2021-22 was a key time for the Events and Attractions category, as pandemic restrictions were lifted in the UK and the sector began to recover. By utilising Ipsos iris’s platform, several key themes have emerged over this period.
Events and Attractions content reaches 63% of the online population with the cinema accounting for the greatest share of this sector, reaching over a third of the total UK internet population as we flocked to blockbusters such as Dune, Spiderman: No Way Home, and James Bond’s latest outing, No Time to Die.
Summer is a big time for Events and Attractions sites, and 2022 was no exception. The number of visitors to sites for the Birmingham 2022 Commonwealth Games grew by over two million between May and August 2022 (+1968%), with the National Trust seeing a more modest but still impressive 25% rise in traffic in the same period, heavily driven by high income professionals looking for a summer day out
Overall, content in the Events and Attractions industry was mostly consumed by those with an affinity to Lifestyle and Travel categories, with spikes in traffic taking place in the May – June ’22 period as schools close, which also drove a rise in interest to ticketing sites.
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