Preferences

Dormitory Dependables participate across a range of cultural activities.

Creative participation

Their strong interest in musicals and other live music events is reflected in a relatively high propensity to play a musical instrument.

Photography is another artistic activity that they have an inclination towards, as are the use of computers to create original artworks and the making of film and videos.

They are also apt to purchase original works of art and handmade crafts.

87% have participated in arts and cultural activities in the last 12 months

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Lifestyle

Dormitory Dependables tend to be quite comfortably off, being either successful people in senior management positions, or highly experienced in lower managerial, supervisory or technical roles. About two thirds of households have an income of over £25,000 per year.

Their education profile is similar to that of the English population at large, with a third having attained a degree or higher level of qualification. A number have also gained higher educational qualifications below degree level, and around 4% have undertaken trade apprenticeships.

More likely to think of themselves as sporty rather than arty, they do however feel it is important to be able to have access to opportunities to enjoy cultural experiences, particularly museums, galleries and heritage sites, e.g. as social occasions and days out, which are often organised with and around family and friends.

Digital habits

Digital is an important information source for Dormitory Dependables. Arts and cultural organisations’ websites are widely used (especially heritage organisations), as a place to find out information about events, artists, performers and venues. However, they are less likely to book tickets, or to view arts and cultural content through cultural organisations’ websites.

Use of social networking sites is slightly above the average – used to find out information, chat about events they’ve experienced and to share pictures, music and other media content. Twitter is preferred to Facebook, and given their musical interests, Spotify is particularly popular.


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63% visited a theatre or concert organisation's website to find out information
53% visited a theatre or concert organisation's website to buy tickets

Influences

As their digital habits illustrate, there is no such thing as too much information for Dormitory Dependables. They like to see all the facts and consider their options before making rational, analytical decisions. Once they have all the information, they’ll have no trouble at all making a decision. They are apt to change their minds, if there are good enough reasons to do so.

There is a fairly broad readership across the range of newspapers, perhaps reflecting an assortment of political outlooks. Stronger preferences where they do exist are for The Daily Mail, The Independent and The Times.

Take up of satellite and TV services, such as Sky are quite high, with people prepared to pay for the content they want, rather than just accepting free to air digital choices.

Community involvement

A quite community minded group, a quarter of all Dormitory Dependables have done some form of voluntary work in the last 12 months. They are averagely disposed to volunteering with arts and cultural organisations, but much more likely to do so around sports.



25% volunteered in last 12 months
5% volunteer in the arts
1% volunteer in museums and galleries
5% volunteer in heritage
24% volunteer in sports

Giving & volunteering

Only 5% have made donations to arts organisations in the last 12 months. More have donated to museums and galleries, but they are most likely to donate to heritage organisations. A majority feel that making donations in this way will make a difference to the cultural opportunities available to them. Overall levels of giving are around average or just above, with most people donating two or three times a year, for sums of £20 or less.

Schools, higher education, developing countries and famine relief are the causes outside the arts that this group has the highest propensity, above the average, to give towards.

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Location

The majority of households are living in privately owned semi-detached or detached houses in dormitory towns, from Rochdale to Romford, spread around the country, with large concentrations in the South East, North West, East, South West.