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:
Metroculturals
Prosperous, liberal, highly-educated urbanites, passionately interested in a very wide cultural spectrum, concentrated in large metropolitan areas, particularly London.
Commuterland Culturebuffs
Affluent, professional, keen and well-informed people who are regularly and highly engaged, connoisseurs in the artforms they choose.
Experience Seekers
Highly active, younger and social career-minded graduates, they are frequent and eclectic arts engagers.
Dormitory Dependables
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Rural and small town pensioners attracted to daytime activities and historical content.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
Frontline Families
Frugal, semi-urban renting families, light on arts and culture but heavy on community.
Kaleidoscope Creativity
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.
Supported Communities
Many people in these groups live in social housing and may rely on financial support or experience multiple types of deprivation or poor health.