AudienceAtlasVictoria

Appendix3:

Comparisonstothe 2011NationalAudienceAtlas

April2014

TheAustralianculturemarketislarge

ThecurrentAustralianmarketforartsandcultureissignificant,withapproximately9in10adultsstatingthattheyhavebeentoatleastoneculturaleventorplacewithinthepast3years.

Overall,87%ofadultAustralians(16andover)whichequatesto13.73millionpeopleareinthecurrentmarketforarts,culture and heritage.

Thiscompareswith95%ofadultsinthe

NewZealandmarketand85%ofadultsinthe

UnitedKingdommarket.

Statemarketsizerangesfromahighof93%oftheadultpopulationinAustralianCapitalTerritory,whohavetakenpartinatleastoneculturalactivitywithinthepastthreeyears,to84%oftheadultpopulationinSouthAustralia.

87%

oftheAustralianadult(16andover)

populationareinthemarketforarts,cultureandheritage

13,729,100individuals

Note:NorthernTerritorywasnotsurveyedinthe2011AudienceAtlasAustralia

Australiansspend$11.7billiononculture

Justunderhalfofthoseintheculturemarket(46%)statedtheyhadpersonallyspentmoneyongoingtoculturaleventsorplaceswithinthepastmonth.

Acrosstheculturallyactivemarketthisgivesanaveragemonthlyindividualexpenditure of$71onattendingculturalevents,activities,

Togethertheyspent:

$11.7

billion

Averagemonthlyculturalspendbystate

orplacesperculturallyactiveadult.Thisbreaksdownto$44onadmissionsortickets,

$18onfoodanddrinkatculturaleventsorplacesand$9onsouvenirsandprograms.

Factoringupthismonthlyaverageacrossthetotalpopulationgivesafigureofjustunder$12billionspentonconsumingcultureinAustraliaperyear.

Thelevelofexpenditurevariesgreatlybyregion,fromahighof$83perpersoninAustralianCapitalTerritorytojust$52inTasmania.Arts andcultureattendersinthreestates–ACT,WesternAustraliaandNewSouthWales–spentmorethanthenationalmonthlyaverageof

$71,whileartsandcultureattendersinVictoriaspent$70,justunderthenational average.

Onarts,cultureandheritage

inthepast12months

AdmissionFooddrinkShopping

Nationalsupportfortheartsissignificant

67%oftheculturemarketdonatestoartsandculturalorganisations.12%areregulardonorsand55%occasionallydonate.33%oftheculturemarkethaveneverdonatedtoanartsandculturalorganisation.

Marketsupportfortheartstakesanumberofforms.Supportrangesfrompurelytransactionalexpenditureandmembership,throughtogivingmoneyandtime.

Moreinformationaboutthewaysthatdifferentpeopledonatetheirtimeandmoneycanbe foundintheCultureSegmentspenportraits.Thefollowingchartsandtablesoutlinetheproportionofthe culturemarketthatsupporttheartsin

eachwayatanationalandregionallevel.

Taken togetherthechartsdemonstratethatsupportfortheartsissignificantacrossthecultural market atanationallevel,andthattherearesomeinterestingdifferencesinsupportfortheartsatastateandcitylevel.

Frequencyofdonationtotheartsbystate

State / Regularly / Occasionally / Never
WesternAustralia / 17% / 52% / 31%
ACT / 15% / 60% / 25%
NewSouthWales / 12% / 55% / 33%
Tasmania / 12% / 60% / 27%
Queensland / 12% / 57% / 31%
SouthAustralia / 11% / 51% / 38%
Victoria / 10% / 53% / 36%

PeoplearemostlikelytodonateregularlytoartsandculturalorganisationsinWesternAustraliaandAustralianCapitalTerritory,andleastlikelyinSouthAustraliaandVictoria.

26%oftheculturemarketareExpression

ThenationalCultureSegmentprofileatthetimeoftheAudienceAtlasAustraliasurveyin2011,showed

CultureSegmentprofileoftheAustralianculturemarketcomparedtotheNewZealandandUKculturemarketsegmentprofiles

that70%oftheculturemarketwereinthefourmostculturallyactivesegments;Expression,

10%

5%

739k

8%

1044k

10%

1437k

Essence,StimulationandAffirmation.

Morethan1in4adultAustralians(15+)inthecurrentmarketforcultureareinthehighlyculturally-activeExpressionsegment,makingitanimportantsegmentformost arts, culturalandheritageorganisations.

