Area Profile Report Highlands and Islands · Audience Spectrum and Mosaic segmentation Audience Spectrum profile Percentage breakdown of Audience Spectrum segments Home & Heritage:

Area Profile Report

Total population

Insert Map here

The area profile report contains data about the population within your target area (Highlands and Islands),

compared with the population of your base area (Scotland). The extent of your target area is shown in the

map below.

Highlands and Islands

The total adult population (15+) of your target area (Highlands and Islands) is 346,852, and the

population of your base area (Scotland) is 4,698,984 (adults 15+ estimate 2018).

© The Audience Agency 2019 1

How to read the tables

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The tables show the size of each category within the target area, compared to the size of that category

within the base population.

The index figures show whether each category is over or under represented in the target area compared

to the base population.

An index of 100 occurs when the proportion of a category in the target area exactly matches

the size of that category within the base population.

Indices with a shaded background indicate significant difference between the target area and

base population.

An index under 100 indicates that this category is under-represented in the target area

compared to the base population.

Indices of 90 or less are highlighted, with the index appearing in blue.

An index over 100 indicates that this category is over-represented in the target area

compared to the base population.

Indices of 110 or over are highlighted, with the index appearing in red.


Audience Spectrum and Mosaic segmentation

Audience Spectrum profile

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Percentage breakdown of Audience Spectrum segments

Home & Heritage: Conservative and mature households who have a love of the traditional

(Medium engagement)

Dormitory Dependables: Regular but not frequent cultural attenders living in city suburbs and

small towns (Medium engagement)

Trips & Treats: Suburban households, often with children, whose cultural activities usually are

part of a day out or treat (Medium engagement)

To find out more and to view the pen portraits for each segment visit:

www.theaudienceagency.org/audience-spectrum

The most prominent Audience Spectrum segments in your target catchment area are Home & Heritage,

Dormitory Dependables and Trips & Treats. 56% of the target population belong to one of these three

segments, compared with 36% of the base population as a whole.

Audience Spectrum is a population profiling tool which describes attendance, participation and

engagement with the arts, museums and heritage, as well as behaviours, attitudes and preferences

towards such organisations. It has been built to meet the needs of small and large scale, ticketed and

non-ticketed organisations from across the cultural sector.

0%

5%

10%

15%

20%

25%

Highlands and Islands Scotland


Count % Count %

62 0% 73,606 2% 2

20,928 9% 466,098 10% 87

9,733 4% 505,118 11% 37

44,559 19% 716,520 16% 121

37,081 16% 463,553 10% 156

48,792 21% 426,415 9% 222

24,458 11% 523,567 12% 91

Facebook Families 16,402 7% 350,561 8% 91

11,295 5% 581,254 13% 38

17,809 8% 386,395 9% 90

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Mosaic group profile

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Up Our Street

Kaleidoscope Creativity

Index

Heydays

Mosaic combines a wide range of information from over 400 sources to create a summary of the likely

characteristics of each UK household.

Households are assigned to a ‘group’, of which there are 15 in Mosaic, which describes their


Metroculturals

Commuterland Culturebuffs

Home & Heritage

Dormitory Dependables

Trips & Treats

Base totals and percentages do not include unclassified postcodes.

4,493,087231,119

Audience Spectrum segment

Adults 15+ estimate 2018

Experience Seekers

socio-economic and cultural behaviour.

The most prominent Mosaic groups in your target catchment area are D Rural Reality, C Country Living

and H Aspiring Homemakers. 73% of the target population belong to one of these three groups,

compared with 26% of the base population as a whole.

Aspiring Homemakers: Younger households settling down in housing priced within their means

Country Living: Well-off owners in rural locations enjoying the benefits of country life

Rural Reality: Householders living in inexpensive homes in village communities

Unclassified

Scotland


Percentage breakdown of Mosaic groups

Count % Count %

29 0% 77,168 2% 1

13,719 4% 375,484 8% 49

51,808 15% 343,300 7% 204

187,065 54% 598,880 13% 423

6,771 2% 192,216 4% 48

8,870 3% 239,878 5% 50

9,985 3% 384,598 8% 35

14,851 4% 298,516 6% 67

7,764 2% 197,466 4% 53

3,266 1% 110,715 2% 40

10,500 3% 553,828 12% 26

12,198 4% 390,793 8% 42

8,014 2% 363,916 8% 30

1,387 0% 82,053 2% 23

10,625 3% 490,173 10% 29

0 0

Base totals and percentages do not include unclassified postcodes.

