Audience Atlas Victoria - Creative Victoria

Donation behaviour of the culture market in VictoriaBy standing order2.4 million donate money to the arts60% of the Victorian culture marketdonate money to the arts, with 9% doingso on a regular basis and over a quarter(26%) on a more sporadic basis.In addition to donating during visits togalleries, museums, exhibitions or heritagesites, people also reported donating tothe arts in other ways. Specifically:18% donate to the arts throughfundraising events5% donate to the arts in responseto fundraising letters and emails4% donate to the arts through crowdfundingor microfunding initiatives, usually onlinethrough sites like Pozible, Kickstarter and Kiva1.8 million are members of an arts or cultureorganisationNearly half of the Victorian culture market (44%)are members of an arts or culture organisation.8 Audience Atlas Victoria2% of the culture marketdonate by standing order7% of the culture marketdonate money every timethey visit a gallery, museum,exhibition or heritage site7%Never42% never donatemoney to arts andcultureAlways2%42%How oftendo you donateto arts andculture?26%SometimesRarely25% rarely donate moneywhen they visit a gallery,museum, exhibition orheritage site25%26% sometimes donatemoney when they visit agallery, museum, exhibitionor heritage site[Base 3841]37% are members of their local library6% are members of their state or5% are members of a theatre or theatrecompanynational library4% are members of an art gallery5% are members of a museum2% are members of an orchestra oropera company

Regional disparities in the culture marketDifferences across Victoria’s regionshighlight the idiosyncrasy of theculture market. Melbourne has aMelbourne has a greater proportion ofthe more culturally-active segmentsinstance, and has greater levelsof engagement across artformscompared to other regions.While many of the Culture Segments arepresent in broadly similar proportions acrossVictoria, there are a few marked differenceswithin the State. In all areas Expression wasthe largest segment, typically accountingfor around one in five of the market, butincreasing to a quarter in Melbourne Inner.The Melbourne culture marketCulture Segment by regionhigher proportion of the moreactive Culture Segments, foralso anticipates spending morein the next 12 months, while thoseregions outside of Melbourne aremore likely to anticipate spendingless. They are, however, more likelyto volunteer their time, particularlyin Shepparton and Hume. Propensityto donate is also particularlypronounced in this region, aswell as in Inner urne20%Regional9%16%16%9%15%9%Base [3804]Essence9 Audience Atlas Victoria8%13%Stimulation and Affirmation were the nexttwo largest segments in the State as a whole,accounting for 16% and 15% of respondentsrespectively. However, when areas outsideMelbourne are viewed in isolation Perspectiveforms the second largest segment (14%), followedby Stimulation (14%) and Affirmation (13%).In Melbourne, Perspective accounted for 8%of respondents, and was the second smallestsegment after e [918]Base tainment

Predicted expenditure on arts and culture over the next 12 monthsLikely to spend moreThese differences are likely to reflect demographicpatterns to a large extent. Perspective is lesslikely to be found among the younger-thanaverage demographic found in Melbourne.Regional disparities in anticipatedfuture spend on arts and cultureAcross the State, around half of respondents (47%)didn’t anticipate any change in their spendingon arts and culture. A further 17% didn’t know iftheir spending would change, and this figure washigher in the areas outside Melbourne (20%).Across the State, slightly more people anticipatedspending less (19%) than more (17%). InMelbourne, this was split almost equally, with aslightly higher proportion anticipating a higherspend (19% compared with 18%). In the rest ofthe State, only 13% anticipated spending morecompared with 22% spending less.In Melbourne Inner, over a quarter ofrespondents (27%) anticipated spending morein the coming 12 months, more than twice thepercentage that said they would spend less.These respondents were also the most certainabout future spending, with only 10% saying10 Audience Atlas VictoriaLikely to spend thesame amountLikely to spend lessDon’t knowTotal17%47%19%17%Regional average13%45%22%20%Ballarat & Bendigo13%47%22%18%Latrobe & Gippsland12%43%20%24%Shepparton & Hume12%42%25%21%Warrnambool, South West& Geelong14%47%20%18%Melbourne average19%47%18%16%Melbourne – Inner27%49%13%10%Melbourne – Inner East &Inner South20%51%15%14%Melbourne – North East &Outer East17%46%19%18%Melbourne – South East& the Mornington Peninsula13%47%23%17%Melbourne – North West& West16%42%19%23%

