1 attitudinal segmentation december 2008 © 2008 tns uk limited. all rights reserved tns job number:...

1

Attitudinal segmentationDecember 2008

© 2008 TNS UK Limited. All rights reservedTNS Job Number: 181283

TakingTaking PPart art 20082008

2

ContentsContents

Attitude statements – mean scores

Distribution of population by segment

Segment 1 – Time Poor

Segment 2 – Prudent Participants

Segment 3 – Restricted

Segment 4 – Opting Out

Segment 5 – Free & Easy

Segment 6 – Experienced Seekers

Summary – Engagement

Summary – Interest v Ability

Appendix – Segmentation method

3

Attitudes statements– mean scoresAttitudes statements– mean scores

4.09

4.06

3.86

3.77

3.25

3.14

2.43

2.26

2.00

1.83

3.41

I like to learn and experience new things in my leisure time

Value for money is a high priority for me when I am decidingwhat to do in my leisure time

The needs of my family or other members of my householdtake priority when I am planning how to spend my leisure time

Attending and participationg in arts and cultural activities helpsenrich the quality of my life

I would attend more arts and cultural performances if they tookplace closer to where I live

If there were more arts events with better access and facilitiesfor me, I would go more often

It's difficult for me to find time to take part in or attend arts andcultural activities

Spending my time attending or participating in arts and culturalactivities is of little interest to me

I have difficulty finding information about arts and culturalactivities which I can attend

I am interested in attending more arts and cultural events butfind it difficult because of my age, a disability or long term

I feel out of place in an art gallery, museum or theatre

1= disagree strongly - 5 = agree strongly1= disagree strongly - 5 = agree stronglyBase: 2110

At this ‘overall’ level, most respondents like to learn and experience new things in their

leisure time and value for money is a priority.

At this ‘overall’ level, most respondents like to learn and experience new things in their

leisure time and value for money is a priority.

4

Distribution within populationDistribution within population

Cluster analysis segments the

population according to their responses to the

attitude statements.

Cluster analysis segments the

population according to their responses to the

attitude statements.

Each segment has been given a name

and profiled to identify

demographic and behavioural traits.

Each segment has been given a name

and profiled to identify

demographic and behavioural traits.

23%

17%

17%

14%

14%

17%

Segment 1

Segment 2

Segment 3

Segment 4

Segment 5

Segment 6 ‘Time Poor’

‘Prudent Participants’

‘Restricted’

‘Opting Out’

‘Free’

‘ExperiencedSeekers’

17%

5

Segment 1 – ‘Time Poor’ - 21% of populationSegment 1 – ‘Time Poor’ - 21% of population

Difficult to find time to take part in or attend arts and cultural activities

The needs of family come first when planning leisure time

Would attend more arts and cultural events if closer to home, easier access

Like to learn and experience new things in leisure time

Value for money is important when deciding what to do in leisure time

Slightly higher than averageattendance & participation levels esp. cinema.

Slightly higher TV and Radio viewing and listening esp. rock/pop music and films.

High use of Internet including social networking sites.

More likely to be, but not exclusively:

Aged 25 – 44

No disabilities

Full or part time employed

Higher, HNC or HND qualifications

C1C2 socio-economic groups

See graph on next chart for details

6

103104107

135

67118

153158

9457

3613

39

100

135146

2580

100

124105

50

105110114

72

Any attendance or participation

Watch on TV, video or DVD

Listen on radioOn-line activities

16-17

18-24

25-3445-44

45-54

55-6465-74

75+

Any disability

Member of minority ethnic community

Full timePart time

RetiredUnemployed

Full time education

School, HNC or HND

Degree or higher degree

No qualifications

ABC1

C2

DE

Population index = 100


Activity

Age

Disability

Ethnicity

Working status

Highest Qualification

Socio-economic group

7

On-line activities in last 12 months

41%

18%

29%

25%

18%

10%

6%

3%

31%

14%

23%

18%

14%

13%

9%

5%

3%

18%

Purchased tickets for an artsperformance

Purchased and/or downloadedmusic

Used a social networking site

Uploaded video or audio

Purchased/downloaded film/TVprogramme

Bought a work of fiction orpoetryon the Internet

Contributed to an on-line forum/discussion

Contributed/produced an on-lineblog

Subscribed to an RSS feed Family Ties segment

Scottish adult population


Factors influencing choices events attended

68%

65%

42%

26%

63%

57%

31%

26%

15%

14%

Recommendationfrom

friends/family

Reviews inpapers,

magazines, ontelevision, etc.

Information on theInternet

Your experienceof the work ofspecific artists

Chance to seework of artistsyou have neverseen or heardabout much

Will travel an average of 35 miles to attend arts event, slightly longer than population average (32 miles).

8


ACORN groups

5%

5%

5%

4%

7%

5%

3%

11%

4%

3%

0%

3%

8%

19%

10%

10%

0%

4%

5%

7%

2%

6%

4%

2%

15%

5%

2%

0%

5%

9%

18%

9%

6%

0%

A Wealthy Executives

B Affluent Greys

C Flourishing Families

D Prosperous Professionals

E Educated Urbanites

F Aspiring Singles

G Starting Out

H Secure Families

I Settled Suburbia

J Prudent Pensioners

K Asian Communities

L Post Industrial Families

M Blue-collar Roots

N Struggling Families

O Burdened Singles

P High-Rise Hardship

Q Inner City Adversity


Time Poor

Compared to adult population, more likely to be in ‘Flourishing Families’, ‘Secure Families’ and

‘Settled Suburbia’ groups.

Compared to adult population, more likely to be in ‘Flourishing Families’, ‘Secure Families’ and

‘Settled Suburbia’ groups.

*Respondent postcodes have been profiled using ACORN (A Classification of Residential Neighbourhoods). For more details see www.caci.co.uk/acorn

9

Segment 2 – ‘Prudent Participants’ -17% of populationSegment 2 – ‘Prudent Participants’ -17% of population

Would attend more arts and cultural events if closer to home, easier access

Value for money is important when deciding what to do in leisure time

Like to learn and experience new things in leisure time

Have time to attend

Higher than averageattendance & participation levels esp. art galleries and museums.

Average TV and Radio viewing and listening esp. plays, variety shows, traditional music.

Fairly low use of Internet and on-line activity.


Female

Aged 55+

Retired

A range of levels of affluence and education levels


10

107100101

88

13373

5974

100136

155150

161

17

6362

163140

100

9382

118

10593

67124




16-17

18-24

25-3445-44

45-54

55-6465-74

75+

Any disability


Full timePart time

RetiredUnemployed

Full time education

School, HNC or HND


No qualifications

ABC1

C2

DE

Population index = 100Activity

Age

Disability

Ethnicity

Working status



Segment 2 – ‘Prudent Participants’ -17% of populationSegment 2 – ‘Prudent Participants’ -17% of population

11


30%

12%

17%

16%

12%

9%

3%

2%

31%

14%

23%

18%

14%

13%

9%

5%

3%

12%






Bought a work of fiction or poetryon the Internet



Subscribed to an RSS feed Prudent Participants segment

Scottish Adult Population

Segment 2 – ‘Prudent Participants’ - 17% of populationSegment 2 – ‘Prudent Participants’ - 17% of population


64%

59%

29%

32%

63%

57%

31%

26%

15%

21%

Recommendationfrom

friends/family

Reviews inpapers,





Will travel an average of 32 miles to attend arts event, same as the population average (32 miles).

12

Segment 2 – ‘Prudent Participants’ - 17% of populationSegment 2 – ‘Prudent Participants’ - 17% of population

ACORN groups

5%

5%

5%

4%

7%

5%

3%

11%

4%

3%

0%

3%

8%

19%

10%

10%

0%

5%

3%

4%

3%

7%

4%

3%

10%

2%

3%

0%

4%

9%

20%

9%

14%

0%


B Affluent Greys




F Aspiring Singles

G Starting Out

H Secure Families

I Settled Suburbia


K Asian Communities


M Blue-collar Roots


O Burdened Singles




Prudent Participants

Compared to adult population, more likely to be in less affluent

groups.

Compared to adult population, more likely to be in less affluent

groups.


13

Segment 3 – ‘Restricted’ - 17% of populationSegment 3 – ‘Restricted’ - 17% of population

Difficulties attending due to age, a disability or long term illness

Feel out of place in an art gallery or museum

Have difficulty finding information about arts and cultural activities

If more events and better access would go more often

Lower than averageattendance & participation levels.

Lower TV and Radio viewing and listening

Very low use of Internet and on-line activity.


Aged 75+

Disabled or long term illness

Retired

Low income

No qualifications

DE socio-economic groups


14

8797

8557

100100

887476

107118

200

211

83

63108

133150

50

8045

191

4169

105166




16-17

18-24

25-3445-44

45-54

55-6465-74

75+

Any disability


Full timePart time

RetiredUnemployed

Full time education

School, HNC or HND


No qualifications

ABC1

C2

DE


Age

Disability

Ethnicity

Working status




15


11%

8%

17%

11%

3%

4%

3%

2%

31%

14%

23%

18%

14%

13%

9%

5%

3%

8%









Subscribed to an RSS feed Restricted segment




55%

44%

17%

14%

63%

57%

31%

26%

15%

5%

Recommendationfrom

friends/family

Reviews inpapers,





Will travel an average of 20 miles to attend arts event, less than the population average (32 miles).

16


ACORN groups

5%

5%

5%

4%

7%

5%

3%

11%

4%

3%

0%

3%

8%

19%

10%

10%

0%

2%

3%

3%

1%

3%

5%

1%

9%

4%

1%

0%

1%

6%

26%

16%

19%

0%


B Affluent Greys




F Aspiring Singles

G Starting Out

H Secure Families

I Settled Suburbia


K Asian Communities


M Blue-collar Roots


O Burdened Singles




Restricted

Compared to adult population, more likely to be in ‘Struggling

Families’, ‘Burdened Singles’ and ‘High Rise Hardship’ groups.

Compared to adult population, more likely to be in ‘Struggling

Families’, ‘Burdened Singles’ and ‘High Rise Hardship’ groups.


17

Segment 4 – ‘Opting Out - 14% of populationSegment 4 – ‘Opting Out - 14% of population

Spending my time attending or participating in the arts and cultural activities is of little interest

Feel out of place in an art gallery, museum or theatre

The needs of family members take priority

Would not attend more performances if closer to home, easier access

Lowest attendance & participation levels

Low TV, Internet and Radio viewing and listening.

Very low use of Internet and on-line activity.

More likely to be, but not exclusively :

Aged 65+

Retired

No qualifications

DE socio-economic groups


18

8692

8851

1006465

84106107

164163

144

50

8385

15490

50

9632

173

5069

124145




16-17

18-24

25-3445-44

45-54

55-6465-74

75+

Any disability


Full timePart time

RetiredUnemployed

Full time education

School, HNC or HND


No qualifications

ABC1

C2

DE


Age

Disability

Ethnicity

Working status



Segment 4 – ‘Opting Out - 14% of populationSegment 4 – ‘Opting Out - 14% of population

19


10%

6%

12%

8%

2%

2%

2%

31%

14%

23%

18%

14%

13%

9%

5%

3%

6%









Subscribed to an RSS feed Opting Out segment


Segment 4 – ‘Opting Out’ - 14% of populationSegment 4 – ‘Opting Out’ - 14% of population


49%

35%

17%

6%

63%

57%

31%

26%

15%

3%

Recommendationfrom

friends/family

Reviews inpapers,





Will travel an average of 22 miles to attend arts event, less than the population average (32 miles).

20

Segment 4 – ‘Opting Out’ - 14% of populationSegment 4 – ‘Opting Out’ - 14% of population

ACORN groups

5%

5%

5%

4%

7%

5%

3%

11%

4%

3%

0%

3%

8%

19%

10%

10%

0%

3%

5%

4%

0%

3%

3%

1%

7%

4%

4%

0%

4%

10%

25%

16%

10%

0%


B Affluent Greys




F Aspiring Singles

G Starting Out

H Secure Families

I Settled Suburbia


K Asian Communities


M Blue-collar Roots


O Burdened Singles




Opting Out

Compared to adult population, more likely to be in ‘Post

Industrial Families’, ‘Blue Collar Roots’, ‘Struggling Families’ or

‘Burdened Singles’ groups.

