‘Urban arts eclectic’, ‘Mature explorers’ and ‘Bedroom DJs’ are among 13 categories of arts attenders and participants identified in a new market segmentation report from Arts Council England (ACE). ‘Arts audience: insight’ bases its analysis on patterns of arts engagement and attitudes towards the arts, rather than more usual segmentation based on socio-demographic characteristics of different groups. "What's different about our approach is that it covers all English adults, not just a particular audience group, that it starts with the arts rather than other social characteristics, and it looks at arts attendance and participation, in and out of the home,” explained Ella Muers, ACE’s Acting Director of Marketing and Brand Development. The report is intended to help increase arts organisations’ knowledge about people’s engagement with the arts and to inform audience development and marketing strategies. The public falls into three broad categories, with colourful labels: the highly engaged (9%, including ‘Traditional culture vultures’), those with some engagement (70%, including ‘Dinner and a show’) and those not currently engaged (23%, including ‘A quiet pint with the match’). The report looks at the demographics, use of media, and leisure and arts pursuits typical of each group, and explores how the arts might engage with them.
w: http://www.artscouncil.org.uk/audienceinsight
Published: 20-10-2008