Urban arts eclectic About them

1
Urban arts eclectic About them

• Early stages of developing career and life.
  Highly qualified and more affluent, they have the
  means to splurge occasionally, treating
  themselves to an expensive meal or making an
  extravagant purchase. Ambitious with career
  aspirations and believe in seizing lifes
  opportunities. They seek new experiences and show
  interest in other cultures, food travel and are
  contemporary in thinking. They have been educated
  to act as global and responsible citizen, they
  exercise their concern for the environment,
  animals through their purchase decisions.
  Consider themselves arts-savvy and actively
  engage with it as a way of relaxation, developing
  their skills and meeting new people. Friends are
  important to them in their support and social
  network. Describe themselves as optimists,
  creative and open-minded.

2
Urban arts eclectic Regular activities

• They like to eat out at restaurants, pubs and
  coffee shops. Their are keen to experience and
  learn about other cultures also by trying
  different cuisines.
• Pay attention to their fitness, by going to gym,
  swimming or doing conditioning activities.
• They show interest in football/soccer, cricket
  and tennis. Actively attend art events
  including photography, sculpture exhibitions,
  music events, street arts and culturally specific
  festivals.

3
Urban arts eclectic Occasional outings and key
interests

• Show interest in music, have been to pop/rock and
  jazz concerts.
• Keenly interested in culture in general, they
  visited museums and cultural events. Activities
  show skew to London.
• They also engage with nature related activities
  visiting zoos, archaeological sites, safari
  parks.

4
Urban arts eclectic Demographic characteristics
How does this compare with population average?
Urban arts eclectic 621

16-34
Age group
50

Single, never married
Marital status
47
Children in household
No
70
White
Ethnic group
83

Asian/Black
15

London
Region
28

South West
13

Higher education professional
Highest qualification
47

Other higher education below degree level
14

A levels, vocational level 3 equivalents
20

Working status
Full time
57

ACORN category
Urban prosperity
25

Social class
Large employers higher/lower professional/manage
rial
44
sources Taking Part Survey (Jul05 -Oct06)
universe all adults 16 in England
5
Urban arts eclectic Current lifestage
Confident
Experiencing
Enjoy spending time with their friends
Shaping their life
Career aspirations and entrepreneur outlook
Single
Not interested in familial life and households
chores
Self-assured, have already succeed
No real financial constraints, manage their money
responsibly
Time available
Balanced lifestyle, healthy diet, physically
active
6
Urban arts eclectic Key attitudinal traits
Aspire to be creative and open minded
Relish challenges and experiences
Frown upon TV entertainment
keep up with trends
Global, not local
Contemporary, progressive
Hedonist and utopist
Sophisticated edge
Keen to find out about different and exotic
cultures
want broader horizons
without too many frontiers, rules and order
Aware of public issues, environmentally and
socially conscious
Info seeking internet savvy
7
Urban arts eclectic Media summary
TV
Outdoors
?
?
Radio
Press
?
?
Majority are light users (up to 20h/week) Higher
proportion watch BBC1, Channel 4, E4, ITV1,
BBC2Mainly interested in films, news/current
affairs, any drama, documentaries / educational,
art related programmeMajority watch Have I got
news for you?, BBC Ten Oclock news, Top Gear,
The Simpsons
Higher proportion read newspapers
everyday Majority read Sunday Times, Daily Mail
(Saturday), Sunday Times Magazine Interest
around national news, local news, European news,
other foreign news
Medium poster exposure (travel 4-8.5h/week) Majori
ty noticed advertising on the outside of a bus,
posters at a side of roads or buildings, bus
stop/shelter advertising, in shopping
centres/malls
Higher proportion are light users (less than
10.5h/week) Listen to news/current affairs,
content coverage, live bands in-studio, sports,
comedy programmes on Radio 4
Internet
?
Majority access internet every day/most days
Mainly access at home Visiting sites on travel,
cinema listing/event guides, weather forecast,
music mp3, newspapers Main websites Google, MSN,
Yahoo.com Using internet for e-mail, general
research, online banking, purchasing music
Cinema
Word of Mouth
?
Magazines
?
?
Majority are heavy (at least once a month) to
medium cinema goers (2-3 times a year to once
every 2-3 months) More affinity with action
adventure films, thrillers, romantic comedies,
but also foreign film and period drama and
documentary
Talked about clothes, food, healthy living,
alcoholic drinks, mobile phones
Average magazine readers (1-2 in last
month) Topics of interest national news,
art/books/music Read National Geographic, Sky
the Magazine, Your MS, Tesco Magazine
?
?
Overall unimportant media
Overall important media
sources fused Taking Part survey (Jul05 -Oct06)
/GB TGI 2007 Q4 (Jul06-Jun07) universe all
adults 16 in England
8
Urban arts eclectics Art behaviour summary

