Up Our Street
Sociable retirees looking for inexpensive, mainstream, local leisure opportunities
In this section
Living local, modestly-incomed and relatively stable lives, Up Our Street engage with the arts infrequently and are most drawn to popular and inexpensive entertainment, as well as museums and heritage sites. Many are older and have some health issues, living on average or below pensions, so access in all its forms can be an issue. Modest in their habits and in their means, value for money, familiarity and low-risk are important factors in leisure decision making.
Key statistics
Activity Level:
Low Cultural Engagement
Spectrum Ranking:
7/ 10
Audience Answers Benchmark:
8% of Active Audiences
Population Prevalence:
10% of UK Population
Core Characteristics of Up Our Street
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Profiles
Soon-to-be, or already, retirees from skilled professional, White working class backgrounds, who enjoy sofa time, social clubs and fishing trips on modest pensions.
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Attitudes
Arts and culture, for their own sake, are not a priority for this lower income group, so the all round experience, like food, drink and retail, is key to unlocking the 'treat' factor.
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Sectors
These infrequent attenders are drawn to mainstream and inexpensive offers like museums, heritage, music and carnivals, and enjoy home-based craft activities.
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Places
Found primarily around the edges of industrial Northern and Midlands towns, and small cities, this group is locally minded, and both unable and disinclined to travel far.
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Digital Activities
These late adopters of digital technology are highly unlikely to visit arts organisations' websites or follow them on social media, and even less inclined to buy tickets online.
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Communications
Familiarity is the key to engaging this risk averse group, who rely very heavily on recommendations from peers and are looking for a tried and tested leisure experience.
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Up Our Street Further Segmented
While all Up Our Streets 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 Up Our Streets, understanding their variety can help with programming, marketing and outreach.
Up Our Street | U1
U1
Middle-aged inhabitants of semis on the edge of town.
Find out more about U1Up Our Street | U2
U2
Older residents of terraces and flats in built up areas.
Find out more about U2
