Anne Torregiani (The Audience Agency) - From Baby-Boomers to Gen Z

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