In their 30s, 40s and 50s, Mid-life hobbyists are family-focused and spend most of their leisure time at home. They do not currently attend any arts events, mostly citing cost and lack of time as the main reasons. This group are most likely to respond to events and activities that are family friendly and informal and which don't require too much planning or advanced booking.

Engaging with Mid-life hobbyists

While people in this group clearly have a creative streak, the challenge is to entice them out of the home and encourage them to explore their creative side through attendance as well as participation. With pressure on their time, and a focus on home and family, this group are most likely to respond to events and activities that are family-friendly and informal and don't require too much planning or advanced booking.

Affordability is also very important, and events and activities targeted at this group should be low-cost and good value for money. Family group deals may appeal to this group. There are also opportunities to build on this group's current participatory activity, and events that include interactive elements and the ability for self-expression might appeal.

Find out more about Mid-life hobbyists.