You can now find Trips & Treats on Audience Answers here.
While this group may not view arts and culture as a passion, they are reasonably active despite being particularly busy with a wide range of leisure interests. Comfortably off and living in the heart of suburbia their children range in ages, and include young people still living at home. With a strong preference for mainstream arts and popular culture like musicals and familiar drama, mixed in with days out to museums and heritage sites, this group are led by their children’s interests and strongly influenced by friends and family.
Key Statistics:
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Activity Level |
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Medium Cultural Engagement |
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Spectrum Ranking |
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5/10 |
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Audience Finder Benchmark |
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14% of Active Audiences |
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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.
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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.
- 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.
Cost of Living Concerns:
With return attendance surpassing pre-Covid levels and concerns about cost-of-living falling in the middle range, Trips and Treats are still likely to reliably engage with live arts and culture for special occasions, even through this crisis.