Customer Insight Report
Victoria’s State Owned Cultural Institutions
Pacific Micromarketing – August 2010
Disclaimer: Pacific Micromarketing has produced this report using data owned by Pacific Micromarketing and third parties. Whilst every care has been taken by the owners of the data to
ensure the accuracy of the data within this report, the owners of the data (including the State, Territory and Commonwealth Governments of Australia) do not make any representations or
warranties about its accuracy, reliability, completeness or suitability for any particular purpose and, to the extent permitted by law, the owners of the data disclaim all responsibility and all
liability (including without limitation, liability in negligence) for all expenses, losses, damages (including indirect or consequential damages) and costs which might be incurred as a result of
the data being inaccurate or incomplete in any way and for any reason.
MOSAIC Report for:
Nine Government Owned Cultural
Organisations in Victoria
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Contents
•
Background and Objectives
•
Methodology
•
Key Findings
•
Mosaic Group and Type Profiles
•
Profile Importance Ranking
•
Profiles of Top 3 Variables
•
Growth Areas
•
Household Overlap
•
Appendix A – Mosaic Group Summary Descriptions
•
Appendix B – How to Read a Profile
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Background and Objectives
•
Pacific Micromarketing (PMM) and Arts Victoria worked together over 2010 to assist
the arts community in building a better understanding of their audiences using
Mosaic, a geo-demographic segmentation tool, as the common currency.
•
There is a wider need within the Victorian arts community for audience benchmarking
analysis and segmentation:
•
•
•
•
•
•
to enable organisations to better understand, diversify and grow audiences
to provide a more accurate total market view
to inform marketing activities
to identify opportunities for collaboration
to assist developing partner/sponsorship/philanthropic strategy
Pacific Micromarketing was engaged to produce aggregated profile of audiences
associated with Government-owned cultural organisations
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Methodology
•
Pacific Micromarketing’s full suite of segmentation data was appended to Victorian Governmentowned cultural organisations’ audience data.
•
Analysis was undertaken to determine which segmentation variables provide the most effective
insight into the audience data.
•
The segmentation variables included in this analysis are:
– Mosaic Group and Type
– Estimated Income
– Mosaic Factors
– Affluence
– Estimated Age
– Length of Residence
– Relations
– Adults at Address
– Lifestage
– Children at Address
•
Profiles of the three most indicative segmentations have been included in this report.
•
An overlap analysis of the households associated with each of the organisations was performed
for all households in the Greater Melbourne Region. Regionally based households were not
included as they fall outside this area.
•
It is IMPORTANT to keep in mind that the databases supplied to PMM are limited to ticket buyers
and members whose information is captured, and are not a representation of all visitations or
ticket purchases, which means that the analysis is not a complete picture of all those who come
through the door.
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Non-CBD Influence
•
While the majority of the Victorian Government-owned cultural organisations
are in the Greater Melbourne Region, one organisation is based in the
Greater Geelong Area.
•
These two base areas were combined for the insights analysis and because
of this, the index scores will slightly lean towards any dominant variable
within the Greater Geelong Area.
•
This effect however is minimal, with negligible variations in the overall index
scores apart from the index score associated with Mosaic Group H. It
increased from an index of 64 (with only the Greater Melbourne region
included in analysis) to an index of 96 (when the Greater Geelong Area is
included in analysis).
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Key Findings
The key findings for Victorian Government-owned organisations’ ticket buyers
and members show that:
•
They are more likely to come from highly educated professional households
living in either inner city areas and outer city suburbs. They are more likely
to be culturally diverse, socially aware, lead busy lifestyles, and be active.
•
They come from varying family structures and mixed age groups but trends
show that there is a strong likelihood for ticket buyers and members to
come from households associated with tertiary student home stayers or
young and successful inner city households. This indicates that there could
be a relationship with younger audience members aged under 25 not picked
up through the analysis.
•
Approximately 11.5% of ticket buyers and members are found on two or
more Victorian State Owned cultural institutions’ databases, indicating
evidence of multi-art form consumption.
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Mosaic Group* audience Distribution
•
There are four distinct Mosaic Groups which make up in total 69.4% of the Victorian Governmentowned organisations' ticket buyers and members.
•
Mosaic Group C – Young Ambition (19.7%), Mosaic Group F – Metro Multiculture (18.4%), Mosaic
Group A – Privileged Prosperity (15.7%) and Mosaic Group B – Academic Achievers (15.5%).
* See Appendix A for Mosaic Group Summary information
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Mosaic Group Index Scores
•
Mosaic Group C – Young Ambition is the highest ranked Group. An Index* of 234 illustrates an
over representation in the databases of nearly two and a half times the base area average.
•
While Mosaic Group F - Metro Multiculture make up a large portion of ticket buyers and members,
they are under-represented due to the large portion of these households within the base area.
