57% respectively, The more culturally-active are in the play or current segments are less prominent in the market (average 47%) lapsed and potential museum whereas they are 21% in the current Given the high market penetration into the markets museum market and 27% in the culture culture market it’s unsurprising that the market overall. Interestingly, the Culture Segment museum What this indicates is that the current breakdown for the lapsed and potential museum market has a larger proportion of museum market appears to reflect Average monthly cultural spend more culturally- active segments than the segments’ tendency to engage in cultural culture market as a This is presumably activities in general, likely the result of both Cultural Current Ever due to its broad appeal, attracting more of the high penetration of the museum market average museum museum the culture market overall, and in particular into the culture market and the fact that this the more culturally-active segments. market has broad appeal. $50.36 $62.81 $51.73 The current museum market Those segments that tend to be more culturally active make up a smaller are extremely active in the $24.65 $29.33 $25.21 proportion of these less culturally-active culture market markets: Essence and Expression make up Adults in the current museums market are 23% and 27% of the lapsed and potential $19.88 $25.18 $20.60 also active across a range of cultural museum markets respectively, whereas they activities, with many of them also having make up 39% in the current museum market $9.96 $12.32 $10.38 engaged with other artforms in the past and 33% in the culture market overall. three years, more so than the museum Similarly, less culturally-active segments market as a whole. like Release, Perspective and 80% Entertainment make up a smaller of the current museum market market looks very similar to the overall are also in the current visual arts proportion of the lapsed and potential market in terms of their spend. Notably, market (average 65%) museum market compared to the culture however, culture expenditure by the market average. The combined proportion 79% current museum market is between 19 to are in the public libraries of these segments make up 34% and 39% 25% higher across each type of current market (average 56%) in the lapsed and potential museum market expense, compared to the average
The more culturally-active segments are less prominent in the lapsed and potential museum markets Interestingly, the Culture Segment breakdown for the lapsed and potential museum market appears to reflect segments’ tendency to engage in cultural activities in general, likely the result of both the high penetration of the museum market into the culture market and the fact that this market has broad appeal. Those segments that tend to be more culturally active make up a smaller proportion of these less culturally-active markets: Essence and Expression make up 23% and 27% of the lapsed and potential museum markets respectively, whereas they make up 39% in the current museum market and 33% in the culture market overall. Similarly, less culturally-active segments like Release, Perspective and Entertainment make up a smaller proportion of the lapsed and potential museum market compared to the culture market average. The combined proportion of these segments make up 34% and 39% in the lapsed and potential museum market respectively, whereas they are 21% in the current museum market and 27% in the culture market overall. What this indicates is that the current museum market has a larger proportion of more culturally- active segments than the culture market as a This is presumably due to its broad appeal, attracting more of the culture market overall, and in particular the more culturally-active segments. The current museum market are extremely active in the culture market Adults in the current museums market are also active across a range of cultural activities, with many of them also having engaged with other artforms in the past three years, more so than the museum market as a whole. 80% of the current museum market are also in the current visual arts market (average 65%) 79% are in the public libraries current market (average 56%) 57% are in the play or current market (average 47%) Given the high market penetration into the culture market it’s unsurprising that the museum Average monthly cultural spend Cultural average Current museum Ever museum $50.36 $62.81 $51.73 $24.65 $29.33 $25.21 $19.88 $25.18 $20.60 $9.96 $12.32 $10.38 market looks very similar to the overall market in terms of their spend. Notably, however, culture expenditure by the current museum market is between 19 to 25% higher across each type of expense, compared to the average