New research undertaken by the Insights Alliance (Indigo Ltd, Baker Richards and One Further) reveals that:
- The net confidence score of respondents for returning to live culture is +47%, though confidence declines with age.
- 72% would feel uncomfortable returning to venues which do not socially distance attendees or require the wearing of masks, even if all patrons were Covid-tested on arrival.
- Though overall respondents are less likely to engage with online culture once able to attend live performances, of those who are interested only 12% expect content to be free.
- Loyal attenders have shifted to cinema, heritage sites, visual arts and outdoor arts during lockdown. Advance booking is strongest for musical theatre, live popular music, and comedy.