‘Segmentation’ is a market research method where a given market is broken down into distinct groups that behave in similar ways or have similar needs.” This paper aims to help organisations better understand their current and potential arts audiences, based on updated, in-depth segmentation research that breaks down the English adult population in terms of their engagement with the arts. Aimed to provided new insight into patterns of arts consumption and attitudes towards the arts, how people spend their leisure time and what competes with the arts for people’s attention. It also considers socio-demographic factors, media consumption and lifestyles.

Contributor / Publisher:
Arts Council England
June 2011
Arts audiences: insight