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187 <ol class="breadcrumb-subsections py-2"> 188 <li class="breadcrumb-root-item"> 189 <a href="/en" title="View Evidence"> 190 Sector Evidence 191 </a> 192 </li> 193 <li class="breadcrumb-item"> 194 <a href="/en/evidence/articles" title="View Articles"> 195 Articles 196 </a> 197 </li> 198 <li class="breadcrumb-item active" aria-current="page"> 199 The market for gifts of vouchers and memberships 200 </li> 201 </ol> 202 203 </div> 204 </nav> 205 206 <main> 207 <div class="container-lg"> 208 209 <div class="row"> 210 211 <div class="col-lg-4 mb-4"> 212 213 <h1 class="text-dark mb-4"><span>The market for gifts of vouchers and memberships</span> 214</h1> 215 <p class="text-muted font-italic mb-5">December 2024</p> 216 217 218 <a href="/en/evidence/cultural-participation-monitor/wave-11-sep-2024-gifts-membershipsvouchers-printdigital" title='Find out more about Wave 11 | Sep 2024 | Gifts of memberships/vouchers, print/digital, museums' class="bg-cpm rounded text-decoration-none font-weight-bold text-white py-2 px-3 d-flex align-items-center"><img src="/themes/custom/taa/images/icons/cpm.svg" width="48px" class="filter-white mr-2"><span> 219 <span class="font-weight-bold"> 220 221 Cultural Participation Monitor 222</span> 223 <span class="small bg-dark text-white p-1 rounded font-weight-bold d-block mt-1">Wave 11 | Sep 2024 | Gifts of memberships/vouchers, print/digital, museums</span> 224 </span> 225 </a> 226 <p class="small mt-3">This research is from The Audience Agency's nationwide longitudinal (ongoing) panel survey of changing views about participating in creative and cultural activities through the recent and ongoing crises, and beyond, the 227 <a href="/evidence/cultural-participation-monitor">Cultural Participation Monitor</a>. 228 </p> 229 230 231 232 233 <h4 class="small text-uppercase letter-spaced font-weight-normal mt-5 mb-3">Themes</h4> 234 <ul class="link-list small"> 235 <li> 236 <a href="/en/evidence/topics/cultural-participation" class="bg-danger border-danger"> 237 <span class="color-yiq">Cultural Participation</span> 238 </a> 239 </li> 240 241 242 </ul> 243 244 </div> 245 <!-- end left column --> 246 247 <div class="col-12 col-lg-7 mb-4 offset-lg-1 typography"> 248 <div class="lead"> 249 250 <p>Weâve seen that gifts of vouchers to visitor attractions and memberships for heritage organisations, are seen as âgood presentsâ, and that vouchers for a range of culture and leisure organisations have become more popular in recent years. But who is the market for them?</p> 251 252 253 </div> 254 255 <div data-flexible-content-type=content_block_block_arrow_link> 256 <a class="mb-4 mt-3 block-arrow-link block-arrow-link-primary" href="/en/evidence/articles/are-vouchers-and-memberships-good-presents">Are vouchers and memberships good presents?</a> 257 258 259 </div> 260 <div data-flexible-content-type=content_block_text> 261 <div> 262 263 264 <p>Overall, we can see that about half of the population have either given or received one of these types of presents in the last five years (or both). So, the potential market is quite broad.</p> 265 266 267</div> 268 269 270 </div> 271 <div data-flexible-content-type=content_block_image> 272 273 274 275 276 277 <figure data-ratio="auto" class="mb-5 "> 278 279 280 <picture class="img-fluid w-100" style="mix-blend-mode: multiply;" > 281 <source media="(max-width: 799px)" srcset="" style="mix-blend-mode: multiply;" /> 282 <source media="(min-width: 800px)" srcset="/sites/default/files/2024-12/vouchersandmemberships-givenandreceived.png" style="mix-blend-mode: multiply;" /> 283 <img src="/sites/default/files/2024-12/vouchersandmemberships-givenandreceived.png" alt="35% given voucher, 33% received voucher, 18% given membership, 17% received membership, 48% any, 52% none" title="35% given voucher, 33% received voucher, 18% given membership, 17% received membership, 48% any, 52% none" class="img-fluid w-100" style="mix-blend-mode: multiply;" /> 284 </picture> 285 286 287 288 </figure> 289 290 291 292 293 </div> 294 <div data-flexible-content-type=content_block_text> 295 <div> 296 297 298 <p>The 52% who havenât are more likely to be older (60% of 45-64s, 67% of 65+) and from (often older) medium-to-lower engaged segments (<a href="https://audiencespectrum.org/en/segments/home-and-heritage">Home & Heritage</a> 55%; <a href="https://audiencespectrum.org/en/segments/up-our-street">
298Up Our Street</a> and <a href="https://audiencespectrum.org/en/segments/frontline-families">Frontline Families</a> 57%; <a href="https://audiencespectrum.org/en/segments/supported-communities">Supported Communities</a> 73%) and in the North (59%), as well as those who are retired or âeconomically inactiveâ (65%).</p> 299<p>This means that the 48% who have given or received these gifts are more likely to be younger (63% of 25-44s) professionals (63% of senior management, 55% of middle management, 47% of traditional professions) who work from home (62%), with higher educational attainment (69% of those with an MA or higher, 55% a degree), dependent children (67%), particularly from higher-engaged segments (e.g. 64% of <a href="https://audiencespectrum.org/en/segments/metroculturals">Metroculturals</a>).</p> 300<p>Looking at those whoâve given each, or received each, the profiles are similar. For example, by age:</p> 301 302 303</div> 304 305 306 </div> 307 <div data-flexible-content-type=content_block_image> 308 309 310 311 312 313 <figure data-ratio="auto" class="mb-5 "> 314 315 316 <picture class="img-fluid w-100" style="mix-blend-mode: multiply;" > 317 <source media="(max-width: 799px)" srcset="" style="mix-blend-mode: multiply;" /> 318 <source media="(min-width: 800px)" srcset="/sites/default/files/2024-12/Age%20profile%20given%20received%20membership%20and%20vouchers.png" style="mix-blend-mode: multiply;" /> 319 <img src="/sites/default/files/2024-12/Age%20profile%20given%20received%20membership%20and%20vouchers.png" alt="The number of people giving and receiving vouchers increases slightly between the age bracket of 16-24 and 25-44 and then decreases to 65 or older" title="The number of people giving and receiving vouchers increases slightly between the age bracket of 16-24 and 25-44 and then decreases to 65 or older" class="img-fluid w-100" style="mix-blend-mode: multiply;" /> 320 </picture> 321 322 323 324 </figure> 325 326 327 328 329 </div> 330 <div data-flexible-content-type=content_block_text> 331 <div> 332 333 334 <p>All are highest for 25-44s, dropping to their lowest for those 65+. But a more interesting picture emerges when we look at the most common combinations, as shown by the following Venn diagram. This breaks respondents out into the 16 possible combinations of answers, with the four largest groups highlighted:</p> 335 336 337</div> 338 339 340 </div> 341 <div data-flexible-content-type=content_block_image> 342 343 344 345 346 347 <figure data-ratio="auto" class="mb-5 "> 348 349 350 <picture class="img-fluid w-100" style="mix-blend-mode: multiply;" > 351 <source media="(max-width: 799px)" srcset="" style="mix-blend-mode: multiply;" /> 352 <source media="(min-width: 800px)" srcset="/sites/default/files/2024-12/Grid%20of%20voucher%20giving%20and%20receiving.png" style="mix-blend-mode: multiply;" /> 353 <img src="/sites/default/files/2024-12/Grid%20of%20voucher%20giving%20and%20receiving.png" alt="Grid of voucher giving and receiving, see below for explanation" title="Grid of voucher giving and receiving, see below for explanation" class="img-fluid w-100" style="mix-blend-mode: multiply;" /> 354 </picture> 355 356 357 358 </figure> 359 360 361 362 363 </div> 364 <div data-flexible-content-type=content_block_text> 365 <div> 366 367 368 <p>These are:</p> 369<ol> 370<li>Has given a voucher only (8%)</li> 371<li>Has both given and received a voucher, but neither given nor received membership (10%)</li> 372<li>Has received a voucher only (6%)</li> 373<li>Has both given and received both vouchers and memberships (i.e. all four) (8%)</li> 374</ol> 375<p>Together these account for 32% of all people, or 2/3 of those who had given or received either.</p> 376 377 378</div> 379 380 381 </div> 382 <div data-flexible-content-type=content_block_image> 383 384 385 386 387 388 <figure data-ratio="auto" class="mb-5 "> 389 390 391 <picture class="img-fluid w-100" style="mix-blend-mode: multiply;" > 392 <source media="(max-width: 799px)" srcset="" style="mix-blend-mode: multiply;" /> 393 <source media="(min-width: 800px)" srcset="/sites/default/files/2024-12/Given%20or%20received%20voucher%20crossover%20by%20age.png" style="mix-blend-mode: multiply;" /> 394 <img src="/sites/default/files/2024-12/Given%20or%20received%20voucher%20crossover%20by%20age.png" alt="Given or received voucher crossover by age (see below)" title="Given or received voucher crossover by age (see below)" class="img-fluid w-100" style="mix-blend-mode: multiply;" /> 395 </picture> 396 397 398 399 </figure> 400 401 402 403 404 </div> 405 <div data-flexible-content-type=content_block_text> 406 <div> 407 408 409 <p>
409In these cases, each follows a strikingly different profile by age. Those who have both given and received vouchers follows a similar trajectory the overall picture, with greatest concentration among 25-44s. But those who have done all four is much more heavily concentrated on the 25-44s (to the extent of being highest of the four categories, whilst itâs the lowest for the 45-65s and 65+). Those who have only given vouchers are most likely to be 45-64; those who have only received them either 16-24 or 65+: the two lines are the inverse of each other.</p> 410<p>This suggests that the higher figures for each type of gift given or received among 25-44s is particularly about a small (c. 1 in 7) who are doing all four things. This small group appears to have a greater level of giving and receiving of these types of gift, beyond just their higher propensity to do each. Those who have done all four things are particularly likely to be 25-34 (17%, cf. 8% overall), as well as to have children (17%; 20% of those with 6-10 year olds) and especially families who are feeling more affluent than a year ago (33%) and/or who live in urban areas (17%). Those in senior management roles (20%) and with higher educational attainment (MA+, 17%) are also more likely to be in this group.</p> 411<p>This concentration in these groups highlights the profile of the key target audience. It also offers a suggestion that there may be different types of values or social relationships that underly the difference in extent as well (e.g. perhaps greater reciprocity of gift-giving).