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Learning from experience: participation in the arts Adrienne Hart taking part in  Dance SCAPES  project, Swindon Photo: Ke...
Measuring arts participation: the Taking Part survey <ul><ul><li>national population survey of cultural participation </li...
Arts activities surveyed 2008-09 <ul><ul><li>Attendance </li></ul></ul><ul><ul><li>Museum or gallery visit </li></ul></ul>...
Segmentation method <ul><ul><li>Segment the population using key arts variables: attendance, participation, motivations, b...
Arts audience segmentation
Urban arts eclectic Early stages of developing career and life.  Highly qualified  and  affluent  with  ambitious  with ca...
Urban arts eclectic: lifestyle and attitudes young, diverse, urban shaping their lives hedonist and utopist relish challen...
Family and community focused Typically in their  30s and 40s , with a strong sense of community and family. Having built a...
Family and community focused: lifestyle and attitudes diverse, average income and education profile food as an expression ...
Using the segmentation <ul><ul><li>informing policy </li></ul></ul><ul><ul><li>prioritising and targeting campaign audienc...
Tackling the digital question <ul><ul><li>new online survey of arts participation </li></ul></ul><ul><ul><ul><li>comparing...
Research challenges <ul><ul><li>highly reliant on survey data – what’s happening ‘under the radar’? </li></ul></ul><ul><ul...
Summary <ul><ul><li>www.artscouncil.org.uk/about-us/research/ </li></ul></ul><ul><ul><li>www.artscouncil.org.uk/about-us/r...
The Company Chameleon,  Headstand Photo: Brian Slater Thank you
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Catherine Bunting (Arts Council) on Arts Participation

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Presentation given at the 'Measuring Digital Participation' seminar at Birmingham City University on 19th July 2010

http://interactivecultures.org

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Catherine Bunting (Arts Council) on Arts Participation

