Audience profiling report

Abstract

The Audience Profiling exercise was undertaken by the Research Department within the Valletta 2018 Foundation, with the purpose of building a comprehensive profile of the audiences attending various Valletta 2018-related events throughout 2018. This profile is based upon an understanding of the sociodemographic characteristics of respondents, as well as their patterns of cultural consumption. This study took place over a one-year period throughout 2018, using on-site data collection carried out during the events themselves. Detailed results are contained in the appendix, with the main conclusions and implications outlined in the body of the report. To summarise, this report will show the main audience profile per strand. This study intends to provide a body of data which can have real-world implications upon the local cultural sector, allowing for further understanding of local audiences, their different characteristics and motivating factors, and their basic behavioural patterns in relation to cultural activity.