Experience Seekers
Highly active, younger and social career-minded graduates, they are frequent and eclectic arts engagers.
In this section
An important and significant part of urban arts audiences, these highly active, social and career-minded singles and couples are younger people engaging with the arts on a regular basis. Students, recent graduates and in the early to mid-stages of their careers, they live close to city centres, have easy access to and attend a wide variety of arts, museums galleries and heritage. Interests cover mainstream, contemporary and culturally diverse offers and attending is at the heart of their social lives. They are mostly in search of new things to do and have disposable income to spend on a variety of leisure activities like sports/arts memberships and frequent visits to cafes, bars and restaurants. Free or informal events may particularly interest them. Digitally savvy, they will share experiences through social media on their smartphones.
Key statistics
Activity Level:
High Cultural Engagement
Spectrum Ranking:
3/ 10
Audience Answers Benchmark:
10% of Active Audiences
Population Prevalence:
9% of UK Population
Core Characteristics of Experience Seekers
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Profiles
A younger-leaning, lively and active cohort of busy, mixed prosperity professionals, from a wide range of backgrounds and at a variety of different life stages.
Read more about Profiles
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Attitudes
Culture is at the heart of this group's social life and motivates them to seek out frequent new experiences with friends, and look for discounts to support diverse interests.
Read more about Attitudes
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Sectors
Open to pretty much anything, but with a clear leaning towards the contemporary and culturally specific, this group particularly enjoys immersive and participatory arts.
Read more about Sectors
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Places
This predominantly urban group lives within easy reach of a wide range of cultural provision, but is also prepared to travel to experience new activities and places.
Read more about Places
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Digital Activities
This is the most digitally confident spectrum segment, using the internet to access almost all of their information about events and make decisions regarding what to attend.
Read more about Digital Activities
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Communications
The challenge is grabbing their attention amongst the plethora of offers that might appeal, so prominent listings and engaging online and social media content are crucial.
Read more about Communications
Experience Seekers Further Segmented
While all Experience Seekers broadly share core characteristics, closer examination reveals two key subsegments who differ in life stage and style. If your target audience or local area is heavy on Experience Seekers, then understanding their variety can help with programming, marketing and outreach.
Experience Seekers | E1
E1
Socially minded mid-life professionals with varied artistic tastes.
Find out more about E1Experience Seekers | E2
E2
Students and graduates with adventurous attitudes in diverse urban areas.
Find out more about E2
