Who are the London Attraction visitors?

There aren’t many London landmarks that are as iconic as the Royal Palaces and the Tower of London. With the recent and almost unprecedented strikes by the famous Beefeaters that guard them, we look at those British adults who enjoy visiting these iconic landmarks.

Hugely popular attractions with a range of adults

The latest findings from Kantar Media’s TGI consumer data in Great Britain shows that just over 1.6 million adults (3% of the population) visited the Tower of London in the last 12 months. The visitor figure for Buckingham Palace was similar at just under 1.6 million.

There is a strong crossover between the groups as over a third of those who have visited Buckingham Palace have also visited the Tower of London. Both sets of visitors are almost evenly split by gender and are particularly likely to be well educated, with visitors to the Tower of London 38% more likely than the average British adult to have completed an undergraduate degree, whilst Buckingham Palace visitors are over twice as likely to have completed a postgraduate degree.

The attractions are particularly popular with young adults, with Buckingham Palace visitors being more than two and a half times likely than the average adult to be ‘Fledglings’ (aged 15-34, not married or living as couple, no son or daughter, live with parents) and 50% less likely to be ‘Empty Nesters’ (aged 55+, married/living as a couple and do not live with son/daughter). Tower of London visitors are 62% more likely to be ‘Nest Builders’ (15-34, married/living as a couple, do not live with son/daughter).

Other attractions, cultures and holidays generally very popular

These attraction visitors are also particularly likely to have visited a range of other major attractions, both in Britain and further afield. Those who have visited the Tower of London in the last 12 months are more than five times as likely as the average adult to have also visited Leeds Castle and six times more likely to have visited Disneyland Paris in the last 12 months.

Travelling and culture more broadly are keen interests for this group. Tower of London visitors are 30% more likely than the average adult to agree that they are interested in other cultures and are twice as likely to have taken eight or more trips in the last 12 months as the average holiday goer. Whilst on these trips, this group are a quarter more likely to say the activity they enjoy most is visiting museums and monuments.

Magazine and cinema can be key means of engaging this audience

When it comes to the top media channels to engage this audience, TGI data reveals that Tower of London visitors are 80% more likely than the average adult to be amongst the heaviest fifth of mobile internet users and 42% more likely to be amongst the heaviest fifth of magazine readers. When it comes to magazines, they are almost six times more likely to be very interested in reading about media, marketing and advertising.

Buckingham Palace visitors are more than twice as likely as the average adult to be amongst the heaviest fifth of cinema goers, and over twice as likely as other cinema goers to cite documentaries as their favourite film type.



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