Culturally low engaged, health poor, craft circle and church group seniors and youths.

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Key Statistics:

Activity Level

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Medium Cultural Engagement

Spectrum Ranking

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10/10

Audience Finder Benchmark

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2% of Active Audiences

Population Prevalence

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4% of UK Population

Core Characteristics:

  • Profiles: A health-impaired and socially inactive group living on very modest incomes, often in state-provided accommodation, with indoor leisure habits like puzzles and crosswords. More information.
  • Attitudes: Accessibility issues often deter this group from attending arts, but when opportunities are thoughtfully provisioned, the chance to engage and socialise is welcome. More information.
  • Sectors: Tastes tend towards the mainstream and participation opportunities are largely initiative-led, with content relating to localness and nostalgia being best received. More information.
  • Places: This group lives mainly in outer city and suburban areas with limited access to arts and culture, so taking opportunities to them is important for engagement. More information.
  • Digital: This group is unlikely to spend much time surfing the web, looking for shows to book or stream digitally, or reading reviews online. More information.
  • Communications: Largely unplugged, this group is best accessed by well placed newspaper and magazine advertisements, recommendations and reassurances from trusted peers. More information.

NEW | Supported Communities Further Segmented:

While all Supported Communities 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 Supported Communities, understanding their variety can help with programming, marketing and outreach.

Supported Communties | S1 Supported Communities | S2

Young, immobile and hard-up, often relying on welfare to get by.

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About this Subsegment

Elderly residents of sheltered housing with declining health.

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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.

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  • This is the group most vulnerable to the virus - but also to loneliness and isolation - and most will have spent the pandemic shielding or in care homes.
  • Already the least inclined to engage with arts and culture, they won't seek it out as things start to open up, but reaching out to them through community groups and initiatives could prove a welcome chance to connect.
  • See Audience Spectrum Through Covid for more about their experience.

Explore all 10 Audience Spectrum segments ▼