Compared to adult population, more likely to be in ‘Post

Industrial Families’, ‘Blue Collar Roots’, ‘Struggling Families’ or

‘Burdened Singles’ groups.


21

Segment 5 – ‘Free’ - 17% of populationSegment 5 – ‘Free’ - 17% of population

Value for money is not a high priority when deciding what to do in leisure time

Needs of family are not a high priority when planning leisure time

Fairly high attendance & participation levels esp. music events

Slightly higher TV and Radio viewing and listening inc. opera and jazz music.

High use of Internet and on-line activity including social networking sites, purchasing and downloading music and film.


Aged 16-24

Full time employed or in full time education

Have a degree or higher degree

ABC1 socio-economic groups


22

103101

107118

167155

9479

10686

82113

72

183

11885

9260

167

107127

59

118117

10066




16-17

18-24

25-3445-44

45-54

55-6465-74

75+

Any disability


Full timePart time

RetiredUnemployed

Full time education

School, HNC or HND


No qualifications

ABC1

C2

DE


Age

Disability

Ethnicity

Working status




23


37%

21%

32%

25%

16%

13%

7%

5%

31%

14%

23%

18%

14%

13%

9%

5%

3%

21%









Subscribed to an RSS feed Free and Easy segment




63%

61%

36%

37%

63%

57%

31%

26%

15%

24%

Recommendationfrom

friends/family

Reviews inpapers,





Will travel an average of 38 miles to attend arts event, longer than the population average (32 miles).

24


ACORN groups

5%

5%

5%

4%

7%

5%

3%

11%

4%

3%

0%

3%

8%

19%

10%

10%

0%

6%

10%

7%

5%

12%

5%

3%

10%

4%

3%

0%

2%

6%

13%

8%

6%

0%


B Affluent Greys




F Aspiring Singles

G Starting Out

H Secure Families

I Settled Suburbia


K Asian Communities


M Blue-collar Roots


O Burdened Singles




Free & Easy

Compared to adult population, more likely to be in ‘Affluent

Greys’ and ‘Educated Urbanites’ groups.

Compared to adult population, more likely to be in ‘Affluent

Greys’ and ‘Educated Urbanites’ groups.


25

Segment 6 – ‘Experienced Seekers’ – 14% of populationSegment 6 – ‘Experienced Seekers’ – 14% of population

Attending and participating in arts and cultural activities helps to enrich the quality of my life

I like to learn and experience new things in my leisure time

High attendance & participation levels esp. theatre, museums, art galleries.

Average TV, Internet and Radio viewing and listening. Listen to plays on radio & orchestral music recordings.

High use of Internet esp. to purchase tickets for arts performances.


Aged 45-64

No disabilities

Employed or retired

High income

High levels of education

AB socio-economic groups


26

109101101

124

13345

100100

129136

10038

33

67

1239292

60100

91177

36

168117

7641




16-17

18-24

25-3445-44

45-54

55-6465-74

75+

Any disability


Full timePart time

RetiredUnemployed

Full time education

School, HNC or HND


No qualifications

ABC1

C2

DE


Age

Disability

Ethnicity

Working status



Segment 6 – ‘Experienced Seekers’ – 14% of populationSegment 6 – ‘Experienced Seekers’ – 14% of population

27

Factors influencing choices events attendedOn-line activities in last 12 months

49%

15%

22%

20%

24%

12%

6%

6%

31%

14%

23%

18%

14%

13%

9%

5%

3%

15%









Subscribed to an RSS feed Experienced Seekers segment


Segment 6 – ‘Experienced Seekers’ - 14% of populationSegment 6 – ‘Experienced Seekers’ - 14% of population

63%

61%

36%

37%

63%

57%

31%

26%

15%

24%

Recommendationfrom

friends/family

Reviews inpapers,





Will travel an average of 38 miles to attend arts event, longer than the population average (32 miles).

28

Segment 6 – ‘Experienced Seekers’ - 14% of populationSegment 6 – ‘Experienced Seekers’ - 14% of population

ACORN groups

5%

5%

5%

4%

7%

5%

3%

11%

4%

3%

0%

3%

8%

19%

10%

10%

0%

7%

5%

7%

13%

11%

7%

4%

15%

4%

2%

0%

3%

5%

9%

4%

3%

1%


B Affluent Greys




F Aspiring Singles

G Starting Out

H Secure Families

I Settled Suburbia


K Asian Communities


M Blue-collar Roots


O Burdened Singles




Experienced Seekers

Compared to adult population, more likely to be in ‘Prosperous

Professionals’, ‘Educated Urbanites’ or ‘Secure Families’

groups.

