Culture Segments Australia presents a set of tools to expand our knowledge of arts audiences and participants, and to assist the arts sector with specific information about how audiences can be developed. Morris Hargreaves Macintyre applied their Culture Segments ™ to data collected through the National Arts Participation Survey to produce these resources for understanding the motivations, behaviours and lifestyles of Australians, and how they relate to engagement with the arts.
MHM’s Culture Segments™ is a segmentation system for arts, culture and heritage organisations. A set of eight ‘Pen Portraits’ explores each Culture Segment – who they are, the role the arts play in their lives, which art forms they participate in and attend. They also provide details about online media used to engage with the arts, how each Culture Segment donates time or money to the arts, and how each can be developed as audiences and participants.
Click here for full results of the National Arts Participation Survey.
Click here for the state and territory results from the National Arts Participation Survey.