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Cinema audience
attendance patterns by lifestyle and values

Next update July 2019

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 (84.4 and 81.3 per cent respectively in 2017) and also to have attended most recently (41.6 and 34.8 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 (79.2 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 (52.4 per cent) of them went to the cinema at least once in 2017.

Between 2016 and 2017, annual cinema-going experienced marginal change across most segments – Real Conservatism saw the largest increase of 2.1 percentage points, while Something Better fell by 2.0 percentage points.