Frontline Families
Frugal, semi-urban renting families, light on arts and culture but heavy on community.
In this section
Arts and culture play a very small role in the lives of this younger, cash-strapped group living in suburban and semi-urban areas of high unemployment. They are the least likely to think of themselves as arty, with less than a third believing that arts, culture and heritage are important in general. Nevertheless, they do engage in leisure activities as families, particularly mainstream events like cinema, live music and pantomime, and will participate in community-based entertainment.
Key statistics
Activity Level:
Low Cultural Engagement
Spectrum Ranking:
8/ 10
Audience Answers Benchmark:
6% of Active Audiences
Population Prevalence:
12% of UK Population
Core Characteristics of Frontline Families
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Profiles
Households with young children, living on low incomes or unemployment, in council rented housing and spending most of their free time enjoying at home entertainment.
Read more about Profiles
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Attitudes
While they don't consider culture very important or themselves 'arty', they are family motivated and the right offer can appeal on those grounds, especially if free.
Read more about Attitudes
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Sectors
Trending towards mainstream family-friendly artforms, like cinema and pantomime, this group also engages in culturally specific projects that reflect their own communities.
Read more about Sectors
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Places
Located in and around urban areas, predominantly in the North and Midland regions, public transport can be a hinderance, despite being quite close to many arts offers.
Read more about Places
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Digital Activities
This group uses social media and smartphones daily but may not have access to a home computer, so may rely on school and library machines for homework.
Read more about Digital Activities
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Communications
Either looking for prominent and visible advertising through mainstream channels, or trusted endorsements from peer groups through word of mouth or social networks.
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Frontline Families Further Segmented
While all Frontline Families 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 Frontline Families, understanding their variety can help with programming, marketing and outreach.
Frontline Families | F1
F1
Older families, getting by despite challenges.
Find out more about F1Frontline Families | F2
F2
Younger, cash-strapped families and couples starting out.
Find out more about F2