A City Prosperity

B Prestige Positions

C Country Living

D Rural Reality

E Senior Security

F Suburban Stability

J Transient Renters

Scotland

G Domestic Success

IndexHighlands and Islands

Mosaic group

4,698,984

2019 Experian Ltd

2019 Experian Ltd, Sources: 2011 Census Data: England and Wales - ONS, Scotland - NRS, N.Ireland - NISRA. Licenced under the Open Government Licence v2.0. Crown Copyright

M Modest Traditions

K Municipal Tenants

L Vintage Value

O Rental Hubs

U Unclassified

H Aspiring Homemakers

I Family Basics

N Urban Cohesion

346,852Adults 15+ estimate 2018

0%

10%

20%

30%

40%

50%

60%



Cultural engagement

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Arts attendance in the past 12 months

engagement are:

Museums and heritage attendance: In the last 12 months, the target population is more likely to have

visited museums than stately homes/castles or archaeological sites.

Popular/rock concert: 36% attendance amongst the target population

Theatre: 34% attendance amongst the target population

Art galleries: 28% attendance amongst the target population

Overall, the target population has similar levels of cultural engagement to the base population.

Arts attendance: amongst the target population, the arts activities with the highest levels of

Cinema visits: 71% of the target population visit the cinema compared to 78% of the base population.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%



Count % Count %

95,490 28% 1,374,405 29% 94

3,726 1% 65,191 1% 77

33,955 10% 495,986 11% 93

41,785 12% 685,953 15% 83

73,945 21% 1,202,972 26% 83

25,573 7% 422,061 9% 82

28,693 8% 476,623 10% 82

27,033 8% 468,175 10% 78

86,597 25% 1,305,315 28% 90

123,388 36% 1,964,846 42% 85

119,419 34% 1,870,673 40% 86

4,025 1% 82,846 2% 66

c―

Museums and heritage attendance in the past 12 months

Count % Count %

86,577 25% 1,223,911 26% 96

22,803 7% 220,066 5% 140

66,067 19% 908,138 19% 99

Popular/rock concert

Theatre

Theatre once a month or more

Adults 15+ estimate 2018

Scotland

Jazz concerts

Comedy shows

Attended in past 12 months

Art gallery once a month or more

Ballet

Classical concerts

Contemporary dance

Art galleries

Opera

Plays

Museums

Archaeological sites

Stately homes/castles


4,698,984346,852

Highlands and Islands ScotlandIndex

IndexVisited in past 12 months

346,852Adults 15+ estimate 2018 4,698,984

0%

5%

10%

15%

20%

25%

30%

Museums Archaeological sites Stately homes/castles



Cinema visits

Count % Count %

245,325 71% 3,650,004 78% 91

29,049 8% 823,560 18% 48

37,310 11% 595,652 13% 85

101,527 29% 1,048,980 22% 131

346,852

Scotland

Adults 15+ estimate 2018 4,698,984

Ever go to the cinema

Go every two or three months

Go once or more a month

Never go

Note: The figures in this section of the report are based on the Target Group Index survey. This is a nationally representative

sample which is then modelled to describe the likely characheteristics of smaller populations. As such, it should be used as a

broad indication of likely behaviour within your target area rather than providing 'actual' figures.

Cinema visits

2019 Experian Ltd


IndexHighlands and Islands

0%

20%

40%

60%

80%

100%

Ever go to the cinema Go every two or threemonths

Go once or more amonth

Never go



Demographics

● Age profile: the dominant adult age group is 45 - 49.

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Population and Households

Age structure

Unless otherwise specified, the following demographics describe all usual residents within the target

population.

