Report to the Community 2015 - Page 25

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
PROFILE 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. The geographic and demographic spreads are broad. 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. Based on this model, the top three representative segments which make up 80% of our audience are: 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 FESTIVAL AUDIENCE 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. AGE 65+ 11% 21% 21% 44 54 2 — 45— 69% 30% 1% O Q!H()99U0!=UM!=1%9 =5((()1Y0=)U Q%=8((+P(((Ĕ((((׊P((ԔL()9H((ܔAеɅɕ(ȔɅՅєɕ((̔((Ĕ(Ȕ(Ȕ(Ȕ((Ĕ(Ĕ(̔(+^,((ÊL,(ÊL,(ÊL,(ÊL,(ÊL,(ÊL,+Z,)9=PMUI)AIH9=PQ