Survey and ticketing data helps us to identify certain behaviours, tendencies and requirements unique to family audiences that can help organisations understand how to build an offer that better serves and engages them.
Certain Audience Spectrum segments are more likely to engage with a family offer. Three Audience Spectrum segments in particular attend children and family focused performances far more than they attend other arts and cultural events. These are:
Organisations may do well to consider where these audiences live and how to engage them. You can find more about these segments in the detailed pen portraits. You might like to consider commissioning an Engagement Area Profile report to better understand where to target family audiences in your own catchment area.
Average Party Size...
Data confirms that the average party size of families is far higher than is true of other attending groups or individuals:
Average Booker Frequency…
That said, families book less frequently, especially Facebook Families:
Average Ticket Yield...
By Audience Spectrum
Artform specific reports
Explore our Audience Reports for more artform specific insights into family audiences. So far in the series you'll find reports for Outdoor Arts, Museums, Visual Arts, Libraries and Literature audiences.
Has the shift to working from home moved the goal posts for local arts attendance? Oliver Mantell has been considering the evidence of attendance at live arts events.
Insights into UK arts organisations' necessary pivots to online content and engagement during the pandemic.