Segmentation
&
Arts audiences: insight
Arts-based segmentation of the population
Context, findings and potential applications
Shropshire
January 2011
1
Contents
Segmentation
About Arts audiences: insight
The segments
Uses of the Arts audiences: insight
Breakout session
Questions and answers
2
What is segmentation?
An established market research technique that breaks down a
given market/group of people into distinct consumer ‘types’
3
•
Identifies shared wants and needs
•
Enables more precise targeting and tailored marketing and
communications
•
Used by many arts organisations (e.g. Tate and RSC) and
increasingly by public bodies (e.g. BBC, Sport England,
National Trust)
Segmentation = stereotyping
4
•
Spot patterns across individuals
•
Trade off for gaining insight that helps to develop more effective,
targeted strategies
•
Strong national correlations between arts engagement, lifestyle and
demographics
•
Valuable to study broad national patterns while recognising
uniqueness of individuals on micro level
•
Not everyone in a given segment is identical, but there are clear
trends that this profiling picks up
•
For AAI individuals allocated to the segment to which they have the
highest probability of belonging
•
Good indication of the types of initiatives that are likely to be
successful among different type of arts engagers
1. About Arts audience: insight
5
Why was the AAI segmentation commissioned?
6
•
Improve understanding of how and why different people
engage with the arts – building on previous Taking Part
research
•
Provide a framework for considering how well current arts
provision is meeting the needs of the English population
•
Get insight for strategies for increasing engagement
Why was the AAI segmentation updated?
The segment profiles had become out of date in a number of
specific ways:
7
•
some brands were no longer fashionable among certain
segments,
•
a number of retailers had gone out of business and
•
new products and services were missing from the old profiles.
•
new products and services were reflected in the segment
profiles,
•
this included the digital behaviour of the segments
What has changed
When attempting to recreate the 2008 segments
using more recent data from the Taking Part survey,
there was a change in the size of the some of the
segments (for example Older and home-bound
went from 6% to 11%).
8
2. The segments
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The 13 audience segments
Highly engaged
Some
engagement
attend &
may also
participate
Urban arts eclectic
3%
Traditional culture
vultures 4%
Fun, fashion and
friends 16%
Bedroom DJs 2%
Mature explorers
11%
Mid-life hobbyists
4%
Dinner and a show
20%
Retired arts and
crafts 4%
Family & community
focused 9%
Not currently
engaged
10
Time-poor dreamers
4%
Older and homebound 11%
A quiet pint with
the match 9%
Limited means,
nothing fancy 3%
participate
only
Fun, fashion and friends
16% of English adults
Fun, fashion and friends are
developing their careers or just
starting families. In their leisure
time, they like to indulge in their
interests of fashion and food.
They are ambitious, optimistic
and relish seeking out new
experiences with friends and
family.
11
Typical demographics
12
•
skew to younger age groups
•
over a third aged 16–34
•
mostly married/living with a
partner
•
mostly white
•
typically well-educated
•
over two-fifths holding higher
educational qualifications
•
average income profile
•
the majority working full or
part-time
Lifestage and attitudinal traits
creative
optimistic
foreign cuisine
13
stylish
shopping
look after their health
Media interests
Google,
Facebook,
YouTube, BBC
and eBay.
Word of mouth
E4,Dave,
Living
Internet everyday
Radio – music
charts, Chris Moyles,
Chart show
OK!, Now, Sainsbury’s
FreshIdeas and Waitrose
Food Illustrated
14
Posters at
supermarkets and
shopping malls
Arts engagement
•
strong interest in the arts
•
fun and entertaining
•
visits to more ‘mainstream’ arts
events
•
live music such as rock
concerts, musicals, pantomimes,
plays and art exhibitions
•
many of them engage with
creative hobbies e.g. painting,
drawing, playing an instrument
and textile crafts
15
Engagement with this segment – initial ideas
16
•
opportunities positioned as
‘contemporary’, ‘trendy’, ‘fun’
•
might respond to endorsements
from high-profile media
campaigns and celebrities
•
an online campaign could be an
effective way to interact with this
group
•
Facebook page or Twitter feed
•
finding appropriate
communications channels to
encourage frequency
Limited means, nothing fancy
3% of English adults
Information seekers who tend
to spend their disposable income
cautiously. Non-judgmental and
dutiful, they value family and
friendships – for them leisure
time is all about having a break
and chilling out, within their
limited means.
