U.S. immersive activities engagement by age 2021

A December 2021 survey of online adults in the United States found that museums were the most popular immersive activity (digital or physical) across all age groups. Especially respondents aged 55 years and older were as 47 percent of respondents from this age group stated that they had gone to a museum in the last one or two years. Live music events were ranked second, followed by escape rooms.

Engagement with immersive activities among adults in the United States as of December 2021, by age group

Characteristic	18-34	35-54	55+	General population
Museums	32%	33%	47%	36%
Live music events	27%	31%	35%	31%
Escape rooms	36%	29%	12%	27%
Art galleries	27%	25%	30%	27%
Haunted attractions	25%	24%	8%	21%
Outdoor events	14%	20%	26%	20%
Virtual reality games	24%	23%	7%	20%
Theater performances	10%	15%	22%	15%
Scavenger hunts	11%	15%	5%	11%
Street games	15%	12%	2%	11%
Pop-up restaurants	13%	11%	7%	11%
Dance performances	11%	11%	8%	10%
Geocoaching	8%	9%	2%	7%
Flash mobs	4%	6%	2%	4%

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Release date

January 2022

More information

Region

United States

Survey time period

December 14 to 30, 2021

Number of respondents

851 respondents

Age group

18 years and older

Special properties

in the past year or two

Method of interview

Online survey

Supplementary notes

Survey question: "Have you engaged in any of the following immersive entertainment activities (both digital and physical) in the past year or two?" (N=851; Those who said “I have not engaged in any of the following immersive entertainment activities” n=1,152 Multiple response)

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