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

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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
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Arts audiences:insight
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ContentsAbout the segmentation rese
Page 5 and 6:
lifestyle factors in the context of
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Highlyengaged
Page 9 and 10: 9 Arts audiences: insightIllustrati
Page 11 and 12: Their demographics• typically you
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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 57 and 58: RadioThe majority are light or medi
Page 59: 59 Arts audiences: insightIllustrat
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Arts audiences: insight [PDF 6.5 MB] - Arts Council England

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