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 (71.0% and 68.5% respectively in 2023). They are also the most likely to have attended in the last four weeks when surveyed – Young Optimism, 32.4% and Look At Me, 29.2%. 

People in the largest segment in terms of population – Traditional Family Life – are not big cinema-goers with 43.6% of them having been to the cinema at least once in 2023.

The graph and table below shows cinema attendance by lifestyle and values in the period 2006–2023.