While all Kaleidoscope Creativity 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 Kaleidoscope Creativity, understanding their variety can help with programming, marketing and outreach.
Understand how these Subsegments differ:
Settled and diverse urban communities.
- Profiles and Places | Urban communities, often in owner-occupied terraces (they are more likely to be in terraces than K2) and with above average proportions from Black and Asian backgrounds. High concentrations of K1s are found in London, and they are also much more likely to be in Scotland.
- Attitudes and Sectors | K1s have generally low levels of engagement with publicly funded culture, though when they do attend arts and culture, they do so more locally on average than any other subsegment.
- Digital and Comms | They make high use of social media and messaging apps, especially Youtube, Snapchat, Facebook, Twitter, Messenger, and moderate use of most subscription services (except for Netflix and Disney +, which are especially popular). They also have high levels of gaming.
Hard-pressed singles in city tower blocks.
- Profiles and Places | Lower income people, often living alone in urban socially-owned flats. Particularly high concentrations are found in London, especially living in flats outside of the central boroughs.
- Attitudes and Sectors | K2s have low levels of engagement with publicly-funded arts and culture, but higher engagement digitally than K1s.
- Digital and Comms | They make very high use of social media and messaging apps (even more than K1), except Facebook and Messenger. There is very high use of subscription services too, including Netflix, Apple Music and TV, and Twitch, as wells as high levels of gaming and use of VR/AR.