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Cinema audience
attendance patterns by lifestyle and values

Next update July 2020

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 (84.3 and 84.2 per cent respectively in 2018) and also to have attended most recently (43.2 and 41.3 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 (80.9 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; just over half (55.7 per cent) of them went to the cinema at least once in 2018.

Between 2017 and 2018, annual cinema-going increased across all segments, except Young Optimism which fell by less than one percentage point. A Fairer Deal saw the largest increase of 6.6 percentage points.