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

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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
Page 1 and 2: Arts audiences:insight
Page 3 and 4: ContentsAbout the segmentation rese
Page 5 and 6: lifestyle factors in the context of
Page 7 and 8: Highlyengaged
Page 9 and 10: 9 Arts audiences: insightIllustrati
Page 11 and 12: Their demographics• typically you
Page 13: 13 Arts audiences: insightIllustrat
Page 17 and 18: Fun, fashionand friends
Page 19 and 20: Fun, fashion and friends 18% of Eng
Page 21 and 22: Matureexplorers
Page 23 and 24: Mature explorers 11% of English adu
Page 25 and 26: Dinner anda show
Page 27 and 28: Dinner and a show 20% of English ad
Page 29 and 30: Family andcommunityfocused
Page 31 and 32: Family and community focused 11% of
Page 33 and 34: Bedroom DJs
Page 35 and 36: Bedroom DJs 3% of English adultsIn
Page 37 and 38: Mid-lifehobbyists
Page 39 and 40: Mid-life hobbyists 4% of English ad
Page 41 and 42: Retired artsand crafts
Page 43 and 44: Retired arts and crafts 3% of Engli
Page 45 and 46: Notcurrentlyengaged
Page 47 and 48: 47 Arts audiences: insightIllustrat
Page 49 and 50: • a higher than average proportio
Page 53 and 54: Their mediaTVHeavy TV viewers, they
Page 57 and 58: RadioThe majority are light or medi
Page 61 and 62: • there is a slight skew towards

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

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