Ethnic origin: 1% are from a Black, Asian or mixed ethnic group, compared with 4% of the base

population.

Health: 81% are not limited in their day-to-day activities by ill health or disability.

Family structure: 39% of all families in households have dependent children in their family.

Social grade (based on households with a least one 16-64 year old): A/B/C1 households make

up 46% of all households in the target area, compared with 50% of households in the base

area. C2/D/E households make up 54% of households in the target area, compared with 50% of

households in the base area.

Employment: 55% of those who are economically active are in full/part time work or self-

employed, compared with 57% of the base population. Of those who are economically inactive,

59% are retired, compared with 48% of the base population.

Education: 27% of those aged 16+ have achieved Level 4 qualifications and above (e.g. Higher

Education/Higher diploma), compared with 26% of the base population.

Newspaper readership: the most read daily newspaper amongst the target population (adults

15+) is The Sun.

0%

5%

10%

15%

20%

25%

0 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 - 84 85+



Count % Count %

0 - 17 78,473 20% 1,042,597 20% 102

18 - 24 27,543 7% 506,222 10% 73

25 - 34 40,799 10% 667,327 13% 82

35 - 44 51,487 13% 734,754 14% 95

45 - 54 60,330 15% 786,756 15% 103

55 - 64 57,525 15% 667,413 13% 116

65 - 74 42,402 11% 481,792 9% 119

75 - 84 24,871 6% 302,639 6% 111

85+ 9,068 2% 105,903 2% 116

Ethnicity

Count % Count %

387,493 99% 5,084,407 96% 103

1,119 0% 19,815 0% 76

2,896 1% 140,678 3% 28

664 0% 36,178 1% 25

326 0% 14,325 0% 31

Black/Black British

Asian/Asian British

392,498 5,295,403

EthnicityHighlands and Islands Scotland

Index


All usual residents

White

Mixed/multiple ethnic group

Age groupScotland

Index

Other

All usual residents 392,498 5,295,403

0%

20%

40%

60%

80%

100%

White Mixed/multipleethnic group

Asian/Asian British Black/Black British Other



Health

Count % Count %

32,619 8% 505,863 10% 87

41,987 11% 534,508 10% 106

317,892 81% 4,255,032 80% 101

Families with dependent children

Count % Count %

70,262 61% 881,316 59% 104

43,988 39% 614,294 41% 94

90

96

96

14% 235,296

No dependent children in family

Any dependent children in family

Long-term health problem or

disability


Day-to-day activities limited a little

Day-to-day activities not limited

179,190

Dependent children in family,

youngest aged 0 to 4


youngest aged 12 to 1813,115 11% 12%

All families in households 114,250 1,495,610

5,295,403

Day-to-day activities limited a lot

Household family status

199,808

Index

Highlands and Islands ScotlandIndex

13%

Scotland

All usual residents 392,498

14,620 13%

16%


youngest aged 5 to 11

16,253

0%

10%

20%

30%

40%

50%

60%

70%

No dependentchildren in family

Any dependentchildren in family

Dependent childrenin family, youngest

aged 0 to 4


aged 5 to 11


aged 12 to 18



Approximated social grade

Count % Count %

21,388 17% 327,941 19% 93

35,064 28% 559,669 32% 90

35,093 28% 385,670 22% 130

31,627 26% 491,729 28% 92

Employment and qualifications

Economic activity

Count % Count %

190,223 92% 2,400,925 88% 105

43,769 21% 529,816 19% 109

113,615 55% 1,573,416 57% 96

124

147

144

148

11,059 5% 189,414 7% 77

5,392 3% 148,560 5% 48

148,957 5%

206,674 2,738,899

Unemployed

Full-time student

Economically active: Total

Self-employed without employees:

Full-time16,690 8%

Self-employed without employees:

Part-time7,186

0%

7,899 4%

Employee: Part-time

Employee: Full-time

Self-employed with employees:

