Wave 7 | Autumn 2022

The vast majority of respondents say that they are worried about the effects of the cost-of-living crisis on them and their household, with a whopping 92% intending to scale back on entertainment spend outside of the home as a result, especially among mid-engaged, middle-aged and less urban groups.

While financial uncertainty might make people nervous about splashing out on more expensive arts and culture activities, over 40% of people say that pursuing creative hobbies in their own time is a key interest, a trend that skews towards younger participants and has increased through the pandemic.

Fears surrounding Covid-19 are softening, with half feeling 'back to normal' and fewer than 1 in 10 people expressing strong concern about catching the virus themselves, although over half still worry about vulnerable friends and family, while support for certain safety precautions remains high.

While willingness to attend continues to trend upwards however, people do anticipate that their future in-person participation will be less frequent than pre-pandemic, though outdoor events are an exception, and they also intend to engage with cultural activities more locally (and inexpensively) than before.

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.

As audiences tighten their belts, they also plan to reduce their general spend in venues' shops and cafés, though the former looks to be harder hit than the latter, where younger and highly culturally engaged visitors express a willingness to pay slightly more for greener and more ethical alternatives.