Inactive Visitors Are Interested in Attending Cultural Organizations. Why Don’t They? (DATA)

Here’s what we know about people in the US who have interest in visiting cultural organizations but haven’t done so in the last two years or longer.

Not everybody wants to visit cultural organizations – but the folks who do fall into two categories: Active visitors and inactive visitors. Active visitors have attended any kind of cultural organization – from an aquarium, to a science center, to a performing arts entity – within the last two years.They make up 16% of the US population.  Last week, I shared an article about who these people are as...