Glasgow Grows Audiences LtdT. 0141 248 6864

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Solutions Marketing Research Knowledge
Skills Audience Development
Changing Times, Changing Audiences
Glasgow Grows Audiences Ltd T. 0141 248
6864 Suite 1/1 F. 0141 248 4090 6 Dixon
Street E. info_at_gga4arts.co.uk Glasgow G1
4AX W. www.gga4arts.co.uk
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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 decreases - Eilean Sar - Dundee City -
Inverclyde
Biggest increases - West Lothian - East
Lothian - Stirling
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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

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How do we Live?

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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

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What do we do with our time?


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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

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Who goes and why?
More likely to be - aged over 35 - AB social
class - living in Edinburgh
But its 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
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The top attending postcodes
EH 3 7 49
EH 10 4 47
EH 9 2 46
EH2 2 52 EH2 1 50 EH3 6 49 EH2 3
48 EH2 4 28 EH1 3 47
G12 9 49
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The bottom attending postcodes
AB16 7 13
KY5 8 13
KY8 2 13
G15 7 14
G22 7 13
G52 4 13
G53 5 13 G53 6 12
G40 4 14
G45 0 13
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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
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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
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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
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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 Im a member of the rugby club I am
part of the Arts Marketing Association
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What are the implications?
Communications more word of mouth Less trust
in institutions look to friends for
inspiration Personalisation matching product
to motivations
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What are the implications?

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What are the implications?
Experience economy 24hr economy Identity -
how would people describe your organisation?
Shop
Advanced Information
Café
Merchandise
Journey
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What are the implications?
Recognise responsibility to make arts
organisation open and easy to do business
with How are you doing this?
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Solutions Marketing Research Knowledge
Skills Audience Development
Thanks for listening!
Glasgow Grows Audiences Ltd T. 0141 248
6864 Suite 1/1 F. 0141 248 4090 6 Dixon
Street E. info_at_gga4arts.co.uk Glasgow G1
4AX W. www.gga4arts.co.uk