See who lives where. The Audience Agency has a variety of free tools and resources looking at Scotland’s demographic makeup through the lens of Audience Spectrum - a tool that segments the whole UK population by their attitudes towards culture and by what they like to see and do.
A series of free downloadable maps focusing on the following areas:
- Central Scotland
- East Central Wales
- Highlands & Islands
- North East Scotland
- South Scotland
- West Central Scotland
- West Scotland.
These regional maps identify the key Audience Spectrum segments for each region across Scotland, presented from two different perspectives:
- The Audience Spectrum type that is present in the highest numbers in each ward.
- The Audience Spectrum type that is most over-represented in each ward, compared to the population of Wales as a whole.
You can find out more about how arts audiences and the wider population in Scotland have been affected by the Covid-19 pandemic as part of the Audience Agency’s Evidence Hub.