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A more detailed look at the Commuterland Culturebuffs

Creative participation

Participation in cultural and creative activities is as important to Commuterland Culturebuffs as attending events.

They participate widely in performing arts activities and can be found wherever there are activities like ballet, singing and playing musical instruments. Where there are opportunities for public rehearsals and performances of plays and opera there are likely to be a significant contingent of Commuterland Culturebuffs.

They are amongst those most likely to purchase original works of art and handmade crafts.

They have a much higher than average propensity to participate in street arts, carnivals and to practice circus skills.Photography and film/video making are also relatively popular.

Lifestyle

Commuterland Culturebuffs enjoy a high standard of living, with 43% of households having an annual income above £50,000, and a further 37% with an income between £25,000 – £50,000.

They are very well educated, 47% have obtained a degree level qualification or higher.

They value the arts intrinsically and recognise the wider social impacts. They also feel heritage is an important contributor to sense of place and believe in the conservation of local heritage sites.

43% household income £53k +

Community involvement

Commuterland Culturebuffs have a tendency to be quite involved in local communities. They are the group that is most likely to engage in volunteering opportunities and more than a third will have done so in the last year. They chiefly get involved in volunteering either through leading groups, membership of committees or organising or helping to run events. More than a third will have raised money for charitable causes in the last year through sponsored events.

Giving

Commuterland Culturebuffs are likely prospects for making donations to arts and cultural organisations. 10% will have donated to an arts organisation in the last year, whilst 22% will have made donations to museums and galleries and 24% to heritage sites.

They are also amongst those most likely to make larger donations. Of those making donations to arts organisations, almost a quarter gave more than £100.

Their motivations for giving to arts and culture are quite altruistic, motivated to give in order to preserve those cultural facilities, rather than for any personal benefit.

Charitable giving outside of the arts is most likely to be directed towards medical research, children and young people or rescue services.

35% volunteer each year

Rank 1st for volunteering

Influences

The Daily Mail, The Daily Telegraph and The Times are the most commonly read newspapers. They are also much more likely than average to read The Financial Times, The Guardian and The Independent, which have much smaller circulations.

Location

Almost all Commuterland Culturebuffs own their own homes, and many of them outright. They live mainly in large detached houses, often with five bedrooms, even though some no longer have children left at home.

They are found all around the country, in suburban and greenbelt locations often within commuting range of major urban centres, with the greatest concentration (almost a third) living in the South East, but are less prevalent in London.

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Lifestage

Older families and singles – more than two thirds are families. They tend to be older families, but a large proportion of households with children are mixed with some where children are old enough to have left home. Over 70% in this group are aged between 46 and 70 years old.

Digital habits

With busy lives to manage, this group make good practical use of the internet without spending long hours online. They regularly visit arts and cultural organisation’s websites to find out information and plan a visit – up to two thirds of those who use websites in this way may go on to book tickets online.

Commuterland Culturebuffs are also more likely than average to view or download artistic content online, and a quarter will have done so in the last year. However, they are far less likely to use social networking sites to find out information about what’s going on locally, or to plan a visit, but may use social media to share and discuss artistic content.

70% aged 46 to 70
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Diversity in segment

Commuterland Culturebuffs are a relatively homogenous group, uniformly affluent and active, concentrated but far from exclusively in the south, largely over 50, with some diversity in terms of political leanings and family status. The large majority are UK nationals with a white background, but there are representations of people from Jewish/Armenian, Sikh, Greek/Greek Cypriot, and Hindu backgrounds. 24% have a disability or long-term illness.


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