Ah, the joys of living alone. No one leaves a mess in the kitchen for you to clean up. Sole possession of the remote control. No acrimonious decorating choices. And you can keep the thermostat where it keeps you comfortable.
More and more Americans are experiencing these joys, as well as the various pitfalls, of living alone. How do we know? Since 1970 the number of single Americans living alone has tripled, going from about 10 million to over 30 million. As a percentage of households, it has shot up from about 17% to over a quarter of US households. That’s a lot of single people in their own apartments, condos, and houses.
There are a lot of factors coming into play behind this trend, including:
- Rising levels of educational attainment, especially among women
- Longer postponement of marriage
- Increasing numbers of individuals who never marry
- Divorce rates
- Longer lives and improved health care leading to more seniors living alone (many of whom are widows and widowers)
But what does this mean for museums? First off, given that many museum goers see museums as good places to go with friends and families, it means that there are a lot more people out there who don’t have an instant “date” to go to a museum with (whether spouse/partner, child, or roommate). Museums as social occasions are more likely to be planned rather than spontaneous. Individual museum memberships that include a few free guest passes will likely do well, as then singles have a greater incentive to visit, and bring a friend or family member.
It also means that museums may see increasing numbers of visitors who are alone. Going to a museum by yourself may not seem as weird as, say, going to a fancy restaurant on your own, but for some the idea may still be intimidating. Signaling that you are a welcoming, engaging, and safe place to visit alone will make such a visit more appealing.
We think museums can be fantastic social outlets, engaging learning opportunities, as well as places of quiet and contemplation for all visitors. But for single Americans living alone, museums can also become an anchor to their community and to others, and we think that is an opportunity too good to miss!
What do you think? How does your museum welcome solo visitors? Do you have any programs that work well? To share, simply click on "comments" below. (If you are reading this from your e-mail subscription to the blog, please go to http://reachadvisors.typepad.com to add a comment.)
