You can find out more about the 13 segments in two ways:
1 Reading the segment profile
The segment profiles are an essential starting point. They paint a vivid picture of each segment, picking out some characteristic features and key patterns in their arts engagement, leisure time use, demographics and media consumption. The profiles also include some initial thoughts on the types of engagement strategies that are likely to be more successful among each segment.
Please note that the profiles should not be considered as a source of precise statistics on a given segment - they are intended only to provide broad indication of some likely patterns among different types of arts consumers.
Highly engaged
Some engagement
- Fun, fashion and friends
- Mature explorers
- Dinner and a show
- Family and community focused
- Bedroom DJs
- Mid-life hobbyists
- Retired arts and crafts
Not currently engaged
2 Studying the data tables
If you want to use the segmentation data to support the development of specific engagement or communications strategies, or want to find out more details about any of the segments, you can consult the two more detailed data tables:
Understanding the segments
This table complements the segment profiles by providing more detailed information on the segments':
- socio-demographic characteristics
- arts attendance and participation
- other cultural engagement (libraries, museums, reading, cinema)
- participation in different sports
- volunteering
- TV watching habits
Understanding regional populations
A breakdown of the populations in the nine English regions into the 13 segments:
Download regional data table
Understanding local populations
A breakdown of the populations of counties/unitary authorities, districts/council areas and wards into the 13 segments:
The information in these tables is rich and complex. If you are not used to using raw statistical data you may want expert guidance. This is a service offered by many audience development agencies.
