Connecting:// arts audiences online

Connecting:// arts audiences online explores how arts organisations can use the internet to build audience engagement and drive attendance

About the study

This study aims to understand the role of different online channels in a vast media environment and see where the priorities might lie. Does the internet mean the end of the glossy program or the season brochure? Should art organisations build apps, advertise on Facebook or stream their events online? And what results can be expected from such efforts?

Methodology

Our in-house research team worked with experts in online market research Nielsen Online to do this project. In addition to surveying over 2,600 arts attendees they spoke with arts audiences in Sydney, Parramatta, Brisbane and Geelong about how they use the internet when they attend arts events.

These conversations were used to develop two separate studies. The first focused on how audiences used the internet to engage with the arts, and the second measured how arts organisations are currently using the internet to engage with audiences.

Key findings

The research results provide an evidence base to enable arts organisations to move forward with confidence in this constantly evolving digital era. The seven key opportunity areas identified were: