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Highly active, diverse, social and ambitious regular and eclectic arts engagers.

An important and significant part of urban arts audiences, these highly active, diverse, social and ambitious singles and couples are younger people engaging with the arts on a regular basis. Students, recent graduates and in the early to mid-stages of their careers, they live close to city centres, have easy access to and attend a wide variety of arts, museums galleries and heritage. Interests cover mainstream, contemporary and culturally diverse offers and attending is at the heart of their social lives. They are mostly in search of new things to do and have disposable income to spend on a variety of leisure activities like sports/arts memberships and frequent visits to cafes, bars and restaurants. Digitally savvy, they will share experiences through social media on their smart phones.

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Key Statistics:

Activity Level

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High Cultural Engagement

Spectrum Ranking

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3/ 10

Audience Finder Benchmark

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10% of Active Audiences

Population Prevalence

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9% of UK Population

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Core Characteristics:

  • Profiles: A younger-leaning, lively and active cohort of busy, mixed prosperity professionals, from a wide range of backgrounds and at a variety of different life stages. More information.
  • Attitudes: Culture is at the heart of this group's social life and motivates them to seek out frequent new experiences with friends, and look for discounts to support diverse interests. More information.
  • Sectors: Open to pretty much anything, but with a clear leaning towards the contemporary and culturally specific, this group particularly enjoys immersive and participatory arts. More information.
  • Places: This predominantly urban group lives within easy reach of a wide range of cultural provision, but is also prepared to travel to experience new activities and places. More information.
  • Digital Activities: This is the most digitally confident spectrum segment, using the internet to access almost all of their information about events and make decisions regarding what to attend. More information.
  • Communications: The challenge is grabbing their attention amongst the plethora of offers that might appeal, so prominent listings and engaging online and social media content are crucial. More information.

NEW | Experience Seekers Further Segmented:

While all Experience Seekers broadly share these core characteristics, closer examination reveals two key subsegments who differ in life stage and style. If your target audience or local area is heavy on Experience Seekers, understanding their variety can help with programming, marketing and outreach.

Experience Seekers | E1 Experience Seekers | E2

Socially minded mid-life professionals with varied tastes.

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About this Subsegment.

Students and graduates with adventurous attitudes in diverse urban areas.

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About this Subsegment.

Covid Cultural Participation Scale:

Informed by evidence from the Cultural Participation Monitor, this scale shows whether this group's intention and ability to engage with arts and culture long term was likely to have been more or less affected by Covid than other segments.

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  • As Experience Seekers are heavily urban, highly culturally engaged, and young-leaning, their long term attitudes towards engaging with the arts are likely to be unaffected, instead slipping easily back into busy city life.
  • Nearly half consider themselves ‘arty’, so they are likely to have stayed engaged in arts in different ways during lockdown and will have found the pivot to digital arts streaming the easiest of any group.
  • See Audience Spectrum Through Covid for more about their experience.

Cost of Living Concerns:

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Although their cultural attendance is almost back up to pre-Covid levels, Experience Seekers are among the most likely segments to be put off by cost-of-living concerns, so their potential absence may contribute to a renewed downturn.

Explore all 10 Audience Spectrum segments ▼


FIND OUT MORE ABOUT THE EACH OF THE 10 CULTURALLY ACTIVE SEGMENTS BELOW, INCLUDING INFORMATION ABOUT BEHAVIOURS, ATTITUDES AND PREFERENCES FOR ARTS, CULTURE AND HERITAGE ORGANISATIONS: