Area Profile Report Scotland · Audience Spectrum is a population profiling tool which describes...

Area Profile Report

Total population

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The area profile report contains data about the population within your target area (Scotland), compared

with the population of your base area (UK). The extent of your target area is shown in the map below.

Scotland

The total adult population (15+) of your target area (Scotland) is 4,698,984, and the population of your

base area (UK) is 55,238,055 (adults 15+ estimate 2018).

© The Audience Agency 2019 1

How to read the tables

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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 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.


Audience Spectrum and Mosaic segmentation

Audience Spectrum profile

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Percentage breakdown of Audience Spectrum segments

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.

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

Dormitory Dependables: Regular but not frequent cultural attenders living in city suburbs and

small towns (Medium engagement)

Kaleidoscope Creativity: Urban and culturally diverse, their arts and cultural activity happens

in their community and outside the mainstream (Lower engagement)

Up Our Street: Reasonably comfortably off households, occasional audiences for popular arts

and entertainment, museums and heritage sites (Lower 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 Dormitory

Dependables, Kaleidoscope Creativity and Up Our Street. 41% of the target population belong to one of

these three segments, compared with 34% of the base population as a whole.

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Scotland UK


Count % Count %

73,606 2% 2,427,347 4% 37

466,098 10% 6,160,490 11% 91

505,118 11% 4,638,317 9% 131

716,520 16% 8,511,955 16% 102

463,553 10% 8,435,194 16% 66

426,415 9% 5,591,609 10% 92

523,567 12% 4,976,328 9% 127

Facebook Families 350,561 8% 5,949,062 11% 71

581,254 13% 4,848,521 9% 145

386,395 9% 2,682,270 5% 174

- -

Mosaic group profile

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Unclassified

UK

4,493,087

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, K Municipal

Tenants and O Rental Hubs. 35% of the target population belong to one of these three groups, compared

with 22% of the base population as a whole.

Rental Hubs: Educated young people privately renting in urban neighbourhoods

Municipal Tenants: Urban renters of social housing facing an array of challenges

Rural Reality: Householders living in inexpensive homes in village communities

Base totals and percentages do not include unclassified postcodes.

54,221,093

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

Scotland

Metroculturals

Commuterland Culturebuffs

Home & Heritage

Dormitory Dependables

Trips & Treats

Up Our Street

Kaleidoscope Creativity

Index

Heydays


Percentage breakdown of Mosaic groups

Count % Count %

77,168 2% 2,424,028 4% 37

375,484 8% 3,989,716 7% 111

343,300 7% 3,766,668 7% 107

598,880 13% 3,901,967 7% 180

192,216 4% 4,126,544 7% 55

239,878 5% 3,056,099 6% 92

384,598 8% 4,607,527 8% 98

298,516 6% 5,173,863 9% 68

197,466 4% 4,261,638 8% 54

110,715 2% 3,379,940 6% 39

553,828 12% 3,264,830 6% 199

390,793 8% 3,148,413 6% 146

363,916 8% 2,578,721 5% 166

82,053 2% 2,749,334 5% 35

490,173 10% 4,806,964 9% 120

0 1,803

H Aspiring Homemakers

I Family Basics

N Urban Cohesion

4,698,984Adults 15+ estimate 2018 55,236,252

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

J Transient Renters

UK

G Domestic Success

IndexScotland

Mosaic group

A City Prosperity

B Prestige Positions

C Country Living

D Rural Reality

E Senior Security

F Suburban Stability

Base totals and percentages do not include unclassified postcodes.

0%

2%

4%

6%

8%

10%

12%

14%

Scotland UK


Cultural engagement

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Arts attendance in the past 12 months

Cinema visits: 78% of the target population visit the cinema compared to 78% of the base 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

Art galleries: 29% attendance amongst the target population

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: 42% attendance amongst the target population

