Preferences

Dance, painting and drawing are the most popular ways to channel their creativity though participation in cultural activities

Creative participation

Whilst they’re comparatively niche pastimes, there is also a relatively high propensity amongst Kaleidoscope Creativity to compose music or to write poetry.

The outdoors and community spaces provide creative platforms and are important. Their interest in attending festivals and events is reflected in their high propensity to participate in carnivals and streets arts as well, most likely with culturally specific themes – they’re in fact one of the segments most likely to do so.

Kaleidoscope Creativity however also contains a higher proportion of people who don’t participate in any cultural activity at all (31%).

Almost a third of this group (31%) did not participate in any cultural activity whatsoever in the last 12 months

Lifestyle

Household incomes tend to be lower for the majority, with around two-thirds living on less than £20,000 per year.

Educational attainment is mixed with a quarter having completed a Higher Education course, but the majority of this group have not followed a further education path.

Many are likely to have been in the same area for a long time and be settled in their communities. However, lower levels of educational attainment and a reliance on public transport for travel may be factors that contribute to some facing limited employment options.

Location

The vast majority live in and around the urban centres of larger cities like, Liverpool, Birmingham, Manchester, Newcastle and Leeds. Nearly 50% are based in London and they’re to be found in inner city suburbs in flats and terraced housing, mostly in council accommodation.

Over 70% are spread evenly across the 35-65 years age range

Lifestage

Kaleidoscope Creativity comprises people across a broad age spectrum, with the majority of the group between 35-65 years old. There is a mixture of singles and generally older families, although approximately a third have children in the household.

Community involvement

Amongst the least likely to be involved in volunteering, fewer than one in five people from Kaleidoscope Creativity have volunteered in the last 12 months. When they do volunteer it is likely to be outside of arts or cultural organisations.

However, they do have strong community ties. They are the group most likely to volunteer by befriending and mentoring others and more likely to help on committees and in organising events.

Influences

Kaleidoscope Creativity respond well to communications that are entertaining as well as informative. They’re much more likely than other groups to read the Metro newspaper. This is indicative of the majority of them living in urban areas of larger cities and probably reflects their reliance on public transport, where the paper is freely distributed. They are also likely to read The Sun and are highly influenced by national newspapers and advertising which makes this an effective way to reach them. They are also quite responsive to SMS texts and information sent to their phone.

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Digital habits

They use technology as part of their daily lives, often through mobile phones. They are much more likely to browse content such as blogs and to download video and music, than to produce their own content. They are likely to be part of a broad range of social networking services like Facebook, Twitter, Myspace and YouTube.

Their engagement with cultural organisations’ websites is quite low and they only tend to use technology to research what is happening in their local area, rather than to make purchases.

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Only 59% of this group identify as White British

Diversity in segment

Kaleidoscope Creativity is a diverse segment in all sorts of ways – in fact its diversity is the key means to describe them as a group. As well as comprising quite a broad range of ages, this group has the most diverse ethnic profile of any of the segments. There is a very high proportion coming from a mixed ethnic background, almost a fifth are from Asian backgrounds and one in ten is from African/Caribbean backgrounds. This reflects the areas they live in with a broad range of exposure to many different cultures. Disability levels are slightly above average. Household composition is mixed between families and older singles. Whilst the majority live on lower incomes, there is also a significant proportion, almost 20%, with an annual household income of more than £25,000 per year.

Best segment match

Mosaic 2014: Municipal Challenge, Urban Cohesion

Arts Audiences Insight: Limited Means, Nothing Fancy and Family & Community Focused