ABCDEFGHIJKLMNOPQRSTUVWXYZ
1
Introduction
2
3
4
Population Profile Report Plus
5
6
7
Target Area:30 minute drive time from CV32 4HN
8
Base Area: England
9
Date: 11/3/2024
10
11
12
Your target area
13
14
This report contains data about the population within your target area, compared to the population of the base area. Your target and base areas are shown on the maps below.
15
16
Target area: 30 minute drive time from CV32 4HN
Base area: England
17
18
19
Census data
20
Demographic data in this report comes from the 2021 England and Wales census. This data is not currently available for populations in your target or base area which are within Scotland or Northern Ireland.
21
22
Figures describe people or households within your target area in March 2021, when the census was taken; the exact definition is given in the total row of each table - for example whether the figures relate to the entire population, or just adults. You may notice that the figures on the 'Census demographics' tab differ from the figures on other tabs, where your target or base area is partially or fully within Scotland or Northern Ireland (where this data is not available). You may also notice that total figures for each variable differ from the total households and population figures given in the Population and Households Overview table, and between variables even when they're describing the same population. This variation is a result of census data for small areas being adjusted to ensure anonymity of individuals. For example, if a household was likely to be identified in datasets because it has unusual characteristics it was swapped with a similar one from another nearby area, and in some instances small changes may have been made to counts for example changing a count of four to a three or a five.
23
24
Building your target and base areas
25
The Office for National Statistics (ONS) publish census data at various levels of granularity, for example Output Area (which covers an average of 131 households), Medium Super Output Area (an average of around 3,400 households), Ward (an average of around 3,200 households), Local Authority and region. This report uses the most granular level available for each variable, to match your exact target and base areas as closely as possible.
26
27
Local Market Size Estimate (LMSE) data
28
Data about arts, culture and heritage activity, outings and other leisure activities, sports participation and media consumption is sourced from the BMRB Target Group Index survey and modelled to describe the likely characteristics of the adult population of your specific target and base area. Whilst the TGI survey covers a representative sample of the UK population, the figures on the LMSE tab should be taken as being indicative of likely levels of activity in your target and base areas rather than a describing actual instances of attendance of activity.
29
30
Audience Spectrum
31
Audience Spectrum is a population profiling tool which describes attendance, participation and engagement with the arts, museums and heritage, as well as behaviours, attitudes and preferences towards such organisations. It has been built to meet the needs of small and large scale, ticketed and non-ticketed organisations from across the cultural sector.
32
33
To find out more and to view the pen portraits for each segment visit: www.theaudienceagency.org/audience-spectrum
34
35
Mosaic
36
Mosaic is a geo-demographic profiling tool which combines a wide range of information from over 400 sources to create a summary of the likely characteristics of each UK household. Households are assigned to a ‘group’, of which there are 15 in Mosaic, which describes their socio-economic and cultural behaviour.
37
38
How to read the tables
39
The tables show the size of each category within your target area, compared to the size of that category within the base area.
40
41
The index figures show whether each category is over or under represented in your target area compared to the base area.
42
• An index of 100 occurs when the proportion of a category in your target area exactly matches the size of that category within the base area.
43
44
• An index over 100 indicates that this category is over-represented in your target area compared to the base area.
45
- Indices of 110 or over are highlighted, with the index appearing in purple.
46
47
• An index under 100 indicates that this category is under-represented in your target area compared to the base area.
48
- Indices of 90 or less are highlighted, with the index appearing in orange.
49
50
• Indices with a shaded background indicate significant difference between your target area and base area.
51
52
Further information
53
If you have any questions about your Population Profile Report, please contact us: research@theaudienceagency.org
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100