the Audiences NI Wallchart
Transcription
the Audiences NI Wallchart
WHERE’S YOUR AUDIENCE? For advice and practical help with understanding, finding and effectively communicating with your audience, email [email protected] or phone 028 9043 6480 A Population Overview Locating your audience Population Estimates COLERAINE (55,997 PEOPLE) DERRY (110,930 PEOPLE) 7% BALLYMONEY (31,585 PEOPLE) LIMAVADY (34,702 PEOPLE) Carrickfergus (41,346 people) BELFAST (263,986 PEOPLE) BETTER OFF FAMILIES OMAGH (53,835 PEOPLE) 15% 17% Housing Exec Tenants Mosaic NI Households FERMANAGH (64,076 PEOPLE) 9% POOR SENIORS AND SOLOS ANTRIM (56,287 PEOPLE) LISBURN (117,783 PEOPLE) CRAIGAVON (94,922 PEOPLE) ARMAGH (60,753 PEOPLE) YOUNGER NESTMAKERS 6% BANBRIDGE (49,582 PEOPLE) BALLYMENA ARDS (79,829 PEOPLE) LARNE DOWN (72,401 PEOPLE) A8 NEWRY AND MOURNE (102,543 PEOPLE) 11% STUDENTS AND SINGLES A6 BALLYCLARE M22 ANTRIM A8 M2 SMALL TOWN RENTERS Economy & Spending Strathfoyle NEWTOWNABBEY BANGOR Prehen Park Marital Status BELFAST 15 - 24 14% AGE RANGE 25 - 34 66% 14% 35 - 44 14% 45 - 54 of the adult population (16 to 64) overall are estimated to be in 4 employment. 13% 55 - 64 11% 65 - 84 85+ 3 20% Claudy 13% £485.80 2% NI has highest average weekly household expenditure in the UK5 Customer behaviour £58.40 NI has second highest average weekly household expenditure on recreation in the UK6 At least 17% of households in Northern Ireland booked tickets for the arts in 2009. 33% clady BALLYNAHINCH BANBRIDGE DOWNPATRICK DIVORCED Copyright © Experian Ltd 2007, Copyright © NAVTEQ 2007, Based on Crown Copyright material Staying in touch 4% Newspaper Circulations WIDOWED 8% Direct Mail 65% The benchmark for average response rates to a direct mail campaign in the UK across a 10 year period was 5%.10 Royal Mail figures indicate that 55% of theatre goers and 54% of art gallery visitors are responsive to direct mail.11 of bookers each year only attend one show per year. Publication Circulation Per Issue13 Belfast Telegraph 67,353 copies Belfast News 48,504 copies Irish News 45,531 copies News Letter 24,346 copies Derry Journal (Fri) 18,105 copies Derry Journal (Tue) 16,456 copies Derry News (Thu) 6,193 copies Derry News (Mon) 5,940 copies Londonderry Sentinel 4,410 copies Source: Family Spending Report 2009, Office of National Statistics, www.statistics.gov. uk, © Crown copyright 2010. Published with the permission of the Office of Public Sector Information (OPSI). 6 Source: Table A37, Family Spending Report 2009, Office of National Statistics, www. statistics.gov.uk, © Crown copyright 2010. Published with the permission of the Office of Public Sector Information (OPSI). Source: KS04 Marital Status, 2001 Census, Neighbourhood Statistics (NISRA) Website: www.ninis.nisra.gov.uk, Crown copyright material is reproduced with the permission of the Controller of HMSO 8 Source: “An A-Z of Commonly Used Terms and Protocols relating to Box Office and Audience Data”, Stephen Cashman/Audience Data UK, www.audiencesuk.org. 7 E-mail marketing is a cost effective way of driving traffic to your website, sharing online media and growing online sales. Typical Campaign Response Rates Direct Marketing Association (2009)14 Audiences NI (2009/10) 15 Average Open Rate 22% 30% Average Click Through Rate 10% 6% Every residence and business in Northern Ireland can access high speed broadband and 70% of households in Northern Ireland have a broadband connection. Only 2% of households still use a dial-up connection. In the UK, the average person spends 14 hours online at their home PC or laptop per month, and 75% of households in Northern Ireland use the internet to purchase goods and services online. If you’re interested in getting started with e-marketing, Audiences NI are offering free e-marketing services and support to all our current members and to all Arts Council of Northern Ireland ASOP clients. If you’re interested in finding out the circulation for your local paper, visit www.abc.org.uk. On average, arts organisations share 38% of their own bookers with other arts organisations. 47% of tickets purchased in 2009 were sold more than 4 weeks in advance of the event. Internet usage in Northern Ireland12 E-mail Marketing Around 15% of people in Northern Ireland use newspapers as their main source of local news.12 The Belfast Telegraph has the highest circulation per issue in Northern Ireland. 4% Direct mail remains one of the most popular methods for an arts organisation to communicate with their audiences. 5 Gortin Newtownstewart castlederg 3% User Growth (UK)16 User Decline (UK)16 88% 88% of NI households own a mobile phone, but only 14% of NI households are accessing the internet through their mobile phones. 