TheCultureSegmentprofilefortheculturemarketinAustraliaisbroadlysimilartoNewZealand,buttherearesignificantdifferencesbetweenAustraliaandNewZealandandtheUKsegmentprofile.InparticulartheExpressionsegmentisproportionallymorethandoubletheUKinbothAustraliaandNewZealand.

ItishearteningforartsorganisationsinAustraliathatthesegmentprofileofartsattendersinAustraliaismoreculturallyactiveandlessriskaversecomparedtotheUKmarketasawhole.

1337K

14%

1931k

7%

951K

Australianculturemarket

20%

2711k

EssenceExpressionAffirmationEnrichmentStimulationReleasePerspectiveEntertainment

26%

3577k

Base[5468]

ThechartsonthefollowingpagearetheindividualstateCultureSegmentprofileswhichhighlightssomeinterestingdifferencesacrossthestates.

Unsurprisingly,thestateswiththesmallestpopulations(AustralianCapitalTerritoryandTasmania)exhibitthemostsignificantdifferencestothenationalprofile.

CultureSegmentbystate

5%

7%

10%

13%

7%10%

5%

8%

7%

5%

12%

10%

15%

AustralianCapitalTerritory

7%

21%

23%

13%

7%

NewSouthWales

21%

29%

14%

Queensland

7%19%

26%

Base[97]Base[1777]Base[1059]

6%

8%

11%

12%

8%

6%

10%

11%

7%

5%

10%

12%

EssenceExpressionAffirmation

12%

Tasmania

9%14%

28%

15%

Victoria

7%20%

24%

15%

WesternAustralia

7%21%

23%

Enrichment

StimulationReleasePerspectiveEntertainment

Base[135]Base[1420]Base [565]

ChangestotheVictorianculturemarket

TheVictorianculturemarkethaschangedslightlyoverthepasttwoyears.Mostlikelyduetochangestothedemographicprofileofthepopulation;boththemeanageandeducationlevelshaveincreased.

Howeverthelargest segmentsremainthemostculturallyactive:Essence,Expression,AffirmationandStimulation.

Stimulationisnowthesecond-largestsegmentintheVictorianculturemarket

Inthe2011AudienceAtlasreport,thesegmentprofileofVictoriawasbroadlyinlinewiththenationalaverage.Expressionwasthelargestsegment,accounting foraroundaquarterofthemarket(24%),followedbyAffirmationat20%forbothVictoriaandAustraliaasawhole.

Overthepasttwoyears,theproportionoftheculturemarketaccountedforbythesetwogroups

2011and2013CultureSegmentbreakdownforVictoria

hasfallenslightly,withExpressiondroppingthreepercentagepointsto21%andAffirmationexperiencingthemostsignificantchangeby

droppingfivepercentagepointsto15%.Asaresultthere areverysmallchangestothe othersegmentproportions;StimulationisnowthesecondlargestsegmentinVictoriaproportionally,risingto16%,whilePerspectiveandEnrichmentbothgrewtobecomethefifth-equallargest segmentsat9%.

Therehasalsobeenanincreaseinculturalengagementwiththeproportionofpeopleinthecurrent

marketforcultureup4%since2011.

8%11%

6%

Compared to 2011culturemarketinVictoria(percentagepointdifference)

Essence

Expression

8%13%

9%

10%

-5Affirmation

15%

Victoria2011

24%

Enrichment+2

Stimulation+1

9%Victoria

2013

21%

7%20%

Base[1420]

-1

PerspectiveEntertainment

Release

0

16%

9%15%

Base[3841]

AveragemonthlyculturalexpenditurebytheVictorianculturemarket

Althoughitisn’tclearwhatfactorshavecontributedtotheseshiftsinsegmentsizes,whenwecomparethedemographicdatafrom2011to2013,weseeslightchangesinageandemploymentstatusthatindicatethatthe2013Victorianculturemarketisolder,morehighlyeducated,andhavehigherincomes.

Specifically,the2011datashowedthatthebroadagecohortprofileofVictoriawasidenticaltoAustraliaasawhole,with37%inthe16–34agebracketand47%inthe35–64agebracket.Inthe2013data,thisformergrouphasdecreasedinsizeto32%whilethelatterhasrisento54%.

Buildingonthis,wehavealsoseenanincrease inpeoplewithhighereducationalqualificationsandthoseinpart-timeorfull-timeemployment,coupledwithafallintheproportionofstudents,whichmaylikelybecontributingfactorstothechangesinVictoria’sCultureSegmentbreakdown.

