Engaging arts audiences online
| Organisation | Australia Council for the Arts |
|---|---|
| Contact | Tandi Williams |
| Position | Research Analyst |
| 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 Online’s 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 Council’s regularly funded organisations |
| Status | In progress |
| Project start date | May 2010 |
| Project completion date | Jun 2011 |
Comments
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Australia Council Library 2:10pm on 31 Mar 2011