Home & Heritage
Rural and small town pensioners attracted to daytime activities and historical content.
In this section
Conservative in their tastes, this more mature group appreciates all things traditional: a large proportion are National Trust members, while classical music and amateur dramatics are comparatively popular. While this is not a highly engaged group –partly because they are largely to be found in rural areas and small towns –they do engage with the cultural activity available to them in their locality. They look for activities to match their needs and interests, such as accessible daytime activities or content exploring historical events.
Key statistics
Activity Level:
Medium Cultural Engagement
Spectrum Ranking:
6/ 10
Audience Answers Benchmark:
8% of Active Audiences
Population Prevalence:
10% of UK Population
Core Characteristics of Home & Heritage
-
Profiles
An older group of retired or semi-retired home owners, living on modest pensions and spending their time enjoying reading, gardening, period dramas and Countryfile.
Read more about Profiles
-
Attitudes
Recognising the value of arts and culture - and particularly heritage - in their lives, they are willing to spend leisurely days engaging, as long as comfort and access needs are met.
Read more about Attitudes
-
Sectors
Traditional in their tastes, they enjoy daytime exploration of historical sites, as well as theatre matinees and classical music recitals, and participate in local crafts and 'Am Dram'.
Read more about Sectors
-
Places
Largely found in rural areas and small towns, far from urban bustle, this group is limited in its ability to travel independently, so local provision and organised daytrips are key.
Read more about Places
-
Communications
Personalised communications through traditional media are the best way to talk to a group that values plain speaking, familiarity of content and local connection.
Read more about Communications
Home & Heritage Further Segmented
While all Home & Heritage broadly share 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 Experience Seekers, then understanding their variety can help with programming, marketing and outreach.
Home & Heritage | H1
H1
Settled suburban seniors.
Find out more about H1Home & Heritage | H2
H2
Affluent residents of rural idylls.
Find out more about H2