Past volunteer behaviour and likeliness to volunteer in the futureTotalRegionalaverageBallarat &BendigoLatrobe &GippslandShepparton& HumeWarrnambool,South West &GeelongMelbourneaverageMelbourne –InnerMelbourne –Inner East &Inner SouthMelbourne –North East &Outer EastMelbourne –South East &MorningtonPeninsulaMelbourne –North West &WestHave volunteered in thepast 12 months6%7%5%7%12%7%6%10%6%5%4%5%Have volunteered but not in thepast 12 months11%13%17%12%9%10%10%13%9%10%8%10%Haven’t y likely to volunteer inthe future10%9%6%7%12%11%10%15%8%9%10%9%Quite likely to volunteer inthe future22%21%24%21%19%19%22%26%24%21%21%20%Not very likely to volunteer inthe future39%39%41%37%40%38%38%38%39%36%38%40%Not at all likely to volunteer inthe future30%31%29%35%28%32%29%22%28%33%32%31%they didn’t know. Other parts of the city hada pattern more like the rest of the State, with23% of those in Melbourne South East and theMornington Peninsula anticipating spendingless compared with just 13% spending more.11 Audience Atlas VictoriaA higher level of volunteering outsideof MelbourneVolunteering for arts or cultural organisations washighest outside Melbourne, with 20% of regionalresidents having volunteered at some time in thepast compared with 16% in the State capital.Despite this, Melbourne Inner had the highestproportion of volunteers, with 24% having doneso at some time in the past. Melbourne Inner alsohad one of the highest proportions of people whohad volunteered in the past 12 months (10%) andthe highest proportion of people who were verylikely to volunteer in the future (15%).

Donation behaviourTotalRegionalaverageBallarat &BendigoLatrobe &GippslandShepparton& HumeWarrnambool,South West &GeelongMelbourneaverageMelbourne– InnerMelbourne– Inner East& InnerSouthMelbourne– North East& Outer EastMelbourne– SouthEast &MorningtonPeninsulaMelbourne– NorthWest & WestDonate by standing order2%1%1%1%3%1%2%4%2%1%1%2%Donate during every visit to agallery / museum / heritage site7%7%9%3%9%5%6%9%5%7%5%6%Sometimes donate when visitinga gallery / museum / rely donate when visiting agallery / museum / heritage site25%24%19%28%30%26%25%24%29%24%26%24%Never e South East and the MorningtonPeninsula had the lowest proportion of artsand culture volunteers, with just 11% everhaving done so.Residents of Melbourne were slightly morepositive than average about their likelihood tovolunteer in the future, with 33% likely to do socompared to 30% of those outside of the city.However, this figure was again swayed by a highproportion in Melbourne Inner (40%).12 Audience Atlas VictoriaRelatively consistent levels of donatingacross the StateMelbourne Inner was twice as high as average, itwas still small (4%).Typically around 58% of people across the Statedonated to the arts and culture at some time, andthis was broadly consistent across most of theState. The highest proportion was in Sheppartonand Hume where 69% donated, followed byMelbourne Inner at 63%.An average of 7% donated every time they visiteda site, and this ranged from 3% in Latrobeand Gippsland to 9% in Ballarat and Bendigo,Shepparton and Hume, and Melbourne Inner.By far the most common method of donationwas at a site during a visit, and only 2% onaverage donated by standing order. Althoughthe proportion donating by standing order inAround half of people said they donated either‘sometimes’ or ‘rarely’ on site visits, and they weresplit relatively equally between the two. Therewas no clear regional pattern across the State.However, it may be that the frequency of donating,

