Arts audiences: insight [PDF 6.5 MB] - Arts Council England

Mid-life hobbyists 4% of English adultsIn their 30s, 40s and 50s, Mid-lifehobbyists are often time-pressured,juggling work and family commitments.They tend to spend what free time theyhave at home, relaxing and spendingtime with their family, at weekendsperhaps gardening, reading, or doingDIY. They enjoy shopping but arebudget-conscious, often prioritisingprice over quality.Their leisureOutside of work hours, Mid-life hobbyistsspend most of their time at home. If notoccupied with the family, they like relaxingby watching TV, reading or listening tomusic. They are always looking for newideas to improve the home and enjoygardening and doing DIY around the house.Occasionally they might also play the Lotteryor bingo.At weekends you might find themshopping, on the hunt for bargain buys forthe household, clothes for the family or toysfor the children. The shops they typicallyfrequent include Asda/George, Marks andSpencer, Argos, Woolworths, Matalan,Tesco, Next, Primark and Clarks.Occasional outings tend to be centredaround the children, consisting of trips totheme parks or zoos and camping trips.They holiday once or twice a year, generallywithin the United Kingdom or in Europe.Their arts• Mid-life hobbyists do not currently attendany arts events, most often citing lack oftime as their main reason for not going• they engage in the arts through homebasedcreative hobbies• the most popular activities among thisgroup include computer art or animation,textile and wood crafts, painting ordrawing, photography and playing amusical instrument• many of these activities can be done withchildren and this group is more likely thanaverage to cite accompanying children asa reason for doing arts activitiesEngaging with Mid-life hobbyistsWhile this group clearly have a creativestreak, the challenge is to entice them outof the home and encourage them to exploretheir creative side through attendance aswell as participation. With considerablepressure on their time, and a focus onhome and family, this group are mostlikely to respond to events and activitiesthat are family-friendly and informal, andwhich don’t require considerable planningor advanced booking. Affordability is alsoimportant, and events and activities targetedat this group should be low-cost and valuefor money. There are also opportunities tobuild on this group’s current participatoryactivity, and events that include participatoryor interactive elements might appeal.39 Arts audiences: insight