AUDIENCE 13th November 2018

Reflection - Today is our day off, I ensured all my work is finished off. Our Dystopian futures essay is now handed in, I had more time to finish off Pre-Production work for my video installation project. I spent the afternoon completing my target audience research....

My audience- Arts audience insight

I have done my research using artscouncil.org.uk to help me gain a better understanding of the current and potential arts audiences across England.

The website has helped me break down the adult population in terms of their engagement with the arts. To help me engage an idea around my chosen demographic, things to I need to have in mind, in order to successfully target my piece on a specific demographic.

The website has provided me with a clear insight into the patterns of art consumption and attitudes towards the arts e.g. how they spend their leisure time and what contests with the arts for people’s attention. It also includes important details such as socio-demographic, factors, lifestyle and specific media consumption details.

I am going to use my research as a tool of marketing and audience development. Segmentation research is hugely important because not all people are the same. Everyone shares different opinions, attitudes and motivations about the arts, this is key to keep in mind.

Different opinions and motivations shape behaviour. This can give insight to why people engage with the arts, for different personal reasons.

From my marketing perspective different people can be responsive to different approaches. While someone may be widely responsive to one approach, another person perhaps won’t connect with it or understand due to it being inappropriate for that specific person from that specific segment.

Therefore, research is so important because different organisations must adopt different methods for segmenting different markets depending on their needs and requirements.

Segmentation is decided based on patterns of arts engagement, depicting all attitudes towards the arts. The socio-demographics prove the characteristics of a group.

A specific group, relevant to my research due to their characteristics, would be the ‘urban arts electric’ this group seem the most ambitious and engaged in terms of being introduced to new ideas. The media seems to be a big part of their life – this group tends to be in the early stages of their careers, they have a dynamic way of thinking, believe in seizing life’s opportunities, seek new experiences (specifically through travel and food), have interest in culture, the arts, are creative, optimistic and open minded…

When I come to producing my video installation, I will be using ‘urban arts electric’ because they are described to be my perfect target audience, particularly because of their open mind and interest in the arts. They are specifically influenced by media advertisements online e.g. social media and word of mouth but also in person, such as billboards on roadside hoardings and inside shopping centres, which co- insides with how the majority of video installations are displayed today and how I propose to display mine once it is finished.

Demographics

· Typically, young – a quarter are aged under 25.

· Most likely single

· More likely Affluent, majority in paid work while a tenth still in full-time study.

· Live in urban areas – a quarter live in London

· Twice as likely to hold a higher education qualification than average.

· A sixth are from ethnic minority backgrounds.

Internet & the media

What is important to them -

· The internet is a vital part of their lives for connecting with others and collecting inspiration.

· A third go on line using their mobile, as well as at work and home to access info – listings, travel, creating and commenting on videos, photos and articles i.e. through social media.

· When traveling they will take notice of posters, advertisements e.g. displays on busses, bus stops, billboards, roadside hoardings and in shopping centres.

· They go to the cinema a few times a year – some monthly

· ‘Urban arts electric’ are more than likely to talk to family & friends and those outside their social circle about everything they do and buy, in particularly food and travel – a small number of those people will post reviews online.

· Word of mouth is very important within this group.

What is less important to them -

· They do not watch a great deal of TV.

· They rarely listen to the radio – a tenth listen online instead.

· Newspapers and magazines - half read a daily paper and fewer read a weekend paper. They are more likely than average to read a broadsheet title or headline.

· They occasionally read magazines – those that contain topics such as film, new product reviews, travel, fashion, and the arts.

Their arts

· They are more actively engaged in arts than any other segment.

· They are frequent attenders of events, live music, exhibitions, video or electronic arts events, public art displays, plays, street art, live dance events, festivals etc.

· They are active participants of all segments, taking part in – computer art, dance, painting, drawing, sculpture, playing an instrument, photography etc.

· They enjoy the events they attend and recommend them to others.

· They engage with the arts because they see the arts as fun, exciting, encouraging and empowering – they are easily influenced to think differently about life.

Leisure and engagement

· They enjoy socialising with family and friends – they have the money to frequently peruse personal goals.

· The group have an active lifestyle e.g. gym, team sports, exhibition visits, cinema, cultural events, have multiple hobbies.

· They are sociable both on and offline.

· They eat out regularly and enjoy having friends over for dinner.

· The group are highly motivated – they hold interests in other cultures, new experiences, relish challenges, taking risks, keeping up with latest trends.

· All are engaged people and interested in new experiences, being highly connected socially, once they are engaged, they engage others – in particular, reviews online or tweets to tell other people what is coming up.

· The right kind of message is crucial; poisoning the arts offer something cutting edge, opportunity for self-expression, exploring other cultures or to socialise… will attract this group.

How to reach them

· They are already active, marketing and advertising in listings will be most effective in terms of reaching them.

· Keen mobile and internet users – these channels should be considered when wanting to reach and engage this group.

As my proposal states, my piece is going to be aimed towards the demographic 16+, this is not to say my piece will be unsuitable or inappropriate for those of a younger demographic in any way shape of form. Although, due to there being a lot more meaning behind it than meets the first meets the eye, the complex denotation will be more appreciated and understood to its full potential by a slightly older age group of 16+.

This particular group, the ‘urban arts electric’ will be considered throughout my video art installation project more so than others. I felt as though this specific group contained many more attributes of the demographic, I want to be aiming my installation towards for it to be successful. After producing this research, I have a clearer idea towards how I would go about displaying my installation in order to get through to this group of people, in an engaging and significant way. I will consider certain advertisement and marketing techniques when putting out my finished product depending on the group I am aiming to suitably influence. In this case, the ‘urban arts electric’ comes prominently under my category more so than any other group.

Groups I considered…

‘Traditional culture vultures’

‘Urban arts electric’

‘Fun, fashion and friends’

‘Mature explorers’

‘Dinner and a show’

‘Family and community focused’

‘Bedroom DJ’s’

‘Mid-life hobbyists’

‘Retired arts and crafts’

‘Time poor dreamers’

‘A quiet pint with the match’

‘Older and home bound’

‘Limited means, nothing fancy’