What makes different audiences tick

Anne TorreggianiChief Executive

AMA Conference 2014

Not-for-profit supporting 800 cultural organisations to understand, engage and grow audiences

Advice & support, research & intelligence

Give-and-gain model: sharing intelligence and good practice. Eg Audience Finder…

Local – National - Local

The Audience Agency…

Outline

• Introduction: how well do we know our audiences?

• Background: Audience Spectrum?• Findings: what makes different audiences tick?• Implications: how should we respond?

Population survey builds on new segmentation

What we wanted to understand• How different are the drivers for each segment?• Who influences who, and how?• How is digital changing all this?• What strategies should we adapt/adopt?• Who are the people formerly known as…

How well do you know your audiences?

The Master and Margarita

Theatre Complicite

Greenwich and Docklands

International Festival

Holkham Hall

Quiz

10 main questions

Circle one from a multiple choice answer to each question. Feel free to collaborate…

Answers at the end. Add up your score.

Questions 1-51. What is the most important motivation for arts attendance among the

population?A) to be entertained B) to learn something new C) to relax

2. What % of the population say that they usually frequent venues they know?A) 23% B) 43% C) 63%

3. What % of the population say that they feel out of place at arts events?A) 14% B) 24% C) 44%

4. (A) What % of the population donate to the arts per year?A) 6% B) 16% C) 26%

4. (B) What % of the population donate to museums per year?A) 4% B) 14% C) 24%

5. (C) What % of highly engaged audiences donate to the arts per year? A) 11% B) 21% C) 31%

5. What % of the population has watched a stream or relay of a live arts performance in the last 5 years? A) 14% B) 24% C) 34%

Questions 6-10

6. What % of the population has ever accessed a museum or art collection online?A) 7% B) 17% C) 27%

7. What % of museum visitors always visit “for something to do with the family”?A) 5% B) 15% C) 25%

8. What % of the population say they recommend arts and cultural activities to others?A) 33% B) 63% C) 83%

9. What % of web-traffic to arts websites is referred by Facebook?A) 3% B) 23% C) 33%

10.(A) What % of the population say social media is important to the way they communicate?A) 29% B) 49% C) 69%

10.(B) What % of highly engaged people say social media is important to the way that they communicate?A) 25% B) 45% C) 65%

Answers

1. A – 91%(across the board) want to be entertained2. B – 43% tend to venues they know3. A – 14% people feel uncomfortable4a. A - 6% donate to arts4b. B - 14% to museums 4c. A - 11% highly engaged5. A - 14% watched live stream6. B - 17% collection online7. C - 25% always visit museums as a family activity8. B – 63% say they recommend arts activity9. A – 3% referrals are from Facebook10a.A – 28% social media important 10b.A - 25% highly engaged

• 50% discount CultureHive GROW programmeNew intensive course to hone strategic audience development skills (worth £125)

• Box of Pick & MixSomething for everyone…

A spectrum of audiences

A new segmentation using national data to understand differences

between audiences – actual and potential

From Audience Finder, the England-wide insight-sharing

programme

Metroculturals

Commuterland

Culturebuffs

Experience

Seekers

Dormitory

Dependables

Trips &

Treats

Home &

Heritage

Up Our

Street

Facebook

Families

Kaleidoscope

CreativityHeydays

A segmentation of the UK population based

on people’s cultural habits and preferences.

10 distinct profiles, linked to household

and located by postcode.

Helps us understand spectrum of audiences,

plan to meet needs, and find new ones.

A ‘living’ model

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Innovations

• Combines culture-specificity with geo-location (ie Arts Audience Insight meets Mosaic)

• National picture of audiences and non-engagers• Museum relevant• Evolving and enriched using real data• Belongs to the sector, developed with the sector • Shaped by practice• Will be able to profile web-users• Works with AAI and Mosaic micro-segments

Find it here…

• Detailed info, mapping, free to all• Benefit Audience Finder – in reports and tools• Data-profiling, Area Profiles, data-tagging available to all • Buy names, addresses and emails

www.audiencefinder.org/spectrum

Metroculturals

Commuterland Culturebuffs

Experience Seekers

High engagement

22% population, 60% of audiences

Confident, enthusiastic, educated

Habits and tastes vary

Donate: 11% arts, 20% museums

Donors: 14% £100+ arts (exclusively), 7% museums

Digital: Heavy-users

Volunteer: Leading, general 31%, 4% culture

Participation: Highest

Dormitory Dependables

Trips and Treats

Home & Heritage

(Kaleidoscope Creativity)

Medium engagement

41% population, 30% of audiences

Risk-averse, not culture-averse

Location and lifestage are critical

Donate: 4% arts, 14% museums

Donors: 5% £100+ arts, 1% museums

Digital: Moderate – light, varies lifestage

Volunteer: Some, general 21%, culture 1%

Participation: Some, varies

Kaleidoscope Creativity

Up Our Street

Facebook Families

Heydays

Less engagement

37% population, 10% of audiences

Do engage, but low proportions

Lack of interest AND lack of resources

Donate: 4% arts, 10% museums

Donors: 1% £100+ arts, 0% museums

Digital: Moderate – light, varies lifestage

Volunteer: Some, general 17%, culture 0%

Participation: Low

Q&A

What makes different segments tick?