Morethanhalfofallculturalexpenditureisonadmission

TheaveragemonthlyspendwithintheVictorianculturemarketwas$104.85,withnearlyhalfthis

amountbeingspentonadmissionandaquarteronfoodanddrink.

AcrosstheCultureSegments,totalexpenditurevariedsignificantly.Thehighestspenders wereExpressionandEssence,whosemonthlyexpenditurewasinexcessof$150,whileEntertainmentandEnrichmentspenttheleast($42.85and$45.64respectively).

Althoughtheoverallamountspentvariedbetweensegments,theproportionofthetotalspenton

differentcomponentswasbroadlysimilar.Theproportionspentonadmission,forinstance,rangedfrom44%(Expression)to52%(PerspectiveandEnrichment).Allsegmentsspentthelargestamountonadmission,followedbyfoodanddrink,transport,andsouvenirsinthatorder.Itwouldthereforebeinaccuratetothinkofanysegment

asonlyattendingfreeeventsoreventsclosetohome,although theremaybetendencies towardsthis.Formoredetailedinformationregarding

the segments’ attitudes,preferences, needs and

Intendedexpenditureonartsandcultureoverthenext12months

behaviourspleaserefertoAppendix2:CultureSegmentsVictoria.

Whilethe2011surveyproduceddataonaveragemonthlyspendforAustralia,thisexcludedthetravelcomponent.Itdidshow,however,thatthe

$70monthlyculturalspendoftheVictoriaartsandculture marketwas thenearestofanystateorterritorytothenationalaverage($71).TheproportionsspentonthedifferentcomponentsbytheVictoriaartsandculturemarketin2013hasincreasedslightlyto$84.97(excludingtransport).ThefiguressuggestthatVictoriansmayspendahigherproportiononfoodanddrinkandslightlylessonadmissionandsouvenirs.

Thetwosegmentswhospendthemost

–EssenceandExpression–aremorelikelytospendmoreinthecomingyear

JustunderhalfoftheVictorianculturemarketsaidtheywouldspendasimilaramountonartsandcultureinthenext12monthscomparedtotheprevious12months,with19%sayingtheywouldspendlessand17%anticipatingahigherspend.

EssenceandExpressionwerethetwosegmentsmostlikelytoanticipatespendingmoreinthe

next12months,whilethesegmentsleastlikelytoanticipatespendingmore(Entertainment,

Perspective,EnrichmentandRelease)didnotnecessarilyanticipatespendingless,butwerelesscertain aboutfuturespendingthanothergroups.

Overhalfoftheculturemarketdonatemoneytothearts

Around8%oftheculturemarketdonateregularlytoartsandculture, eitherby standing order

DonationbehaviouroftheculturemarketinVictoria

Bystandingorder

2%oftheculturemarket

donatebystandingorder7%

Never

Always

7%oftheculturemarketdonatemoneyeverytimetheyvisitagallery,museum,exhibitionorheritagesite

orwhenevertheyvisitaculturalsite.Afurther51%reporteddonatingoccasionally,withtheremaining42%neverdonating.Thesefiguressuggestthattendencytodonatehasdeclinedsincethe2011study,where10%gaveregularlyandafurther53%occasionally.Althoughnationalfiguresareunavailablefor2013,the2011studyshowedthatVictoriansweretheAustraliansleastlikelytodonateregularly,andamongthemostlikelynevertodoso.

ThesegmentsmostlikelytodonatemoneyregularlywereExpression(14%)and

42%neverdonatemoneytoartsandculture

Rarely

25%rarelydonatemoneywhentheyvisitagallery,museum,exhibitionorheritagesite

42%

Howoften

doyoudonatetoartsandculture?

25%

26%

[Base3841]

Sometimes

26%sometimesdonatemoneywhentheyvisitagallery,museum,exhibitionorheritagesite

Essence(11%).Thesetwosegmentswerealsotheleastlikelynevertogive.

Nearlyathirdoftheculturemarketarelikelytovolunteerforanartsandcultureorganisationinthenextyear

Aroundoneinsixrespondents(17%)hadvolunteeredtheirtimetohelpartsorcultureatsometimeinthepast,with6%

havingdonesointheprevious12months.Almostathirdofrespondents(32%)saidtheywouldbeeitherveryorquitelikelytovolunteeratsometimeinthefuture.

ExpressionandEssencewerethesegmentsmostlikelytohavevolunteered,witharoundaquarterhavingdonesoatsometimepreviously(Essence25%,Expression28%).Theywerealsothemost

likelytoanticipatevolunteeringinthenext12monthsandtheleastlikelytoruleitoutaltogether.