Culture Segment profile of the adults that are current, lapsed or potential visitors 1% 4% 4% 7% 9% 59% are also in the current 13% 14% theatre market (cultural average 8% 47%) market market for musicals and cabaret (cultural average 43%) 14% 8% 16% 14% 17% 53% Considering there are a higher proportion of 15% the more culturally interested segments within were also 17% this market it’s unsurprising they are more arts 25% in the active than average. In comparison, adults in the Base [2512] Base [732] Base [258] lapsed Average monthly cultural spend Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment attendance, and will require tailored marketing strategies in to attract successfully. Expression and Release are the largest segments in the Visual arts visitors are slightly potential market more culturally than Looking at the 7% of the culture market average who are in the potential visual arts Some of the less culturally-active segments market, 19% are Expression (who — in particular Entertainment are less likely to compromise 21% of the overall culture — attend visual arts organisations and events. As market), and 17% are Release (only 9% a result adults that have visited an art gallery of the culture market). The less or exhibition were slightly more likely than active segments like Release can be average to have engaged with a variety of more difficult to convert from interest into
Culture Segment profile of the adults that are current, lapsed or potential visitors 1% 7% 8% 4% 9% 14% 4% 13% 59% are also in the current theatre market (cultural average 47%) arts market 8% 17% 25% 15% 16% 17% 14% 14% 53% were also in the market for musicals and cabaret (cultural average 43%) Considering there are a higher proportion of the more culturally interested segments within this market it’s unsurprising they are more active Base [2512] Base [732] Base [258] than average. In comparison, adults in the lapsed Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment Average monthly cultural spend Expression and Release are the largest segments in the potential market Looking at the 7% of the culture market who are in the potential visual arts market, 19% are Expression (who compromise 21% of the overall culture market), and 17% are Release (only 9% of the culture market). The less segments like Release can be more difficult to convert from interest into attendance, and will require tailored marketing strategies in to attract successfully. Visual arts visitors are slightly more culturally active than average Some of the less culturally-active segments — in particular Entertainment — are less likely to attend visual arts organisations and events. As a result adults that have visited an art gallery or exhibition were slightly more likely than average to have engaged with a variety of