Community Database: “Demographic Characteristics”

Erika Sung is an ASU doctoral student in community resources and development where she focuses on non-profit management.  Her analysis of the Arizona Arts & Cultural Census/Community Database is underwritten by a grant from the Lodestar Foundation.  

———————–

In the previous blog, we examined geographic characteristics of Arizona’s arts & cultural patrons. Today, we will examine overall demographic characteristics, especially age and gender. Needless to say, understanding the demographics of a region can be an efficient and effective marketing tool to attract audiences.

First, we will take a look at the age distribution of ticket buying households in AZ (as tracked by the nearly 700,000 households represented in the Community Database.)  Not surprisingly, a middle-aged population (the highest rate is range of age 52-53) is the driving force in sales. However, one thing good to observe is the STRENGTH of participation of populations leading UP to the peak at age 52-53.  (Isn’t it it interesting to note that the ”downward slide” of participation by older audiences is steeper than the upward climb of younger populations?)  For example, the range of age 52-53 households accounts for 5.8% by all buyers, while the range of age 34-35 represents 3.0% but is still greater than the power of the population over over age 66.

Now, the below graph is grouped by same generations. Generally, the age 45-64 group (baby boomers born 1946-1964) accounted for 44% of the total.  The next younger population (age 25-44) indicates the next largest buyer proportion (40%) of the total. Does that mean that as generations progress over time that arts & cultural participation stands as a major function of achieving “middle-age”?  The jury is still out on that question – and we will be using the community database to answer that question over time.

Next, let’s consider overall gender difference. The Community Database reports that women show slightly more active attendance to arts and culture event than men. Let’s look at the below graph. Women represent 52.2%, which is about 4% higher than men. Personally, I’m not surprised by this.  Whenever I attend arts and cultural events, there seem to be more women than men in attendance.  But whether this is a quantitative or qualitative difference – as measured by the Community Database – remains to be explored.

However, here are some interesting points. Even though the average attendance of women is higher than men’s, according to the below graph, the actual gap between men and women in the group of under the age 44 is less than 1%. Further, arts and cultural attendance of  the age between 65-74 shows equal proportions (6% each) as well; rather, in the group of age plus 75, men (4.2%) show more frequent buying action rather than women (3.9%). Therefore, focusing simply on women without a consideration of consumer’s age is no more magic formula to boost arts and cultural consumption.

Utilizing the classification of age, it is now possible for arts & cultural organizations to understand important and nuanced facts about their audience – and employ those insights in growing future audiences.  Remember:  every insight that we are writing about here regarding the totality of the Community Database is also easily and freely available to each organization participating in the Community Database to use to confidentially evaluate their own audiences.

# # #