The 3 audience segments you need to know about in 2023 (and how to reach them!)

In 2023, inflationary pressures are impacting audiences in different ways, with some continuing to spend and attend and others making careful choices.

The data from our latest Pulse Check revealed that audiences are behaving differently right now in response to the current economic climate. More than ever before, this requires targeted strategies for programming, ticketing and marketing.

Read on for the key facts about three key audience segments: Older and Bolder, Family Frugality, and Young and Restless, and suggestions on what to do to ensure no one gets left behind.

Older and Bolder

Arts audiences aged 55+

After several years shaped by the virus and mask-wearing, older audiences are now enjoying higher attendance levels and spending.

• As the most likely audiences to experience no barriers to attending right now, this group is open to a range of experiences and are the most likely of all groups to seek out challenging, topical works in the next 12 months.
• They are spending at higher levels than they were 6 months ago. 40% spent more than $100, compared to 37% in August 2022. This mirrors trends observed in the wider economy.
• 8 in 10 attended a cultural event in the past fortnight, the highest rate seen in the study since it began in March 2020.
• Although most see the country’s economic outlook as uncertain, they also generally believe their financial situation will be stable in the year ahead.
• Email is the top way they find out about events, so if you're trying to reach this group, consider ways to continually improve your databases and eDMs.

One such audience member told us what they’ve been attending and why, saying:

“Musicals - Mary Poppins, & Juliet and an art exhibition as well as an open-air rock concert; after COVID lockdown I think I’m more inclined to not miss out on anything.”

Family Frugality

Arts audiences aged 35-55 with children living at home

Rising housing costs are affecting families more than households without children, and audiences with kids at home have reduced their arts spending more than others.

• Parents are more likely to cite financial barriers (56% vs 35%) and/or prioritising other things in their life (36% vs 22%) than other audiences.
• High numbers are staying closer to home, looking for free/cheap things to do and taking longer to commit, as they weigh up costs for 3 or more people.
• Families see the arts as important for their children – and many are prioritising it within their budget.
• If you're marketing Kids and Family shows, consider a pricing and promotion strategy tailored to this group (they’re the most likely group to find out about events on Facebook!).

One survey respondent commented on ticket pricing, saying:

“Over the last year we’ve been to a number of big concerts and shows but I’d seriously reconsider spending more than about $75 a ticket for anything at this point. We just saw Into the Woods at Belvoir St and adult tickets were $82 but they had a student rate of $47 which made it doable as a family.”

Young and Restless

Arts audiences under 35

Young people tend to have lower incomes, and are among the most affected by financial barriers right now.

• Although they’re eager to get out and about, young people are attending at slightly lower levels than they did 12 months ago.
• They’re facing financial barriers at twice the rate of their parents’ generations – and feel more down about their economic future.
• They say other barriers are also inhibiting their attendance – such as ‘lacking energy to go out’ (36%) and ‘prioritising other things in my life’ (31%).
• They’re eager to connect socially, attend fun/uplifting events and try new things they haven’t experienced before, but may need support to attend.
• Some are looking with keen eyes for student or youth discounts – and ways to cover the costs of travel and eating out.
• If you're marketing to this group, you need to be aware this group rely more on word-of-mouth than any other. Social platforms like Instagram and TikTok are also most likely to reach younger audiences.

One audience member mentioned discounts and seeking more for their money, saying:

“I have been to several Melbourne International Comedy Festival acts in the last month as well as the cinema a few times. That was prioritised due to the availability of discount codes and cheaper tickets for certain nights, plus the fact that many variety shows are available where multiple acts can be seen.”

There are important implications of this data in every part of the culture sector - from policy and funding, to programming, ticketing, marketing and engagement.

Summary of segments

For easy viewing, download the summary of all three segments as an infographic.

Catch up on the data

If you're keen to dive deeper, we have a suite of free audience research resources available from our April 2023 Pulse Check.

• Read the National Snapshot Report for key national insights and the detailed breakdown of the three audience segments.
• Read the State Snapshots for NSW, VIC, QLD, SA and WA to discover the nuances in audience behaviour at a state-level.
• Watch the webinar where Tandi Palmer Williams, Managing Director at Patternmakers, and Ella Huisman, Executive Director - Audience at Adelaide Fringe discuss the main findings and results from the Pulse Check.
• Read our article ‘How Adelaide Fringe sold 1 million tickets in the face of rising inflation’ for the key takeaways from one of the most successful campaigns of the year.

Author:

Melanie Raveendran , Digital Marketing Associate at Patternmakers.