Screen Australia

  • Search Keywords

  • Year

  • Production Status

  • Genre

  • Co-production

  • SA Supported

  • Indigenous creative

  • Length

  • Technique

Cinema audience
attendance patterns by lifestyle and values

2006–2014

2014 | 2013 | 2012 | 2011 | 2010 | 2009 | 2008 | 2007 | 2006

Next update July 2016

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. For further information, see About the data.

People in the Young Optimism and Look at Me segments are the most likely to have gone to the cinema during the year (83.5 and 79.9 per cent respectively in 2014) and also to have attended most recently (39.0 and 33.5 per cent having attended in the last four weeks when surveyed). The Socially Aware segment is also significant because, although ranking third in annual cinema attendance (76.5 per cent), it represents a larger proportion of the overall Australian population than the Young Optimism and Look at Me segments.

People in the largest segment in terms of population – Traditional Family Life – are not big cinema-goers; less than half (47.8 per cent) of them went to the cinema at least once in 2014.

Between 2013 and 2014, annual cinema-going increased across several segments – Real Conservatism saw the largest increases of 2.9 percentage points, while Young Optimism reported a decrease of 2.0 percentage points.

Cinema attendance

TO PAUSE ANIMATION: MOUSE OVER IMAGE.

2006
Graph: Cinema attendance in the last 12 months by lifestyle and values, 2006. Table following contains the data.
2007
Graph: Cinema attendance in the last 12 months by lifestyle and values, 2007. Table following contains the data.
2008
Graph: Cinema attendance in the last 12 months by lifestyle and values, 2008. Table following contains the data.
2009
Graph: Cinema attendance in the last 12 months by lifestyle and values, 2009. Table following contains the data.
2010
Graph: Cinema attendance in the last 12 months by lifestyle and values, 2010. Table following contains the data.
2011
Graph: Cinema attendance in the last 12 months by lifestyle and values, 2011. Table following contains the data.
2012
Graph: Cinema attendance in the last 12 months by lifestyle and values, 2012. Table following contains the data.
2013
Graph: Cinema attendance in the last 12 months by lifestyle and values, 2013. Table following contains the data.
2014
Graph: Cinema attendance in the last 12 months by lifestyle and values, 2013. Table following contains the data.

Note:
Size of segment as a percentage of population is represented in the graph by circle size

2014

  Segment as percentage of population Went to the cinema in the last 12 months Went to the cinema in the last 4 weeks
A Fairer Deal 5.7% 55.1% 21.4%
Basic Needs 3.4% 32.9% 11.6%
Conventional Family Life 10.0% 57.2% 20.2%
Look at Me 9.0% 79.9% 33.5%
Real Conservatism 2.1% 51.7% 16.5%
Socially Aware 18.8% 76.5% 33.2%
Something Better 5.5% 61.9% 22.8%
Traditional Family Life 17.1% 47.8% 17.6%
Visible Achievement 17.8% 70.5% 26.6%
Young Optimism 10.6% 83.5% 39.0%

Source: Roy Morgan Research.

Top

2013

  Segment as percentage of population Went to the cinema in the last 12 months Went to the cinema in the last 4 weeks
A Fairer Deal 5.0% 53.6% 20.2%
Basic Needs 3.1% 31.9% 11.6%
Conventional Family Life 11.1% 58.8% 20.2%
Look at Me 10.4% 80.9% 36.4%
Real Conservatism 3.2% 48.8% 18.4%
Socially Aware 16.0% 77.6% 34.7%
Something Better 6.2% 61.3% 23.2%
Traditional Family Life 19.3% 45.8% 17.0%
Visible Achievement 16.9% 69.8% 27.6%
Young Optimism 8.7% 85.5% 42.8%

Source: Roy Morgan Research.

Top

2012

  Segment as percentage of population Went to the cinema in the last 12 months Went to the cinema in the last 4 weeks
A Fairer Deal 3.8% 46.5% 15.7%
Basic Needs 2.1% 32.7% 11.2%
Conventional Family Life 11.8% 62.0% 22.6%
Look at Me 11.1% 81.0% 39.0%
Real Conservatism 4.1% 48.1% 17.8%
Socially Aware 15.8% 76.7% 34.3%
Something Better 6.2% 58.2% 21.3%
Traditional Family Life 19.2% 44.7% 16.3%
Visible Achievement 17.5% 67.0% 25.7%
Young Optimism 8.4% 83.8% 44.7%

Source: Roy Morgan Research.

Top

2011

  Segment as percentage of population Went to the cinema in the last 12 months Went to the cinema in the last 4 weeks
A Fairer Deal 3.6% 48.5% 20.2%
Basic Needs 2.2% 31.0% 11.7%
Conventional Family Life 11.9% 60.4% 22.1%
Look at Me 10.8% 82.6% 40.3%
Real Conservatism 4.3% 47.5% 16.5%
Socially Aware 15.6% 77.0% 33.5%
Something Better 6.1% 59.0% 22.4%
Traditional Family Life 19.5% 43.5% 16.9%
Visible Achievement 17.4% 68.0% 25.9%
Young Optimism 8.6% 83.8% 43.2%

Source: Roy Morgan Research.

