There are five segments in the Population Segmentation Model:
1. Segment one holds 20% of the population. This segment shows little to no interest in engaging with the arts and are likely to have other interests. This segment holds a higher proportion of older men and are less likely to be culturally or linguistically diverse or First Nations.
2. Segment two holds 16% of the population. This segment engages moderately with the arts to socialise and have fun. They support the arts to some extent and are content with their current level of engagement. Fun and socialising are key drivers of engagement for this segment. This group skews towards women and older age groups.
3. Segment three holds 12% of the population. This segment engages with the arts to socialise and have fun but want to engage more. This is the first growth segment. Like segment two, this segment is moderately engaged and supportive and are driven by fun and socialising. However, they express a clear desire to engage more frequently. Cost and difficulty in accessing events are key barriers for this segment. This group holds a mix of ages and skews towards women.
4. Segment four holds 28% of the population. This segment love the arts, engage for fun and also to achieve higher goals, such as improved wellbeing, but want to engage more. This is the first advocacy segment. This segment reflects an engaged and creative audience who are supportive of the arts. This group also skews heavily towards women with a mix of ages but also holds are higher proportion of those from regional areas.
5. Segment five holds 25% of the population. This segment are creative arts advocates. They are engaged and supportive and attend more than all other segments. They are content with how often they attend arts events. It skews towards men and younger audiences and has high representation of culturally diverse and First Nations peoples.