Digital audiences: engagement with arts and culture online – November 2010
Table of Contents 1 Executive summary ............................................................................................................................... 4 1.1
Introduction ......................................................................................................................................... 4
1.2
Overview of key findings ..................................................................................................................... 4
1.3
Strategic implications for the sector .................................................................................................... 6
2 Introduction ............................................................................................................................................ 8 3 The research approach ......................................................................................................................... 9 3.1
The research methods........................................................................................................................ 9
3.2
Questionnaire design and piloting ...................................................................................................... 9
3.3
Qualifications and data interpretation ................................................................................................. 9
3.4
Use of this projectâ€&#x;s segmentation analysis ...................................................................................... 10
4 Introducing the research sample........................................................................................................ 11 4.1
Demographic profile ......................................................................................................................... 11
4.2
Arts and cultural interests ................................................................................................................. 12
4.3
Internet and technology use ............................................................................................................. 14
5 Measuring online engagement with arts and culture ....................................................................... 17 5.1
Audiences can see the potential for digital technology to enhance their enjoyment of the arts ........ 17
5.2
Prevalence of existing online engagement ....................................................................................... 18
5.3
Finding information about arts and culture online ............................................................................. 20
5.4
Use of social networks ...................................................................................................................... 21
5.5
Online spend on arts, cultural and creative activities ........................................................................ 22
5.6
Appeal of key online applications and functionality........................................................................... 23
6 Understanding motivations and barriers to online engagement with arts and culture ................. 26 6.1
Introduction ....................................................................................................................................... 26
6.2
A framework of the benefits that may be enjoyed from online engagement ..................................... 26
6.3
Understanding access activities ....................................................................................................... 27
6.4
Understanding learning activities ...................................................................................................... 29
6.5
Experiencing the full creative or artistic work online ......................................................................... 30
6.6
Understanding sharing activities ....................................................................................................... 32
6.7
Use of the internet to assist with the creative process ...................................................................... 33
6.8
Willingness to pay............................................................................................................................. 34
7 Segmenting the digital audience for arts and culture ...................................................................... 37 7.1
Introduction to the segmentation ...................................................................................................... 37
7.2
The relationship between interest in arts and culture, and use of the internet .................................. 38
2