Segmentation
& Arts audiences: insight Arts-based segmentation of the population Context, findings and potential applications
Shropshire January 2011
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Contents Segmentation About Arts audiences: insight
The segments Uses of the Arts audiences: insight Breakout session
Questions and answers
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What is segmentation? An established market research technique that breaks down a given market/group of people into distinct consumer ‘types’
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Identifies shared wants and needs
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Enables more precise targeting and tailored marketing and communications
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Used by many arts organisations (e.g. Tate and RSC) and increasingly by public bodies (e.g. BBC, Sport England, National Trust)
Segmentation = stereotyping
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Spot patterns across individuals
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Trade off for gaining insight that helps to develop more effective, targeted strategies
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Strong national correlations between arts engagement, lifestyle and demographics
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Valuable to study broad national patterns while recognising uniqueness of individuals on micro level
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Not everyone in a given segment is identical, but there are clear trends that this profiling picks up
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For AAI individuals allocated to the segment to which they have the highest probability of belonging
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Good indication of the types of initiatives that are likely to be successful among different type of arts engagers
1. About Arts audience: insight
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Why was the AAI segmentation commissioned?
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Improve understanding of how and why different people engage with the arts – building on previous Taking Part research
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Provide a framework for considering how well current arts provision is meeting the needs of the English population
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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:
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some brands were no longer fashionable among certain segments,
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a number of retailers had gone out of business and
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new products and services were missing from the old profiles.
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new products and services were reflected in the segment profiles,
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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%).
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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.
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Typical demographics
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skew to younger age groups
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over a third aged 16–34
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mostly married/living with a partner
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mostly white
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typically well-educated
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over two-fifths holding higher educational qualifications
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average income profile
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the majority working full or part-time
Lifestage and attitudinal traits
creative
optimistic
foreign cuisine
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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
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fun and entertaining
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visits to more ‘mainstream’ arts events
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live music such as rock concerts, musicals, pantomimes, plays and art exhibitions
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many of them engage with creative hobbies e.g. painting, drawing, playing an instrument and textile crafts
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Engagement with this segment – initial ideas
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opportunities positioned as ‘contemporary’, ‘trendy’, ‘fun’
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might respond to endorsements from high-profile media campaigns and celebrities
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an online campaign could be an effective way to interact with this group
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Facebook page or Twitter feed
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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.
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Typical demographics
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an equal gender mix and
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around three quarters are aged 25– 64
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typically have a low educational level
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over half are not currently working
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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
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family over career
Information seekers
money conscious
Media interests chill out
Eastenders, Britain’s Got Talent
newspapers everyday
heavy TV viewers
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internet everyday for email and information not much radio Take a Break
News of the World, Sun, Daily Mirror
Arts engagement
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many listen to music in their free time
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currently unlikely to engage with the arts in other ways
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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
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arts need to be positioned as part of a broader leisure opportunity
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an opportunity for relaxation or presented as part of organised packages or group activities
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working with local networks and community groups
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making activities free of charge or low cost
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ensuring that there are arts opportunities available in close proximity
3. Examples of Use
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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
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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
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Consider current provision against the segments – current reach, how well different segments served (analysis of segment information and postcode modelling)
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Identify areas of potential growth – segments, local areas, types of provision etc
Insight for projects/campaigns/programmes
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Select target segments for project/campaign/ programme of work (e.g. particular production/exhibition)
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Use segmentation data to inform content, delivery, locations, partners/sponsors, marketing and communications, language, tone
Arts audiences insight v/s other resources
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can’t answer all questions
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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
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As one of several factors in your own segmentation
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For background information
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To enable you to compare audiences with peers
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To report on audiences in a recognised format
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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. 34
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
[email protected]
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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
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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
