the Audiences NI Wallchart

WHERE’S YOUR AUDIENCE?
For advice and practical help with understanding, finding and effectively communicating
with your audience, email research@audiencesni.com 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