Trips & Treats
In this section
While this group may not view arts and culture as a passion, they are reasonably active despite being particularly busy with a wide range of leisure interests. Comfortably off and living in the heart of suburbia, their children range in age and include young people still living at home. With a strong preference for mainstream arts and popular culture like musicals and familiar drama, mixed in with days out to museums and heritage sites, this group are led by their children’s interests and strongly influenced by friends and family.
Key statistics
Activity Level:
Medium Cultural Engagement
Spectrum Ranking:
5/ 10
Audience Answers Benchmark:
14 % of Active Audiences
Population Prevalence:
14 % of UK Population
Core Characteristics of Trips & Treats
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Profiles
Mostly family dominated group with children ranging from school-age to young adult, living comfortable but modest lifestyles, close to relatives and where they grew up.
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Attitudes
Arts and culture engagement is largely determined by children's interests and educational requirements, value for money, and the need to guarantee good family fun.
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Sectors
Drawn to heritage, museums and mainstream arts, they are also attracted to participatory activities, which parents see as important and educational.
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Places
This predominantly urban group lives within easy reach of a wide range of cultural provision, but is also prepared to travel to experience new activities and places.
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Digital Activities
These tech savvy social media enthusiasts rely entirely on the internet to plan their leisure activities, but are unlikely to stream arts organisation's own digital content.
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Communications
Creatures of cultural habit, this group relies on familiar targeted messaging, friend and family recommendations and community endorsements to make their decisions.
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Trips & Treats Further Segmented
While all Trips and Treats 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 Trips and Treats, understanding their variety can help with programming, marketing and outreach.Trips & Treats | T1
T1
Trips & Treats | T2
T2