3.8 million are in the libraries market considered to belong to the public library are very recent visitors having been to a 95% Overall of the culture market market. This includes 4% of the culture public library within the past 12 months in Victoria can be considered to be market who have never been to a public (79%). part of the public libraries market, library, but would be interested in doing so The lapsed market for public libraries is 3.8 million representing in the future. significant, and represents a fifth of the people. culture market (20%). The potential market is much smaller, at only 4% of the culture recent market The for libraries is market. Library market penetration substantial, over half with of the cultural market visiting a library 4% within the past 12 months. 5% The Culture Segment profile of those who have ever been to a public 20% very similar to the 56% visited in the past 12 library is culture market overall, with months 15% visited 1–3 56% only Expression and Affirmation very ago slightly over-represented. 20% visited 3+ years ago 15% 4% never been and Public libraries have a very 71% of the culture market are in the interested 5% never been large recent market current market for public libraries, and of and not interested this current market, almost four in five 95% of the culture market can be
3.8 million are in the libraries market Overall 95% of the culture market in Victoria can be considered to be part of the public libraries market, representing 3.8 million people. The recent market for libraries is substantial, with over half of the cultural market visiting a library within the past 12 months. The Culture Segment profile of those who have ever been to a public library is very similar to the culture market overall, with only Expression and Affirmation very slightly over-represented. Public libraries have a very large recent market 95% of the culture market can be considered to belong to the public library market. This includes 4% of the culture market who have never been to a public library, but would be interested in doing so in the future. Library market penetration 4% 5% 20% 56% 15% 71% of the culture market are in the current market for public libraries, and of this current market, almost four in five are very recent visitors having been to a public library within the past 12 months (79%). The lapsed market for public libraries is significant, and represents a fifth of the culture market (20%). The potential market is much smaller, at only 4% of the culture market. 56% visited in the past 12 months 15% visited 1–3 ago 20% visited 3+ years ago 4% never been and interested 5% never been and not interested
Arts_Vic_v961.docx