Full-time

3% 66,276 2%

71,084

C2

3%

Index

Approximated social gradeHighlands and Islands Scotland

AB

C1

DE

All Household Reference Persons

aged 16 to 64123,172 1,765,009


Self-employed with employees:

Part-time1,064 1% 11,376

ScotlandEconomically active

Employed or self-employed: all

Index

0%

5%

10%

15%

20%

25%

30%

35%

AB C1 C2 DE



Occupation

Count % Count %

114

27,886 14% 421,639 17% 85

91

84

33,935 17% 315,177 13% 139

109

82

103

22,534 12% 292,267 12% 100

Economically inactive

Count % Count %

48,778 59% 591,667 48% 122

63

9,981 12% 141,542 11% 104

10,701 13% 203,975 17% 78

4,553 5% 76,035 6% 89

Administrative and secretarial

occupations18,619 10% 286,144 11%

Managers, directors and senior

officials18,573 10% 210,819 8%

Highlands and Islands ScotlandOccupation type

Associate professional and

technical occupations22,292 11% 318,380 13%

Student (including full-time

students)9,264

Retired

194,708

Looking after home or family

Long-term sick or disabled

83,277

Other

Economically inactiveHighlands and Islands

All usual residents aged 16 to 74

in employment

Caring, leisure and other service

occupations20,626 11% 244,508

Economically inactive: Total 1,231,631

Scotland

10%

11% 218,412 18%

9%

Process, plant and machine

operatives15,448 8% 193,594 8%

2,516,895

Sales and customer service

occupations14,795 8% 234,367

Index

Index

Professional occupations

Skilled trades occupations

Elementary occupations


Highest qualification level

Count % Count %

83,202 26% 1,173,116 27% 96

103

101

0 0% 0 0% 100

93

103

0 0% 0 0% 100

TGI Media

National newspapers looked at yesterday (dailies)

Count % Count %

7,685 2% 100,922 2% 103

13,899 4% 175,641 4% 107

2,638 1% 50,843 1% 70

19,191 6% 267,386 6% 97

1,963 1% 38,871 1% 68

1,374 0% 15,921 0% 117

1,366 0% 19,770 0% 94

2,732 1% 33,410 1% 111

2,762 1% 41,164 1% 91

29,094 8% 345,734 7% 114

5,717 2% 86,208 2% 90

Level 2 (e.g. GCSEs graded A*-C,

Higher diploma)46,833 14% 627,423 14%

1,010,875 23%


Level 4 and above (e.g. Higher

Education and Higher diplomas)87,335 27% 1,142,662 26%

Level 3 (e.g. AS and A Levels,

Advanced and Progression

diploma)

29,388 9% 424,996 10%

Level 1 (e.g. GCSEs graded D-G,

Foundation diploma)77,132 24%

2019 Experian Ltd


Index

No qualifications

Apprenticeship

Other qualifications

All usual residents aged 16 and

over4,379,072

Please note: Apprenticeship data is not counted as a separate variable for areas within Scotland

For more information about the classifications given above, please see the Ofqual website: http://ofqual.gov.uk/qualifications-

and-assessments/qualification-frameworks/levels-of-qualifications/

Highest qualification achievedScotland

323,890


Index

346,852

Daily newspapers readScotland

Daily Express

Daily Mail

Daily Mirror

Daily Record

Daily Star

Daily Telegraph

Financial Times

i (newspaper)

The Guardian

The Sun

The Times

Adults 15+ estimate 2018 4,698,984


This report is based on mapping and profiling tools provided by Experian.

The information contained within this report is not intended to be used as the sole basis for any business decision, and

is based upon data which is provided by third parties, the accuracy and/or completeness of which it would not be

possible and/or economically viable for Experian to guarantee. Experian’s services also involve models and techniques

based on statistical analysis, probability and predictive behaviour. Accordingly, Experian is not able to accept any

liability for any inaccuracy, incompleteness or other error in this report.


Documents

Area Profile Report Highlands and Islands · Audience Spectrum and Mosaic segmentation Audience Spectrum profile Percentage breakdown of Audience Spectrum segments Home & Heritage: