glasgow grows audiences ltdt. 0141 248 6864 suite 1/1 f. 0141 248 4090
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: Solutions : Marketing : Research : Knowledge & Skills : Audience Development. Changing Times, Changing Audiences. Glasgow Grows Audiences LtdT. 0141 248 6864 Suite 1/1 F. 0141 248 4090 6 Dixon StreetE. [email protected] Glasgow G1 4AXW. www.gga4arts.co.uk. - PowerPoint PPT PresentationTRANSCRIPT
Glasgow Grows Audiences Ltd T. 0141 248 6864Suite 1/1 F. 0141 248 40906 Dixon Street E. [email protected] G1 4AX W. www.gga4arts.co.uk
: Solutions: Marketing: Research: Knowledge & Skills: Audience Development
Changing Times, Changing Audiences
Lets Start with the Now“The best small country in the world”
Population – 5,116,900
Up 22,110 since 2005
4th annual rise
Biggest increases
- West Lothian
- East Lothian
- Stirling
Biggest decreases
- Eilean Sar
- Dundee City
- Inverclyde
Who Lives in Scotland?
There are 5,116,900 of us
48% are male
52% are female
18% are under 16
63% are of working age (16-59/60)
19% are of pensionable age
How do we Live?
33%36%
7%11%
13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
One Person MarriedCouple
CohabitingCouples
Lone Parent Other
Some Other Scottish Statistics
In 2006, there were:
55,960 babies born – the highest since 1998
55,093 people died – the lowest since civil registration
29,868 marriages – 3% less than 2005
What do we do with our time? England Wales Scotland ALL
Main Activity
Sleep & Rest 537 534 537 537
Personal care i.e. wash/ dress 45 46 40 44
Eating & Drinking 82 76 86 82
Cooking, cleaning, laundry 84 77 80 83
Repairs and gardening 17 14 16 17
Pet care 6 7 12 7
Paid/voluntary work 176 162 159 173
Education/Study 14 20 13 15
Caring for children/adults 38 34 30 36
Shopping, appointments 32 42 42 34
TV,videos/DVDs,radio,music, reading 177 196 213 181
Sport & outdoor activities 9 16 10 10
Spending time/contact with family/friends 83 74 76 82
Entertainment and culture 5 4 6 5
Attending religious/other meetings 3 2 4 3
Hobbies 19 19 19 19
Using a computer 11 8 12 11
Travel 88 91 71 87
The visual arts attender in Scotland
Contemporary Sculpture 3%
Contemporary Drawing 2%
Contemporary Photography 4%
Contemporary Painting 5%
Art Galleries 24%
Museums 30%
38% of adults living in Scotland attended a visual arts event in the past yearSAC Taking Part 2006
27%
23% 23%
15%
12%Self Improvement
Aesthetic Stimulation
To see/do as atourist/social activity
Escapism/Inspiration
Educate Child or Others
Who goes and why?
More likely to be
- aged over 35
- AB social class
- living in Edinburgh
But it’s not all about the art……..
Birthdays, dating, friends visiting, meeting people, family day out, educating the kids, Sunday dads
Motivations are different at different times
The top attending postcodes
EH 9 2 – 46%EH 10 4 – 47%
EH 3 7 – 49%
EH2 2 – 52%
EH2 1 – 50%
EH3 6 – 49%
EH2 3 – 48%
EH2 4 – 28%
EH1 3 – 47%
G12 9 – 49%
The bottom attending postcodes
AB16 7 – 13%
KY8 2 – 13%KY5 8 – 13%
G22 7 – 13%G15 7 – 14%
G40 4 – 14%G45 0 – 13%
G52 4 – 13%G53 5 – 13%
G53 6 – 12%
So what will tomorrow be like?
There will be more of us over time – highest since 1974
Biggest increases predicted in West Lothian and The Borders
Widening gap between births and deaths
Fewer younger people
Much more older people
5.11
5.2
5.275.32
5.36 5.37
4.955.005.055.105.155.205.255.305.355.40
2006 2011 2016 2021 2026 2031
mill
ion
-7% -7% -10% -10%
40%
81%
-20%
0%
20%
40%
60%
80%
100%
0-15 16-29 30-44 45-59 60-74 75+
So what will tomorrow be like?Households:
Overall increase
Up 13% to 2.5m in 2024
Increased single person households
(1m by 2024)
65+ increasing by over a third
85+ more than double
“The individual is now the unit and the building block of society rather than the nuclear family as in the past.” Melanie Howard – Future Foundation
So what will tomorrow be like?
Decreased working hours: - currently 37 hours per week
- reducing over time
- still longer than European average
- Falls in working time relative to increased economic growth
- Average incomes will be 60% higher in next 20 years
More holidays and leisure time: - Holiday entitlements increasing since the 1990s
- Total leisure increasing due to more holidays and less working hours
What will society be like?
People creating their own families and social networks
Less about family
More about friends and neighbours
New identities based on hobbies“I’m a member of the rugby club”“I am part of the Arts Marketing Association”
What are the implications?
Communications – more word of mouth
Less trust in institutions – look to friends for inspiration
Personalisation – matching product to motivations
What are the implications?
What are the implications?
Experience economy
24hr economy
Identity
- how would people describe your organisation?
Shop
Café
Journey
Advanced Information
Merchandise
What are the implications?
Recognise responsibility to make arts organisation open and easy to do business with
How are you doing this?
Glasgow Grows Audiences Ltd T. 0141 248 6864Suite 1/1 F. 0141 248 40906 Dixon Street E. [email protected] G1 4AX W. www.gga4arts.co.uk
: Solutions: Marketing: Research: Knowledge & Skills: Audience Development
Thanks for listening!