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Cinema audience
attendance patterns by lifestyle and values

Next update July 2021


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 Socially Aware segments are the most likely to have gone to the cinema during the year (78.3 and 76.4 per cent respectively in 2019). People in the Young Optimism segment are also the most likely to have attended most recently (37.4 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; just over half (51.6 per cent) of them went to the cinema at least once in 2019.

Between 2018 and 2019, annual cinema-going decreased across all segments, with A Fairer Deal seeing the largest drop in attendance.

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