As we saw in the Millimeter-by-Mill Barometer for December , we were able to understand that there are, in fact, differences between those who engage in reactive and proactive consumption of culture. We then attempted to profile consumers in the latter segment.

First, we looked at the basic characteristics: age, gender and regions. Naturally, with such a significant segment as this, with over 40% of respondents fitting this profile, it is difficult to find broad distinctions. In any case, proactive consumers are above average in the lower age groups, suggesting that they are younger, a factor that is also confirmed by the difference between students and retirees.

There are no significant differences between genders and when we analyse the regions of residence, only Greater Lisbon stands out as being home to more proactive consumers. In fact, as anticipated, when analysing these characterisation criteria, there are no considerable distinctions between proactive and reactive consumers. So, what variables can we explore to try to understand how these profiles are made up?

Naturally, the answer begins with education, the most important variable for understanding cultural consumption. When we examine the different levels of education, we see that the difference between profiles is significant, with notable inequalities at the educational extremes.

Also relevant is the way in which the respondent identifies themselves in terms of their level of financial comfort, with the proactive profile being the one most associated with a more comfortable financial situation.

A proactive consumer also stands out for the way in which he obtains information about the cultural offering, looking for more data via the Internet and information available in the cultural spaces themselves, as he is a frequent visitor to them.

Every month we dive into the Culture Barometer to bring you new analyses on the relationship between the Portuguese population and culture.

The Culture Barometer is an annual study that analyzes the opinions of the Portuguese people on culture. Conducted for the first time in 2019, this year's questionnaire focused mainly on the consequences of the pandemic on society and culture. Learn more about the 2022 report here and request your full report here.

Summary Technical Sheet

The study universe consists of individuals aged 15 or over, residing in mainland Portugal and the islands. The sample, with 1.200 validated interviews, was stratified by region, sex and age group, in mainland Portugal, and by islands, and distributed in each stratum according to the distribution of the target population in each stratum. The interviews were conducted from March 22 to April 19, 2022, through an online questionnaire using the CAWI (Computer Assisted Web Interview) method. The results are presented with a 95% confidence level. The margin of error for the mean on a scale of 1 to 10 is 0,14 points and the margin of error for the proportion is 3,13 percentage points.