Top

2010

  Segment as percentage of population Went to the cinema in the last 12 months Went to the cinema in the last 4 weeks
A Fairer Deal 3.5% 52.1% 21.2%
Basic Needs 2.1% 28.0% 8.8%
Conventional Family Life 11.9% 61.8% 23.7%
Look at Me 11.2% 82.9% 42.4%
Real Conservatism 4.5% 47.5% 14.7%
Socially Aware 15.5% 79.1% 35.9%
Something Better 6.4% 62.2% 24.2%
Traditional Family Life 19.6% 42.8% 15.4%
Visible Achievement 17.4% 69.7% 27.7%
Young Optimism 8.2% 86.1% 48.8%

Source: Roy Morgan Research.

Top

2009

  Segment as percentage of population Went to the cinema in the last 12 months Went to the cinema in the last 4 weeks
A Fairer Deal 3.2% 47.4% 19.5%
Basic Needs 2.5% 33.7% 12.2%
Conventional Family Life 12.1% 59.4% 22.2%
Look at Me 11.5% 83.0% 42.4%
Real Conservatism 4.6% 48.1% 17.3%
Socially Aware 14.8% 78.3% 35.0%
Something Better 6.3% 58.9% 23.7%
Traditional Family Life 19.7% 45.3% 16.7%
Visible Achievement 17.3% 69.1% 28.3%
Young Optimism 8.2% 83.4% 46.6%

Source: Roy Morgan Research.

Top

2008

  Segment as percentage of population Went to the cinema in the last 12 months Went to the cinema in the last 4 weeks
A Fairer Deal 3.2% 49.9% 19.1%
Basic Needs 2.5% 29.5% 12.1%
Conventional Family Life 12.2% 58.2% 21.0%
Look at Me 11.5% 81.0% 38.2%
Real Conservatism 4.8% 45.1% 16.4%
Socially Aware 14.4% 77.2% 35.8%
Something Better 6.5% 54.7% 18.8%
Traditional Family Life 19.9% 42.3% 16.6%
Visible Achievement 17.4% 67.9% 26.2%
Young Optimism 7.7% 83.9% 45.8%

Source: Roy Morgan Research.

Top

2007

  Segment as percentage of population Went to the cinema in the last 12 months Went to the cinema in the last 4 weeks
A Fairer Deal 3.3% 49.5% 19.1%
Basic Needs 2.5% 30.5% 11.0%
Conventional Family Life 12.4% 58.4% 20.6%
Look at Me 11.6% 81.1% 39.9%
Real Conservatism 4.8% 46.9% 17.3%
Socially Aware 14.1% 79.0% 36.0%
Something Better 6.2% 59.5% 22.6%
Traditional Family Life 20.4% 42.1% 15.6%
Visible Achievement 17.3% 68.6% 27.2%
Young Optimism 7.4% 84.4% 45.9%

Source: Roy Morgan Research.

Top

2006

  Segment as percentage of population Went to the cinema in the last 12 months Went to the cinema in the last 4 weeks
A Fairer Deal 4.2% 51.7% 19.4%
Basic Needs 2.7% 26.9% 9.4%
Conventional Family Life 10.8% 58.3% 19.6%
Look at Me 11.6% 80.6% 40.4%
Real Conservatism 4.8% 46.9% 16.2%
Socially Aware 13.9% 80.1% 37.8%
Something Better 6.4% 59.1% 20.2%
Traditional Family Life 20.1% 42.8% 15.6%
Visible Achievement 17.9% 69.3% 26.9%
Young Optimism 7.5% 85.2% 44.5%

Source: Roy Morgan Research.

Notes:
A Fairer Deal: People in this segment, which is usually associated with unskilled and semi-skilled workers, are more likely than others to experience unemployment and financial insecurity and subsequent family pressures. This can create a feeling that they are getting ‘a raw deal’ out of life.

Basic Needs: Usually associated with retirees, pensioners or people living on social security payments, this group is focused on the day-to-day business of getting by. Features of this segment include a desire for security and order and a strong sense of community.

Conventional Family Life: Most closely associated with suburban families. People in this group devote their time and effort to family and their home – either building one or striving to improve it – although they also take an interest in their local community.

Look at Me: Younger, socially active, peer-driven people who are highly conscious of image and fashion. Characterised by short-term thinking, their behaviour tends to be hedonistic and rebellious, with a focus on fun and freedom.

Real Conservatism: Usually mature people who hold conservative social, moral and ethical values, they seek a disciplined, ordered society that is safe and predictable. They tend to be asset rich and income poor. Often associated with regional areas.

Socially Aware: Community minded and socially active, people in this group have a strong sense of social responsibility. Always looking for something new and different, they seek out information and knowledge and tend to be early adopters and influencers.

Something Better: Everything is comparative to people in this group, who are competitive, ambitious and concerned about status and image and often extend their budget in order to demonstrate their success to others.

Traditional Family Life: Generally aged 50-plus with grown children, this group is the older counterpart of the Conventional Family Life segment and is motivated by similar values in terms of security, reliability and providing better opportunities for their families.

Visible Achievement: These people enjoy the tangible rewards of their success but, confident and individualistic, they do not feel the need to impress others. Practical and realistic, they seek quality and value for money. They retain traditional values about home, work and society and take a direct interest in public affairs.

Young Optimism: Associated with optimism, ambition and idealism, people in this group want to experience life – travel, career, friends, family, sport and social activity – and believe they can have it all. Usually students and young professionals, they are innovative and interested in technology.

Top