Museum attendance by region4% %Base [3804]in some cases, is linked to the frequency of visitsto arts, cultural and heritage sites.A separate question was asked about alternativeways of donating – such as in response to lettersand emails or at fundraising events. Residents ofMelbourne were twice as likely, as those livingelsewhere in the State, to report having donatedin this way (6%). They were also significantlymore likely to have donated via Crowdfunding /Microfunding (5% compared to 1%) although theproportion was still small.13 Audience Atlas Victoria4% 3%4% 2%15%Visited in the past 12 monthsVisited 1–3 years agoVisited 3 years agoNever been and interestedNever been and not interested34%Base [2886]Melbourne residents are more likely tohave engaged in a range of artformsResidents in Melbourne were more likelythan those in the rest of Victoria to haveattended most artforms, with MelbourneInner in particular having a consistently14%higher proportion of residents in the evermarket for most artforms tested.Overall, those in the culture market in Melbourne28%are more likelyto have engaged in most artformscompared to those in Victoria as a whole,Base [918]especially in less traditional art forms such asdigital or video art and experimental theatre.While people from across Victoria are equallylikely to have been to live rock or pop events,engagement in other forms of music – such asclassical or jazz – is greater in Melbourne.The exception is craft exhibitions, which is the onlyarea where the regions outside of Melbourne havemore visitor experience than the capital.When asked to include the types of art andculture they would be interested in experiencing,the proportion of people increased by a

Music attendance by region4%5%disproportionately large number in areas outsideMelbourne. For example, the proportion of peoplein Shepparton and Hume who had ever visitedexperimental theatre was 16%, but when askedif they were interested the figure trebled to 48%.That figure is still low compared with the Stateaverage of 55%, demonstrating that even in areaswith relatively low levels of interest there can stillbe considerable potential Regional22%23%26%15%Base [3804]Visited in tVisited 1–3Visited moNever beenNever beenBase [2886]Base [918]Visual arts attendance by regionTheatre attendance by region9%9%7% Melbourne %25%22%Base [3804]Base [3804]Visited in the past 12 monthsVisited 1–3 years ago25%25%15%15%Visited 3 years ago28%22%Base [2886]Base [2886]Never been and interested14 Audience Atlas Victoria14%14%27%32%Base [918]Base [918]Never been and not interestedVisited in tVisited 1–3Visited morNever beenNever been

Segmenting the Victorian culture marketAFFIRMATIONSelf-identityAspirationalQuality CommunityLeisureQuality edQualityIndependentHeritageQuality NostalgiaExpressiveCulture Segments is a universal,sector-specific segmentation systemfor arts, culture and ationalQuality tyExpressiveThe principle objective of Culture Segmentsis to provide you with a shared language forunderstanding audiences, with a view to targetingthem more accurately, engaging them more deeplyand buildingENRICHMENTstronger relationships. rsIt helps arts Traditionalorganisations understand eachAspirationalPopularistHeritageallowing them to designQualityLeisuretimesegment’s needs,andImprovementNostalgiaMainstreamselect appropriate programming, carefullyjudged combinations of products and services,make bespoke offers and transmit differentiatedmessaging.Culture Segments helps you profile current andpotential markets and identify opportunitiesfor growth. By understanding more aboutdifferent audiences - why they attend, what theirexpectations are, their core values and what needsthey have - you can make confident, informedEXPRESSIONPERSPECTIVERELEASEstrategic edContented15 Audience Atlas ndependePrioritisWistfulContemSophisticatWistful

How to read this sectionComparisonsWe have made comparisons throughout thesepen portraits to the culture market average, sowhere a segment is described as significantlymore or less likely to engage in a certainbehaviour or hold a certain attitude, this isagainst the culture market average or, in otherwords, the average of all Culture Segments.Supporting Data TablesDemographic averages can be found inAppendix 2: Supplementary DemographicTables, while further information about themedia consumption of each culture segmentcan be found in Appendix 4: SupplementaryMedia Tables by Culture Segment.Photo: John Ashley16 Audience Atlas Victoria

