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%
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