17
Typical demographics
18
•
an equal gender mix and
•
around three quarters are aged 25–
64
•
typically have a low educational
level
•
over half are not currently working
•
a higher than average proportion are
from Black and minority ethnic
backgrounds
Lifestage and attitudinal traits
family centric
spend time
at home
leisure time
is important
19
family over career
Information
seekers
money conscious
Media interests
chill out
Eastenders,
Britain’s Got
Talent
newspapers
everyday
heavy TV viewers
20
internet
everyday for
email and
information
not much
radio
Take a Break
News of the World,
Sun, Daily Mirror
Arts engagement
21
•
many listen to music in their free
time
•
currently unlikely to engage
with the arts in other ways
•
non attendance because of not
having enough facilities nearby,
a lack of transport, not enough
information on what is
available, a lack of time and
high cost
Engagement with this segment – initial ideas
22
•
arts need to be positioned as
part of a broader leisure
opportunity
•
an opportunity for relaxation or
presented as part of organised
packages or group activities
•
working with local networks and
community groups
•
making activities free of charge
or low cost
•
ensuring that there are arts
opportunities available in close
proximity
3. Examples of Use
23
West Midlands in more detail
English average segment %
3.8
18.3
10.5
19.8
County/Unitary Authority
%
Base % Urban Tradition
Adults
arts al culture
16+ eclectic vultures
% Fun,
fashion
and
friends
Birmingham
793051
5.0
2.6
15.6
8.2
19.5
10.0
3.7
4.7
2.0
9.3
9.7
6.8
3.1
Coventry
248316
4.6
2.4
16.8
8.5
19.4
11.2
3.4
4.8
2.1
9.0
8.6
6.5
2.6
Dudley
248591
3.4
2.4
17.2
9.7
20.1
10.3
2.4
4.9
3.0
6.9
10.8
6.3
2.7
Herefordshire, County of
147066
4.0
5.4
18.0
10.8
19.2
13.8
1.9
4.5
3.1
5.6
6.4
5.1
2.2
Sandwell
230065
3.6
1.5
13.9
8.1
17.7
10.7
3.5
5.6
2.7
9.3
13.0
7.3
3.4
Shropshire
237297
3.9
4.9
18.7
11.3
19.3
13.5
1.9
4.0
3.5
4.8
6.7
5.4
2.1
Solihull
165440
3.8
4.9
18.8
11.6
20.5
9.4
2.1
4.2
3.0
6.7
6.7
6.1
2.3
Staffordshire
680737
3.3
3.2
18.6
11.8
20.3
11.6
2.1
4.6
3.4
5.6
7.8
5.4
2.2
Stoke-on-Trent
195069
2.8
1.9
15.5
9.5
18.0
11.2
3.4
4.4
3.8
7.5
12.4
6.9
2.8
Telford and Wrekin
130978
3.2
2.6
18.0
11.6
20.1
10.8
2.6
4.8
3.3
6.7
8.4
5.5
2.5
Walsall
202188
3.3
1.8
15.8
9.1
19.1
10.9
2.8
5.2
3.3
8.2
10.7
6.8
3.2
Warwickshire
433047
4.0
4.5
19.5
11.9
19.9
11.2
2.1
4.4
2.8
5.6
6.8
5.2
2.2
Wolverhampton
190483
3.8
1.8
14.3
8.2
19.9
10.3
3.4
5.1
2.9
8.6
11.1
7.7
3.0
455620
3.9
4.2
19.3
11.1
20.0
11.9
2.0
4.6
3.2
5.7
6.8
5.1
2.2
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Worcestershire
4.5
11.2
2.5
4.3
2.8
6.7
7.8
5.5
2.3
% Family
and
% Limited
% Dinner communi
%
% Retired % Time- % A quiet % Older means,
% Mature
and a
ty Bedroom % Mid-life arts and
poor pint with and home- nothing
explorers
show focused
DJs hobbyists
crafts dreamers the match
bound
fancy
25
Estimated % of population in Limited means nothing fancy
Analysis by postcode sector – County level
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4. Uses for Arts audiences: insight
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Strategic insight
Provides strategic insight
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•
Improve general understanding of and spark debate about
national and regional arts engagement patterns and current
levels of engagement
•
Consider current provision against the segments – current
reach, how well different segments served (analysis of segment
information and postcode modelling)
•
Identify areas of potential growth – segments, local areas, types
of provision etc
Insight for projects/campaigns/programmes
29
•
Select target segments for project/campaign/ programme of
work (e.g. particular production/exhibition)
•
Use segmentation data to inform content, delivery, locations,
partners/sponsors, marketing and communications, language,
tone
Arts audiences insight v/s other resources
•
can’t answer all questions
•
positioned as an additional resource
Strengths
Shortcomings
Includes non-engaged
Not venue-specific info
National context (for strategy and
policy)
Snapshot (some data will date)
Arts specific (cf. ACORN)
Local level heavily modelled from
national
Range of art forms
Cannot generate mailing lists
Detail on each segment’s lifestyle
and behaviour