</p> 412<p>This is emphasised by looking at the attitudes to whether visitor attraction vouchers or heritage organisation membership are âgood presentsâ by age, compared to the overall result (indexed to 100):</p> 413 414 415</div> 416 417 418 </div> 419 <div data-flexible-content-type=content_block_image> 420 421 422 423 424 425 <figure data-ratio="auto" class="mb-5 "> 426 427 428 <picture class="img-fluid w-100" style="mix-blend-mode: multiply;" > 429 <source media="(max-width: 799px)" srcset="" style="mix-blend-mode: multiply;" /> 430 <source media="(min-width: 800px)" srcset="/sites/default/files/2024-12/Agreement%20to%20good%20present.png" style="mix-blend-mode: multiply;" /> 431 <img src="/sites/default/files/2024-12/Agreement%20to%20good%20present.png" alt="Agreement to 'good present' fluctuates by age for voucher but remains consistent for heritage membership" title="Agreement to 'good present' fluctuates by age for voucher but remains consistent for heritage membership" class="img-fluid w-100" style="mix-blend-mode: multiply;" /> 432 </picture> 433 434 435 436 </figure> 437 438 439 440 441 </div> 442 <div data-flexible-content-type=content_block_text> 443 <div> 444 445 446 <p>What is notable is that the proportion âagreeingâ is little different to the overall figure among 25-44s: itâs a minority of about one in five who âstrongly agreeâ who make a difference.</p> 447<p>These attitudinal differences suggest that as well as influencing who to target, this insight could also mean that different messaging would be useful when selling vouchers and membership to this group. More qualitative (and/or attitudinal) research, as well as user testing, would be needed to explore this further. But this evidence gives strong indications of where we should be focusing to grow these types of offers.</p> 448 449 450</div> 451 452 453 </div> 454 455 </div> 456 <!--/typography col--> 457 </div> 458 <!--/row--> 459 460 <div class="row pb-8"> 461 <div class="col-lg-4"> 462 463 464 465 <h2 class="small text-uppercase letter-spaced mb-4 mt-6">Related videos</h2> 466 467 <article class="mb-4"> 468 <h4 class="h6 font-weight-bold"> 469 470 TEA Break | Initiators and Responders 471</h4> 472 <a href="https://www.youtube.com/watch?v=Iz0GkNmE_gA" class="block-arrow-link block-arrow-link-light small" title="Watch TEA Break | Initiators and Responders on YouTube">Watch now</a> 473 </article> 474 475 476 <article class="mb-4"> 477 <h4 class="h6 font-weight-bold"> 478 479 Cultural Participation Monitor | Latest Findings on Audience Attitude and Behaviours 480</h4> 481 <a href="https://www.youtube.com/watch?v=mFS-7K-UK00&t" class="block-arrow-link block-arrow-link-light small" title="Watch Cultural Participation Monitor | Latest Findings on Audience Attitude and Behaviours on YouTube">Watch now</a> 482 </article> 483 484 485 <article class="mb-4"> 486 <h4 class="h6 font-weight-bold"> 487 488 TEA Break: Bad behaviour? - What types of behaviour people prefer when attending culture 489</h4> 490 <a href="https://www.youtube.com/watch?v=8YcGGYNiavM" class="block-arrow-link block-arrow-link-light small" title="Watch TEA Break: Bad behaviour? - What types of behaviour people prefer when attending culture on YouTube">Watch now</a> 491 </article> 492 493 494 <article class="mb-4"> 495 <h4 class="h6 font-weight-bold"> 496 497 TEA Break | From Interest into Action 498</h4> 499 <a href="https://www.youtube.com/watch?v=3oxltCLwTwQ" class="block-arrow-link block-arrow-link-light small" title="Watch TEA Break | From Interest into Action on YouTube">Watch now</a> 500 </article> 501 502 503 <article class="mb-4"> 504 <h4 class="h6 font-weight-bold"> 505 506 TEA Break | More Insights on Changing Audiences 507</h4> 508 <a href="https://www.youtube.com/watch?v=H6R06ySKcz4" class="block-arrow-link block-arrow-link-light small" title="Watch TEA Break | More Insights on Changing Audiences on YouTube">Watch now</a> 509 </article> 510 511 512 <article class="mb-4"> 513 <h4 class="h6 font-weight-bold"> 514 515 TEA Break | Key Changing Audiences for Art Forms 516</h4> 517 <a