Mainstream arts and popular culture fans influenced by children, family and friends.

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Key Statistics:

Activity Level

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Medium Cultural Engagement

Spectrum Ranking

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5/10

Audience Finder Benchmark

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14% of Active Audiences

Population Prevalence

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14% of UK Population

Core Characteristics:

  • Profiles: A largely family dominated group with children ranging from school-age to young adult, living comfortable but modest lifestyles, close to relatives and where they grew up. More information.
  • Attitudes: Arts and culture engagement is largely determined by children's interests and educational requirements, value for money, and the need to guarantee good family fun. More information.
  • Sectors: Drawn to heritage, museums and mainstream arts, they are also among the most attracted to participatory activities, which parents see as important and educational. More information.
  • Places: Found in semi-detacheds and suburban terraces across the UK, they are likely to be well embedded in the local fabric and willing to travel into town centres by car for events. More information.
  • Digital Activities: These tech savvy social media enthusiasts rely entirely on the internet to plan their leisure activities, but are unlikely to stream arts organisations' own digital content. More information.
  • Communications: Creatures of cultural habit, this group relies on familiar targeted messaging, friend and family recommendations and community endorsements to make their decisions. More information.

NEW | Trips & Treats Further Segmented:

While all Trips and Treats broadly share these core characteristics, closer examination reveals two key subsegments who differ in life stage and style. If your target audience or local area is heavy on Trips and Treats, understanding their variety can help with programming, marketing and outreach.

Trips & Treats | T1 Trips & Treats | T2

Modern young families, building a future.

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About this Subsegment

Settled families with established lifestyles.

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About this Subsegment

Covid Cultural Participation Scale:

Informed by evidence from the Cultural Participation Monitor, this scale shows whether this group's intention and ability to engage with arts and culture long term was likely to have been more or less affected by Covid than other segments.

Covid Scale Trips and Treats.png

  • A suburban group, with rainbows in their windows, they didn't engage much with online arts content in the past, but creative pursuits may have been taken up to engage children during lockdown, and their long term in person engagement is likely to return to a middling normal in time.
  • As a child-led group, the need to reintroduce family fundays - especially during school holidays - will have encouraged them to return to outdoors arts events and festivals, while panto is likely to have been particularly missed.
  • See Audience Spectrum Through Covid for more about their experience.

Explore all 10 Audience Spectrum segments ▼