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How You Could Use It
There are many different ways to use the Arts audiences: insight
•
As it is, an ‘off-the-peg’ segmentation approach
•
As one of several factors in your own segmentation
•
For background information
•
To enable you to compare audiences with peers
•
To report on audiences in a recognised format
•
To identify potential audiences
• To identify marketing methods and tools for attracting
various segments
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5. Breakout session
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Activity : Getting started with the data
In pairs:
Determine the top three what criteria you use for segmentation in
your organisation
Then using the definitions in the book, please choose a segment
that you want to develop for your organisation/region.
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Activity : Mining the data
In pairs/groups:
1. Your local swimming pool wants to work with your organisation for an
arts/sport cross-promotion. Which segments would you recommend
prioritising for your region? Why?
2. A local travel firm is offering to provide a holiday as a prize for the 1,000th
member of your patron scheme for regularly attending individuals who
have now committed to contributing to support the arts on an ongoing
basis. You have been asked to suggest a destination for the holiday.
Please tell us why you chose this destination
3. Early planning is underway for a series of arts events at National Trust
properties in your region. The core target audience will be current National
Trust Members. What are the key target segments and what kind of
programming would you recommend?
4. A local community group that works with unemployed single parents want to
work with an arts organisation to provide activities to its users/members.
What kind or arts organisation/art form do you think they should work with
to have maximum impact on the users.
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6. Q & A
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Resources
What Segment Am I ? – Quiz
http://www.artscouncil.org.uk/what-we-do/research-and-data/artsaudiences/arts-based-segmentation-research/play-quiz/
Geographic data tables – Local Area Analysis
http://www.artscouncil.org.uk/media/uploads/downloads/Segments_and_ar
ea.xls
Segment profiles can be downloaded from:
http://www.artscouncil.org.uk/what-we-do/research-and-data/artsaudiences/arts-based-segmentation-research/13-segments/
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Thank You!
Vishalakshi Roy
v.roy@earthenlamp.com
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Definition of attendance…
Arts attendance is defined as those who have attended in the past 12 months at
least one of the following:
 exhibition or collection of art, photography or
sculpture
 craft exhibition
 video or electronic art event
 event connected with books or writing
 street arts or circus
 carnival
 culturally-specific festival (eg Mela, Baisakhi)
 play or drama
 other theatre performance such as musicals,
pantomime
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






opera or operetta
classical music performance
jazz performance
other live music event
ballet
contemporary dance
African people’s dance, South Asian
and Chinese dance
 other live dance event
… and participation
Arts participation is defined as those who have done in the past 12 months at least
one of the following:
 ballet
 other dance (not for fitness).
 sang to an audience or rehearsed for a
performance
 played a musical instrument to an audience or
rehearsed for a performance
 played a musical instrument for your own
pleasure
 written music
 rehearsed or performed in a play / drama
 rehearsed or performed in an opera / operetta
 painting, drawing, printmaking or sculpture
 photography as an artistic activity (not family
or holiday ‘snaps’)
Back to main presentation
39
 made films or videos as an artistic
activity (not family or holidays)
 used a computer to create original
artworks or animation
 textile crafts such as embroidery,
crocheting or knitting
 wood crafts such as wood turning,
carving or furniture making
 other crafts such as calligraphy,
pottery or jewellery for yourself
 written any stories or plays
 written any poetry