They enjoy pastimes that can be done alone or in the home and that allow them to practice and make use of their practical skills, such as textile crafts like embroidery and knitting, whilst woodwork is also relatively popular. This interest in craft extends to purchasing original/handmade crafts made by others.
The propensity towards poetry writing is higher than amongst many other segments, but in overall terms this applies to a relatively small proportion of people sharing such interest.
The numbers of people taking part in activities linked to classical or contemporary performing arts, such as playing musical instruments, singing, rehearsing or performing in plays, ballet or other dance performances is noticeably lower than levels seen nationally.
Many are employed in jobs, perhaps in skilled trade occupations for which an apprenticeship was undertaken, or in administrative or customer service roles. Most rely on lower to middle incomes of between £15,000- £25,000. They lead a modest lifestyles, enjoying inexpensive hobbies and occasional treats.
Around 95% of Up Our Street earn less than £25,000 per year
Up Our Street are mainly home owners who have worked hard to buy their own homes, live in older terraced or semi-detached homes, some bought from the local council. The majority live across the industrial North and Midlands, in places like Doncaster, Blackpool and Coventry. They are less likely than average to own a car so may be restricted in the places they can travel to easily or independently.
Mostly aged between 51-65 years old and heading towards retirement. There is a significant proportion of singles (44%) in this segment, along with older married couples and families with grown-up children and grandchildren. Most likely to be single, or couples without children living in the home.
Only 5% of households have children in the home
Although they’re interested in what is going on in their local area, Up Our Street are not particularly disposed to get involved through volunteering, with less than one in five people choosing to do so. Those that do volunteer, are more likely to be found organising community events, being members of a committee or offering practical help to others, but don’t tend to do so with arts organisations.
As a segment they are amongst the least likely to make donations to arts and cultural organisations, which are not seen by the majority as worthy charitable causes. The small proportion who are open to giving, are three times more likely to give to museums or heritage sites than to arts organisations, and the vast majority are apt to make very low level, infrequent donations.
Print newspapers are widely read, with The Sun being the most popular, though a high number read local papers. Newspapers are a very significant media channel for Up Our Street as nearly two-thirds read one at least 3 times a week.
The number using the internet to visit cultural organisations’ websites is significantly below the national average, and this is equally true to a similar degree for performing arts, museums, galleries and heritage organisations. This is likely a combined reflection of their relatively low levels of interest in cultural activities and their use of the internet.
Other preferred channels for receiving information include television and SMS text messaging. They are also comparatively apt to respond to postal communications. Most important of all is word of mouth, as they are heavily reliant on recommendations and reassurance.
Up Our Street are comfortable with using digital technology, but they do so to a more limited extent compared with people more generally. They tend to be late adopters and use of social networking sites is not widespread. Those who do use them will most likely be looking for information about events happening in their local area rather than to engage with artistic content or media online. Facebook is preferred to Twitter, YouTube, or other media channels.
Diversity in segment
Whilst over 75% of Up Our Street are people aged over 50, there is a broad range in each of the age bands between 50 and 76+. Therefore a mixture of people from those who still have a number of years to work before reaching retirement, those who are well established in their retirement and those who fall between the two.
There is also a slightly higher proportion of people with some form of disability or limiting illness, most particularly around mobility issues. This indicates that a range of potential barriers or challenges may need to be addressed or overcome for wider arts engagement to be successful.
Not an ethnically diverse group, over 90% class themselves as White British. There are, however, very small representations of people from non-British white backgrounds, as well as Irish, mixed White & Black Caribbean, mixed White and Asian, Asian and African populations.
44% of people in this segment have a long term health condition
Segment best match
Arts Audiences Insight: A Quiet Pint with the Match
Mosaic 2014: Modest Traditions