APPENDIX 2: Demographics

1
APPENDIX 2 Demographics
2
DEMOGRAPHICS - INTRODUCTION

• The main points of interest arising from the
  segments demographic profiles are that
• Income by itself does not moderate segment
  inclusion, nor the range of Arts participated in
  over the last year.
• At total sample level, entertainment preferences
  and involvement in the populist arts are
  independent of educational attainment .
• There is an indication in the data that
  postgraduate qualifications are related to
  consumption of the higher arts, but the
  proportions of our sample who actually
  participated in these artforms was too low to
  perform any analysis, despite a those with
  postgraduate qualifications being well
  represented in our sample.
• Occupation, however, very strongly moderates
  segment inclusion and the presence of children
  plays a significant role too. Age group also
  moderates inclusion in one segment over another.
• We suspect that segment inclusion is fluid rather
  than static and is moderated by movement into and
  out of certain life stages and also influenced by
  ones peer groups rather than obvious demographic
  factors.

3
DEMOGRAPHIC PROFILE BY SEGMENT
GENDER Total Interested Disinclined
Male 30 26 37
Female 70 74 63
AGE Total Interested Disinclined
18-24 7 7 6
25-29 9 12 6
30-34 11 11 11
35-39 16 12 21
40-44 10 10 10
45-49 12 14 9
50-54 10 12 8
55-59 12 12 12
60-64 8 7 9
65-70 3 3 4
Over 70 2 1 4
HOUSEHOLD STRUCTURE Total Interested Disinclined
Couple with children at home 37 32 43
Couple without children at home 30 31 28
Single parent with children at home 9 11 7
Household with one resident 11 12 10
Shared household of adults 13 14 11
PARENTAL STATUS Total Interested Disinclined
I have never had children 21 25 17
I have children at home 49 46 52
I have children all do not live at home 30 29 31
Indicates Significant Differences
4
DEMOGRAPHIC PROFILE BY SEGMENT
EMPLOYMENT STATUS n429 Total Interested Disinclined
Full time Employment (30 hrs per week) 44 45 42
Part-time employment (8-29hrs per week) 18 15 15
Casual 15 5 5
Retired 10 10 11
Home duties 5 16 21
Unemployed 4 4 2
Student, attending formal education 3 5 3
other 1 0 1
HOUSEHOLD INCOME PRE-TAX n429 Total Interested Disinclined
Under 30,000 17 17 17
30,001 - 40,000 14 15 12
40,001 - 50,000 10 8 14
50,001 - 60,000 10 12 9
60,001 - 70,000 9 9 8
70,001 - 80,000 6 6 7
80,001 90,000 5 5 6
90,001 - 100,000 6 6 6
Over 100,000 10 10 9
Would prefer not to answer 13 12 14
5
DEMOGRAPHIC PROFILE BY SEGMENT
OCCUPATION n414 Total Interested Disinclined
Associate Professional 17 20 10
Sales or cust. Service 16 19 9
Clerical or office work 16 18 17
Manager/ Administrator 16 13 20
Homemaker 15 12 21
Professional 7 7 4
Tradesperson/Labour 6 6 13
Production or transport 5 3 7
Other 2 2 0
LEVEL OF EDUCATION ATTAINED n429 Total Interested Disinclined
Primary or Elementary School 1 1 2
Secondary and High School 45 44 47
Technical/Vocational (e.g. TAFE) 24 25 23
Undergraduate (Tertiary) 19 20 17
Post-Graduate 10 10 9
Other (please specify) 1 1 2
Other Self-employed
6
APPENDIX 3 Additional Demographic Splits
7
Arts Activities Taken Part in over Last Year by
Income
Upper Level of Household Income (pre-tax) Upper Level of Household Income (pre-tax) Upper Level of Household Income (pre-tax) Upper Level of Household Income (pre-tax)
Arts Activities Taken Part in over Last Year 40k 60k 100k 100k
A museum 36 27 31 44
A free arts event 36 24 19 22
An opera 1 2 4 7
A play at a theatre 14 13 15 29
A ballet 1 3 6 2
An orchestra 7 3 8 10
A book launch/reading 8 7 3 10
An art gallery or art exhibition opening 21 13 23 22
A musical 17 17 24 24
A live musician/band performance 35 42 52 49
A comedy show 12 21 26 27
A variety show 10 17 8 12
An alternative arts event e.g. seeing circus or street performance 24 22 19 22
An outdoor festival 44 40 32 41
A school play or concert 31 23 36 32
Taken part in a class e.g. craft, dance, painting, sculpture etc. 21 12 16 15
Other (please specify) 8 8 6 7
An art gallery 32 29 31 27
Significant Difference
8
Arts Activities Taken Part in over Last Year by
Presence of Children
Arts Activities Taken part in over the Last Year Have had children Have never had children
A museum 33 30
A free arts event 31 22
An opera 1 6
A play at a theatre 14 17
A ballet 2 4
An orchestra 5 11
A book launch/reading 3 8
An art gallery or art exhibition opening 15 16
A musical 19 19
A live musician/band performance 39 58
A comedy show 18 30
A variety show 6 11
An alternative arts event e.g. seeing circus or street performance 20 22
An outdoor festival 40 40
A school play or concert 48 12
Taken part in a class e.g. craft, dance, painting, sculpture etc. 17 10
Significant Difference
9
Activities Taken Part in over Last Year by
Presence of Children
Arts Activities Taken part in over the Last Year Have had children Have never had children
Live musician/band performance 42 44
Museum 34 32
School play or concert 32 30
Art gallery 31 28
Outdoor festival 30 52
Free arts event 24 32
Musical 22 17
Alternative arts event e.g. seeing circus or street performance 21 22
Comedy show 21 22
Taken part in a class e.g. craft, dance, painting, sculpture etc. 19 15
Art gallery or art exhibition opening 18 20
Play at a theatre 16 16
Variety show 12 8
Book launch/reading 9 5
Orchestra 7 6
Other (please specify) 7 7
Significant Difference