Insight Briefing
From Baby-Boomers to Gen Z Anne Torreggiani Chief Executive 2017
Welcome
• What are audiences like today?
• How are they changing? • How can we respond?
Audience Finder partners’ audience data in +
+
+ Mosaic Futures from
Audience Finder uses survey, ticketing data, web stats and many sources of secondary data
Free services: opportunities not metrics
Commuterland Culturebuffs
Metroculturals
A population segmentation = Experience Dormitory Treats 10Seekers distinct profiles, linked to household Trips and&postcode. Dependables Not everyone is the same, & the same things we don’t allHome want Up Our Street Heritage
Helps us understand spectrum of audiences, plan to meet needs, and find new ones. Facebook Families
Kaleidoscope Creativity
Heydays
www.theaudienceagency.org/audience-spectrum/profiles
Audiences today
Commuterland Culturebuffs
Metroculturals
Experience Seekers
Dormitory Dependables
Trips & Treats
3 Highly Engaged Groups •
Home & • Heritage
• •
Facebook Families
22% population, 60% of audiences Up Our Street 30% museum visitors Confident, enthusiastic, educated Habits and tastes vary Kaleidoscope Creativity
Heydays
Commuterland Culturebuffs
Metroculturals
Experience Seekers
Dormitory Dependables
Home & Heritage
Trips & Treats
Up Our Street
3 Medium Engaged Facebook Families
• 41% population, 30% of auds • 46% museum visitors Kaleidoscope Heydays • Risk-averse, not culture-averse Creativity • Location and lifestage critical
Metroculturals
4 Less Engaged Groups
Commuterland Culturebuffs
• 37% population, 10% of audiences • 23% of museum visitors • Do engage, but low proportions Experience Dormitory • Lack of interest AND resources Seekers
Home & Heritage
Facebook Families
Trips & Treats
Dependables
Up Our Street
Kaleidoscope Creativity
Heydays
Increase in households attending? Overall audience numbers increasing
* Source: Audience Finder, The Audience Agency
Changes in frequency of visits? Overall improvement of retention levels? Catalyst? Use of data/ US model?
2.25 2.2 2.15 2.1 2.05 2 Year 2011 Year 2012 Year 2013 Year 2014 Year 2015 * Source: Audience Finder, The Audience Agency
Changes in profile over 5 years Slight rise in higher engaged groups: Reflects increases in frequency?
Highly engaged
Medium engaged
Less engaged
11/12
12/13
13/14
14/15
15/16
* Source: Audience Finder, The Audience Agency
Experience Commuterland Seekers Culturebuffs
Metroculturals
Experience Seekers
Home & Trips & Treats Heritage
Dormitory Dependables
Home & Heritage
Dorm Depe
Facebook Up Our Street Families
Kaleid Cre
Baby-boomers in UK audiences
ory tory ables ables
Experience Commuterland Commuterland Seekers Culturebuffs Culturebuffs
Dormitory Dependables
Home & Trips Trips & & Treats Treats Heritage
Facebook Millennials Up Up Our Our Street Street Families UK audiences
Trips & Treats
Up Our Street
Kaleidoscope Creativity
Heydays
Independent Film vs Traditional Theatre data
Age: 2015-16 classical music survey (non-London) 50% 45% 40%
29%
30% 20%
20%
16% 14%
16% 14%
12%11% 10%
21% 16% 17%
15% 14%
12%
6% 1%
3%
0% 16 - 24
25 - 34 Cluster average
35 - 44
45 - 54
England residents (2011)
55 - 64
65 or older
AF benchmark 2014/15
74% aged 55+ Exceptionally high compared to population and Audience Finder benchmark.
Age: 2015-16 Museums survey
Museums are a better match to the population than other arts
In a nutshell
• Top arts-attending groups are ageing part population
• If profiles stay the same, average age of audiences will increase considerably
• Population predictions suggest these lifestyle groups will die out • Younger “Experience seekers” prefer other artforms/ experiences –
not following parents’ footsteps • The gap between habits of older and younger audiences likely to get
wider
How are audiences changing?
Hypothesis • We (more traditional arts) rely on older audiences
• Average age will increase considerably • Top engager groups set to age more than population
• Younger “Experience seekers” different expectations • …prefer other experiences – not following parents • Gap between the habits of older and younger audiences gets wider • We might not notice the change…
* Source: Audience Finder, & Mosaic Futures from Experian
Population • • • • • •
Ageing population Growing poverty gap, but many more “haves” Higher levels of education Increasingly liberal (UK) Diverse identities Influence of Millennials and Gen Z
Predicted change to age
distribution of UK population
* Source: Office for National Statistics
Millennials • • • • • • • •
In their 40s in 2027 Gen Rent “Most over-researched generation in history” Civically, community minded Highly educated Liberal and progressive Adventurous, immersive = Experience-Seekers
Generation Z • • • • • • • •
In their 20s in 2027 Super-visual “Tech innate” Need a cause Hard-working realists Makers not consumers Born collaborators Split-screen consumption
Millennial & Gen Z Audiences • Larger, more liberal and educated audiences? • Younger audiences attend less traditional cultural experiences in large numbers • Social/ ethnic diversity increases as the effect of larger scale tertiary education increases
Millennial & Gen Z Audiences • Far less “likely to recommend” • More culturally diverse – more representative • More likely to attend a university or urban museum • Social benefits are more important than learning • “Taking the family” is a major motivation
Audiences overall • • • • • •
More households attending Better retention, revenue generation Gradual change in “Classic audience” profile to More “highly engaged” Baby-boomers? More homogenous less diverse New activity deepens the core audience relationship
Predicting the Future?
• Audiences continue to grow: to spend more, do more, donate more. Start to plateau
In 5 -10 years
• Audiences overall are older and less interested in new forms and practice • Baby Boomers face more barriers, frequency declines
• Gen X/ Millennials do not migrate to classic artforms - increasingly restricted to contemporary artforms or spending their leisure time elsewhere
How can we change with the people?
Worst-case Are you being served?
Worst Case Organisations?
• • • • • •
2027
Tuned to existing, majority audiences CRM and fundraising favour traditional behaviours Lack 360° audience monitoring/ understanding Rely on tried-and-tested engagement formulae Agile programming/ user-centred NOT in the mix Assume a lot, listen little
Responding effectively Best-practice museums and arts organisations?
Responding…. • More flexible visitor experiences – e.g. flexible booking, refunds, try-before-you-buy, social space, personal devices
• Changes in price-sensitivity - freemium content • Increased interest in curated experiences (festivals)
• Radical changes to loyalty development – direct marketing to membership • Service/ programme design through dialogue • Accommodating strongly divergent preferences • Cater to the needs of older audiences – particularly 75+
Responding…. • Start relationships earlier
• Participation and family attendance vital • Immersive young people’s programmes
• Better understanding of young people – not an homogenous group
Good luck! Thank you theaudienceagency.org audiencefinder.org