cultural activities as opportunities to More likely to have visited or broaden their horizons or pursue done particular interests they may have. Coast and seaside Picturesque towns and cities Scenic countryside Public libraries The Perspective segment has an optimistic outlook, they are inner-directed and prioritise Artform attendance their own needs above others. They tend to gravitate to a limited out’ focus in their ‘days Cultural behaviour Perspective is one of the least leisure time, based around a small number culturally-active segments and their of interests that have become habitual over behaviour is dominated by more Consumption and creation in the time. mainstream activities such as visiting past 12 months Perspective don’t see the arts as museums just under half have done this in – essential; culture for them is not part of the their identity. Nevertheless they do see Average annual spend $11.80 on food and drink $700 Art gallery Museum Music events Average monthly cultural Experimental theatre spend Less likely to have visited $30.19 on admission/tickets or done on transport to the event 5 on souvenirs or programmes $4.43
The Perspective segment has an optimistic outlook, they are inner-directed and prioritise their own needs above others. They tend to gravitate to a limited ‘days out’ focus in their leisure time, based around a small number of interests that have become habitual over time. Perspective don’t see the arts as essential; culture for them is not part of their identity. Nevertheless they do see cultural activities as opportunities to broaden their horizons or pursue particular interests they may have. Cultural behaviour Consumption and creation in the past 12 months More likely to have visited or done Coast and seaside Picturesque towns and cities Scenic countryside Public libraries Artform attendance Perspective is one of the least culturally-active segments and their behaviour is dominated by more mainstream activities such as visiting museums – just under half have done this in the Average annual spend $700 Average monthly cultural spend $30.19 on admission/tickets $11.80 on food and drink Art gallery Museum Music events Experimental theatre Less likely to have visited or done $4.43 on transport to the event on souvenirs or programmes 5
Arts_Vic_v961.docx