Anne Torreggiani's presentation about arts attenders in the UK and The Audience Agency's new segmentation tool, Audience Spectrum. This presentation was delivered at the Arts Marketing Association Conference in Bristol on 23 July 2014.
Brand experience Dream Center Peoria Presentation.pdf
What makes audiences tick?
1. What makes different audiences tick
Anne Torreggiani
Chief Executive
AMA Conference 2014
2. 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…
3. Outline
• Introduction: how well do we know our audiences?
• Background: Audience Spectrum?
• Findings: what makes different audiences tick?
• Implications: how should we respond?
4. 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…
9. 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.
10. Questions 1-5
1. 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%
4. (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%
11. 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%
12. Answers
1. A – 91%(across the board) want to be entertained
2. B – 43% tend to venues they know
3. A – 14% people feel uncomfortable
4a. A - 6% donate to arts
4b. B - 14% to museums
4c. A - 11% highly engaged
5. A - 14% watched live stream
6. B - 17% collection online
7. C - 25% always visit museums as a family activity
8. B – 63% say they recommend arts activity
9. A – 3% referrals are from Facebook
10a.A – 28% social media important
10b.A - 25% highly engaged
13. • 50% discount CultureHive GROW programme
New intensive course to hone strategic
audience development skills (worth £125)
• Box of Pick & Mix
Something for everyone…
15. A new segmentation using national data to
understand differences between audiences
– actual and potential
From Audience Finder, the England-wide
insight-sharing programme
18. 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
19. 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
20. 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
21. 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
22. 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
25. Benefits explored through 1st panel survey
Populationsurvey
AudienceFinderData
Practice
AudienceSpectrum
Taking
Part
New level
of access
Mosaic
Box
Office
data
Primary
Research
data
Digital
Analytics
Panel
survey
Testing
Case
Studies
26. 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
27. 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
28. 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…
30. Drivers explored through 1st panel survey
Populationsurvey
AudienceFinderData
Practice
AudienceSpectrum
Taking
Part
Mosaic
Box
Office
data
Primary
Research
data
Digital
Analytics
Panel
survey
Testing
Case
Studies
31. 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
34. 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)
35. 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
36. 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
37. 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
39. 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
40. 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
41. 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
44. Strategies developed through testing
Populationsurvey
AudienceFinderData
Practice
AudienceSpectrum
Taking
Part
Mosaic
Box
Office
data
Primary
Research
data
Digital
Analytics
Panel
survey
Testing
Case
Studies
45. Superengagers &
Highly engaged
Speak to multiple benefits
Maximise relationships
Income, advocacy
Content and involvement
Digital revolution starts here
46. 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
47. 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
50. 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
Understanding what motivates different people can help us engage a wide range of audiences
Large scale analysis population. New insights about audience motivations and how they can shape our audience focused activity.
Guidance on the insights from this research that can have a direct impact on the work they do for their organisations.
Firstly though, for those of you don’t know TAA, or haven’t worked with us for a while, I should just reintroduce TAA. And our RDs… here todyat
Background - Audience Spectrum new culture profiles
Not all audiences are the same – the new segmentation seeks to help understand how to plan the offer and communicate it better
Observation…
If you’re lucky you probably know how often they come, what they prefer to do (when with your organisation), you might know where they live and what they think of you.
But do you know what they do elsewhere? Do you know why they do it
Do you know what makes them tick?
Personally, my preferences are for new writing and
For example… I love Theatre Complicite
But what really makes me tick these days is stuff that appeals to my family, and is easy to get to – so life stage, and catchment area are in the ascendance
So here’s a little test.
For those of you anticipating a morning nap – hold on, there are prizes to be won!
Tie-breaker:
What percentage of online referrals come from Google? 19.36%
Closest wins!
Tie-breaker:
What percentage of online referfals come from Google? 19.36%
Closest wins!
Tie-breaker:
What percentage of online referals come from Google? 19.36%
Closest wins!
We’ve created Audience Spectrum to help you to engage audiences.
It segments the population by their level of interest in different kinds of arts and museums experiences.
So it can help you do 2 things: enhance segmentation of your own audience AND help you to find new groups of people with some potential to engage with what you do.
Taking Part / Mosaic
Audience Finder datasets
National panel survey
Test cases
Case Studies
Ongoing test marketing
To re-cap… what are the new enhancements
To re-cap… what are the new enhancements
England and Wales
But the important thing is the differences in the strategies we need to use here…
And we’ll see where they are and how they interact
Taking Part / Mosaic
Audience Finder datasets
National panel survey
Test cases
Case Studies
Ongoing test marketing
Taking Part / Mosaic
Audience Finder datasets
National panel survey
Test cases
Case Studies
Ongoing test marketing
12.45
But if it’s tough to get data and make meaning of it, working collaboratively can really help.
What’s new and important here is the aggregate data – the scale and scope of the exercise are what lends it new value – context, comparisons, norms and the chance to collaborate in understanding how we respond.
We’ll be working with you to encourage you to experiment and document…
Interested in working with us on a case study, we’re inviting people now
Large chunk of the market-place…
Max relationships -
But the important thing is the differences in the strategies we need to use here…
And we’ll see where they are and how they interact
High low engagement but Kaleidoscope Creativity hold a special place for us in London… possibly our ‘future proofing’ and they are clearly not the low engaged for London…
For now, the people formerly known as the audience are pretty exclusively Super-engagers. Most likely to see out new channels, new offers. Most new models of engagement suit the enthusiasts – its their love of the new that leads them to our door in the first place. This is not to say that approaches like co-creation are not highly effective at attracting less engaged people – CPP is showing us hat they are. But it is is also showing us that we need to be proactive. So, we must make of this a virtue, drawing them further in to our mutual advantage
1pm close….The plan should also show how an organisation will grow and/ or retain audiences over time.
This Ansoff Matrix is not the only way to plan for these things – though an old favourite for many good reasons.
Interestingly – digital engagement/ art and collections online – probably fit best in the product development quadrant and NOT the diversification where some organisations have tried to fix it. Streamed cine-casts are a notable exception.