3 million are in the literature market market average. 16% 75% of the culture Overall, market in Victoria are in the The literature market has a market for events connected with larger lapsed and potential books or writing, though this compared to the size of the months which means that this artform has includes a high proportion of one of the smallest recent markets along current market potential and lapsed visitors. with festivals and dance. 75% of the culture market in Victoria are As in other less mainstream in the literature market, meaning they the literature artforms, have either attended an event connected with books or literature or are interested market is dominated by in doing so. the more Just over one in ten of the culture market segments (13%) have been to a literature event 13% visited in the past 12 Expression, Stimulation, Essence within the past 12 months ago 16% visited 1–3 and Affirmation. Making up 82% years ago of the current market, this also Literature market penetration this market is explains why 18% visited more than 3 highly active across ago 28% never been and artforms and spend 60% 13% interested 25% more than the culture 25% never been and not interested 28% 18%
3 million are in the literature market Overall, 75% of the culture market in Victoria are in the market for events connected with books or writing, though this includes a high proportion of potential and lapsed visitors. As in other less mainstream artforms, the literature market is dominated by the more segments Expression, Stimulation, Essence and Affirmation. Making up 82% of the current market, this also explains why this market is highly active across artforms and spend 60% more than the culture market average. The literature market has a larger lapsed and potential compared to the size of the current market 75% of the culture market in Victoria are in the literature market, meaning they have either attended an event connected with books or literature or are interested in doing so. Just over one in ten of the culture market (13%) have been to a literature event within the past 12 Literature market penetration 13% 25% 16% months which means that this artform has one of the smallest recent markets along with festivals and dance. 13% visited in the past 12 months ago 16% visited 1–3 years ago 18% visited more than 3 ago 28% never been and interested 25% never been and not interested 28% 18%