Compared to adult population, more likely to be in ‘Prosperous

Professionals’, ‘Educated Urbanites’ or ‘Secure Families’

groups.


29

Summary – Varying engagementSummary – Varying engagement

Disengaged Engaged

Levels of engagement in arts, in terms of overall attendance and participation levels varies between segments

Opting Out49% attendance58% participation

Restricted 58% attendance54% participation

Free & Easy84% attendance74% participation

Time Poor86% attendance73% participation

PrudentParticipants

83% attendance78% participation

Experienced Seekers


30

Summary – Interest v AbilitySummary – Interest v Ability

Ability

Interest

Opting Out49% attendance58% participation

PrudentParticipants


Restricted58% attendance54% participation

Free & Easy84% attendance74% participation

Experienced Seekers


Plotting the position of segments according to ability to attend and interest in the

arts can facilitate the targeting of resources.

Plotting the position of segments according to ability to attend and interest in the

arts can facilitate the targeting of resources.

Time Poor86% attendance73% participation

31

Appendix – Segmentation method (1 of 2)Appendix – Segmentation method (1 of 2)

The Scottish adult population has been segmented on the basis of their responses to a series of 11 attitude statements (see slide 3). This segmentation was undertaken using a combination of factor and cluster analysis approaches as described below.

1) Factor AnalysisFactor analysis is a mathematical technique that groups together statements (in this study the series of 11attitude statements) into factors on the basis that statements within a factor are highly correlated i.e. answered in a similar way .

The factors enable us to understand the structure amongst a larger group of statements and to simplify further analysis and interpretation. The factors are such that at a respondent level we can calculate a score for each factor and these scores can, for example, be used to group respondents with similar attitudes using cluster analysis (see next slide) .

Mathematically we start by using Principal Component Analysis to simplify the data into a series of independent components which explain as much of the variation of the data as possible by linear combinations of the statements put in. We determine the number of “real” factors within the data by looking at the magnitudes of a mathematical parameter known as Eigenvalues which are associated with these successive principal components.

At this stage, individual statements may be associated with more than one principal component (factor). In order to simplify the interpretation we apply a further mathematical technique known as factor rotation (Varimax usually) to these principal components. This rotation maintains the level of variance explained and the independence of the factors to create factors that are reasonably well correlated with the individual statements and don’t have one big ‘positivity’ factor that masks the more interesting aspects of the data. The factors then are, loosely, groupings of correlated statements.

32

Appendix – Segmentation method (2 of 2)Appendix – Segmentation method (2 of 2) 2) Cluster analysis

In contrast to factor analysis which groups together attitudinal statements, cluster analysis is a technique that groups together survey respondents who have similar profiles of attitudinal statements.

To carry out the cluster analysis we run it in three stages using K-means cluster analysis to produce well defined clusters that are not unhelpfully small or influenced by outliers.

The first run identifies a number of potential “seed” points for the initial centres of the clusters by doing a cluster analysis with a large number of clusters and using the larger of the resultant clusters as seeds for the second stage.

The second stage excludes outliers and clusters all remaining respondents into groups.

The third stage assigns the outliers to the groups achieved in the second run. In this way the outliers will be in the cluster to which they have most in common but they will not have been allowed to influence or bias the creation of the cluster.

We repeat this process for a number of different cluster “solutions” and, although we monitor statistics such as the r-squared value to ensure that the clusters explain a good proportion of the variation within the data, the final choice of number of clusters is determined by the researchers looking at the interpretation of the clusters created against the factors used in the analysis and often against other data from the survey (in the case of this study the cluster solutions were looked at against data regarding arts participation and demographic details).

1 attitudinal segmentation december 2008 © 2008 tns uk limited. all rights reserved tns job number:...

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leisure timehave time

population average

time poorsegment

cultural events

adult population

arts event

leisure timevalue

leisure timewould