They are inner-directed, sophisticated and More likely to have visited or confident. What other people think is of done little importance and they actively avoid the mainstream. Art galleries Museums Independent Public libraries Live music Culture is a hugely important part of life for events members of the Essence segment. They are the most highly culturally engaged Artform attendance in segments and invest the most in actively Victoria pursuing their eclectic tastes. Culture is something they can experience with or Essence’s appetite for culture is highlighted Cultural behaviour without others. Rather than simply being a in their artform attendance. More active than social activity or a form of entertainment, Consumption and creation in the average across all artforms, their their cultural consumption is a source of past 12 months engagement with visual and performing arts self-fulfilment and change; a means for is particularly noticeable. experiencing life. Average Theatre Average annual spend The coast or seaside Interesting cities Bought a novel / book Played an instrument Created visual arts Written poetry or prose monthly Blockbuster or cultural Hollywood films Theme parks Adventure sport spend Experimental theatre Opera or operetta 0 Less likely $73.37 on to have admission / visited or tickets done $33.95 on food and drink $32.91 on transport to the event $12.55 on souvenirs or programmes
Culture is a hugely important part of life for members of the Essence segment. They are the most highly culturally engaged segments and invest the most in actively pursuing their eclectic tastes. Culture is something they can experience with or without others. Rather than simply being a social activity or a form of entertainment, their cultural consumption is a source of self-fulfilment and change; a means for experiencing life. They are inner-directed, sophisticated and confident. What other people think is of little importance and they actively avoid the mainstream. Cultural behaviour Consumption and creation in the past 12 months More likely to have visited or done Art galleries Museums Independent Public libraries Live music events Artform attendance in Victoria Essence’s appetite for culture is highlighted in their artform attendance. More active than average across all artforms, their engagement with visual and performing arts is particularly noticeable. Average annual spend Average monthly cultural spend $73.37 on admission / tickets Theatre The coast or seaside Interesting cities Bought a novel / book Played an instrument Created visual arts Written poetry or prose Blockbuster or Hollywood films Theme parks Adventure sport Experimental theatre Opera or operetta Less likely to have visited or done $33.95 $32.91 $12.55 on food and drink on transport to the event on souvenirs or programmes 0
Arts_Vic_v961.docx