Affluent, professional and suburbanite keen consumers of traditional culture.

AS chart - 2 CC.png

Key Statistics:

Activity Level

|

High Cultural Engagement

Spectrum Ranking

|

2 / 10

Audience Finder Benchmark

|

17% of Active Audiences

Population Prevalence

|

12% of UK Population

Core Characteristics:

  • Profiles: A largely middle-aged group of older families and empty nesters, with considerable disposable income and time to indulge in a wide range of interests and leisure activities. More information.
  • Attitudes: This group attends regularly, just as much to socialise as for the art, and is happy to pay for ancillary amenities and donate generously to preserve convenient culture. More information.
  • Sectors: Traditional leaning but open-minded, members of this group tend to be interested in and frequenters of a variety of artforms, as well as being keen am-dram enthusiasts. More information.
  • Places: These leafy greenbelt suburbanites are found primarily in the south, in easy commuting distance of urban centres, and in areas with a strong sense of community involvement. More information.
  • Digital Activities: This group's comfort with using culture organisations' websites for trip planning purposes has primed them for an easier pivot to engaging with artistic content online. More information.
  • Communications: They expect clear, subject-matter specific information and exemplary customer service, value expert endorsements and can be strong advocates in their own networks. More information.

NEW | Commuterland Culturebuffs Further Segmented:

While all Commuterland Culturebuffs broadly share these core characteristics, closer examination reveals two key subsegments who differ in life stage and style. If your target audience or local area is heavy on Commuterland Culturebuffs, understanding their variety can help with programming, marketing and outreach.

Commuterland Culturebuffs | C1 Commuterland Culturebuffs | C2

Prosperous families, living in the commuterbelt of major centres.

C1 1.png

About this Subsegment

Wealthy empty-nesters with comfortable, rural lifestyles.

C2.png

About this Subsegment

Covid Cultural Participation Scale:

Informed by evidence from the Cultural Participation Monitor, this scale shows whether this group's intention and ability to engage with arts and culture long term was likely to have been more or less affected by Covid than other segments.

Covid Scale Commuterland Culturebuffs.png

  • Commuterland Culturebuffs tend to be older suburbanites, so their day-to-day life will have been affected drastically during lockdown
  • But their usually frequent engagement with arts and culture and the high importance they place on it as a social activity (an aspect they will have missed while taking up organisations' digital offers during Covid) means that they will have been keen to start enjoying it again, and have the means to do so readily.
  • See Audience Spectrum Through Covid for more about their experience.

Explore all 10 Audience Spectrum segments ▼


FIND OUT MORE ABOUT THE EACH OF THE 10 CULTURALLY ACTIVE SEGMENTS BELOW, INCLUDING INFORMATION ABOUT BEHAVIOURS, ATTITUDES AND PREFERENCES FOR ARTS, CULTURE AND HERITAGE ORGANISATIONS: