Area Profile Report Highlands and Islands · Audience Spectrum and Mosaic segmentation Audience...
Transcript of Area Profile Report Highlands and Islands · Audience Spectrum and Mosaic segmentation Audience...
Area Profile Report
Total population
Insert Map here
The area profile report contains data about the population within your target area (Highlands and Islands),
compared with the population of your base area (Scotland). The extent of your target area is shown in the
map below.
Highlands and Islands
The total adult population (15+) of your target area (Highlands and Islands) is 346,852, and the
population of your base area (Scotland) is 4,698,984 (adults 15+ estimate 2018).
© The Audience Agency 2019 1
How to read the tables
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The tables show the size of each category within the target area, compared to the size of that category
within the base population.
The index figures show whether each category is over or under represented in the target area compared
to the base population.
An index of 100 occurs when the proportion of a category in the target area exactly matches
the size of that category within the base population.
Indices with a shaded background indicate significant difference between the target area and
base population.
An index under 100 indicates that this category is under-represented in the target area
compared to the base population.
Indices of 90 or less are highlighted, with the index appearing in blue.
An index over 100 indicates that this category is over-represented in the target area
compared to the base population.
Indices of 110 or over are highlighted, with the index appearing in red.
© The Audience Agency 2019 2
Audience Spectrum and Mosaic segmentation
Audience Spectrum profile
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Percentage breakdown of Audience Spectrum segments
Home & Heritage: Conservative and mature households who have a love of the traditional
(Medium engagement)
Dormitory Dependables: Regular but not frequent cultural attenders living in city suburbs and
small towns (Medium engagement)
Trips & Treats: Suburban households, often with children, whose cultural activities usually are
part of a day out or treat (Medium engagement)
To find out more and to view the pen portraits for each segment visit:
www.theaudienceagency.org/audience-spectrum
The most prominent Audience Spectrum segments in your target catchment area are Home & Heritage,
Dormitory Dependables and Trips & Treats. 56% of the target population belong to one of these three
segments, compared with 36% of the base population as a whole.
Audience Spectrum is a population profiling tool which describes attendance, participation and
engagement with the arts, museums and heritage, as well as behaviours, attitudes and preferences
towards such organisations. It has been built to meet the needs of small and large scale, ticketed and
non-ticketed organisations from across the cultural sector.
0%
5%
10%
15%
20%
25%
Highlands and Islands Scotland
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Count % Count %
62 0% 73,606 2% 2
20,928 9% 466,098 10% 87
9,733 4% 505,118 11% 37
44,559 19% 716,520 16% 121
37,081 16% 463,553 10% 156
48,792 21% 426,415 9% 222
24,458 11% 523,567 12% 91
Facebook Families 16,402 7% 350,561 8% 91
11,295 5% 581,254 13% 38
17,809 8% 386,395 9% 90
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Mosaic group profile
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Up Our Street
Kaleidoscope Creativity
Index
Heydays
Mosaic combines a wide range of information from over 400 sources to create a summary of the likely
characteristics of each UK household.
Households are assigned to a ‘group’, of which there are 15 in Mosaic, which describes their
Highlands and Islands
Metroculturals
Commuterland Culturebuffs
Home & Heritage
Dormitory Dependables
Trips & Treats
Base totals and percentages do not include unclassified postcodes.
4,493,087231,119
Audience Spectrum segment
Adults 15+ estimate 2018
Experience Seekers
socio-economic and cultural behaviour.
The most prominent Mosaic groups in your target catchment area are D Rural Reality, C Country Living
and H Aspiring Homemakers. 73% of the target population belong to one of these three groups,
compared with 26% of the base population as a whole.
Aspiring Homemakers: Younger households settling down in housing priced within their means
Country Living: Well-off owners in rural locations enjoying the benefits of country life
Rural Reality: Householders living in inexpensive homes in village communities
Unclassified
Scotland
© The Audience Agency 2019 4
Percentage breakdown of Mosaic groups
Count % Count %
29 0% 77,168 2% 1
13,719 4% 375,484 8% 49
51,808 15% 343,300 7% 204
187,065 54% 598,880 13% 423
6,771 2% 192,216 4% 48
8,870 3% 239,878 5% 50
9,985 3% 384,598 8% 35
14,851 4% 298,516 6% 67
7,764 2% 197,466 4% 53
3,266 1% 110,715 2% 40
10,500 3% 553,828 12% 26
12,198 4% 390,793 8% 42
8,014 2% 363,916 8% 30
1,387 0% 82,053 2% 23
10,625 3% 490,173 10% 29
0 0
Base totals and percentages do not include unclassified postcodes.
A City Prosperity
B Prestige Positions
C Country Living
D Rural Reality
E Senior Security
F Suburban Stability
J Transient Renters
Scotland
G Domestic Success
IndexHighlands and Islands
Mosaic group
4,698,984
2019 Experian Ltd
2019 Experian Ltd, Sources: 2011 Census Data: England and Wales - ONS, Scotland - NRS, N.Ireland - NISRA. Licenced under the Open Government Licence v2.0. Crown Copyright
M Modest Traditions
K Municipal Tenants
L Vintage Value
O Rental Hubs
U Unclassified
H Aspiring Homemakers
I Family Basics
N Urban Cohesion
346,852Adults 15+ estimate 2018
0%
10%
20%
30%
40%
50%
60%
Highlands and Islands Scotland
© The Audience Agency 2019 5
Cultural engagement
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Arts attendance in the past 12 months
engagement are:
Museums and heritage attendance: In the last 12 months, the target population is more likely to have
visited museums than stately homes/castles or archaeological sites.
Popular/rock concert: 36% attendance amongst the target population
Theatre: 34% attendance amongst the target population
Art galleries: 28% attendance amongst the target population
Overall, the target population has similar levels of cultural engagement to the base population.
Arts attendance: amongst the target population, the arts activities with the highest levels of
Cinema visits: 71% of the target population visit the cinema compared to 78% of the base population.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Highlands and Islands Scotland
© The Audience Agency 2019 6
Count % Count %
95,490 28% 1,374,405 29% 94
3,726 1% 65,191 1% 77
33,955 10% 495,986 11% 93
41,785 12% 685,953 15% 83
73,945 21% 1,202,972 26% 83
25,573 7% 422,061 9% 82
28,693 8% 476,623 10% 82
27,033 8% 468,175 10% 78
86,597 25% 1,305,315 28% 90
123,388 36% 1,964,846 42% 85
119,419 34% 1,870,673 40% 86
4,025 1% 82,846 2% 66
c―
Museums and heritage attendance in the past 12 months
Count % Count %
86,577 25% 1,223,911 26% 96
22,803 7% 220,066 5% 140
66,067 19% 908,138 19% 99
Popular/rock concert
Theatre
Theatre once a month or more
Adults 15+ estimate 2018
Scotland
Jazz concerts
Comedy shows
Attended in past 12 months
Art gallery once a month or more
Ballet
Classical concerts
Contemporary dance
Art galleries
Opera
Plays
Museums
Archaeological sites
Stately homes/castles
Highlands and Islands
4,698,984346,852
Highlands and Islands ScotlandIndex
IndexVisited in past 12 months
346,852Adults 15+ estimate 2018 4,698,984
0%
5%
10%
15%
20%
25%
30%
Museums Archaeological sites Stately homes/castles
Highlands and Islands Scotland
© The Audience Agency 2019 7
Cinema visits
Count % Count %
245,325 71% 3,650,004 78% 91
29,049 8% 823,560 18% 48
37,310 11% 595,652 13% 85
101,527 29% 1,048,980 22% 131
346,852
Scotland
Adults 15+ estimate 2018 4,698,984
Ever go to the cinema
Go every two or three months
Go once or more a month
Never go
Note: The figures in this section of the report are based on the Target Group Index survey. This is a nationally representative
sample which is then modelled to describe the likely characheteristics of smaller populations. As such, it should be used as a
broad indication of likely behaviour within your target area rather than providing 'actual' figures.
Cinema visits
2019 Experian Ltd
2019 Experian Ltd, Sources: 2011 Census Data: England and Wales - ONS, Scotland - NRS, N.Ireland - NISRA. Licenced under the Open Government Licence v2.0. Crown Copyright
IndexHighlands and Islands
0%
20%
40%
60%
80%
100%
Ever go to the cinema Go every two or threemonths
Go once or more amonth
Never go
Highlands and Islands Scotland
© The Audience Agency 2019 8
Demographics
● Age profile: the dominant adult age group is 45 - 49.
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Population and Households
Age structure
Unless otherwise specified, the following demographics describe all usual residents within the target
population.
Ethnic origin: 1% are from a Black, Asian or mixed ethnic group, compared with 4% of the base
population.
Health: 81% are not limited in their day-to-day activities by ill health or disability.
Family structure: 39% of all families in households have dependent children in their family.
Social grade (based on households with a least one 16-64 year old): A/B/C1 households make
up 46% of all households in the target area, compared with 50% of households in the base
area. C2/D/E households make up 54% of households in the target area, compared with 50% of
households in the base area.
Employment: 55% of those who are economically active are in full/part time work or self-
employed, compared with 57% of the base population. Of those who are economically inactive,
59% are retired, compared with 48% of the base population.
Education: 27% of those aged 16+ have achieved Level 4 qualifications and above (e.g. Higher
Education/Higher diploma), compared with 26% of the base population.
Newspaper readership: the most read daily newspaper amongst the target population (adults
15+) is The Sun.
0%
5%
10%
15%
20%
25%
0 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 - 84 85+
Highlands and Islands Scotland
© The Audience Agency 2019 9
Count % Count %
0 - 17 78,473 20% 1,042,597 20% 102
18 - 24 27,543 7% 506,222 10% 73
25 - 34 40,799 10% 667,327 13% 82
35 - 44 51,487 13% 734,754 14% 95
45 - 54 60,330 15% 786,756 15% 103
55 - 64 57,525 15% 667,413 13% 116
65 - 74 42,402 11% 481,792 9% 119
75 - 84 24,871 6% 302,639 6% 111
85+ 9,068 2% 105,903 2% 116
Ethnicity
Count % Count %
387,493 99% 5,084,407 96% 103
1,119 0% 19,815 0% 76
2,896 1% 140,678 3% 28
664 0% 36,178 1% 25
326 0% 14,325 0% 31
Black/Black British
Asian/Asian British
392,498 5,295,403
EthnicityHighlands and Islands Scotland
Index
Highlands and Islands
All usual residents
White
Mixed/multiple ethnic group
Age groupScotland
Index
Other
All usual residents 392,498 5,295,403
0%
20%
40%
60%
80%
100%
White Mixed/multipleethnic group
Asian/Asian British Black/Black British Other
Highlands and Islands Scotland
© The Audience Agency 2019 10
Health
Count % Count %
32,619 8% 505,863 10% 87
41,987 11% 534,508 10% 106
317,892 81% 4,255,032 80% 101
Families with dependent children
Count % Count %
70,262 61% 881,316 59% 104
43,988 39% 614,294 41% 94
90
96
96
14% 235,296
No dependent children in family
Any dependent children in family
Long-term health problem or
disability
Highlands and Islands
Day-to-day activities limited a little
Day-to-day activities not limited
179,190
Dependent children in family,
youngest aged 0 to 4
Dependent children in family,
youngest aged 12 to 1813,115 11% 12%
All families in households 114,250 1,495,610
5,295,403
Day-to-day activities limited a lot
Household family status
199,808
Index
Highlands and Islands ScotlandIndex
13%
Scotland
All usual residents 392,498
14,620 13%
16%
Dependent children in family,
youngest aged 5 to 11
16,253
0%
10%
20%
30%
40%
50%
60%
70%
No dependentchildren in family
Any dependentchildren in family
Dependent childrenin family, youngest
aged 0 to 4
Dependent childrenin family, youngest
aged 5 to 11
Dependent childrenin family, youngest
aged 12 to 18
Highlands and Islands Scotland
© The Audience Agency 2019 11
Approximated social grade
Count % Count %
21,388 17% 327,941 19% 93
35,064 28% 559,669 32% 90
35,093 28% 385,670 22% 130
31,627 26% 491,729 28% 92
Employment and qualifications
Economic activity
Count % Count %
190,223 92% 2,400,925 88% 105
43,769 21% 529,816 19% 109
113,615 55% 1,573,416 57% 96
124
147
144
148
11,059 5% 189,414 7% 77
5,392 3% 148,560 5% 48
148,957 5%
206,674 2,738,899
Unemployed
Full-time student
Economically active: Total
Self-employed without employees:
Full-time16,690 8%
Self-employed without employees:
Part-time7,186
0%
7,899 4%
Employee: Part-time
Employee: Full-time
Self-employed with employees:
