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199          The market for gifts of vouchers and memberships
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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										
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233																<h4 class="small text-uppercase letter-spaced font-weight-normal mt-5 mb-3">Themes</h4>
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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>
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249
250  <p>We’ve seen that gifts of vouchers to visitor attractions and memberships for heritage organisations, are seen as ‘good presents’, 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>
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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>
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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>
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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;" />
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298  <p>The 52% who haven’t 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 &amp; 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 ‘economically inactive’ (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 who’ve given each, or received each, the profiles are similar. For example, by age:</p>
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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;" />
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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>
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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;" />
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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>
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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;" />
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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 it’s 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 ‘good presents’ by age, compared to the overall result (indexed to 100):</p>
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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 &#039;good present&#039; fluctuates by age for voucher but remains consistent for heritage membership" title="Agreement to &#039;good present&#039; fluctuates by age for voucher but remains consistent for heritage membership" class="img-fluid w-100"  style="mix-blend-mode: multiply;" />
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446  <p>What is notable is that the proportion ‘agreeing’ is little different to the overall figure among 25-44s: it’s a minority of about one in five who ‘strongly agree’ 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>
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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&amp;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…?&nbsp;</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
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