Audience Spectrum Map

Select a postcode area on the map and choose 'Zoom in to area' to see the segments by district.

Explore the Segments
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.

Drill down by subsegment:

M1
Metroculturals M1

Older, established and high-spending professional elites.

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M2
Metroculturals M2

Younger, mobile and emerging metropolitan professionals.

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Read more about Metroculturals and its subsegments

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.

Drill down by subsegment:

C1
Commuterland Culturebuffs C1

Prosperous families, living in the commuterbelt of major urban centres.

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C2
Commuterland Culturebuffs C2

Wealthy empty-nesters with comfortable lifestyles in more rural areas.

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Read more about Commuterland Culturebuffs and its subsegments

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.

Drill down by subsegment:

E1
Experience Seekers E1

Socially minded mid-life professionals with varied artistic tastes.

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E2
Experience Seekers E2

Students and graduates with adventurous attitudes in diverse urban areas.

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Read more about Experience Seekers and its subsegments

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.

Drill down by subsegment:

D1
Dormitory Dependables D1

Commuter-town families, investing for the future.

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D2
Dormitory Dependables D2

Settled, comfortable residents, enjoying regional life.

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Read more about Dormitory Dependables and its subsegments

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.

Drill down by subsegment:

T1
Trips & Treats T1

Modern young families, building a future.

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T2
Trips & Treats T2

Settled families with established lifestyles.

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Read more about Trips & Treats and its subsegments

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.

Drill down by subsegment:

H1
Home & Heritage H1

Settled suburban seniors.

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H2
Home & Heritage H2

Affluent residents of rural idylls.

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Read more about Home & Heritage and its subsegments

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

Drill down by subsegment:

U1
Up Our Street U1

Middle-aged inhabitants of semis on the edge of town.

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U2
Up Our Street U2

Older residents of terraces and flats in built up areas.

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Read more about Up Our Street and its subsegments

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.

Drill down by subsegment:

F1
Frontline Families F1

Older families, getting by despite challenges.

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F2
Frontline Families F2

Younger, cash-strapped families and couples starting out.

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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.

Drill down by subsegment:

K1
Kaleidoscope Creativity K1

Settled and diverse urban communities.

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K2
Kaleidoscope Creativity K2

Hard-pressed singles in city tower blocks.

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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.

Drill down by subsegment:

S1
Supported Communities S1

Young, immobile and hard-up, often relying on welfare to get by.

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S2
Supported Communities S2

Elderly residents of sheltered housing, with low incomes and declining health.

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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?

The Audience Agency

Population Profile Reports (PPRs) 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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