This report discusses findings from the Taking Part Survey in relation to children’s engagement with the arts and culture, and how this will affect – or not – their likelihood of engagement or arts attendance as an adult. Arts marketers can use the findings and implications to start discussion of how their organisation should promote audience development within less engaged communities, through children, schools and family initiatives.
• being encouraged to get involved in the arts as a child increases the chances of being an active arts consumer as an adult
• the effect of childhood experience is very strong, nearing in magnitude the effect of education – the strongest predictor of arts engagement
• the level of parental encouragement differs by family background and personal demographics: parents of high social status are more likely to encourage their children to engage in the arts; girls and white children are more likely to receive encouragement than boys and children who are not white
• this research highlights the importance of initiatives such as Find Your Talent, which ensure all children have an opportunity to engage in the arts
• further research is needed on the relative importance of family and school in influencing life-long patterns of engagement