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

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