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Cinema audience
attendance patterns by lifestyle and values

Next update July 2022

Research into lifestyle, behaviour, attitudes and values (known as psychographics) provides a way of grouping and analysing audiences other than by demographic variables such as age or where they live.

Roy Morgan Research identifies 10 audience ‘values segments’ and their cinema attendance through surveys. 

People in the Young Optimism and Look At Me segments are the most likely to have gone to the cinema during the year (48.4 and 44.1 per cent respectively in 2021). People in the Young Optimism segment are also the most likely to have attended most recently (17.6 per cent having attended in the last four weeks when surveyed). 

People in the largest segment in terms of population – Traditional Family Life – are not big cinema-goers; less than a quarter (23.2 per cent) of them went to the cinema at least once in 2021.

Over the last two years, annual cinema-going decreased significantly across all segments due to the coronavirus pandemic and the various measures introduced - state lockdowns and social-distancing regulations - in an attempt to control the spread of the virus.