Rural areas and small town, day-time activities and historical events
  • A more mature group that is generally conservative in their tastes
  • Large proportion are National Trust members
  • Classical music and amateur dramatics are comparatively popular
  • While this is not a highly engaged group – partly because they are largely to be found in rural areas and small towns – they do engage with local cultural activity
  • Likely to look for activities to match their needs and interests, such as accessible day-time activities or content exploring historical events

COVID-19 Home and Heritage Profile

  • Health and Wellbeing: Relatively older (nearly all over 60 and 69% are 70+), so have been more at risk (some perhaps shielding) and likely to have been
    taking lockdown particularly seriously.. May be conscious of less capacity in local medical facilities.
  • Income and Employment: Most are retired, so risk is to retirement income, rather than jobs.
  • Family and Relationships: Quite community minded. Don’t have children at home, though may be missing grandchildren. Given that almost half are widowed, new rules re bubbles for single person households could make a big difference to this group.
  • Location and Environment: Often in rural areas and small towns. Neighbourhood support groups may have been helpful. Generally ‘home-lovers’.
  • Arts and Culture: National Trust garden reopening may be a positive for this group, though may initially be being cautious about going out. English Heritage sites also important. Not very connected with much arts activity and less likely to engage online.
  • Digital and Streaming: Generally a bit technophobic and less likely to use social networking sites. Will have been using email, phone and text mainly to keep in contact with people.
  • Importance of Arts: Prefer activities like reading, gardening and DIY, which are more likely to have been a big part of their lockdown experience. Email lists from organisations can be a good way to keep them engaged.
  • Risk: More likely to attend outdoor sites, re heritage and gardens, than indoor cultural events, given they are in a higher risk group. Some may take a more risk-tolerant view that ‘it’s important to enjoy the time we’ve got’, especially if mitigated by staying relatively local. Others to be more risk averse re. returning to theatres, museums and other venues.
  • Other: May have reinforced their preference for staying locally, rather than travelling too far.

More about the impact of COVID-19 on audiences

More about Home and Heritage


Older people, living outside of major towns and cities and in rural areas across the UK with the lowest proportion found in London.


This is a not a highly engaged group, limited by physical access to an appropriate arts and cultural offer and the means to get there. However they represent key prospects for relationship development for day trip or day-time offers that are traditional and participatory in nature.

Cultural preferences

They have clear preferences for familiar, mainstream programme offers and a leaning towards classical content across a range of artforms. They are most likely to make a visit to a heritage site with 47% making 3-4 visits in the last 12 months and are slightly more likely than average to go to the theatre. Like most segments, they are broadly positive about arts and culture, do see themselves as arts-attenders and value the arts in general. Limited access locally and a reluctance to travel, especially in the evening, probably mitigates against more active engagement.


Other leisure interests

This group spend more time than average doing things like reading, gardening and DIY but generally doing less “outdoor” pursuits than others, and are what might be thought of as home-lovers. Television features heavily with a preference for costume drama and nature programmes. They also enjoy local and social participatory activities like singing in a choir and Amateur Dramatics.


Distribution of Home & Heritage

Living outside of major towns and cities and in rural areas across the UK with the lowest proportion found in London.

Visit our Audience Mapping tool in the Audience Finder dashboard to investigate the location of this segment


Creative participation

Involvement in such activities adds a social dimension with 33% of this group comprising elderly females, they may use these activities as a way of coming into contact with like minded individuals.

Lifestage & location

As their name suggests, this segment are homebodies, with low car usage, and are among the least likely to participate in the evening economy. Around a quarter have higher education or professional qualifications. Although generally comfortable, the large majority are retired, living on a household income of less than £20,000 per year.

Digital habits

Light internet users, they are generally technophobic and the least likely segment to use any social networking sites.



Broadsheet and tabloid readers, they have the highest index for The Daily Mail, at 28%. Suspicious of advertising they prefer a more personalised approach – direct mail, telephone (email and face to face) – although home-based (low car usage) so remote options are more effective.

Community involvement

A relatively community minded group, a quarter of all Home & Heritage have done some form of voluntary work in the last 12 months. The most popular kinds of volunteering are event organising, being a committee member for local societies, parish councils and church committees etc



Mostly located in dormitory villages, outer suburbs/edges of cities, small towns and rural areas across England. Higher proportions can be found in the East and South East and South West of England. Generally homeowners, living in comfortable accommodation, often in bungalows.

97% Aged 60+


Within this group 97% are aged 60+, half are in couples and half are widowed with no children at home. There is a bias towards single females.

Diversity in segment

This is a homogenous group, with 99% from a White British ethnic background and 98% do not have children at home.

Segment best match

Arts Audiences Insight – Retired Arts & Crafts and Mature Explorers Mosaic 2014 – Senior Security

Nearly half feel that they have plenty of opportunity to get involved in the arts, and only 26% feel that “the arts is not for them”. They feel that heritage is an important contributor to sense of place and believe in the conservation of local heritage sites. About 70% have been to an arts event in the last year, and about 50% have attended a museum or gallery. They have a low reception to broadcast advertising, and respond to tailored/targeted communications, like plain speaking and face to face contact. Home & Heritage are open to persuasion if appealed to directly with tailored communications that meet their tastes and access needs and offer a complete package, which may involve provision of transport. Opportunities to engage them could include participatory events through U3A and local rural touring schemes.


With a strong leaning toward the traditional and mainstream, Home & Heritage may be looking for both traditional forms as well as traditional content and subject matter. Local history, memorabilia and nostalgia, dying traditions and crafts, historically based narratives, period re-creation are all likely to appeal. Many in this group also share an interest in the natural world – from gardening to programmes such as Springwatch and Countryfile on TV. A regular programme of classical music, opera and ballet, as well as more mainstream theatre may not be readily accessible within their travel distance but would be welcomed, e.g. classical recitals in churches or village halls. They are not inclined to be risk-taking so familiar pieces, names and stories, adaptations of known works and plenty of local media coverage are important ways of connecting and overcoming concerns and a natural inertia.


NADFAS or University of the 3rd Age


Working closely alongside heritage organisations, history associations, or community networks supporting older single people would create good entry or starting points.

Place: Environment

Safe, pleasant and formally welcoming environments are highly valued. A quality café or restaurant may form a key part of the appeal.

Place: Access & distance

This group are not travellers, with low car use and limited access to public transport. Reliable transport may be a key issue. Day-time offers are much more likely to have traction if there are access constraints. This group is almost exclusively retired or semi-retired so are time rich. Level access, large-print, captioning and other disability access facilities are enormously important, with just over half this group declaring a disability.


Although living on modest incomes, Home & Heritage are comfortable – neither bargain discounting nor premium pricing are likely to appeal. They appreciate unfussy transparency to which they can apply rational decision-making: this preference should inform pricing. Value, all-in pricing or senior packages/offers may have a particular appeal.