Trips & Treats are likely to be fairly active participants for arts and culture and pursue activities such as practising circus skills, painting, drawing, creating original artworks computer animation and participating in carnival more than the average.
Many are also involved in craft, photography and playing a musical instrument. As busy families these activities to a certain extent may revolve around the children, but are led by parents who believe that creative participation is important and possibly educational.
With an average level of education for the population, this group are mostly employed in mid-level professions or lower management, with some in supervisory roles in highly skilled trades (having undertaken apprenticeships).
Their salaries while not high, offer them a comfortable standard of living in the main. Some are still paying off mortgages so have higher outgoings, others have paid them off (but may still be supporting older children in one way or another).
Use of websites such as Ebay and Amazon and shopping at out of town superstores such as Aldi, Asda, Tesco or Cash and Carry where they are likely to use vouchers, coupons, collect reward points and make the most of discounts and meal deals helps control their spending. They are also likely to have a car, or possibly a van which enables access to a greater level of provision given their suburban location.
Much prefer contact by email than phone or in person.
Technically savvy, but not always seeking out the latest gadgets, Trips & Treats contains families which are regular users of the internet. Those who are younger are keen social networkers and adept at managing their money online. All are using websites to research and seek out information on a daily basis.
They use social media to find out what’s going on locally and to chat about activities and other cultural events, but not necessarily for following cultural organisations. They are likely to use the full range of platforms depending on what they’re doing – Facebook, Twitter, YouTube, Pinterest. Many own smartphones and download a large number of apps. Downloading or streaming music using Spotify is also common.
They much prefer contact by email than phone or in person.
Mainly tabloid readers, Trips & Treats are likely to read The Sun and The Daily Mail, along with a local daily newspaper. A few will read a broadsheet. They are most likely to respond to messages received by email bulletins, or those seen on the television and read about in magazines. However, their primary source of information is family and friends, whose opinions they trust to help them make decisions. Depending on how confident they are feeling some may take a few risks, but invariably they go with what they know or seek to lower the possibility of risk by drawing on a range of easy to access information sources.
22% read The Sun
14% read The Daily Mail
21% have volunteered in the last 12 months
They believe culture does make some difference to their localities and people’s lives and that access to it is therefore important. Less than a quarter do some volunteering – mostly for arts and sports – which is at a lower rate than the national average. Much of this may be associated with or aligned to family interests.
Giving & volunteering
If Trips & Treats consider the local arts offer worth supporting, they are moderately likely to have donated, but mostly give to museums, galleries or heritage, with 32% having donated between £20 and £99. The higher value donations going to arts and heritage and lower levels to museums and galleries. 10% of this group are members of The National Trust.
5% donated to arts
15% to Museums and galleries
13% to heritage
Found equally throughout the country (except London), Trips & Treats live in mostly semi-detached or terraced houses located in the suburban outer edges of cities and towns.
86% of this group own their homes with older members having lived in their local area for long periods of time, close by or near to other family and relatives and are established in their communities.
The group contains a broad spread of ages up to 60 years old with 58% aged between 31- 50.
50% are households with children and most live in what are essentially family homes where older children may have either left, are frequently coming and going, or still resident (which places a certain amount of pressure on their parent’s finances). Many have younger families and most have at least one or two children, although there may also be other adults living in the household, such as older relatives. 22% are singles, either living on their own or co-habiting, while some are younger couples just starting out.
Diversity in segment
This group is fairly identifiable in any region from the type of housing they occupy. While spanning a range of ages, they are similar in lifestyle whether they are aspiring families or well established with older children. Most likely to be English, Western/Eastern European there is a higher than average number of Bangladeshi families included here. 19% of this group have long-standing or limiting disabilities or infirmities.
Segment best match
Arts Audiences Insight: Dinner & A Show
Mosaic 2014: Aspiring Homemakers 52%, Suburban Stability 23%