Audience Atlas Norway Appendices March 2014 MORRIS HARGREAVES McINTYRE Audience Atlas Norway – market report Audience Atlas Norway – market report © 2013 MORRIS HARGREAVES MCINTYRE AUSTRALIA & NEW ZEALAND OFFICE 137 Richmond Rd Auckland 1021 +64 (0) 9 551 7776 [email protected] EUROPEAN OFFICE 50 Copperas Street Manchester M4 1HS UK +44 (0) 161 839 3311 [email protected] www.lateralthinkers.com MORRIS HARGREAVES McINTYRE 21/03/2014 2 Audience Atlas Norway – market report Morris Hargreaves McIntyre is an international strategic research consultancy working within the culture, heritage, leisure, media and charities sectors. Our specialism is in helping organisations develop enhanced consumer focus. Our company was born out of a desire to help cultural organisations become more creative in the way in which they are managed, more audience focused, more engaging, able to deliver greater impact and, as a result, more successful and sustainable. This founding ethos remains at the core of all our activity today. Research is a means to an end in our world. We believe that knowledge and insight are the key to sustainable change and a successful sector. However, what we find is that most research is tactical not strategic, leaving many fundamental questions on the market for the arts unanswered. Clients keep asking us the same questions – how can we better understand and reach our potential market? To address these directly, we have developed two new sector specific products. Audience Atlas and Culture Segments. MORRIS HARGREAVES McINTYRE 21/03/2014 3 Audience Atlas Norway – market report Contents 1! Culture Segments data appendix 5! 2! Focus group transcripts 18! 3! Technical note 86! 4! Population survey questionnaire 89! 5! Discussion guide 109! MORRIS HARGREAVES McINTYRE 21/03/2014 4 Audience Atlas Norway – market report 1 Culture Segments data appendix This chapter includes key data tables from the Audience Atlas Norway dataset. It gives more detail on the demographic profile of each segment than is included in the Culture Segments pen portraits. It should be borne in mind that Culture Segments are not defined demographically. It also includes more detailed lists of each segments media consumption and digital behaviour. Culture Segment Age Total Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment Base 1497 258 203 123 102 219 187 217 189 Under 18 - - - - - - - - - 18 to 19 3% - - 13% - 5% 3% - 5% 20 to 24 8% 9% 7% - - 7% 17% 8% 6% 25 to 29 11% 14% 12% 2% 1% 18% 9% 2% 18% 30 to 34 8% 9% 6% 15% 4% 9% 7% 4% 8% 35 to 39 8% 10% 6% 9% 4% 11% 8% 4% 7% 40 to 44 11% 7% 16% 7% 10% 15% 14% 14% 4% 45 to 49 14% 14% 9% 14% 13% 14% 15% 15% 16% 50 to 54 7% 10% 6% 5% 5% 4% 6% 10% 6% 55 to 59 7% 8% 8% 8% 10% 5% 4% 8% 6% 60 to 64 8% 7% 13% 7% 9% 3% 7% 10% 8% 65 to 69 9% 5% 8% 15% 22% 6% 2% 15% 7% 70 to 74 5% 3% 4% 5% 15% 1% 1% 6% 6% 75 to 79 3% 2% 3% 2% 5% 2% 2% 5% 2% 80 to 84 1% 0% 2% - 2% - 1% - - 85+ 0% 0% 0% - 1% - 2% - - No reply - - - - - - - - - MORRIS HARGREAVES McINTYRE 21/03/2014 5 Audience Atlas Norway – market report Culture Segment