Segmenting the UK population by their attitudes towards culture, and by what they like to see and do.
Audience Spectrum segments the whole UK population by their attitudes towards culture, and by what they like to see and do. It is the most accurate tool the sector has ever had to help target audiences and include a wider public. And with the addition of 20 new subsegments in 2022, its profiling power is more precise than ever before.
Audience Spectrum profiles the population at household and postcode levels and can be used as a tool for prospecting and data-tagging as well as profiling and mapping. Over 1000 organisations (large, small, ticketed and non-ticketed) are now using it practically and strategically. Register with Audience Answers to discover how your own audiences profile against the Audience Spectrum segments.
Explore the segments to get started...
Find out more about each of the 10 culturally active segments and the 20 new subsegments that enhance them below, including information about behaviours, attitudes and preferences for arts, culture and heritage organisations:
Prosperous, liberal, highly-educated urbanites, passionately interested in a very wide cultural spectrum, concentrated in large metropolitan areas, particularly London.
Affluent, professional, keen and well-informed people who are regularly and highly engaged, connoisseurs in the artforms they choose.
Highly active, younger and social career-minded graduates, they are frequent and eclectic arts engagers.
Regular attenders living in suburbs and smaller towns, interested in heritage activities and mainstream arts and less likely to be attracted by contemporary offerings.
Trips & Treats
Mainstream arts and popular culture fans influenced by children, family and friends.
Home & Heritage
Rural and small town pensioners attracted to daytime activities and historical content.
Up Our Street
Sociable retirees looking for inexpensive, mainstream, local leisure opportunities
Frugal, semi-urban renting families, light on arts and culture but heavy on community.
Mixed-age and many working in public or service sectors, often preferring free and local community festivals and art to engaging with public cultural institutions.