Most likely to be female, a homemaker, a blue collar worker. To have children and to be in the 35-39 age group.

1
Segment Profiles WHO ARE THE DISINCLINED?

• Most likely to be female, a homemaker, a blue
  collar worker. To have children and to be in the
  35-39 age group.
• Cost was cited as a more significant barrier for
  this group than for the Interested, but as noted
  already, there was no overall effect of income on
  participation patterns. It is likely that the
  interplay of cost with the presence of children
  and the type of occupation/peer group the
  Disinclined belong to has a moderating effect,
  rather than income itself.
• The quantitative stage established that Income
  and education profiles across the segments were
  almost identical. Income does not moderate arts
  participation patterns and although education
  level does not moderate segment inclusion it may
  moderate breadth of participation in the Arts.
  Unfortunately the number of the sample who had
  participated in the higher arts was too small to
  use as a basis for inference, but the raw data
  hints at a trend for higher education to moderate
  participation in higher arts.
• It may be that other social pressures (e.g. peer
  pressure at work, the need to devote more time
  and income to children etc.) add to the
  practical, cost and social barriers experienced
  by this segment. As noted before, the segment
  differences are not explicable by demography
  alone.
• They report a significantly lower personal and
  social value for the Arts. The qualitative stage
  respondents explained that while the arts would
  be a nice thing to do from time to time, many
  arts werent relevant and they were just too
  expensive. In common with the Interested, the
  Disinclined arts are seen as a luxury.
• In common with the Interested, they tend towards
  less interactive interests, such as watching TV,
  DVDs, watching sport and doing things around the
  home, but they are significantly less likely than
  the Interested to participate in some more
  social, involved, interests like going to the
  cinema or markets and to do outdoors activities
  e.g. bushwalk or play sport (as well as being
  significantly less likely to participate in the
  arts).
• However, at the qualitative stage a finding for
  the Disinclined segment, that was identical to
  that for the Interested segment, was that when
  they do participate in the Arts, they like high
  energy, entertaining, live Arts options, like
  musicals or populist theatre.

2
Segment Profiles DISINCLINED (cont.)

• Gender Specifism emerged as a theme in discourse
  at the qualitative stage. The males in the
  groups showed less general involvement and
  enthusiasm about the Arts than the females and
  the quantitative data showed that there were
  significantly more males in the Disinclined
  segment (37).
• In terms of communication channels the segments
  were similar. The finding was that information
  sources for both segments are diverse, but the
  Disinclined are significantly less likely to use
  as wide a range of sources as the Interested.
• For both segments the top four sources are Local
  papers/Suburban publications, Word of Mouth
  (where the Interested show an insignificant trend
  to use email from friends and colleagues slightly
  more), TV and Radio.
• When people use TV and print media, they tend to
  find information about events and activities in
  advertisements most of the time, then use
  entertainment shows, general news and
  competitions and promotions about 20 of the
  time.
• Although there is not much difference in the
  media sources used between segments, there is
  significant difference in the price perceptions
  the Disinclined report when compared to the
  Interested. For many types of event
  (particularly arts events) they were
  significantly over-represented in the lower price
  range estimations and were significantly more
  likely to say they did not know how much an arts
  event would cost.
• Ticket purchasing behaviour amongst the
  Disinclined tends toward reactive purchasing
  they are slightly more likely to see an ad for an
  event and call a ticket line to buy tickets.
  Whereas the Interested were significantly more
  likely to purchase tickets from third party
  sources over the internet and at retail
  centres.

3
REGIONAL VS. BRISBANE

• The regional qualitative group conducted in
  Cairns and included a mix of segments. White
  collar professions, pensioners, mums, dads,
  grandparents, childless single people and those
  in relationships were all represented.
• Their pastimes and activities reflected the area
  they lived in. There were reports of Monster
  truck Derby, sky diving and whitewater rafting,
  bushwalking and fishing. Some of the group
  confined their spare time activity to window
  shopping and entertaining with friends, others
  were more active in the Arts scene. Those with
  children reported taking part in a variety of
  Arts related activities that accommodated family
  interaction. Some had flown to Brisbane for big
  concerts and nearly all were familiar with
  Brisbanes Cultural Centre.
• In order to avoid bias presented by Cairns
  status as a tourist attraction, the quantitative
  stage looked at responses from an aggregated
  range of regional centres (Mackay, Rockhampton,
  Townsville and Cairns are included).
• Comparison with Brisbane shows no (general)
  significant difference in the level of
  involvement in the arts on a regular or yearly
  basis. There were some differences attributable
  to the provision of certain services e.g. people
  in metro are more likely to go to cafes, cinemas
  or theme-parks, while those in regional areas are
  more likely to be involved in sport or have gone
  to an outdoor/free event.
• This group were more informed about the state of
  the Arts in their area and had a broader and
  deeper knowledge about both venues and
  programming. They spontaneously offered a list
  of venues that could be discussed and most had
  been to all of them at least once.
• The quantitative research confirmed that in
  regional areas people are more likely to see
  posters and billboards around town and to notice
  advertisements for events outside a venue. They
  also listen more to local radio for this type of
  information and watch TV or read local papers.
  Moreover, the segment profiles converge around
  this topic in the regions that is, the regional
  Interested are less characterised by their use of
  electronic sources.

4
REGIONAL VS. BRISBANE (cont.)

• Their view of the Arts was, in general, very
  positive. They reported finding it fun,
  educational and put emphasis on the inclusive and
  multicultural value the Arts has in their area.
  However, there was no significant difference in
  the value Regional people attributed to the Arts
  (personally or socially) over those in Brisbane.
• They experienced an indigenous venue called
  Tjapukai very positively it attracted the same
  level of enthusiasm Brisbanes Powerhouse did in
  the Metro groups. People liked that it was a
  multi-functional space where they could go for
  dinner or a show, that could be used day and
  night, that children were welcome and that the
  staff were fun and interacted with the customers.
  They also enjoyed the events at their Civic
  centre and most had gone for a walk around the
  Art Gallery at some point.
• There was some discussion of social elitism when
  the talk turned to the Higher Arts but this did
  not pose a significant barrier to participation.
  Only one venue from the selection discussed was
  perceived to exclusively attract Arty types.
  There seemed to be a greater sense of ownership
  of the venues in the area compared to Metro
  residents who generally viewed the purpose of
  large flagship venues (like the museum or art
  gallery) as being there to represent Queensland
  to tourists or for researchers.
• The biggest barrier (once cost is removed) was
  cited as a lack of information about programming.
  Respondents avoided going to town centre
  information stops that were frequented by
  tourists as they had the perception that the
  attractions advertised would be priced to profit
  from tourist dollars and this excluded locals.
  They reported a real aversion to flyers as this
  was the primary mode of communicating to
  tourists.
• A theme that emerged as being likely to increase
  participation was knowing that local prices were
  on offer. Lack of targeted advertising was
  equally emphasised as a problem, with several
  respondents expressing disappointment at finding
  out about previous events too late.