Predominantly older families and singles, with a large proportion of households with children.

Lifestage & location

There are significant numbers of households from this group spread across every English region, with the biggest concentrations found in the South East and the North West.


Infrequently attending but regular, Dormitory Dependables make up one of the largest proportions of the population. They are warm to museums and the arts, and in particular to popular and mainstream events. A small increase in their individual engagement could potentially have a big effect on audiences overall. They are very keen on live music events and have a particular preference for the heritage offer.