AMA Conference 2020

England’s adult population: a segmentation of arts audiences

England’s adult population: a segmentation of arts audiences

By Catherine Bunting

SUMMARY

Catherine Bunting describes research which breaks down the adult population in England into distinct segments based on whether and how often people attend and participate in the arts. She shows how the segments differ in terms of demographics, attitudes, behaviour, lifestyles and aspirations and how arts organisations might (or might not) engage with each group.

Engaging with this group

  • Arts engagement is not a big thing for this group but they’ve got huge potential – they’re a big group in the population (20%) and many say they would like to attend the arts more often.
  • At the moment their interests are in live pop and rock, theatre, musicals – generally the big mainstream shows.
Resource type: | Published: 2013