Culture Segment profiles of the current, lapsed and potential market for opera events 6% 7% 6% 14% 10% 8% 5% 11% 10% Higher proportion of rock 10% a 4 Affirmation 9% a 14% in the potential market of all 15% 21% 17% three music genres Potential 26% Lapsed pop and of 20% Current pop and rock market There is a significantly higher pop and rock Affirmation within the rock and pop Base [648] Base [759] Base [1036] (21%), 3% classical (20%) and opera (22%) 7% 18% Affirmation 10% potential 8% are 2% markets, suggesting that this segment 3% have a greater interest in engaging 8% 13% with more live music generally. Whilst 7% 5% culturally interested, they tend to be quite classical 20% an aspirational segment and are market market sometimes slow to act on their interests. 5% 15% They often have more mainstream tastes 8% Current 11% and can be quite risk averse, 17% so need to be reassured that an programming, work and is worth their Base [806] Base [798] Base [981] trust. 18% 6% 2% is also a significantly higher 2% 3% proportion of Stimulation within the 1% 7% potential market for classical music 14% 6% (18%), with an even higher 6% 11% proportion of this segment within the opera look for potential market (19%). In contrast to ways to the Affirmation, break Current opera Stimulation are very open to risk and market
Culture Segment profiles of the current, lapsed and potential market for opera events 7% 6% 14% 8% 6% 10% 5% 10% 11% Higher proportion of Affirmation in the potential market of all three music genres There is a significantly higher of 21% Current pop and rock 26% 10% 15% Lapsed pop and rock 17% 14% Potential pop and rock market 9% 20% Affirmation within the rock and pop (21%), Base [648] Base [759] Base [1036] 3% classical (20%) and opera (22%) potential markets, suggesting that this segment have a greater interest in engaging with more live music generally. Whilst Affirmation are 5% 7% 18% 2% 8% 8% 3% 7% 10% 13% culturally interested, they tend to be quite an aspirational segment and are sometimes slow to act on their interests. They often have more mainstream tastes and can be quite risk averse, so need to be reassured that an 5% 15% Current market 11% 17% classical market 8% 20% programming, work and is worth their trust. Base [806] Base [798] Base [981] is also a significantly higher proportion of Stimulation within the potential market for classical music (18%), with an even higher 18% 3% 1% 6% 2% 7% 6% 2% 6% 11% 14% proportion of this segment within the opera potential market (19%). In contrast to Affirmation, Stimulation are very open to risk and look for ways to break the Current opera market a a 4
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