• 60 take part in at least 3 artistic activities
• 55 would like to attend more often
• Tend to have been encouraged when they were young
• Main reasons for participation is that they enjoy
  it and find it relaxing but also desire to learn
  and develop new skills
• Main activities include music events,
  exhibitions, street arts and cultural festivals
• Participate in a wide range of activities create
  computer art, paint, draw, play instrument,
  photography

9
Urban arts eclectic Barriers vs. drivers

• Barriers
• Lack of time too many interests to pursue

• Drivers
• Natural interest in broadening horizons
• Seek out new experiences
• Treat arts as a way of learning/developing news
  skills
• Sociable - enjoy meeting other people, hanging
  out with friends

10
The culture crowd About them

• In the early stages of developing their career
  and/or starting families. Mostly highly qualified
  and high income earners, they have career
  aspirations and take time to indulge their
  interests in fashion, travel and cuisine,
  sometimes to extravagant extents. They relish
  seeking out new experiences and are willing to
  pay for quality. Despite this self-indulgence,
  they exhibit responsibility to the environment
  reflected in their choice of brands. Although
  their taste in the arts is confined mainly to the
  contemporary it shows signs of widening given
  their inclination towards experimentation.

11
The culture crowd Regular activities

• Keenly interested in fashion, they shop regularly
  for the latest trends and make time for
  socialising with friends at pubs or over a meal.
  Not surprisingly, their fondness for the new as
  well as the fact that they are more likely to
  live in London gives them easy access and more
  opportunity to try out a variety of cuisine. They
  also pay attention to their fitness and find
  regular exercise in the form of swimming,
  cycling, jogging and going to the gym. Given
  their interest in the arts, they also have
  creative hobbies playing an instrument,
  painting/ drawing or embroidery/knitting.

12
The culture crowd Occasional outings and
key interests

• They have a strong interest in the arts with
  visits to an array of cultural activities
  theatre, galleries, museums and concerts mainly
  geared towards the contemporary.
• Given their adventurous nature, they relish
  travelling and seek holidays off the beaten
  track. However, given work constraints, they do
  not venture beyond Europe and opt for short trips
  mainly for relaxation and city breaks.

13
The culture crowd Demographic characteristics
How does this compare with population average?
The culture crowd 2,522

Female
Gender
63

16 - 34
Age group
30
Marital status
Married
52
Single
35
Children in household
No
65
Yes 1 2
30
White
Ethnic group
93

Higher education/professional
Highest qualification
32
Other higher education below degree level

12
Working status
Full-time
48
Part-time

21
ACORN category
Wealthy achievers
30
Urban prosperity/comfortably off
44
Large employers higher/lower managerial/professi
onal
Social class

36
sources Taking Part Survey (Jul05 -Oct06)
universe all adults 16 in England
14
The culture crowd Current lifestage
Discovery/ experiencing
Early stage of life
Full of opportunities
Building their identity/sharpening their tastes
striving for success
Balance between seeking recognition/self esteem
vs. wanting to fit in
Time to have fun
Living in the present
No responsibilities /obligations/ commitments
15
The culture crowd Key attitudinal traits
Fun
consumerists
Attention seeking
Short-term oriented
quality
carefree
curious
contemporary
aspiring
Conscious about environment and ethics
16
The culture crowd Media summary
Press
Outdoors
TV
Radio
?
?
?
?
Consider E4/Sky Movies/Living Friday night with
Jonathan Ross, Grand Design, Nevermind the
Buzzcocks, Parkinson, Property Ladder
Useful as supportive media as they refer to for
food drink, entertainment guide, film video,
health fitness topics for their other
hobbies, lifestyle interests
Exposure during commute railway stations,
underground, taxis
Music charts, chat and entertainment Chris
Moyles Show, Jonathan Ross, Jo Wiley, Chris
Evans, Official Chart Show, Saturday Live Light
entertainment Comedy on Radio 4, The Archers,
Womans Hour News Newsbeat, the Today programme
Magazines
?
Word of Mouth
?
Internet
Cinema
?
?
Advertorial in supermarket/store magazines ASDA
and Tesco Entertainment and celebrity news Heat,
OK!, Now, Reveal, Closer, Cosmopolitan Everyday
advice Good Housekeeping
Being early adopters, not surprisingly, they talk
about a wide array of products to friends and
family
Socialising also carried out online making
phone-calls, online dating, social
networking Leisure Cinema listings, online film
rental, specific TV channel or programme
Wide ranging tastes though lean towards romantic
comedies, comedies and fantasy
?
?
Overall unimportant media
Overall important media
sources fused Taking Part survey (Jul05 -Oct06)
/GB TGI 2007 Q4 (Jul06-Jun07) universe all
adults 16 in England base The culture crowd
N3,414
17
The culture crowd Art behaviour summary