href="https://www.youtube.com/watch?v=AQsXRNLhO2I" class="block-arrow-link block-arrow-link-light small" title="Watch TEA Break | Key Changing Audiences for Art Forms on YouTube">Watch now</a> 518 </article> 519 520 </div> 521 522 <div class="col-12 col-lg-7 offset-lg-1"> 523 524 <h2 class="small letter-spaced text-uppercase mb-4 mt-7">Other findings from Wave 11 | Sep 2024 | Gifts of memberships/vouchers, print/digital, museums</h2> 525 <ul class="link-list link-list-block link-list-light"> 526 <li> 527 528 <a href="/en/evidence/articles/are-vouchers-and-memberships-good-presents" class="p-0 d-flex justify-content-between"> 529 <div class="p-4"> 530 <h3 class="h4 mb-0"><span>Are vouchers and memberships good presents?</span> 531</h3> 532 <div class="mb-0 mt-3"> 533 534 <p>In this article we explore how likely people are to appreciate vouchers and memberships as presents, and which groups to target with them.</p> 535 536</div> 537 </div> 538 <div class="bg-danger d-flex align-items-center p-2 flex-shrink-0"> 539 <img src="/themes/custom/taa/images/icons/link_arrow.svg" class="filter-white" width="48px">
540 </div> 541 </a> 542 </li> 543 544 <li> 545 546 <a href="/en/evidence/articles/flatliners" class="p-0 d-flex justify-content-between"> 547 <div class="p-4"> 548 <h3 class="h4 mb-0"><span>Flatliners</span> 549</h3> 550 <div class="mb-0 mt-3"> 551 552 <p>Are audience numbers finally on the move� </p> 553 554</div> 555 </div> 556 <div class="bg-danger d-flex align-items-center p-2 flex-shrink-0"> 557 <img src="/themes/custom/taa/images/icons/link_arrow.svg" class="filter-white" width="48px"> 558 </div> 559 </a> 560 </li> 561 562 </ul> 563 564 565 566 <h2 class="small letter-spaced text-uppercase mb-4 mt-7">Other findings about Cultural Participation</h2> 567 <ul class="link-list link-list-block link-list-light"> 568 <li> 569 570 <a href="/en/evidence/articles/audiences-wales-report" class="p-0 d-flex justify-content-between"> 571 <div class="p-4"> 572 <h3 class="h4 mb-0"><span>Audiences in Wales Report</span> 573</h3> 574 575 <p class="text-muted font-italic mb-0 mt-1">March 2026</p> 576 </div> 577 <div class="bg-danger d-flex align-items-center p-2 flex-shrink-0"> 578 <img src="/themes/custom/taa/images/icons/link_arrow.svg" class="filter-white" width="48px"> 579 </div> 580 </a> 581 </li> 582 583 <li> 584 585 <a href="/en/evidence/articles/wales-sales-trends-dashboard" class="p-0 d-flex justify-content-between"> 586 <div class="p-4"> 587 <h3 class="h4 mb-0"><span>Wales | Sales Trends Dashboard</span> 588</h3> 589 590 <p class="text-muted font-italic mb-0 mt-1">February 2026</p> 591 </div> 592 <div class="bg-danger d-flex align-items-center p-2 flex-shrink-0"> 593 <img src="/themes/custom/taa/images/icons/link_arrow.svg" class="filter-white" width="48px"> 594 </div> 595 </a> 596 </li> 597 598 <li> 599 600 <a href="/en/evidence/articles/scotland-sales-trends-dashboard" class="p-0 d-flex justify-content-between"> 601 <div class="p-4"> 602 <h3 class="h4 mb-0"><span>Scotland | Sales Trends Dashboard</span> 603</h3> 604 605 <p class="text-muted font-italic mb-0 mt-1">February 2026</p> 606 </div> 607 <div class="bg-danger d-flex align-items-center p-2 flex-shrink-0"> 608 <img src="/themes/custom/taa/images/icons/link_arrow.svg" class="filter-white" width="48px"> 609 </div> 610 </a> 611 </li> 612 613 </ul> 614 615 616 </div> 617 <!--/col--> 618 </div> 619 <!--/row--> 620 621 </div> 622 <!--/container--> 623 </main> 624 625 626 </div> 627 628 </div> 629 630 </div> 631 632 633 </main> 634 635 636</div> 637 </div> 638 639 640 </div><!--/tab-page--> 641 </div><!--/col-lg-11--> 642 </div><!--/row--> 643
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