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

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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
Page 1: Arts audiences:insight
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 and 14: 13 Arts audiences: insightIllustrat
Page 15 and 16: • the majority report good health
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 49 and 50: • a higher than average proportio
Page 53 and 54:
Their mediaTVHeavy TV viewers, they
Page 55 and 56:
55 Arts audiences: insightIllustrat
Page 57 and 58:
RadioThe majority are light or medi
Page 59 and 60:
59 Arts audiences: insightIllustrat
Page 61 and 62:
• there is a slight skew towards
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Arts audiences: insight [PDF 6.5 MB] - Arts Council England

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