEngaging with Mid-life hobbyistsWhile this group clearly have a creativestreak, the challenge is to entice them outof the home and encourage them to exploretheir creative side through attendance aswell as participation. With considerablepressure on their time, and a focus onhome and family, this group are mostlikely to respond to events and activitiesthat are family-friendly and informal, andwhich don’t require considerable planningor advanced booking. Affordability is alsoimportant, and events and activities targetedat this group should be low-cost and valuefor money. There are also opportunities tobuild on this group’s current participatoryactivity, and events that include participatoryor interactive elements might appeal.39 Arts audiences: insight

Their demographics• aged 30–59• half have children in the household• typically work full-time, with a higherthan average proportion – a fifth – inroutine jobs• skew to lower levels of education• moderate or limited financial meansTheir mediaTVThe majority of this group watch a lotof TV – more than 20 hours a week –typically BBC1, ITV1, Five and Channel4. They mainly watch TV drama, soaps,entertainment, comedy and the news,favourite programmes including BBC SixO’Clock News, EastEnders, Heartbeat andDoctor Who.RadioThe majority do not listen to very muchradio (less than 10.5 hours a week). Whenthey do they are most interested in newsand current affairs programmes andsports shows.InternetThe majority of this group access theinternet every day, mainly for findinginformation on travel, weather, employmentopportunities and cinema listings.OutdoorsAverage exposure to outdoor media,including posters on roadsides, buildings,buses, bus shelters, petrol pumps, outsidephone booths and in shopping malls andsupermarkets.CinemaMostly occasional cinema-goers,they favour adventure, action andcomedy films.Data sources: Taking Part survey 2005/06; Fused Taking Part survey2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)PressMost read papers daily, with an affinitywith The Sun, News of the World and DailyMail. They are interested in national andlocal news, TV programme listings, sports,crosswords and puzzles.MagazinesThe majority read one or two magazines amonth, most typically TV and supermarketmagazines.40 Arts audiences: insight

Retired artsand crafts

42 Arts audiences: insightIllustration: Corinna Radcliffe

Retired arts and crafts 3% of English adultsHome-loving and practical, Retired artsand crafts favour a regular routine anda slower pace of life. They are sociallyconscious and ethically responsible.Good health is of utmost importanceto this group, so they are watchful oftheir diet. They are prudent with theirmoney, budget carefully and look outfor special offers. That said, they willnot hesitate to pay for quality and forwell-established brands.Their leisureRetired arts and crafts spend a lot of theirfree time at home. They like to watch TV,read, cook and do DIY. They also really enjoyspending time outdoors gardening.If they venture from home, it might be toattend a garden show or to play a gameof bingo. Holidays involving little physicalexertion, such as cruises or coach tours,are preferred, and they tend to visit Englishregions or Wales rather than going overseas.When shopping, they look out for offersand tend to stick with ‘tried and tested’products, typically shopping at Wilkinsons,Holland & Barrett, Bonmarché, Somerfieldand Bhs.Their arts• in their leisure time Retired arts and craftsengage in home-based arts and craftsactivities• by far the most popular activities aretextile crafts, such as knitting, embroideryor crocheting, but some in this segmentalso enjoy other types of crafts, playingan instrument and photography• they are currently unlikely to attend anyarts events, most often citing poor healthand lack of interest as their main reasonsfor not goingEngaging with Retired arts and craftsWhile this group is already engaged witharts and crafts as part of their home-basedleisure, attending arts events does not fitinto their current lifestyles. Organisedgroup trips to events, includingtransportation to and from the venues,might be effective in appealing to thisgroup, echoing their holiday preferencesfor low-exertion, collective activities.Recognising the barriers to engagement isalso important for this group, particularlythe impact of poor health. Therefore,supporting home-based crafts activities andensuring there are opportunities to continueor expand these interests through localgroups and networks might prove effectivefor engaging this group.Their demographics• aged 60 or over• a higher than average proportion of thisgroup – two thirds – are women• almost entirely from a white ethnicbackground• live without children in the household;just over a half are married and live withtheir spouse, a third are widowed• a higher than average proportion – aquarter – live in rural areas• a higher than average proportion –around a half – report fair or poor healthand have a limiting long-term disability,illness or infirmity• most are not currently working• skew to lower levels of education andintermediate and lower occupations43 Arts audiences: insight

