How 'old' are young audiences?

An interesting article that popped up in the most recent email from Audiences London and made me look twice...

"Culture Hounds" - a new audience segment?
The Edinburgh International Festival will launch its INcrowd promotion next week. Aimed at attenders in their 20s and 30s, the scheme costs £20 to join and offers exclusive benefits and discounts and is designed to engage the over 26 group who miss out on the best discounts for students and young people.

For more details check out...http://www.eif.co.uk/news/incrowd