Theatre: 40% attendance amongst the target population

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Scotland UK


Count % Count %

1,374,405 29% 14,773,247 27% 109

65,191 1% 768,227 1% 100

495,986 11% 6,233,037 11% 94

685,953 15% 8,083,841 15% 100

1,202,972 26% 12,805,974 23% 110

422,061 9% 4,719,314 9% 105

476,623 10% 5,483,630 10% 102

468,175 10% 5,309,590 10% 104

1,305,315 28% 16,998,128 31% 90

1,964,846 42% 20,752,189 38% 111

1,870,673 40% 23,400,586 42% 94

82,846 2% 1,319,558 2% 74

c―

Museums and heritage attendance in the past 12 months

Count % Count %

1,223,911 26% 15,014,572 27% 96

220,066 5% 3,553,180 6% 73

908,138 19% 11,416,300 21% 94

Scotland UKIndex

IndexVisited in past 12 months

4,698,984Adults 15+ estimate 2018 55,238,055

55,238,0554,698,984

Museums

Archaeological sites

Stately homes/castles

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

Popular/rock concert

Theatre

Theatre once a month or more

Adults 15+ estimate 2018

UK

0%

5%

10%

15%

20%

25%

30%

Museums Archaeological sites Stately homes/castles

Scotland UK


Cinema visits

Count % Count %

3,650,004 78% 43,283,889 78% 99

595,652 13% 8,601,444 16% 81

823,560 18% 8,064,571 15% 120

1,048,980 22% 11,954,166 22% 103

IndexScotland

2019 Experian Ltd


Cinema visits

4,698,984

UK

Adults 15+ estimate 2018 55,238,055

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.

0%

20%

40%

60%

80%

100%

Ever go to the cinema Go every two or threemonths

Go once or more amonth

Never go

Scotland UK


Demographics

● Age profile: the dominant adult age group is 45 - 49.

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Population and Households

Age structure

Ethnic origin: 4% are from a Black, Asian or mixed ethnic group, compared with 13% of the

base population.

Health: 80% are not limited in their day-to-day activities by ill health or disability.

Family structure: 41% 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 50% of all households in the target area, compared with 53% of households in the base

area. C2/D/E households make up 50% of households in the target area, compared with 47% of

households in the base area.

Employment: 57% of those who are economically active are in full/part time work or self-

employed, compared with 55% of the base population. Of those who are economically inactive,

48% are retired, compared with 46% of the base population.

Education: 26% of those aged 16+ have achieved Level 4 qualifications and above (e.g. Higher

Education/Higher diploma), compared with 27% of the base population.

Newspaper readership: the most read daily newspaper amongst the target population (adults

15+) is The Sun.

Unless otherwise specified, the following demographics describe all usual residents within the target

population.