• moderate or limited financial means:lower than average income profile,nearly three quarters live in owneroccupiedaccommodationTheir mediaTVHeavy TV viewers, they most often chooseto watch TV dramas, soaps and thenews. Among the programmes they aremost likely to watch are BBC Six O’ClockNews, BBC1 early evening regional news,A Touch of Frost, Midsomer Murders,Antiques Roadshow, Coronation Streetand Emmerdale.RadioThe majority are light to medium radiolisteners (up to 28 hours a week), mostoften choosing to listen to the news orcurrent affairs programmes, gardeningprogrammes, music request shows andWake Up to Wogan.PressThe majority read papers every day,such as the Daily Mail, Mirror and DailyTelegraph. They are interested in readingabout a range of topics including nationalnews, local news, TV programme listings,crosswords and puzzles, home andgarden, nature and animals, cooking, foodand drink, health, knitting and sewing.Data sources: Taking Part survey 2005/06; Fused Taking Partsurvey 2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)44 Arts audiences: insight

Notcurrentlyengaged

Time-poordreamers

47 Arts audiences: insightIllustration: Crush

Time-poor dreamers 7% of English adultsEarly or mid career, often juggling workand family commitments, Time-poordreamers are busy, budget-consciousand short-term oriented, living in themoment while aspiring for more intheir life and career in the future. Ofteninfluenced by advertising, they areimpulsive shoppers and spend readilyon clothing while saving on householdnecessities.Their leisureTime-poor dreamers spend a lot of theirfree time out and about. They meet theirfriends in bars or pubs, sometimes playinga game of darts or pool. Many of themplay the Lottery regularly, in the hopes of‘striking it rich’.They like shopping for bargains – youmight typically find them shopping at Argos,JJB Sports, Primark, George at Asda orIceland. Occasionally they might also goto the cinema.When at home they prefer to wind downand relax by watching TV. Busy at work and,for many, taking care of their children, theyhave little time for cooking and often optfor take-away foods.Their arts• Time-poor dreamers engage with popularculture by listening to music charts on theradio (eg Hit 40 UK), going to the cinemaand watching TV• they do not currently attend arts eventsor actively take part in any creativeactivities• the majority of them cite lack of timeas their reason for not attending orparticipating in the arts – the arts are nota priority for them and do not naturally fitinto their current lifestyleEngaging with Time-poor dreamersAs many of them have children, Time-poordreamers may respond to a family-focusedarts offer that provides a fun activity forthe kids while allowing the parents to havea break and relax. Competitions or talentshows and activities involving celebrities, orlinked to relevant brand names might alsobe good ways of engaging with this group.In general, positioning the arts as something‘fun’ or as ‘entertainment’ is likely tobe more effective than emphasising theaesthetic, intellectual or educational aspectsof artistic experiences. Other considerationscould include:• location: use local venues or locationswhich they already frequent(eg shopping malls)• format: keep the activity informal,perhaps allowing people to drop-in ortry doing something for a short time only• cost: to lower the financial risk to engage,consider making activities affordableor freeTheir demographics• a younger segment, with two fifths aged16–34• two fifths – a higher than averageproportion – have one or more children inthe household• they are typically educated to a limiteddegree, working full time in a routine,semi-routine or a lower supervisory joband earning an average salary• most live in urban areas, with a fifth livingin London48 Arts audiences: insight