Full-time
3% 66,276 2%
71,084
C2
3%
Index
Approximated social gradeHighlands and Islands Scotland
AB
C1
DE
All Household Reference Persons
aged 16 to 64123,172 1,765,009
Highlands and Islands
Self-employed with employees:
Part-time1,064 1% 11,376
ScotlandEconomically active
Employed or self-employed: all
Index
0%
5%
10%
15%
20%
25%
30%
35%
AB C1 C2 DE
Highlands and Islands Scotland
© The Audience Agency 2019 12
Occupation
Count % Count %
114
27,886 14% 421,639 17% 85
91
84
33,935 17% 315,177 13% 139
109
82
103
22,534 12% 292,267 12% 100
Economically inactive
Count % Count %
48,778 59% 591,667 48% 122
63
9,981 12% 141,542 11% 104
10,701 13% 203,975 17% 78
4,553 5% 76,035 6% 89
Administrative and secretarial
occupations18,619 10% 286,144 11%
Managers, directors and senior
officials18,573 10% 210,819 8%
Highlands and Islands ScotlandOccupation type
Associate professional and
technical occupations22,292 11% 318,380 13%
Student (including full-time
students)9,264
Retired
194,708
Looking after home or family
Long-term sick or disabled
83,277
Other
Economically inactiveHighlands and Islands
All usual residents aged 16 to 74
in employment
Caring, leisure and other service
occupations20,626 11% 244,508
Economically inactive: Total 1,231,631
Scotland
10%
11% 218,412 18%
9%
Process, plant and machine
operatives15,448 8% 193,594 8%
2,516,895
Sales and customer service
occupations14,795 8% 234,367
Index
Index
Professional occupations
Skilled trades occupations
Elementary occupations
© The Audience Agency 2019 13
Highest qualification level
Count % Count %
83,202 26% 1,173,116 27% 96
103
101
0 0% 0 0% 100
93
103
0 0% 0 0% 100
TGI Media
National newspapers looked at yesterday (dailies)
Count % Count %
7,685 2% 100,922 2% 103
13,899 4% 175,641 4% 107
2,638 1% 50,843 1% 70
19,191 6% 267,386 6% 97
1,963 1% 38,871 1% 68
1,374 0% 15,921 0% 117
1,366 0% 19,770 0% 94
2,732 1% 33,410 1% 111
2,762 1% 41,164 1% 91
29,094 8% 345,734 7% 114
5,717 2% 86,208 2% 90
Level 2 (e.g. GCSEs graded A*-C,
Higher diploma)46,833 14% 627,423 14%
1,010,875 23%
Highlands and Islands
Level 4 and above (e.g. Higher
Education and Higher diplomas)87,335 27% 1,142,662 26%
Level 3 (e.g. AS and A Levels,
Advanced and Progression
diploma)
29,388 9% 424,996 10%
Level 1 (e.g. GCSEs graded D-G,
Foundation diploma)77,132 24%
2019 Experian Ltd
2019 Experian Ltd, Sources: 2011 Census Data: England and Wales - ONS, Scotland - NRS, N.Ireland - NISRA. Licenced under the Open Government Licence v2.0. Crown Copyright
Index
No qualifications
Apprenticeship
Other qualifications
All usual residents aged 16 and
over4,379,072
Please note: Apprenticeship data is not counted as a separate variable for areas within Scotland
For more information about the classifications given above, please see the Ofqual website: http://ofqual.gov.uk/qualifications-
and-assessments/qualification-frameworks/levels-of-qualifications/
Highest qualification achievedScotland
323,890
Highlands and Islands
Index
346,852
Daily newspapers readScotland
Daily Express
Daily Mail
Daily Mirror
Daily Record
Daily Star
Daily Telegraph
Financial Times
i (newspaper)
The Guardian
The Sun
The Times
Adults 15+ estimate 2018 4,698,984
© The Audience Agency 2019 14
This report is based on mapping and profiling tools provided by Experian.
The information contained within this report is not intended to be used as the sole basis for any business decision, and
is based upon data which is provided by third parties, the accuracy and/or completeness of which it would not be
possible and/or economically viable for Experian to guarantee. Experian’s services also involve models and techniques
based on statistical analysis, probability and predictive behaviour. Accordingly, Experian is not able to accept any
liability for any inaccuracy, incompleteness or other error in this report.
© The Audience Agency 2019 15