Ahead of Heritage Day 2018, new research by our sponsor specialist insurer Ecclesiastical has revealed millions of young adults in the UK never visit heritage attractions. Key findings include:
Young people and heritage
- Young adults prefer to stay in and watch TV or use social media than go out and visit a museum, gallery or theatre;
- More than a third (36%) of 18-30 year olds never visit galleries, and almost a quarter (24%) never visit theatres. While just under one in five never visit museums (19%). Almost half (48%) never visit stately homes, while a third (33%) never visit castles;
- People who were not taken to specific cultural locations as children, are far less prone to visit them as adults. For example, 60% of those who went to museums as children visit at least once a year now they are adults. While those who never visited museums as children, 69% never go as adults;
- The survey found cheaper tickets, greater variety of events and hands on activities are the top three changes that would encourage 18-30s to visit more regularly
The role of technology in engaging young people in heritage
- If they were made available during their next visit, young adults would use VR headsets, digital displays, and interactive apps on their phones;
- Over a third (34%) said a good online presence would encourage them to share their experiences of heritage organisations on social media;
- Interestingly, over half (52%) of those who had had visited a heritage organisation online said the digital experience inspired them to want to visit in person.