• No specific affinity and not very frequent
  attendance
• Common ground is that generally they were
  encouraged when younger and would like to attend
  more often, as they liked what they
  saw/experienced
• Tend to take part into some artistic activities
  themselves

18
The culture crowd Barriers vs. drivers

• Barriers
• Art is not top of mind activity/ not a priority
• Lack of time excuse more than reason
• Lack of interest

• Drivers
• Thirst for new experience
• Fashionability/pop art
• Time available
• Natural interest in variety of things
• Accessible/art they can relate to eg
  fashion/music/design
• Outdoor arts installation art
• Live in London
• Friends

19
Family community focused About them

• In their 30 40s, they are generally middle
  income and have mid-level jobs and have thus
  attained a degree of comfort in their lives. They
  have a strong sense of community and family
  more likely to be from ethnic background
  (Asian/Black). Although they gather information
  from a wide variety of sources and are discerning
  about the information they gather, they take
  comfort in following the advice of others,
  especially that of friends.

20
Family community focused Regular activities

• Food plays a cementing role in their lives so it
  will not be surprising to find them in the
  kitchen or at the dining table cooking and
  feasting amongst friends and family.
• Family is an important element in their lives so,
  outside of work commitments, most of their time
  is spent around the home and with their children.
  They have little time for personal leisure
  activities and instead enjoy some form of
  entertainment by playing the lottery. If they
  find pockets of time, they are likely to spend it
  reading. Some go running or cycling.

21
Family community focused Occasional outings
and key interests

• They do not have a strong inclination towards the
  arts but on occasion visit the theatre and
  museum. Instead their outings mainly revolve
  around sightseeing and trips to amusement parks.
• For holidays they occasionally venture overseas
  but generally are more inclined to take short
  trips around the United Kingdom.

22
Family community focused Demographic
characteristics
How does this compare with population average?
Family community focused 1,541

30 44
Age group
38
Marital status
Married
59
Children in household

Yes
48

Region
South West
14

Ethic group
Asian/Black/Other
12
Higher education/professional
Highest qualification
20

GCSE/O Level (lt 5 A-C)
8

Working status
Part-time
20
ACORN category
Comfortably Off
46
Moderate means
15
Social class
intermediate semi routine
51
sources Taking Part Survey (Jul05 -Oct06)
universe all adults 16 in England
23
Family community focused Current lifestage
Career opportunities are limited
Want their kids to do better/ dream of a better
life for them
Focused on cementing their family and raising the
kids
Did not achieve the best level of education
Connect/fit in their community
Built a comfortable nest with moderate means
Living through children
Living within their means
24
Family community focused Key attitudinal traits
information gathering
seek reassurance
follower not leader
food as an expression of culture/heritage
hold on to cultural roots
family focused
conscious of ethics and the environment
ad-aware
bargain hunting/ striking lottery
simplicity
25
Family community focused Media summary
Press
Outdoors
TV
Radio
?
?
?
?
Lifestyle, chat shows series and motoring (Top
Gear, Friday Night with Jonathan Ross, This
Morning, Lost) Movie and lifestyle channels
Film4, Living, Lost, Sky Movies Opportunities to
highlight arts event in This Morning
Halo effects from other groups Inserts near
celebrity news, baby childcare
Halo effects from other groups
Magazines
?
?
Word of Mouth
?
?
Internet
Cinema
Advertorial in supermarket magazines such as
Sainsbury, Somerfield and Waitrose Inserts near
nature animal, baby childcare
More likely to talk about food and healthy living
Halo effects from other groups
Children influence their movie choices Favour
animation, fantasy childrens film
?
?
Overall unimportant media
Overall important media
sources fused Taking Part survey (Jul05 -Oct06)
/GB TGI 2007 Q4 (Jul06-Jun07) universe all
adults 16 in England base Family community
focused N2,421
26
Family community focused Art behaviour summary

• Affinity with carnivals, culturally specific
  festivals
• Dont take part in artistic activities themselves
  
• Drivers revolve around sense of community/family
• Less likely to attend art events more often

27
Family community focused Barriers vs. drivers

• Barriers
• Time constraints with family
• Less interest in the conventional arts
• white art
• Price/budget pressure

• Drivers
• Their children
• Sense of community/culture
• Being together/family oriented art
• Accessibility/approachability- art they can
  relate to
• Incentives art through games/interactive art
• Family package