Audience Spectrum Map
Select a postcode area on the map and choose 'Zoom in to area' to see the segments by district.
Audience Spectrum is the most powerful segmentation tool for the cultural sector.
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Segment Engagement Rating:
- Higher
- Medium
- Lower
Audience Spectrum Segments are grouped into those that generally have higher engagement, medium engagement and lower engagement
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Metroculturals
Prosperous, liberal urbanites, interested in a very wide cultural spectrum.
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Intensity KEY:
- 0% - 5%
- 5% - 10%
- 10% - 20%
- 20% - 50%
- 50% - 100%
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Commuterland Culturebuffs
Affluent, professional and suburbanite keen consumers of traditional culture.
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Intensity KEY:
- 0% - 5%
- 5% - 10%
- 10% - 20%
- 20% - 50%
- 50% - 100%
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Experience Seekers
Highly active, diverse, social and ambitious regular and eclectic arts engagers.
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Intensity KEY:
- 0% - 5%
- 5% - 10%
- 10% - 20%
- 20% - 50%
- 50% - 100%
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Dormitory Dependables
Suburbanites and small towners interested in heritage activities and mainstream arts.
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Intensity KEY:
- 0% - 5%
- 5% - 10%
- 10% - 20%
- 20% - 50%
- 50% - 100%
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Trips & Treats
Mainstream arts and popular culture fans influenced by children, family and friends.
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Intensity KEY:
- 0% - 5%
- 5% - 10%
- 10% - 20%
- 20% - 50%
- 50% - 100%
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Home & Heritage
Rural and small town pensioners attracted to daytime activities and historical content.
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Intensity KEY:
- 0% - 5%
- 5% - 10%
- 10% - 20%
- 20% - 50%
- 50% - 100%
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Up Our Street
Sociable retirees looking for inexpensive, mainstream, local leisure opportunities
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Intensity KEY:
- 0% - 5%
- 5% - 10%
- 10% - 20%
- 20% - 50%
- 50% - 100%
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Frontline Families
Frugal, semi-urban renting families, light on arts and culture but heavy on community.
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Read more about Frontline Families and its subsegments
Intensity KEY:
- 0% - 5%
- 5% - 10%
- 10% - 20%
- 20% - 50%
- 50% - 100%
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Kaleidoscope Creativity
Mixed age urban low engagers preferring free, local, culturally specific arts and festivals.
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Read more about Kaleidoscope Creativity and its subsegments
Intensity KEY:
- 0% - 5%
- 5% - 10%
- 10% - 20%
- 20% - 50%
- 50% - 100%
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Supported Communities
Culturally low engaged, health poor, craft circle and church group seniors and youths.
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Read more about Supported Communities and its subsegments
Intensity KEY:
- 0% - 5%
- 5% - 10%
- 10% - 20%
- 20% - 50%
- 50% - 100%
Want to find out about the demographics and levels of cultural engagement in your local area?
Area Profile Reports (APRs) are user-friendly, bespoke to your area and easily actionable for marketing, strategic planning, advocacy or as a starting point for organisational change.
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