NB: The dotted line in Mosaic Group H represents the Geelong Influence (above the line)
* See Appendix B for information on Mosaic terminology
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Mosaic Group Table*
Group
C
B
A
G
H
D
F
J
I
E
K
Description
Number of Arts
Vic Patrons
Young Ambition
Academic Achievers
Privileged Prosperity
Learners & Earners
Provincial Optimism
Pushing the Boundaries
Metro Multiculture
Suburban Subsistence
Farming Stock
Family Challenge
Community Disconnect
TOTALS
%
Number of
HOUSEHOLDS in Greater
Geelong and Melbourne
%
Penetration
%
50,927
40,013
40,552
13,365
8,307
13,373
47,617
13,847
3,749
20,244
6,280
19.72%
15.49%
15.70%
5.17%
3.22%
5.18%
18.44%
5.36%
1.45%
7.84%
2.43%
125,608
146,728
152,370
69,618
49,605
106,760
402,277
123,307
34,417
199,524
78,932
8.43%
9.85%
10.23%
4.68%
3.33%
7.17%
27.01%
8.28%
2.31%
13.40%
5.30%
40.54%
27.27%
26.61%
19.20%
16.75%
12.53%
11.84%
11.23%
10.89%
10.15%
7.96%
258,274
100.00%
1,489,146
100.00%
17.34%
Normalised
Index
58.48
28.64
27.81
2.41
-0.55
-9.61
-44.91
-14.11
-4.07
-27.30
-13.66
Index
234
157
153
111
97
72
68
65
63
59
46
100
Source: Pacific Micromarketing, Arts Vic Database
•
Mosaic Group C – Young Ambition is the highest ranked Group. An Index of 234 illustrates an over representation in
Victorian Government-owned organisations' ticket buyers and members to be nearly two and a half times the base
area average.
•
Mosaic Group B – Academic Achievers and Mosaic Group A – Privileged Prosperity are the next two highest ranked
groups with an index of 157 and 153 respectively.
•
While Mosaic Group F - Metro Multiculture do make up a large portion of Victorian Government-owned organisations’
ticket buyers and members. They are under-represented due to the large portion of these households within the base
area.
•
* See Appendix B for information on how to read Mosaic tables
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Mosaic Group Key Findings
•
•
There are three key Mosaic Groups that are over represented when compared to VIC Metro and
Greater Geelong households. These Mosaic Groups are:
•
Mosaic Group C – Young Ambition (19.7% of ticket buyers and members, index of 234)
 Educated and high-earning young singles and sharers that live in inner suburbs.
 Exercising, going out and technology are common interests.
•
Mosaic Group B – Academic Achievers (15.5% of ticket buyers and members, index of 157)
 Wealthy areas of educated professional households.
 Enthusiasts of cultural and sporting events, food, wine and national newspapers.
•
Mosaic Group A – Privileged Prosperity(15.7% of ticket buyers and members, index of 153)
 The most affluent families in the most desirable locations.
 Active lifestyles and keen users of technology.
In the VIC Metro and Greater Geelong region there are 424,706 households that fall within these
three Mosaic Groups totalling 28.5% of all households.
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Mosaic Type* audience Distribution
• Mosaic Types C09 – Bright Futures (12.2%), B06 – Informed Affluence (8.8%), F20 –
Intercontinental Connections (6.8%), A02 – Studied Wealth (6%), F21 – New Wave (5.8%) and B07
– Conscious Consumers (5.7%) represent the top six Mosaic Types of Victorian Arts Agencies'
ticket buyers and members.
• Combined these six Groups make up 45.2% of Victorian Government-owned organisations' ticket
buyers and members.
* See http://www.mosaicaustralia.com.au/ for further information about Mosaic Types
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Mosaic Type Table* (Over 150 Index)
Type
Description
A01
C09
A02
C11
B06
C10
Portfolio Management
Bright Futures
Studied Wealth
Rising Wealth
Informed Affluence
Graduating Upwards
Number of Arts Vic
Patrons
5,284
31,459
15,433
11,530
22,618
7,938
%
2.05%
12.18%
5.98%
4.46%
8.76%
3.07%
Number of
HOUSEHOLDS in
Greater Geelong and
Melbourne
10,259
68,402
40,129
32,920
66,825
24,286
%
Penetration %
0.69%
4.59%
2.69%
2.21%
4.49%
1.63%
51.51%
45.99%
38.46%
35.02%
33.85%
32.69%
Index
297
265
222
202
195
188
•
There are six key Mosaic Types that are highly over-represented amongst Victorian Governmentowned organisations' ticket buyers and members.
•
Mosaic Type A01 – Portfolio Management (Index of 297), Mosaic Type C09 – Bright Futures
(Index of 265) and Mosaic Type A02 – Studied Wealth (Index of 222) scored the highest of these
six.