Benefits and preferences

Benefits explored through 1st panel survey

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Benefits

• Entertainment and social are hygiene factors – everyone wants them

• Circa 1/3 all segments want to learn something new

• Highly engaged are looking for much more – reputation, stimulation

• They will do more homework as a result

• Lower engaged groups are more likely to want to relax

• Overall, all segments are put off by the idea of “unconventional”, especially later life-stage groups

Programme Preferences – similarities & differences

“Everyman” activities include

• At least 30% of each segment go to musicals

• At least 40% of each segment go to film

• At least 30% of each segment go to collections museums and galleries

Distinctive habits

• “Contemporary” audiences - super-engagers with eclectic tastes

• Panto a preference for medium and less-engaged

• Higher-engaged more like to visit museums for specific interest

• Participation varies between segments, highly engaged dominating

Barriers?

• Only 27% of least engaged think the “arts is not for me”

• Only 17% least engaged say they don’t feel welcome

• All 10 segments cite “lack of time” as the main barrier to attendance

• Is inertia or indifference the biggest barrier?

• And if so…

Who influences who?

How?

Drivers explored through 1st panel survey

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Who influences who?

• All segments most influenced by people they know

• No clear “maven” segments,

• but highly engaged recommend more, influenced by networks

• Highly engaged influenced by professional reviews

• But also confident in own opinions

• Overall influence of online ratings claimed circa 60%

• Venue provided information still important circa 60%, especially important to knowledgeable, highly

engaged

• Children influence 25% families

• Curatorial recommendation rated low

• Google (20%) then Facebook (3%) key referrals

How does digital change things?

Digital explored throughout

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Digital habits

• Everyone uses the internet

• Everyone says they rely on it more now than 5 years ago

• In all segments, less that 1% have no access, never browse

• Life stage makes a difference to how

• Younger – including less engaged - groups use more social media

• Only small numbers say social media is important communication

• Most people prefer online ticketing

• Highly engaged, urban groups are tech fanatics, using it to organise their lives, consume media (good

targets for apps)

Digital engagement

• More people are watching live-streamed performances than going to opera

• Difference is more marked outside urban centres

• Highly engaged, urban - born digital art/ art online

• Engagement with online collections matches profile of onsite audiences… Some change

• Significant numbers using online information to extend their experience, eg post-

experience

Digital for decision-making

• All agree, use web to find out more

• 2/3 use interest to plan total visits

• 60% say replaced print communication

• 40% say it doesn’t!

• All segments say they do more cultural activity because they have better online access to

information

• Different segments want different kinds of information for reassurance

Digital for influencing

• Overwhelmingly, people still prefer face-to-face or phone to suggest activities

• Email second preference

• However, around 30% younger audiences use social media to recommend and to

arrange cultural activities

Overview

More Engaged

Open to range of experiences

Entertainment and social matter

“Challenge”/ “Reputation”

More active seekers

More likely to instigate activities

Driven by a personal passion

Recommend to others more frequently

Confident navigators

Less Engaged

Shorter menu

Entertainment and social matter

“Relax”

Passive intenders

Need clearer match to benefits

Rural/ Suburban Audiences

Traditional tastes

Range of artforms

Highly social

More influenced by companions

Frequency affected by access

Urban Audiences

Eclectic tastes (style)

Highly-engaged – contemporary

Interested in topicality

Don’t mind attending alone

Frequent and active

With children

25% influenced by children’s choices

25% attend museums as a family

People with younger children do less

Culture offer less part of social life

How to rekindle relationships

Implications?

New strategies

Strategies developed through testing

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Superengagers &

Highly engaged

Speak to multiple benefits

Maximise relationships

Income, advocacy

Content and involvement

Digital revolution starts here

Medium engaged

Increase supply - touring and streaming

Focus on lowering practical barriers

Manage risk

Connect through the familiar

Iconic programme

Focus on social benefits

Different kind of loyalty

Less engaged

Pro-active invitation to overcome inertia

Different offer, different place

Get closer

More involvement

Co-creation, special practice

Creative People & Places

Digital a qualified opportunity

Who ARE the people formerly known as?

Enlist the Super-engagers

Donors

Crowd-funders

Digital innovators

Volunteers

Participants

Innovators

Influencers

Pioneers… where they go, others follow

Retaining, growing and developing audiences?

Ansoff matrix:

New and existing audiences

New digital content, new channels, new

models

Love

Experiment

Test!

Caution

Homework!

Make friends

Thanks

Anne.torreggiani@theaudienceagency.orgwww.theaudienceagency.orgwww.audiencefinder.orgwww.culturehive.org020 7407 4625