EssenceAttitudes and life prioritiesEXPLORINGART & CULTURESELF DEVELOPMENTLIFELONG LEARNERSEXPERIENCE OVERMATERIAL GOODSADVENTURES13%682,410 people inVictoria17 Audience Atlas athomeunder 16 at homeThe Essence segment tends tobe well-educated professionalswho are highly active culturalconsumers and creators.They are leaders rather thanfollowers, are confident intheir own tastes, and will actspontaneously according totheir mood.DISCERNINGSPONTANEOUSINDEPENDENTSOPHISTICATED

Cultural BehaviourCulturalandactivitiesan essential part of their livesConsumptioncreation inarethe past12 monthsCulture is a hugely important part of life forMoreto segment. They are themembers ofthe likelyEssencehavevisitedormost highly culturally engagedsegments anddoneinvest the most in actively pursuing their eclectictastes. CultureArtisgalleriessomething they can experienceMuseumswith or withoutothers.Independentfilms Rather than simply beingPublic librariesa social activityoraform of entertainment, theirLive music eventsTheatre is a sourcecultural consumptionof self-fulfilmentBlockbusterorThe coast or seasideHollywood filmsand change;Interestinga meansforexperiencinglife.citiesTheme parksBought a novel / bookAdventure sportThey are inner-directed,andPlayed an instrument sophisticatedExperimental theatreCreated visual rpeople think is of littleor proseimportance and they actively avoid the mainstream.Less likely tohave visitedor doneAverage annual spend 1,800CulturalBehaviourCultural behaviourConsumption and creation in the past12 months 73.37on admission / tickets 33.95on food and drink 32.91on transport to the event 12.55on souvenirs or programmes18 Audience Atlas VictoriaAware of 33 out of 60 venues tested on averageVisited 19 of the tested venues / organisations intheir lifetimeMuseums52%Music71%54% rt11% 25%32%66%60%45%Recent(past 12 months)LiteratureExpenditure in the last month81%69%Visual artsBlockbuster orHollywood filmsTheme parksAdventure sportExperimental theatreOpera or operetta93%69%CommercialtheatreLess likely tohave visitedor doneExpenditurein the lastmonth spendAverage monthlyculturalEssence’s appetite for culture is highlighted intheir artform attendance. More active than averageacross all artforms, their engagement with visualand performing arts is particularly noticeable.And 11 of the tested venues / organisations in the pastthree years on averageMore likely tohave visited ordoneArt galleriesMuseumsIndependent filmsPublic librariesLive music eventsTheatreThe coast or seasideInteresting citiesBought a novel / bookPlayed an instrumentCreated visual artsWritten poetry or proseArtform attendance in VictoriaEver6% / 9%16.4 average annual frequency of attendance 73.37on admission / tickets 33.95on food and drink 32.91on transport to the event 12.55on souvenirs or programmes

1 in 4 Essence have volunteered at a culturalEssence are the most likely ofall segments to have visited oneor more venues or organisationsin the past three yearsX% had not visited any of thevenuesareor significantly more likely to have ever donatedEssenceAttendance at venues and companiesin VictoriaHighlighting their adventurousside, and quest for qualityvisual and performing arts,Essence are significantlymore likely than averageto have recently visited LaMama, Australian Centre forContemporary Art (ACCA) and,although the majority have yetto visit, they express particularinterest in organisationssuch as Geelong PerformingArts Centre, Theatre Works,Wangaratta Jazz Festivaland the Museum of Old andNew Art in Tasmania.Only 11% of Essencehad not visited anyof the venues ororganisations testedwithin the pastthree years19 Audience Atlas Victoriaorganisationin the pasttime to an arts organisation and they are one of thecompanies within the past three cearemostsignificantlymor

Our partnership with Arts Victoria is breaking . new ground with the most detailed Audience Atlas study undertaken anywhere in the world. The sample of almost 4,000 participants from across the State of Victoria means we have been able to delve deeper than ever before and provide accurate segmentation profiles for 60