Pulse snapshot: Family audiences

The behaviour of families visiting heritage and arts organisations is shifting in response to economic pressures, research has found.

A joint survey run in March by Arts Professional and UK Heritage Pulse found that 48.7% of respondents said there had not been a difference in spending when families were on site.

However, 17.9% said there had been a decrease in general spending, compared with 3.8% seeing an increase.

When families are on site, they rarely spend any money at the museum but may buy items at the community shop next door. Spending patterns are lower than in previous years – Respondent