Rural and small town pensioners attracted to daytime activities and historical content.

You can now find Home & Heritage on Audience Answers here.

Conservative in their tastes, this more mature group appreciates all things traditional: a large proportion are National Trust members, while classical music and amateur dramatics are comparatively popular. While this is not a highly engaged group –partly because they are largely to be found in rural areas and small towns –they do engage with the cultural activity available to them in their locality. They look for activities to match their needs and interests, such as accessible day-time activities or content exploring historical events.

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Key Statistics:

Activity Level


Medium Cultural Engagement

Spectrum Ranking



Audience Finder Benchmark


8% of Active Audiences

Population Prevalence


10% of UK Population

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Core Characteristics:

  • Profiles: An older group of retired or semi-retired home owners, living on modest pensions and spending their time enjoying reading, gardening, period dramas and Countryfile. More information.
  • Attitudes: Recognising the value of arts and culture - and particularly heritage - in their lives, they are willing to spend leisurely days engaging, as long as comfort and access needs are met. More information.
  • Sectors: Traditional in their tastes, they enjoy daytime exploration of historical sites, as well as theatre matinees and classical music recitals, and participate in local crafts and 'Am Dram'. More information.
  • Places: Largely found in rural areas and small towns, far from urban bustle, this group is limited in its ability to travel independently, so local provision and organised daytrips are key. More information.
  • Communications: Personalised communications through traditional media are the best way to talk to a group that values plain speaking, familiarity of content and local connection. More information.

NEW | Home & Heritage Further Segmented:

While all Home and Heritage broadly share these core characteristics, closer examination reveals two key subsegments who differ in life stage and style. If your target audience or local area is heavy on Home and Heritage, understanding their variety can help with programming, marketing and outreach.

Home & Heritage | H1 Home & Heritage | H2

Settled suburban seniors.


About this Subsegment

Affluent residents of rural idylls.


About this Subsegment

Covid Cultural Participation Scale:

Informed by evidence from the Cultural Participation Monitor, this scale shows whether this group's intention and ability to engage with arts and culture long term was likely to have been more or less affected by Covid than other segments.

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  • As an older, rural and suburban group without children in the home, they are likely to have taken lockdown particularly seriously and may have found themselves quite isolated, so it might take time for confidence to return.
  • The reopening of National Trust and heritage sites could have provided opportunities to reconnect with their wider family, especially grandchildren.
  • See Audience Spectrum Through Covid for more about their experience.

Cost of Living Concerns:

Home and Heritage Covid vs COL.png

Home and Heritage is the segment whose attendance has bounced back the least post-Covid, meaning that, whilst they are not as put off by the cost-of-living as some, they are unlikely to be audiences to rely upon through this latest crisis.

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