• a higher than average proportion of thisgroup - around a sixth - are from Blackand minority ethnic backgroundsTheir mediaTVHeavy TV viewers, they watch a range ofprogrammes from soaps to sport and gameshows, with the highest preference forITV and digital channels. Their favouriteprogrammes include EastEnders, Emmerdale,Deal or No Deal, Crimewatch, DIY SOS andthe Jeremy Kyle Show.RadioThey are lighter radio listeners than othergroups and tend to tune in to music charts(eg Hit 40 UK) and sports shows(eg Kick Off on talkSPORT).OutdoorsThey have relatively low exposure tooutdoor media. Overall they are most likelyto notice advertising on large screens, inshopping centres or material displayed oncash machines.CinemaMany go to the cinema from time to time,typically opting for thrillers, science fictionand horror films.Data sources: Taking Part survey 2005/06; Fused Taking Part survey2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)PressThey keep up with the world by readingnewspapers, taking the most interest inreal-life stories, gossip, features on babyand childcare and job advertisements. Thepapers they read the most include The Sun,News of the World, The Daily Mirror andThe Daily Star.MagazinesThey read magazines to check TV listings,keep up with gossip and read real lifestories, with favourite magazines includingSky The Magazine, Take a Break, What’s onTV and Closer.InternetThey use the internet mostly for keeping intouch with friends and family, playing gamesonline and downloading films.49 Arts audiences: insight

A quiet pintwith the match

51 Arts audiences: insightIllustration: Rob McGladrie

A quiet pint with the match 8% of English adultsWith many of them approachingretirement or no longer working, Aquiet pint with the match are contentwith their lot in life and are not seekingchange. In their leisure time they likespending a lot of time at home, or youmight find them having a drink withfriends at their local.Their leisureThey occasionally go out for a drink at thepub, and many also enjoy fishing. Overall,however, they prefer a quiet night in togoing out and spend a lot of their free timeat home.They name watching TV as theirfavourite pastime, watching a range ofprogrammes – especially sport, soaps,game shows and quizzes.They also make time for reading the paperevery day, and many use the internetregularly in their leisure time.They are not particularly keen on shopping,typically picking up their necessities atIceland, Morrisons or Asda and makingsports-related purchases at Sports World.Their arts• attending arts events or participating inarts activities is not part of the currentlifestyle of this segment, and manyof them describe themselves as notinterested in ‘the arts’• they don’t go to arts events or do creativeactivities because they feel it’s not forthem, they think they would not enjoy it,and they prefer to do other things instead• they typically received a low level ofencouragement to attend and participatein the arts when youngEngaging with A quiet pintwith the match‘The arts’ are an unfamiliar concept for thisgroup and will need to be positioned as partof a broader leisure opportunity. Strategiesthat position arts engagement as a chanceto contribute to the local community, makeuse of their skills (eg manual or craft skills),or tell their story are likely to be moreeffective. Arts activities or experiencescould also be offered as support in difficulttimes, such as periods of poor health –partnerships with other providers could bekey in reaching this group.In all these cases it is important to keepthe tone of communications informaland unpatronising. For example, placecommunications in pubs, community venuesand local media. Communicating throughexisting local networks of neighbours,colleagues or friends is also likely to be aneffective way to engage with them.Their demographics• the majority of this group – two thirds –are men• typically older, with a quarter agedover 65• the majority live with a partner with nochildren in with household• typically have limited financial means, alow level of education and work/used towork in routine or semi-routine jobs –half of them are not currently working• more likely than average to live in thenorth of England (North East, NorthWest, Yorkshire)52 Arts audiences: insight

