Australasia-based ticketing, live entertainment and data analytics company TEG has announced the findings of an extensive data science project that maps the entertainment preferences of more than 12 million Australians.

The study, which was carried out by TEG Analytics, found that attendances at arts, music and cultural events have experienced a 10-per-cent year-on-year rise since 2010.

Arts and cultural audiences are also getting younger, with the percentage of people aged 35 and under at these events having risen from 18 per cent to more than 30 per cent.

Overall attendances in the arts, music and cultural sector has grown by more than 34 per cent since 2010, while more than 40 per cent of people who attend arts events still attend at least one sporting event each year, the study found.

In addition, more than 36 per cent of Australians have travelled interstate specifically for a sports, entertainment, arts, music or cultural event. Forty-three per cent of people booking travel for business or family reasons subsequently added an entertainment event to their schedule.

In 2016, international visitors to Australian events reached its highest level since before the global financial crisis, while Australians themselves clocked up more than 200 million kilometres in travel to and from sports and entertainment events.

TEG chief executive Geoff Jones said: “The massive scope of this analytical project and the quality of the data has opened up a new way of viewing the leisure lifestyle choices of Australians,” said Jones.

“When TEG established TEG Analytics last year these kind of game-changing data projects were missing from the market. Now the insights that TEG Analytics have discovered will provide our partners with a rare look at what we are calling the ‘Entertainment Gene’ driving decisions and preferences.”

Andrew Reid, general manager at TEG Analytics, added: “An individual’s choice of entertainment and frequency of purchase are key indicators about what excites and engages that person.

“It is part of someone’s psychology and influences behaviour. The ‘Entertainment Gene’ is slow to change over time, so the data analysis is relevant for the long-term, and is not based solely on the person’s most recent transaction.

“Knowing the entertainment ‘hot buttons’ for many millions of Australians has a significant impact on purchase and engagement. These Genomes assist in customer intelligence and engagement. From product selection and offers through to creative and media. It’s the basis of an experiential economy.”