Recent Engagement Trends

Attendance for in-person arts and heritage has risen since Spring 2022, from 70% to 90%.

• Though older age groups are still engaging less than the younger age groups (76% of those aged 65 and over have done anything in-person), their attendance is still up from the spring (where only 53% had done anything in-person).
• Similarly, people with disabilities have lower in-person engagement (83%) but higher than in the previous wave (61%).
• Conversely, attendance among families is particularly high (97%), especially for families with children up to 10 years old.

The most popular activities were film and museum/heritage activities:

• 65% went to see a film in the last year, including 31% going more than once.
• And 61% went to a historic park or garden, including 21% going several times.

Younger people were still the most likely to engage with art/heritage activities online, with 81% of 16-24 year olds doing any activity in the last year, compared to 36% for those 65 and older (cf. 57% overall).

• The activity that older people were most likely to have done was watching a live/recorded event (30%).
• Younger people were particularly more likely to take part in a workshop/discussion/ art project (55% did any of these, cf. 28% overall) and 37% had taken part in an immersive online experience.
• Black, Asian and Mixed ethnicity groups were also much more likely to have done online activities (78%, 70%, 80% respectively),
• Families were also more likely to have engaged online (71%).
• People with disabilities were not noticeably more likely to have done online activities than those not identifying as disabled.
• Nor were people living in rural areas, compared to urban.

• Metroculturals, Experience Seekers and Kaleidoscope Creativity were the most likely Audience Spectrum segments to have taken part in any online arts/heritage activities (72% and 70% respectively).
• This was especially true for M2, E2, K2 - the younger subsegment in each case.
• Metroculturals were particularly more likely to have watched an event recording or stream (63% vf. 48% overall).
• Kaleidoscope Creativity were especially likely to visit an online exhibition (32% vf. 17% overall).
• Experience Seekers were more likely to take part in an art project through social media (27% cf. 16% overall).