December 2020 Findings
As is true of the Audience Finder benchmark for onsite audiences, Dormitory Dependables and Commuterland Culturebuffs are the best represented Audience Spectrum groups in the Digital Audience survey. This is likely linked to the fact that their in-person attendance is perhaps limited, relative to their levels of interest, because they live away from urban centres. So digital activity allows them to engage in higher proportions when geography is removed as a factor.
Experience Seekers though are engaging significantly more online, making up 13% of audiences, rather than the typical physical 6%.
*While Performing Arts has a balanced aged demographic, more than half of audiences engaging with Museums and Heritage online are aged 55+ and just under half of Gallery visitors are 55+. Encouragingly, the number of audiences identifying as disabled people engaging online is higher than onsite, a factor that we'll be looking at in more detail in the future.
Source: Findings