Their mediaTVHeavy TV viewers, they watch a range ofprogrammes, particularly on BBC1, ITV1,Five, Sky Sports News and other digitalchannels, and prefer sport, soaps, gameshows and quizzes and light entertainment.Their favourite programmes includeCoronation Street, Emmerdale, Match of theDay, Deal or No Deal and Crimewatch UK.RadioThey are relatively light radio users (less than10.5 hours a week), with most interest insport programmes such as Kick Off and JohnGaunt, both on talkSPORT.PressMost of them read newspapers everyday, to keep up with local and nationalnews and the latest in sport and to checkTV listings. The papers they are most likelyto read include The Sun, News of the Worldand The Daily Mirror.CinemaSome go to the cinema on occasion. Thegenres they are most likely to see includecomedy, horror, action and adventure, withsome also showing a preference for disasterfilms and martial arts films.Word of mouthThe topics that most people in this segmenttalk about include food, clothes, cars,mobile phones, alcoholic drinks and TV,video or audio equipment.Data sources: Taking Part survey 2005/06; Fused Taking Part survey2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)MagazinesOnce or twice a month they might alsoread a magazine, with favourites includingLoaded, Auto Trader and TV Times.InternetThe majority access the internet everyday, typically to visit chatrooms or forums,play online poker and casino games ordownload films.OutdoorsA higher than average proportion of thissegment are light commuters (0–3.5 hoursper week) and they mostly notice advertisingon buses, at bus stops and advertisinghoardings on the roadside or on buildings.53 Arts audiences: insight

Older andhome-bound

55 Arts audiences: insightIllustration: Crush

Older and home-bound 6% of English adultsIn their senior years, the Older andhome-bound group are generallycontent with a practical outlook on life.They enjoy a slower pace of life andlike spending a lot of their free time athome. Some of them report poor levelsof health, which restricts their activitiesin general.They are careful with money and preferto have things planned out, so they aremore inclined to stick with ‘tried andtested’ and well-established brands.Engaging with Older and home-boundTo appeal to their current lifestyle, artsactivities could be positioned as anopportunity for seeing and meeting people,as an enjoyable pastime and distraction,or as a way to promote mental alertnessand general well being. Consider activitiesthat can be home-based or arrangingtransportation to and from the venue.Partnerships with voluntary groups andthose working in the health sector could bekey in reaching this group.Their leisureMost of their spare time is spent at homeengaged in sedentary activities such aswatching TV, reading, listening to music andspending time with friends and family.In general, they spend little time outdoors,but they might occasionally do somegardening and go shopping for basicneeds – they typically shop at Morrisons,Wilkinsons and Bonmarché. They tend toholiday in nearby regions and they prefercoach tours and cruises.Their demographics• the oldest segment, with two in five agedover 75• the majority have no live-in children;around a quarter are widowed, half livewith a partner• the majority are not currently workingand many have very limited financialmeans: a third live in socially rentedaccommodation• two thirds report having either poor orfair health and having a long-standinglimiting disability, illness or infirmity.Their arts• while many in this group takeopportunities to engage with art andculture by reading and listening to music,they do not currently attend any artsevents or engage in any creative activities• the majority of them cite poor health astheir main reason for not attending orparticipating in the arts• lack of transport/difficulty getting to artsvenues is also cited by some in this groupas a barrier to attending any arts eventsTheir mediaTVThey watch a lot of TV, being most likely totune in to BBC1 or ITV1 to watch TV drama,soaps, the news and serials. Their favouriteprogrammes include BBC Six O’Clock News,Touch of Frost, Midsomer Murders, AntiquesRoadshow, ITV Evening News, CoronationStreet and Emmerdale.56 Arts audiences: insight

RadioThe majority are light or medium radiolisteners (up to 28 hours a week), typicallytuning in to listen to the news or currentaffairs programmes and gardeningprogrammes.PressMost of them read the paper every day,taking an interest in local and nationalnews and TV listings, and many also enjoycompleting the crosswords and puzzles.They typically opt for the Daily Mail, theMirror, News of the World, The Sun, orthe Take it Easy magazine accompanyingThe People.Data sources: Taking Part survey 2005/06; Fused Taking Partsurvey 2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)57 Arts audiences: insight

