What we learned from the Washington DC Audience Atlas: Culture Segments

In November 2020, MHM undertook a new market survey of the Washington, DC area.

We've profiled cultural engagement with a wide range of art forms, leisure activities and cultural organizations, and asked questions on key issues for the sector right now.

Our findings offer organizations a deeper look at their local markets and actionable insights on how best to reach them.

We'll be discussing our insights in depth at our free webinar on Tuesday February 23rd. You can register to join us here.

Meanwhile, here's a taster of our findings in relation to Culture Segments:

Expression is DC's key Culture Segment

Culture Segments is MHM's powerful psychographic segmentation system. It's sector specific and, because it’s based on people’s deep-seated values and beliefs, it gets to the heart of what motivates them to consume and participate in culture.

By looking at our data through the lens of Culture Segments we understand our audiences more and can create effective strategies to deepen our engagement with them. To learn more about Culture Segments, click here.

The DC area strongly indexes on the Expression segment. 

Expression are 'people people'. They enjoy activities that help them connect and share experiences with others. Arts and culture are key to their life and they want everyone to have a chance to enjoy them. 

Not only are over a third (36%) of the DC market in the Expression segment, they are also much more likely to be frequent cultural attenders than the market overall.  This makes them a key segment to target. 

Expression will lead the way when doors open

Expression are eager to return to all types of cultural activities once venues have reopened.

Our data shows they are significantly more likely to have already returned or will return as soon as they can compared to market overall.

For outdoor attractions (gardens, zoos, etc.) it's 59% vs 41%; for indoor attractions (National Museum of Natural History, National Portrait Gallery, etc.) it's 40% vs 24 %; and for performing arts (theater, concerts, dance, etc.) it's 36% vs 20%.

Expression are the most likely to donate

More than half (51%) of DC's previous cultural donors are in the Expression segment. They also set up automatic payments more frequently than other segments. 

How you can attract Expression audiences to your venue

For proven strategies for reaching Expression and other priority Culture Segments audiences in DC, register here to join our free webinar on February 23rd, 11am EST. 


Lorna is a Senior Consultant and heads our USA team. She has extensive experience on both sides of...

Rhiannon joins the MHM team in our office in New York. As Consultant, she leads a wide range of...

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