Wales | 2022 | The Audience Agency

Booker and population data through the lens of the new Audience Spectrum subsegments

We have recently released an exciting update to Audience Spectrum, launching an additional 20 sub-segments in addition to the 10 core segments.

Arts and culture organisations working in Wales will now be able to access analysis of their own audiences at greater granularity through these subsegments, via Audience Finder Answers.

Find out how here

Below we’ve taken a look at Wales through the lens of these new subsegments, analysing:

Bookers (aggregated ticketing data from Audience Finder)
Population data
English population data (for comparison)

Wales | Welsh and Welsh Language Performance

During Wave 5 of the Cultural Participation Monitor, we asked respondents based in Wales four additional questions:

Wales | Hynt Cardholders

Our analysis of HYNT cardholders maps the distribution of audience members by access preferences across Wales.

Wales | Audience Spectrum Mapping

These maps offer an overview of Welsh regions' demographic makeup through the lens of Audience Spectrum - a tool that segments the whole UK population by their attitudes towards culture, and by what they like to see and do.

Wales | 2021

Multiple lockdowns have meant working from home has become the norm and unlike some of their counterparts across the border, Welsh Government rulings have kept doors shut for many organisations.