Gender Total Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment Base 1497 258 203 123 102 219 187 217 189 Male 49% 38% 50% 26% 48% 59% 48% 54% 61% Female 51% 62% 50% 74% 52% 41% 52% 46% 39% No reply - - - - - - - - - Culture Segment Akershus vs Oslo Total Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment Base 1497 258 203 123 102 219 187 217 189 Akershus 46% 37% 53% 38% 55% 33% 47% 57% 55% Oslo 54% 63% 47% 62% 45% 67% 53% 43% 45% No reply - - - - - - - - - Culture Segment Oslo - region Total Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment Base - live in Oslo 802 162 95 76 46 147 98 93 84 Alna 8% 6% 4% 4% 13% 6% 12% 6% 14% Bjerke 5% 5% 3% 1% 1% 1% 5% 19% 8% Frogner 8% 17% 7% 7% 4% 8% 5% 5% 2% Gamle Oslo 8% 8% 4% 2% 4% 5% 10% 11% 20% Grorud 8% 3% 5% 7% 6% 18% 4% 5% 10% Grünerløkka 9% 9% 4% 18% 14% 6% 12% 7% 4% Marka 0% - 1% - - - - 1% - Nordre Aker 7% 6% 5% 8% 9% 7% 6% 7% 14% Nordstrand 6% 3% 9% 10% 10% 7% 0% 10% 4% Østensjø 7% 5% 11% 9% 6% 4% 6% 13% 8% Sagene 6% 11% 6% 6% 13% 9% 1% 1% 1% Sentrum 1% 1% 4% - - 3% - - 0% Søndre Nordstrand 5% 6% 7% 3% 3% 1% 14% 4% 3% St. Hanshaugen 5% 7% 11% 3% 1% 6% 5% 1% 4% Stovner 4% 4% 1% 5% 9% 3% 3% 6% - Ullern 6% 7% 6% 4% 3% 13% 1% 5% 2% Vestre Aker 6% 4% 13% 13% 5% 3% 4% 1% 6% Dont know/can't say 1% - - - - - 10% - - No reply - - - - - - - - - MORRIS HARGREAVES McINTYRE 21/03/2014 6 Audience Atlas Norway – market report Culture Segment Akershus - region Total Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment Base - live in Akershus 695 96 108 47 56 72 89 124 105 Ås 5% 5% 11% - 4% 4% 3% 7% 0% Asker 9% 4% 3% 8% 4% 23% 20% 12% 2% Aurskog-Høland 2% 1% 3% 5% - 2% - 2% 1% Bærum 21% 21% 28% 23% 21% 21% 30% 6% 25% Eidsvoll 3% 1% 0% 13% 2% 1% 1% 5% 4% Enebakk 2% 4% 5% - 2% - - 1% 0% Fet 2% 1% 2% 0% 6% - - 4% - Frogn 1% 3% 2% 1% 2% 0% - 0% 2% Gjerdrum 1% - 1% - - 1% - 1% 0% Hurdal 0% - 0% - - - - - 1% Lørenskog 5% 10% 5% 10% 7% 6% 1% 3% 3% Nannestad 2% 3% - 1% 0% - - 0% 6% Nes (Ak.) 4% 1% 1% - 3% 0% 1% 14% 5% Nesodden 3% 3% 0% 6% 1% 2% 4% 0% 9% Nittedal 5% 2% 3% 1% 10% 8% 9% 4% 2% Oppegård 5% 4% 2% 1% 8% 5% 8% 10% 1% Rælingen 2% 2% 1% 1% - 1% 1% 7% 2% Skedsmo 8% 6% 5% 18% 10% 9% 8% 11% 4% Ski 8% 17% 3% 7% 5% 4% 1% 9% 13% Sørum 4% 3% 1% 1% 10% 11% 3% 1% 6% Ullensaker 7% 7% 17% 2% 1% 1% 8% 1% 10% Vestby 2% 0% 6% 4% 3% 0% - 1% 4% Don't know/can't say - - - - - - - - - No reply - - - - - - - - - Culture Segment Education Total Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment Base 1497 258 203 123 102 219 187 217 189 No schooling completed 0% - - 1% - - - - - Primary school - grades 1 1% - 2% - - 1% 2% 3% 1% - 7 age 6-13 Lower secondary school - 14% 8% 6% 17% 11% 18% 17% 20% 14% grades 8 - 10 age 13 - 16 Upper secondary school - grades VG1 - VG3 age 43% 24% 53% 37% 52% 32% 51% 47% 55% 16-19 College 1-4 years 23% 34% 19% 21% 21% 29% 19% 20% 19% College 5+ years 19% 34% 19% 23% 16% 20% 11% 10% 11% No reply - - - - - - - - - MORRIS HARGREAVES McINTYRE 21/03/2014 7 Audience Atlas Norway – market report Culture Segment Income Total Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment