Arts Audiences: Insight

Arts Council England developed this audience segmentation that breaks down the English adult population into 13 consumer segments in terms of their engagement with the arts – two segments are highly engaged, 7 somewhat engaged and 4 are not currently engaged. The data has been used to estimate segment profiles for geographic areas.

The segmentation provides insights into the patterns of arts consumption and attitudes towards the arts, how people spend their leisure time and what competes with the arts for their attention. It also considers socio-demographic factors, media consumption and lifestyles. The segment descriptions offer suggestions about how you might engage the groups further with your activities, which you could test.

For further information visit the ACE website.

What can you use it for?

• Informing strategic objectives
• Understanding levels of arts engagement in your audience
• Understanding potential
• Selecting benefits led marketing messages

 

How does it work?
Either you can provide us with your data to profile (including full postcodes) and you will receive a chart and table for each dataset with proportions of each segment as well as a comparison to the English population. Or, we can also profile a geographical area for you to find out the hot and cold spots for each segment. All reports are provided with interpretation to help you use the information effectively for your audience development.

What does it cost?
ACE National Portfolio Organisations and Local Authority arts development departments can receive up to three free area segmentation reports per year. For each additional report the cost is £25. The cost of profiling a venue’s data using the arts based segmentation is £200 + VAT for up to three datasets.