55 — 64 21 %
65 + 11 %
45 — 54 20 %
5 % 18 – 24
21 % 25 — 34
21 % 35 — 44
3 % 9 % 11 % 12 % 12 % 12 % 9 % 1 % 1 %
23 %
◄ $ 20K $ 20 – 40K $ 40 – 60K $ 60 – 80K $ 80 – 100K $ 100 – 150K $ 150 – 200K
► $ 200K NOT SURE PREFER NOT TO SAY
FESTIVAL AUDIENCE
Our market segmentation model is based on Creative Victoria ’ s Audience Atlas , which profiles the culture market in detail , examining the demographic composition of Victorian arts and culture audiences .
Based on this model , the top three representative segments which make up 80 % of our audience are :
EXPRESSION
This segment is in tune with their spiritual side . They are confident , fun-loving , selfaware people who accommodate a wide range of interests , from culture and learning to community and nature .
ESSENCE
This segment tends to be well-educated professionals who are highly active cultural consumers and creators . They are leaders rather than followers , are confident in their own tastes , and will act spontaneously according to their mood .
STIMULATION
This segment is an active group who live life to the full , looking for new experiences and challenges . They are open to a wide range of experiences , from culture to sports and music , but like to be at the cutting edge in everything they do .
PROFILE
The geographic and demographic spreads are broad .
The demographics derived from our annual audience survey indicate that our overall audience :
►► Has a very high female skew
►► Is evenly spread from 25 to 64 years old
►► Is highly educated
►►
Has a much higher than average household income
Festival Audience
AGE
55 — 64 21 %
65 + 11 %
45 — 54 20 %
LEVEL OF EDUCATION
5 % 18 – 24
21 % 25 — 34
21 % 35 — 44
47 % Post-Grad Degree 82 % Graduate Degree
GENDER
69 % 30 % 1 % OTHER
ANNUAL HOUSEHOLD INCOME
3 % 9 % 11 % 12 % 12 % 12 % 9 % 1 % 1 %
23 %
◄ $ 20K $ 20 – 40K $ 40 – 60K $ 60 – 80K $ 80 – 100K $ 100 – 150K $ 150 – 200K
► $ 200K NOT SURE PREFER NOT TO SAY
SOURCE : Sponsorship Report conducted by Intuitive Solutions , Nov 2015 . Sample size 1,202 .
23