Limited means,nothing fancy

59 Arts audiences: insightIllustration: Patrick Duffy

Limited means, nothing fancy 2% of English adultsLimited means, nothing fancy preferto stick with the familiar instead ofexperimenting, and tend to avoidcomplications or anything they perceiveas ‘too fancy’. Somewhat rebellious andindividualistic, for them leisure time isall about having a break and chillingout, within their limited means.Their leisureIn their free time they like to chill out andhave a break from their daily routine. Theyenjoy nights out having drinks and playingsnooker with their friends. They might alsooccasionally bet on the horses or footballpools or go fishing.Holidays are made for relaxing, to enjoy thesea and the sun, and for making the most oftheir purchase power abroad.While limited by financial constraints, theylike indulging in shopping, tending to pickthe cheapest option. They typically shop atPrimark, Woolworths, Iceland and Halfords.When at home they like relaxing bywatching TV. Most of them also readnewspapers every day to keep up with thenews or to check TV listings, and manyspend time online on a daily basis.Their arts• many in this segment listen to music intheir free time• they are, however, currently unlikely toengage with the arts in other ways – theyneither attend arts events nor activelytake part in arts activities• they typically received a low level ofencouragement to attend and participatein the arts when young• they are more likely than all othersegments to cite a number of practicalreasons as barriers to engaging withthe arts, including high cost, lack oftransport, poor information aboutavailable opportunities, no-one toattend or participate with, and lack ofopportunities to engage near wherethey liveEngaging with Limited means,nothing fancy‘The arts’ are an unfamiliar concept forthis group and will need to be positionedas part of a broader leisure opportunity.Strategies that position arts engagementas an opportunity for relaxation, or presentit as part of organised packages or groupactivities, or activities during holidays, arelikely to be more effective. Partnerships withother providers are therefore likely to be keyin reaching this group. Making activities freeof charge or low cost, and ensuring thatthere are arts opportunities available in, orin close proximity to, less affluent residentialareas could also help tackle some of theirpractical barriers related to costand access.Their demographics• this group has an equal gender mix• they typically have a low educational leveland work/last worked in routine or semiroutinejobs; over half are not currentlyworking• limited financial means, with a highproportion – nearly a third – living insocially rented accommodation60 Arts audiences: insight

• there is a slight skew towards both theyounger and older age groups, with16-24 year olds and 65–84 year olds bothover-represented in this group• a slight skew to poorer levels of healthand having a limiting disability, illness orinfirmity• a higher than average proportion -around a sixth - are from Black andminority ethnic backgroundsInternetThe majority access the internet every day,mainly to email, chat to people or playcomputer games.Data sources: Taking Part survey 2005/06; Fused Taking Part survey2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)Their mediaTVHeavy TV viewers, Limited means, nothingfancy have a preference for TV dramas,films, soaps, sports and game shows. Theirfavourite programmes include Emmerdale,Who Wants to Be a Millionaire and theChampions League.RadioThey don’t listen to very much radio, butwhen they do it is most likely to be thenews, current affairs or sport programmes.PressMost of them read newspapers every dayto keep up with the news and to checkTV listings. They might also look at jobadvertisements and read their horoscope.They most often pick up News of the World,The Sun or the Mirror.MagazinesSome in this group also read magazines,including Take a Break, FHM, Men’s Healthand Sky The Magazine.61 Arts audiences: insight

Arts Council England14 Great Peter StreetLondon SW1P 3NQwww.artscouncil.org.ukEmail: enquiries@artscouncil.org.ukPhone: 0845 300 6200Textphone: 020 7973 6564Charity registration no 1036733You can get this publication in Braille, inlarge print, on audio CD and in electronicformats. Please contact us if you need anyof these formats.To download this publication, or for the fulllist of Arts Council England publications, seewww.artscouncil.org.ukOrder our printed publications from MarstonBook Services.Phone: 01235 465500.Email: direct.orders@marston.co.ukISBN: 978-0-7287-1414-4© Arts Council England, August 2008Designed by INTROwww.intro-uk.comIllustrations on pages 13, 18, 42 and 47provided by www.agencyrush.comPrinted in England byThe Colourhouse, LondonPrinted on FSC accredited paper