Glasgow Grows Audiences LtdT Suite 1/1 F Dixon StreetE. Glasgow G1 4AXW. : 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 th 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?

Some Other Scottish Statistics In 2006, there were: 55,960 babies born – the highest since ,093 people died – the lowest since civil registration 29,868 marriages – 3% less than 2005

What do we do with our time? EnglandWalesScotlandALL Main Activity Sleep & Rest Personal care i.e. wash/ dress Eating & Drinking Cooking, cleaning, laundry Repairs and gardening Pet care67127 Paid/voluntary work Education/Study Caring for children/adults Shopping, appointments TV,videos/DVDs,radio,music, reading Sport & outdoor activities91610 Spending time/contact with family/friends Entertainment and culture5465 Attending religious/other meetings3243 Hobbies19 Using a computer Travel

The visual arts attender in Scotland 38% of adults living in Scotland attended a visual arts event in the past year SAC Taking Part 2006

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

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?

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 LtdT Suite 1/1 F Dixon StreetE. Glasgow G1 4AXW. : Solutions : Marketing : Research : Knowledge & Skills : Audience Development Thanks for listening!