0%

5%

10%

15%

20%

25%

0 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 - 84 85+

Scotland UK


Count % Count %

0 - 17 1,042,597 20% 13,443,727 21% 93

18 - 24 506,222 10% 5,949,817 9% 102

25 - 34 667,327 13% 8,431,789 13% 94

35 - 44 734,754 14% 8,820,112 14% 99

45 - 54 786,756 15% 8,737,554 14% 107

55 - 64 667,413 13% 7,422,052 12% 107

65 - 74 481,792 9% 5,480,225 9% 105

75 - 84 302,639 6% 3,504,915 6% 103

85+ 105,903 2% 1,391,987 2% 91

Ethnicity

Count % Count %

5,084,407 96% 55,073,552 87% 110

19,815 0% 1,250,229 2% 19

140,678 3% 4,373,339 7% 38

36,178 1% 1,904,684 3% 23

14,325 0% 580,374 1% 29

White

Mixed/multiple ethnic group

Age groupUK

Index

Other

All usual residents 5,295,403 63,182,178

EthnicityScotland UK

Index

Scotland

All usual residents 5,295,403 63,182,178

Black/Black British

Asian/Asian British

0%

20%

40%

60%

80%

100%

White Mixed/multipleethnic group

Asian/Asian British Black/Black British Other

Scotland UK


Health

Count % Count %

505,863 10% 5,490,807 9% 110

534,508 10% 5,972,651 9% 107

4,255,032 80% 51,718,720 82% 98

Families with dependent children

Count % Count %

881,316 59% 10,124,222 57% 103

614,294 41% 7,626,557 43% 96

91

99

98

Household family status

2,403,838

Index

Scotland UKIndex

14%

UK

All usual residents 5,295,403

199,808 13%

17%

Dependent children in family,

youngest aged 5 to 11

235,296


youngest aged 12 to 18179,190 12% 12%

All families in households 1,495,610 17,750,779

63,182,178

Day-to-day activities limited a lot


youngest aged 0 to 4

2,163,781

16% 3,058,938

No dependent children in family

Any dependent children in family

Long-term health problem or

disability

Scotland

Day-to-day activities limited a little

Day-to-day activities not limited

0%

10%

20%

30%

40%

50%

60%

70%

No dependentchildren in family

Any dependentchildren in family

Dependent childrenin family, youngest

aged 0 to 4


aged 5 to 11


aged 12 to 18

Scotland UK


Approximated social grade

Count % Count %

327,941 19% 4,336,157 22% 84

559,669 32% 6,032,993 31% 103

385,670 22% 4,095,526 21% 104

491,729 28% 5,095,527 26% 107

Employment and qualifications

Economic activity

Count % Count %

2,400,925 88% 28,607,397 89% 99

529,816 19% 6,348,244 20% 98

1,573,416 57% 17,857,133 55% 104

78

98

70

78

189,414 7% 2,054,146 6% 109

148,560 5% 1,606,992 5% 109

Index

Index

Approximated social gradeScotland UK

AB

C1

DE

All Household Reference Persons

aged 16 to 641,765,009 19,560,203

Scotland

Self-employed with employees:

Part-time11,376 0% 171,052

UKEconomically active

Employed or self-employed: all

C2

3%

Self-employed without employees:

Full-time148,957 5%

Self-employed without employees:

Part-time66,276

1%

71,084 3%

Employee: Part-time

Employee: Full-time

Self-employed with employees:

Full-time

2% 1,122,820 3%

857,883

2,250,265 7%

2,738,899 32,268,535

Unemployed

Full-time student

Economically active: Total

0%

5%

10%

15%

20%

25%

30%

35%

AB C1 C2 DE

Scotland UK


Occupation

Count % Count %

80

421,639 17% 5,173,804 17% 97

101

99

315,177 13% 3,468,636 12% 108

103

109

105

292,267 12% 3,333,107 11% 104

Economically inactive

Count % Count %

591,667 48% 6,443,875 46% 105

93

141,542 11% 1,981,470 14% 82

203,975 17% 2,014,349 14% 116

76,035 6% 1,012,980 7% 86

Professional occupations

Skilled trades occupations

Elementary occupations

2,555,147

Index

Index

9%

Process, plant and machine

operatives193,594 8% 2,175,899 7%

29,838,494

Sales and customer service

occupations234,367 9%

Caring, leisure and other service

occupations244,508 10% 2,810,462

Economically inactive: Total 14,141,955

UK

9%

18% 2,689,281 19%Student (including full-time

students)218,412

Retired

2,516,895

Looking after home or family

Long-term sick or disabled

1,231,631

Other

Economically inactiveScotland

All usual residents aged 16 to 74

in employment

13%

Administrative and secretarial

occupations286,144 11% 3,432,622 12%

Managers, directors and senior

officials210,819 8% 3,135,421 11%

Scotland UKOccupation type

Associate professional and

technical occupations318,380 13% 3,753,396


Highest qualification level

Count % Count %

1,173,116 27% 11,897,294 23% 116

164

94

0 0% 1,692,239 3% 0

80

97

0 0% 2,631,785 5% 0

TGI Media

National newspapers looked at yesterday (dailies)

Count % Count %

100,922 2% 738,323 1% 161

175,641 4% 2,841,699 5% 73

50,843 1% 1,354,281 2% 44

267,386 6% 342,707 1% 917

38,871 1% 657,970 1% 69

15,921 0% 970,188 2% 19

19,770 0% 175,336 0% 133

41,164 1% 453,258 1% 107

33,410 1% 798,366 1% 49

345,734 7% 3,162,752 6% 129

86,208 2% 999,567 2% 101

4,698,984

Daily newspapers readUK

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 55,238,055

4,379,072

Scotland

Index

2019 Experian Ltd


Index

No qualifications

Apprenticeship

Other qualifications

All usual residents aged 16 and

over51,307,392

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 achievedUK

Level 4 and above (e.g. Higher

Education and Higher diplomas)1,142,662 26% 13,864,683 27%

Level 3 (e.g. AS and A Levels,

Advanced and Progression

diploma)

424,996 10% 6,218,908 12%

Level 1 (e.g. GCSEs graded D-G,

Foundation diploma)1,010,875 23%

Level 2 (e.g. GCSEs graded A*-C,

Higher diploma)627,423 14% 7,779,426 15%

7,223,057 14%

Scotland


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.


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