So Much To Do, So Little Time

The introduction of free entry to museums and galleries in England and Wales appears to be achieving the government's objective of widening access, according to MORI research conducted in January 2002. The overall proportion of adults visiting museums and galleries has gone up since similar research was undertaken two years ago from 31 per cent to 38 per cent.

The profile of visitors to museums and galleries has changed - there is an increase in those attending with children (from 32% to 38%), but especially large increases among the 45-54 age group (31% to 47%) and 55-64 year olds (37% to 46%) - which includes older parents, empty nesters and grandparents. These are people with increased leisure time, increased income, and the majority are well educated (Among those who have visited museums, 56% have degree/Master/PhD while among gallery visitors, 46% have degree/Master/PhD). In fact, more people in the 45-54 age group pursue leisure activities now than in 2000 and are the most active age group(+16.3%). Leisure is clearly on the increase however as all the groups show significant increases, although young people aged 15-24 only show an increase of 1.1 per cent over two years.

There has been an increase in visitors to museums and galleries across all social grades. However, despite free entry, aimed to allow access to people of all social backgrounds, it seems that at least initially, the increase has been much greater among the wealthy As (up 18%) than among the other social grades. People from both B and C1 social classes are up by 8 per cent, C2s are up by 7 per cent whereas Ds are up only 5 per cent. Looking at museums and galleries separately, the social divide is even clearer, over half of AB's (51%) have visited a museum in the last year, compared with less than one in five DEs (18%). Although more people overall are visiting galleries, (AB's 42%, DE's 9%) the gap between the social classes is the same (33%). As more people become aware of the free entry at national museums and galleries, it will be interesting to see whether this gap narrows. Research that MORI conducted for Re:Source (formerly the Museum and Galleries Commission) in 1999 showed that cost was only a very small factor in the reason people did not visit museums and galleries.

Going to the cinema is an extremely popular leisure activity - nearly three-fifths of British adults (57%) have been to the cinema last year. The cinema is especially popular amongst young people with three-quarters (75%) of 15-34 year olds seeing films last year. Cinema going is also by far the most popular cultural activity for low income Brits nearly half (43%) of DEs went to the cinema last year, whilst only one in ten (10%) went to a pop or rock concert. Whereas visiting museums and galleries is slightly more popular as an activity in London and the South East than in other areas, going to the cinema is popular throughout Britain. Cinema goers appear to be more technology friendly, three-quarters have internet access, compared with under a quarter (22%) of those who attend rock/pop concerts.

There has been a slight drop overall in the proportion of people visiting theme parks (from 23.7% in 2000 to 20.4% in 2002), but a significant increase in young visitors, up from under a third of 16-24 year olds in 2000 (29.5%) to over two fifths of young people in 2002 (43.3%). This would indicate that cost is less of a factor in enticing young visitors - but thrills, and interactive activity are more important. Museums have increasingly been taking interactivity into account in their marketing and new exhibition development - introducing more interactive displays, and experiential activities, child friendly cafes, and even cinemas (Imax in the Science Museum) to encourage visitors.

Visiting historic buildings and palaces, as would be expected, is most popular among the middle aged. Nearly two fifths of all adults (38%) have visited a historic building in the past year. But nearly half of 35-54 year old (47%) enjoy this activity, and again there is a social divide, people with higher social grades (59% ABs and 45% C1s) are more likely to have visited a historic building than C2s (32%) and DEs (18%). The majority are broadsheet readers (64%).

Older people are a group most likely to experienced none of these leisure activities (32% of over 55s) along with the poorer DEs (31%).

Despite the new free entry at the national museums and galleries, visiting has not yet reached the peaks seen in 1991. This could be due to increasing demands on people's leisure time and the greater range of leisure activities available over the past decade. Looking beyond demographics at issues such as changing social values will be essential in marketing to potential audiences for leisure attractions in an increasingly competitive environment. Furthermore, the Internet as a marketing channel should not be underestimated.

Jane Robinson This article first appeared in Marketing Week, 14 March 2002 - www.mad.co.uk/mw