WHO IS OUR
AUDIENCE?
Mosaic profiling is a geodemographic segmentation
system which is commonly adopted by the arts sector
in Australia to locate and understand its audiences.
There are three profiles which highlight the Melbourne
Festival audience:
MOSAIC GROUP C
MOSAIC GROUP A
MOSAIC GROUP B
Educated and high-earning
young singles and sharers in
the inner suburbs. Income
$80,000pa and above. Aged
20 – 34, highly educated
professionals and managers.
Enjoy exercising, going out
and are technology savvy.
The most affluent families
in the most desirable
locations. Various cultural
backgrounds, educated
professional or managerial
couples raising mature
families. Highest spending
power of all Mosaic
Groups, with incomes
above $160,000pa. Active
lifestyles and keen users of
technology.
Middle-aged, educated
families with preschool and
university aged children.
Successful professionals
employed in finance,
health and education. High
property prices exceeding
$1m and household incomes
greater than $130,000pa.
Enthusiasts of cultural
and sporting events, food,
wine and high media
consumption.
Young Ambition
Source: Arts Victoria / Pacific Micromarketing April 2011
Privileged Prosperity
Academic Achievers