Create online offerings for different target groups

Which target groups did we research?

In the research by DEN into the wishes and needs of online audiences, the four intensive culture users from the Cultural Target Group Model were followed. Namely: Cultural Omnivores, Family-Oriented Culture Consumers, Affluent Culture Lovers, and Classical Culture Enthusiasts. In short, four target groups that you can likely also reach. How? By first learning more about them.

Who are these culture visitors?

Cultural Omnivores

Cultural Omnivores are approximately 25-30 years old and (not yet) focused on children. They are highly educated, working on their careers, often living alone in the city center. They seek fulfillment in work and leisure. They have a good disposable income, where spending is acceptable if it offers something special. Sustainability is a given. Their cultural interests are broad: design, architecture, comedy, stand-up, art-house cinemas, festivals, modern dance, and ballet.

Family-Oriented Culture Consumers

Family-Oriented Culture Consumers are 35-45 years old and have young children. The parents work hard to enjoy life themselves and with their family. Young, trendy, and energetic, that’s how you recognize them. They are aware of what’s happening and want to expose their children to as much of life, the city, and the world as possible.

Affluent Culture Lovers

Affluent Culture Lovers are 45+ and often live with their partner in a spacious house or luxury apartment. Their children are older or have already left home. They have had a successful career and have seen much of the world and culture. They find it important to maintain their free, adventurous spirit and pass these values on to their children. They feel responsible for the world around them.

Classical Culture Enthusiasts

Classical Culture Enthusiasts are mostly older (retired) and often highly educated. They find it important to keep their taste broad yet refined. This refined taste is reflected in fashion, dining out, and visits to art-house cinemas. They usually choose culture that stems from sophisticated mastery: opera, ballet, orchestras, literary performances. It can be somewhat unorthodox or experimental here and there. ‘Classical but not dusty’ is their motto.

Similarities and differences in cultural participation

These are four target groups that all love culture, which they have in common. However, there are also differences in what they enjoy and how much time they have to spend.

Frequency of visits: Cultural Omnivores engage in cultural activities several times a month. Art and culture are part of their identity. Classical Culture Enthusiasts also visit art and culture several times a month. Family-Oriented Culture Consumers have less time to spend; they limit their visits to several times a year. Affluent Culture Lovers are the most frequent seekers of art and culture; they find their way to new offerings weekly.

Type of experience: While Classical Culture Enthusiasts seek mastery, Cultural Omnivores are open to everything that comes their way. Family-Oriented Culture Consumers mainly want an experience that is suitable for the whole family, ideally with an educational element. Affluent Culture Lovers primarily want culture to make them think.

Offline and online: For Cultural Omnivores, offline and online are extensions of each other; for them, culture is always and everywhere. Family-Oriented Culture Consumers also see value in online offerings: it’s an accessible way to expose their children to culture at home (e.g., via livestreams). Affluent Culture Lovers are open to online offerings but also value physical visits and contact. Classical Culture Enthusiasts are even more convinced of this: they see online mainly as a pathway to physical visits.

How can you use digital for these target groups?

Based on the characteristics and preferences of these target groups, you can shape your online offerings. For example, you now know that Classical Culture Enthusiasts primarily look online for their next physical experience. Online content informs them about upcoming offerings, provides background information, and leads to purchases. For them, an accessible website and a clear ticket shop are important. Think about this: how can we convince them online to make a physical visit? What information do they expect? What helps to lower barriers?

Affluent Culture Lovers are captivated by unique digital offerings, but they are also looking for connection. For this target group, online offerings can serve as a reason for physical visits. Spark their interest, show what you have to offer, and Affluent Culture Lovers will come to enjoy it.

Cultural Omnivores are, as the name suggests, interested in all kinds of culture. Also online, as long as it’s innovative. Experiment with digital possibilities for online creation and showcase offerings that surprise, enrich, and can be shared.

Family-Oriented Culture Consumers see culture as part of upbringing. Online offerings ensure that attention can be given to culture during limited free time. A combination of entertainment and education is ideal for this target group. When the offerings are child-friendly and easy to navigate, it can be a bonus: it allows parents to have their hands free.

How do you know what your audience wants?

The general conclusion is that online needs differ from physical ones and that digitally, diverse target groups demand different offerings. Some culture enthusiasts seek an innovative online experience, from streaming to VR and gaming. Others use the digital domain mainly to plan their next visit. By gaining insight into who your target audience is, you can tailor (online) offerings to their desires. Want to know exactly what attracts your audience? Start with audience research.

This article is based on research conducted by the research agency Motivaction on behalf of DEN. Read more about our research into the wishes of online cultural audiences. The research used target group segmentation based on the Cultural Target Group Model.