12 Source: Audience Audit and Audience Tracker 2009, Audiences NI, www.audiencesni.com 10 Source: “Direct mail receipt and response – day of week analysis”, Mail Media Centre, www.mmc.co.uk 11 Source: “Consumer insights – direct mail and the leisure and entertainment sector”, Mail Media Centre, www.mmc.co.uk 9 TV12 Mobile Phones Social Networking allows organisations to have an ongoing dialogue with their customers and helps generate word of mouth. 37% of the households in Northern Ireland contain at least one person using a Social Networking site.12 Households booking for more than 1 event per year are most likely to be returning to the same venue, but going to see a different genre of event. Source: Annual Survey of Hours and Earnings 2010, Department of Enterprise, Trade and Investment website: www.detini.gov.uk, Crown copyright material is reproduced with the permission of the Controller of HMSO 4 Source: Labour Market Survey (Jul – Sept 2010), Department of Enterprise, Trade and Investment website: www.statistics.detini.gov.uk, Crown copyright material is reproduced with the permission of the Controller of HMSO Plumbridge Douglas Bridge Social Networking 3 Sion Mills 48% £14.70 Source: Population Projections 2006-2021, Neighbourhood Statistics (NISRA) Website: www.ninis.nisra.gov.uk, Crown copyright material is reproduced with the permission of the Controller of HMSO. 2 Source: Population Projections 2006-2021, Neighbourhood Statistics (NISRA) Website: www.ninis.nisra.gov.uk, Crown copyright material is reproduced with the permission of the Controller of HMSO Strabane DROMORE An average ticket for the arts during 2009 cost 1 HILLSBOROUGH CRAIGAVON 9 If all of the household bookers for the arts in 2009 were seated in one big auditorium, 54% of the seats would be filled with bookers retained from 2007 and/or 2008. Dunamanagh Artigarvin MARRIED SEPARATED Drumahoe Ardmore M1 SINGLE (NEVER MARRIED) RE-MARRIED Limavady DUNGIVEN 7 % OF ADULTS (16+) (2001 CENSUS) MARITAL STATUS UNDER 15 The average wage of a full time employee in Northern Ireland is £22,644 Ballykelly NEWTOWNARDS LISBURN ESTIMATED POPULATION (2011) Eglinton Greysteel LONDONDERRY HOLYWOOD CRUMLIN Age CARRICKFERGUS A8(M) Estimated Population by Local Governement District2 (2011) 2 A typical Derry/Londonderry catchment area: A standard 30 minute off-peak drive time from Derry/Londonderry city centre extends as far as Limavady, Dungiven and Douglas Bridge and across the border into the Republic of Ireland. CASTLEREAGH (64,099 PEOPLE) DUNGANNON (60,131 PEOPLE) AGEING SUBURBANITES 10% A typical Belfast catchment area: A standard 30 minute off-peak drive time from Belfast city centre extends as far as Larne, Antrim, Crumlin, Dromore, Ballynahinch, Newtownards and Groomsport. NORTH DOWN (79,238 PEOPLE) COOKSTOWN (37,429 PEOPLE) The core catchment for an organisation is based on where 80% of customer records come from, which normally equates to a 30 minute drivetime around the performance venue although larger venues will have catchments closer to 40-45 minutes while smaller venues will be closer to 20-25 minutes. Newtownabbey (81,761 people) MAGHERAFELT (45,277 PEOPLE) STRABANE (40,327 PEOPLE) 9% FARMING COMMUNITIES LARNE (31,599 PEOPLE) BALLYMENA ( 64,207 PEOPLE) WEALTH AND WISDOM 15% What is a catchment area? It’s a “geographic area around an arts facility which is the source of the largest and most important proportion of actual users and attenders.”8 MOYLE (17,084 PEOPLE) 92% of people in Northern Ireland watch TV each week, for an average of 24.5 hours per week. Nearly 90% of the adult population in Northern Ireland listen to the radio each week, for an average of 22 hours per week. Channel % of audience share Channel share BBC 1 19% BBC Network Radio 25% BBC 2 7% BBC Radio Ulster/Foyle 23% ITV 21% Local Commercial stations17 37% Channel 4 7% National Commercial stations 7% Channel Five 4% 8% Non-terrestrial 42% Other (ROI stations, community stations etc) 50% of people use television as their main source of local news. UTV’s early evening news bulletins have an audience share of 34% compared to 26% watching the BBC Northern Ireland evening bulletin. Source: “Communications Market Report: Northern Ireland 2010”, Ofcom, www.ofcom.org.uk 13 Source: Total Average Net Circulation / Distribution Per Issue (4 Jan 2010 - 4 Jul 2010), ABC, www.abc.org.uk 12 RADIO12 % of listening hours 20% of people in Northern Ireland use radio as their main source of local news. Source: 2009 average calculated from “National Email Benchmarking Report Q4 2009”, Direct Marketing Association, www.dma.org.uk 15 Source: “E-marketing Benchmark 2009/10”, Audiences NI, www.audiencesni.com 14 Source: “Communications Market Report: UK”, Ofcom, www.ofcom.org.uk Source: Downtown Radio, Cool FM, CityBeat, U105, Five FM, Six FM, Seven FM, Q97.2, Q102.9 and Q101.2; as listed in “Communications Market Report: Northern Ireland”, Ofcom, www.ofcom.org.uk 16 17
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