Glasgow Grows Audiences Ltd T. 0141 248 6864Suite 1/1 F. 0141 248 40906 Dixon Street E. info@gga4arts.co.ukGlasgow 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. info@gga4arts.co.ukGlasgow G1 4AX W. www.gga4arts.co.uk

: Solutions: Marketing: Research: Knowledge & Skills: Audience Development

Thanks for listening!