Recent Engagement Trends

September 2022

Cultural Participation Monitor Wave 7 | Autumn 2022

This research is from The Audience Agency's nationwide longitudinal (ongoing) panel survey of changing views about participating in creative and cultural activities through the recent and ongoing crises, and beyond, the Cultural Participation Monitor.

Contents

Themes

Recent arts, culture and heritage attendance has risen to an impressive 90% among respondents, with film and museums/heritage proving especially popular, particularly with families, while online arts activities continue to attract a younger and more ethnically diverse audience.

In Person Attendance

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

Figure 1. A line chart of cultural attendance over time.
Figure 1. A line chart of cultural attendance over time.
  • 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.
Figure 2. A bar chart of attendance to arts and heritage activities in the last year.
Figure 2. A bar chart of attendance to arts and heritage activities in the last year.

Online Attendance

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).

Figure 3. A column chart of attendance to arts/heritage activities split by age.
Figure 3. A column chart of attendance to arts/heritage activities split by age.
  • 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.
Figure 3. A column chart of attendance to online arts/heritage activities split by Audience Spectrum subsegment.
Figure 3. A column chart of attendance to online arts/heritage activities split by Audience Spectrum subsegment.
  • 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).
Figure 4. A bar chart of attendance to specific online cultural activities by the top Audience Spectrum segments.
Figure 4. A bar chart of attendance to specific online cultural activities by the top Audience Spectrum segments.

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