A bit more about the preferences of the experience seekers

Creative participation

As an active group they are highly likely to be involved in a creative pursuit of some sort at some time in their lives – whether performing, writing or creating artworks. They are more likely than the average to have taken part in some sort of dance, acting, singing or playing a musical instrument and the most likely to have participated in some sort of street arts. They may also have tried more traditional activities such as painting, craft and sculpting, as well as arts such as photography, film making or using a computer to make digital art. It is likely that while some of these are more solitary activities, many may be driven by social interaction and participation or related to a professional interest.

Some have also bought original artworks and despite their busy lives make time for reading for pleasure.

86% participated in the last 12 months
Most likely to have written poetry or a play


A highly engaged and educated group (49% have been through higher education) – they are ambitious in their careers and adventurous in trying new things. Some may still be studying while others are well established professionals. Income levels are mixed with 46% earning between £20-40k and 38% earning under £20,000.

Ethically and environmentally minded they will seek out organisations and activities which match their principles. Willing to take risks, be spontaneous and lead, they are looking to be well informed and are able to consider a range of options.

Digital habits

This group are most likely to be digital natives, they use websites and social media to manage their lives and to help plan and access news and information to make decisions. There is a high likelihood that they use library, arts, museums, galleries and heritage websites to access information.

They share experiences by ‘chatting’ or posting content and a higher proportion use Twitter, have the latest smartphone/tablet, use SMS extensively and download the latest Apps. They spend a lot of time online, including downloading and streaming music from sites such as Spotify.



The Metro and The Guardian (2nd highest reading of all groups) primarily provide their news plus other broadsheets such as The Financial Times and The Independent which correspond to their political views (although some also read tabloids such as The Daily Mail).

They are open to advertising messages – although are most responsive to those which involve interactivity and are entertaining. As frequent users of social media they are looking for endorsements, suggestions and new ideas – mainly from their peers.

They will seek out information and are mostly looking to feel informed so that they can make decisions from a variety of offers.

Community involvement

Experience Seekers do some volunteering slipped in amongst busy lives with over a quarter having volunteered in the last 12 months. Whilst this is most likely to be for arts and sports organisations it covers a range of other sectors including museums, galleries and archives.

18% donated to museums and galleries
16% to heritage and 9% to the arts


This group greatly value the cultural offer in their areas and have a positive attitude towards giving generally. They are more likely to give to the arts than the average, and are also donors to heritage, museums and galleries. If they do give it is usually at a low level – up to £50 to the arts and up to £20 to museums, galleries and heritage – indicating an opportunity for membership or one off site donations. 11% of this group are members of The National Trust.


Whilst developing or holding down busy careers, this group have disposable income and more importantly time to lead active lives outside the home.

46% are single, with just 12% having children in the household. 23% are aged under 30 and 44% aged 31- 50.


Experience Seekers live all around the country, in or near easy access to city centres and rely on public transport.

Most live in flats (59%) or terraced housing (29%) with many renting privately (33%) or having bought their homes (55%) – possibly their first. A good proportion are couples or sharing as singles.

Singles, homesharers, young families and empty nesters

Diversity in segment

Although a fairly diverse group with a high proportion of younger people, this group does contain a range of ages with 32% aged over 50, some families and ‘empty nesters’. They are also diverse in their professional development and jobs, though mostly more highly educated than the average. They reflect the ethnic diversity of the country’s urban population with higher proportions than the average of non-British white people, and those of African or Indian backgrounds, as well as Turkish, Chinese and East Asian. There is a low incidence of long-standing or limiting disabilities with this group.

Best segment match

Mosaic 2014 – 76% Rental Hubs and 26% Urban Cohesion

Arts Audiences Insight: Fun, Fashion and Friends