Three important recent research findings

What we've learned from our latest market research reports

At A Different View we embark on all kinds of market research - whether we’re helping a client learn how visitors interact with their organisation, or pondering sustainability's impact on visitor attractions, we love getting out in the field and being analytical.

During recent times we’ve had the pleasure of working on some great research projects with clients such as the Brooklands Museum and Woburn Abbey, as well as some wider industry pieces in partnership with our friends at blooloop and Leisure Development Partners (LDP).

Here’s 3 key things we’ve uncovered in our wider industry reports:

1. Your visitors do their sustainable due diligence

It would come as no surprise that sustainability is becoming a driving force in consumer decision making and behaviour. But what’s interesting is that visitor attraction visitors are actively researching how sustainable an attraction is before parting with their money.

Of 1,100 respondents, 37% said that they actively research how sustainable an attraction is.

This highlights the need to make your sustainable policies readily available to visitors. Visitors are actively seeking reassurance that you’re acting responsibly - don’t make it difficult for them to find and understand your green efforts.

Download the full report here.

2. Consumers want more from city spaces

Cities and towns have experienced declining footfall in recent years due to consumers favouring online shopping and concerns about the pandemic. However, visitors desire more than just shopping, and capitalising on evolving needs could favour the bold greatly.

Of 1,100 people sampled, 58% expressed that ‘free to view’ experiences could draw them to city spaces. 28% expressed interest in local exhibitions, pointing towards a potential role the cultural sector could play in reigniting the country’s towns and city spaces.

Download the full report here.

3. Gen Z aren’t afraid to spend big

Despite earning less, Gen Z (born between 1997 - 2012) spend more per city centre visit than other age groups, and spend 10 times more on entertainment than ‘Boomers’ (born between 1955 - 1964).

This coincided with them being significantly more likely to express intent to engage with ‘pay to enter’ activities in town spaces, such as an aquarium, arts and crafts workshops, and indoor sports activities.

Download the full report here.

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