Base 1312 229 174 94 92 208 157 195 163 0 - 299 999 NOK 7% 7% 7% 9% 8% 10% 10% 3% 7% 300 000 - 399 999 NOK 9% 6% 7% 7% 10% 8% 11% 13% 8% 400 000 - 499 999 NOK 16% 17% 16% 13% 17% 12% 13% 16% 23% 500 000 - 599 999 NOK 11% 18% 9% 6% 20% 8% 1% 16% 6% 600 000 - 699 999 NOK 8% 7% 8% 8% 7% 10% 5% 10% 5% 700 000 - 799 999 NOK 7% 7% 7% 4% 7% 4% 13% 9% 9% 800 000 - 899 999 NOK 11% 9% 18% 22% 13% 7% 17% 6% 8% 900 000 - 999 999 NOK 11% 12% 7% 6% 6% 9% 18% 12% 9% 1 million + 20% 18% 22% 24% 12% 31% 13% 15% 24% No reply - - - - - - - - - Culture Segment Income Grouped Total Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment Base 1312 229 174 94 92 208 157 195 163 0 - 499 999 NOK 32% 30% 30% 29% 35% 30% 33% 32% 38% 500 000 - 999 999 NOK 48% 52% 48% 47% 53% 39% 54% 54% 38% 1 million + 20% 18% 22% 24% 12% 31% 13% 15% 24% No reply - - - - - - - - - MORRIS HARGREAVES McINTYRE 21/03/2014 8 Audience Atlas Norway – market report Which political party did Culture Segment you vote for in the last Total Norwegian parliamentary Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment elections in 2009? Base 1497 258 203 123 102 219 187 217 189 DNA (Det Norske 27% 22% 18% 25% 33% 30% 31% 39% 17% Arbeiderparti) FRP (Fremskrittspartiet) 10% 5% 13% 4% 13% 12% 6% 7% 24% H (Høyre) 24% 14% 32% 37% 18% 21% 21% 31% 19% SV (Sosialistisk 6% 11% 7% 7% 3% 5% 10% 2% 3% Venstreparti) SP - Senterpartiet 2% 1% 5% - 2% 1% 0% 1% 2% KrF (Kristelig Folkeparti) 4% 2% 4% 3% 9% 0% 6% 0% 8% V (Venstre) 7% 11% 5% 4% 1% 15% 7% 4% 4% R Rødt 3% 9% 1% 1% 3% 6% 3% 1% 0% Miljøpartiet de grønne 5% 12% 4% 10% 2% 2% 6% 1% - Other party 2% 0% 2% 1% 3% - 0% 1% 6% Prefer not to say 7% 7% 5% 6% 12% 5% 3% 7% 12% Don't know/can't say 4% 6% 3% 3% 1% 1% 5% 5% 6% No reply - - - - - - - - - Do you have any Culture Segment disability or long term Total illness that affects the Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment activities you can do? Base 1497 258 203 123 102 219 187 217 189 Yes 14% 20% 9% 23% 33% 7% 14% 13% 7% No 85% 80% 90% 74% 66% 93% 86% 86% 91% Prefer not to say 1% 0% 0% 3% 1% - 0% 1% 2% No reply - - - - - - - - - MORRIS HARGREAVES McINTYRE 21/03/2014 9 Audience Atlas Norway – market report Culture Segment In what country were you Total born? Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment Base 1497 258 203 123 102 219 187 217 189 Norway 95% 95% 96% 94% 93% 97% 97% 95% 94% Pakistan 0% - - - - - 0% - - Sweden 1% 1% 0% 1% 7% 2% 1% 0% 3% Somalia - - - - - - - - - Poland 0% 0% 0% - - - - - - Sri Lanka 0% - 0% - - - - - - Iraq - - - - - - - - - Turkey - - - - - - - - - Morocco - - - - - - - - - Vietnam - - - - - - - - - Iran 0% - - 1% - - - - - Philippines - - - - - - - - - Germany 0% 0% 0% 0% - - 0% 1% - Denmark 1% 0% 0% - - 0% 0% 1% 3% Afghanistan - - - - - - - - - Bosnia and Herzegovina - - - - - - - - - Russia 0% 0% - 1% - - - - - China 0% - - - - - - 3% - United Kingdom 0% 0% 0% - 0% 0% 0% 0% 0% Kosovo - - - - - - - - - India 0% - 0% 1% - - - - - Other 1% 3% 2% 2% 0% 0% 1% 0% 1% Prefer not to say - - - - - - - - - No reply - - -