•
While Mosaic Types F20 and F21contribute to a large portion of the Victorian Government-owned
organisations' ticket buyers and members (12.6%), owing to their large representation of
households within the base area these two types didn’t show any significant over-representation.
•
These top six Mosaic Types contain all the Mosaic Types which make up Mosaic Group C –
Young Ambition.
* See Appendix B for information on how to read Mosaic tables
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Mosaic Type - Key Findings
•
The six Mosaic Types that have indices more than 150 (greater than one and half times overrepresented) are:
•
A01 – Portfolio Management (2.1% of database, index of 297)
 High-spending, established families in the wealthiest suburbs.
 Enjoy regular holidays, evenings out and prestige brands.
 Comprises mature families with older children in secondary or higher education.
•
C09 – Bright Futures (12.2% of database, index of 265)
 Thriving students or professional renting flats and terraces.
 Very active, making the most of living in the city.
 Generally aged between 20 and 34 with high individual incomes providing plenty of
spending money.
•
A02 – Studied Wealth (6% of database, index of 222)
 Well educated, maturing families in prime suburbs.
 Often enjoy events, nights out or playing sport.
 Successful mature baby boomer families with many tertiary students still living at
home.
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Mosaic Type - Key Findings
•
C11 – Rising Wealth (4.5% of database, index of 202).
 Educated and affluent young professional couples in inner city areas.
 Travel, sport and culture are keen interests.
 Take full advantage of all available activities for residents of the most inner city suburbs.
•
B06 – Informed Affluence (8.8% of database, index of 195).
 High income families and singles in the attractive middle suburbs.
 High concentrations of both younger and older children.
 Socially aware, active lifestyles and frequent users of the internet.
•
C10 – Graduating Upwards (3.1% of database, index of 188).
 Young high-earning socialites in high-rise apartments often close to water.
 High spending on entertainment and travel.
 Busy social lives include sport and going out with friends.
•
These six Mosaic Types account for 36.5% of Victorian Government-owned organisations’
ticket buyers and members and 16.3% of all households in the Greater Melbourne and
Geelong region.
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Profile Importance Ranking Variable Performance
•
Lift Score: is a measure of how
indicative a variable or
segmentation is at distinguishing
the target from the base. The
higher the number (out of 100)
the stronger the variable is.
•
Weighted Deviation: is a
measure of how indicative a
variable or segmentation is at
distinguishing the target from the
base and it takes into account
the base size of individual
classes or groups within the
variable or segmentation.
•
Total Score: Combining these
two techniques makes the
measure of variable strength
more robust.
Top 3
variables
and
Mosaic
•
Beside Mosaic Group and Mosaic Type the top 3 most indicative variables for Victorian
Government owned cultural organisations' ticket buyers and members are Factor 2 – Prosperity,
Factor 4 – Cultural Diversity and Adults at Address.
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Factor 2 - Prosperity
•
There is a strong over-representation of highly prosperous households indicating that audience
members are more likely to be highly educated professionals. This links closely with the Mosaic
findings.
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Factor 4 – Cultural Diversity
•
This chart shows that there is a tendency for Victorian Arts Agencies' ticket buyers and members to be more
associated with cultural diverse households and neighbourhoods where there is a higher mix of individuals born
overseas with those born in Australia. This further validates the Mosaic findings.
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Adults at Address
Group
1
4
3
5
6
7
2
Description
One Adult
Four Adults
Three Adults
Five Adults
Six Adults
Seven or More Adults
Two Adults
TOTALS
Number of Arts
Vic Patrons
%
55,519
15,314
28,945
3,831
736
297
96,081
27.66%
7.63%
14.42%
1.91%
0.37%
0.15%
47.87%
200,723
100.00%
Number of
HOUSEHOLDS in
Greater Geelong and
Melbourne
%
Penetration %
Normalised
Index
240,593
69,965
140,375
19,698
5,171
2,412
1,010,932
16.16%
4.70%
9.43%
1.32%
0.35%
0.16%
67.89%
23.08%
21.89%
20.62%
19.45%
14.23%
12.31%
9.50%
56.35
12.80
22.63
2.49
0.08
-0.06
-119.36
1,489,146
100.00%
13.48%
Index
171
162
153
144
106
91
71
100
Source: Pacific Micromarketing, Arts Vic Database
•
A large proportion of Victoria’s State Owned Cultural Insititutions’ ticket buyers and members
come from single (27.7%) and two adult (47.9%) households. Again, this insight is linked closely
with a large portion of ticket buyers and members coming from Mosaic Group C. Due to the large
number of two adult households within the base area, this group is actually under-represented
(index of 71). Single adult households are significantly over-represented (index of 171)
•
Four adult, three adult and five adult households are over-represented compared to the base
area. This is contributed to by the older families associated with Mosaic Groups A, B and F as well
as the more populous low income sharer households associated with Mosaic Group G.
