Report to the Community 2011 | Page 11
FESTIVAL AUDIENCE
The Festival audience is a group of highly engaged, culturally aware consumers. Predominantly female skewed and with above average
disposable income, they are keen to pursue new experiences and have a broad range of interests extending from the arts and cultural
festivals to sport, food and fashion.
Gender
Male
Female
33%
2011
2010
2009
2008
67%
31%
69%
29%
71%
28%
72%
0% 10% 20% 30% 40% 50% 60% 70% 80%
90%
100%
Age
18-24
2011
18-24
6%
2010
25-34
35-44
18-24
6%
2009
2008
18-24
5%
18-24
4%
25-34
21%
45-54
55-64
35-44
16%
25-34
27%
75+
45-54
22%
55-64
24%
35-44
19%
25-34
26%
25-34
23%
65-74
45-54
23%
35-44
24%
55-64
19%
45-54
21%
35-44
21%
45-54
27%
65-74
10%
55-64
16%
55-64
18%
65-74
5%
75+
1%
75+
1%
65-74
6%
65-74
6%
75+
1%
0% 10% 20% 30% 40% 50% 60% 70% 80%
90%
100%
Income
2011
2010
2009
2008
Under $20,000
Household Income
6%
6%
6%
4%
$20,001 - $35,000
8%
8%
8%
7%
$35,001 - $50,000
10%
13%
13%
10%
$50,001 - $70,000
17%
17%
18%
18%
19%
18%
18%
$100,001 - $150,000
13%
11%
12%
12%
$150,001 - $200,000
8%
5%
5%
6%
Over $200,000
6%
5%
3%
3%
Prefer not to answer
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15%
$70,001 - $100,000
16%
16%
18%
22%