Research projects

Engaging arts audiences online

Organisation Australia Council for the Arts
Contact Tandi Williams
Position Research Analyst
Email t.williams@australiacouncil.gov.au
Website http://www.australiacouncil.gov.au/research
Other organisations or people involved Melanie Ingrey, Research Director, Asia Pacific, Nielsen Online
Objectives How can arts organisations use the internet to increase attendance at arts events? - Building awareness - Enhancing drivers and reduce barriers to attendance - Improving the quality of audience experiences before, during and after events - Building stronger engagement between audiences and artists, event organisers and other attendees
Research questions - How are audiences for the arts using the internet in relation to attendance? o To find out about events o To research arts events o To book tickets o To plan or build excitement o At arts events o After arts events - What kind of information and/or engagement are arts audiences looking for online? - Where are they going to get what they need? - What technologies, platforms and social media sites do they use? - What do they prefer to do offline?
Methodology - Analysis of existing data and a literature review, including Nielsen Onlineís market reports, and customized analysis of Nielsen NetView panel of online consumers. - Twelve qualitative focus group discussions held in Sydney CBD, Western Sydney, Brisbane and Geelong - Online survey of 2,600 people, to quantify online behaviour - Synthesis analysis of the above to identify key opportunities for arts organisations to use the internet to increase attendance (note this phase also incorporates the findings from a parallel study of the online presence of the Australia Councilís regularly funded organisations
Status In progress
Project start date May 2010
Project completion date Jun 2011
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