* See Appendix B for information on how to read Mosaic tables
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Growth Areas
•
When looking at the Mosaic Group table we can see that these databases show a
considerable penetration into the top three Mosaic Groups.
• Mosaic Group C (40.5% penetration)
• Mosaic Group B (27.3% penetration)
• Mosaic Group A (27.8% penetration)
•
If we remove duplications from the different databases (11.5%) these penetration
levels remain high.
• Mosaic Group C (36.1% penetration)
• Mosaic Group B (24.3% penetration)
• Mosaic Group A (23.7% penetration)
•
However, these numbers tell us there is still a high number of potential ticket buyers
and members that can be targeted and converted to attenders.
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Areas of Potential for Audience Growth
• Organisations can identify potential growth areas based
on two basic principles:
1. Areas where there is a high estimated market
potential. That is, areas with high levels of overrepresented groups and types.
2. Areas where the customer penetration is below
30%.
Moonee Ponds
Heidelberg/Balwyn
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Box Hill/Carnegie
Household Overlap
•
This table shows a high proportion of
households (88.5%) only appear on
one of the total nine databases.
•
A further 11.5% of Victorian
Government-owned organisations'
audiences’ households appear across
multiple Victorian Arts Agencies'
databases indicating multi art form
consumption.
•
The maximum number of databases
that a single household is on was 7
databases.
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Appendix A –
Mosaic Group
Summary Descriptions
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Appendix B –
How to Read a Mosaic Profile
How to Read a Mosaic Profile
G ro u p
A
B
C
D
E
F
G
H
I
J
K
D e s c rip tio n
2
1
P riv ile g e d P ro s p e rity
A c a d e m ic A c h ie v e rs
Y o u n g A m b itio n
P u s h in g th e B o u n d a rie s
F a m ily C h a lle n g e
M e tro M u ltic u ltu re
L e a rn e rs & E a rn e rs
P ro v in c ia l O p tim is m
F a rm in g S to c k
S u b u rb a n S u b s is te n c e
C o m m u n ity D is c o n n e c t
TO TALS
T a rg e t
%
B ase
%
P e n e tra tio n %
3
2
4 ,0 1 6
1 ,8 0 4
1 ,3 0 7
2 ,6 3 2
3 ,9 2 7
2 ,9 9 9
698
1 ,7 7 9
1 ,1 6 4
1 ,3 2 9
1 ,4 3 6
1 7 .3 9 %
7 .8 1 %
5 .6 6 %
1 1 .4 0 %
1 7 .0 1 %
1 2 .9 9 %
3 .0 2 %
7 .7 0 %
5 .0 4 %
5 .7 6 %
6 .2 2 %
2 4 ,9 0 0
1 3 ,5 9 2
5 ,2 6 3
1 3 ,9 0 9
5 4 ,8 1 7
2 4 ,1 4 8
4 ,5 2 0
2 8 ,2 2 8
1 3 ,2 9 0
1 6 ,3 5 0
3 2 ,4 3 7
1 0 .7 6 %
5 .8 7 %
2 .2 7 %
6 .0 1 %
2 3 .6 8 %
1 0 .4 3 %
1 .9 5 %
1 2 .2 0 %
5 .7 4 %
7 .0 6 %
1 4 .0 1 %
1 6 .1 3 %
1 3 .2 7 %
2 4 .8 3 %
1 8 .9 2 %
7 .1 6 %
1 2 .4 2 %
1 5 .4 4 %
6 .3 0 %
8 .7 6 %
8 .1 3 %
4 .4 3 %
2 3 ,0 9 1
1 0 0 .0 0 %
2 3 1 ,4 5 4
1 0 0 .0 0 %
9 .9 8 %
N o rm a lis e d
In d e x
4
1 0 .5 4
2 .9 3
5 .0 4
8 .2 7
-1 0 .6 6
3 .9 6
1 .5 7
-6 .7 9
-1 .0 4
-1 .9 5
-1 1 .7 1
In d e x
5
162
133
249
190
72
124
155
63
88
81
44
100
1.
2.
3.
4.
5.
The name given to each classification type
Number of households/population/adults 18 and over within each classification type
Penetration % is calculated based on the target volume divided by the base volume
The Normalized index is similar to the index but takes volume into account.
The Index compares the percentage of each type in the customer file against the percentage of each type in the
base population.
•
The index is the means by which each type is determined to be over- or under-represented within the base profile.
An index of 100 occurs where the target % is the same as the base % and therefore the proportion of customers in
the profile within this type is said to be average.
•
For the Normalized Index, the average value is zero, so any indices above zero is over represented by the target
group and any index less than zero is under represented by the target group
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