  1. 1. Learning from experience: participation in the arts Adrienne Hart taking part in Dance SCAPES project, Swindon Photo: Kevin Clifford Catherine Bunting Director of Research, Arts Council England Birmingham City University July 2010
  2. 2. Measuring arts participation: the Taking Part survey <ul><ul><li>national population survey of cultural participation </li></ul></ul><ul><ul><li>led by DMCS </li></ul></ul><ul><ul><li>continuous since July 2005 </li></ul></ul><ul><ul><li>annual sample size of 15,000 </li></ul></ul><ul><ul><li>collects data on </li></ul></ul><ul><ul><ul><li>attendance at arts events, museums, galleries, libraries, heritage sites </li></ul></ul></ul><ul><ul><ul><li>participation in arts activities and sport </li></ul></ul></ul><ul><ul><ul><li>wide range of socio-demographic factors </li></ul></ul></ul>
  3. 3. Arts activities surveyed 2008-09 <ul><ul><li>Attendance </li></ul></ul><ul><ul><li>Museum or gallery visit </li></ul></ul><ul><ul><li>Art exhibition </li></ul></ul><ul><ul><li>Craft exhibition </li></ul></ul><ul><ul><li>Public art display </li></ul></ul><ul><ul><li>Video/electronic art event </li></ul></ul><ul><ul><li>Book/writing event </li></ul></ul><ul><ul><li>Street arts </li></ul></ul><ul><ul><li>Carnival </li></ul></ul><ul><ul><li>Circus </li></ul></ul><ul><ul><li>Culturally-specific festival </li></ul></ul><ul><ul><li>Play/drama </li></ul></ul><ul><ul><li>Musicals </li></ul></ul><ul><ul><li>Pantomime </li></ul></ul><ul><ul><li>Opera/operetta </li></ul></ul><ul><ul><li>Classical music </li></ul></ul><ul><ul><li>Jazz </li></ul></ul><ul><ul><li>Other live music </li></ul></ul><ul><ul><li>Ballet </li></ul></ul><ul><ul><li>Contemporary dance </li></ul></ul><ul><ul><li>African/Asian dance </li></ul></ul><ul><ul><li>Other live dance </li></ul></ul><ul><ul><li>Participation </li></ul></ul><ul><ul><li>Ballet </li></ul></ul><ul><ul><li>Other dance </li></ul></ul><ul><ul><li>Singing to audience </li></ul></ul><ul><ul><li>Playing instrument to audience </li></ul></ul><ul><ul><li>Playing instrument for own pleasure </li></ul></ul><ul><ul><li>Writing music </li></ul></ul><ul><ul><li>Performing in play/drama </li></ul></ul><ul><ul><li>Performing in opera/operetta </li></ul></ul><ul><ul><li>Take part in a carnival </li></ul></ul><ul><ul><li>Take part in street arts </li></ul></ul><ul><ul><li>Learned circus skills </li></ul></ul><ul><ul><li>Painting, drawing, sculpture </li></ul></ul><ul><ul><li>Photography </li></ul></ul><ul><ul><li>Making films/video </li></ul></ul><ul><ul><li>Computer art/animation </li></ul></ul><ul><ul><li>Textile crafts </li></ul></ul><ul><ul><li>Wood crafts </li></ul></ul><ul><ul><li>Other crafts </li></ul></ul><ul><ul><li>Writing stories/plays </li></ul></ul><ul><ul><li>Writing poetry </li></ul></ul><ul><ul><li>Book club member </li></ul></ul>
  4. 4. Segmentation method <ul><ul><li>Segment the population using key arts variables: attendance, participation, motivations, barriers </li></ul></ul><ul><ul><li>Fuse Taking Part with a consumer database </li></ul></ul><ul><ul><li>In-depth profiling for each segment </li></ul></ul>
  5. 5. Arts audience segmentation
  6. 6. Urban arts eclectic Early stages of developing career and life. Highly qualified and affluent with ambitious with career aspirations – they believe in seizing life’s opportunities. They seek new experiences and show interest in other cultures, and have been educated to act as global and responsible citizen. Consider themselves arts-savvy and actively engage with it as a way of relaxation , developing their skills and meeting new people . Describe themselves as optimists, creative and open-minded . 5% of English adults
  7. 7. Urban arts eclectic: lifestyle and attitudes young, diverse, urban shaping their lives hedonist and utopist relish challenges and experiences global, not local career aspirations, entrepreneurial outlook balanced lifestyle, healthy diet, physically active confident internet users travel, socialising, eating out contemporary and progressive
  8. 8. Family and community focused Typically in their 30s and 40s , with a strong sense of community and family. Having built a comfortable nest with their moderate financial means, their priorities lie with their children , connecting with the local community and holding on to their cultural roots. Food plays an important role in their lives, bringing people together and often acting as an expression of their cultural heritage . 11% of English adults
  9. 9. Family and community focused: lifestyle and attitudes diverse, average income and education profile food as an expression of culture, heritage want their kids to do better; dream of a better life for them simplicity hold on to cultural roots juggling work and family commitments watching TV, reading a book or going for a cycle ride or a run shop at Argos, Next, Superdrug, Tesco enjoy entertaining people at home follower not leader living within their means
  10. 10. Using the segmentation <ul><ul><li>informing policy </li></ul></ul><ul><ul><li>prioritising and targeting campaign audiences </li></ul></ul><ul><ul><li>geographic modelling – segment breakdown by local area </li></ul></ul><ul><ul><li>helping arts organisations analyse their audiences </li></ul></ul>
  11. 11. Tackling the digital question <ul><ul><li>new online survey of arts participation </li></ul></ul><ul><ul><ul><li>comparing ‘live’ with ‘digital’ participation </li></ul></ul></ul><ul><ul><ul><li>wider online behaviour and attitudes </li></ul></ul></ul><ul><ul><li>emerging markets for digital arts </li></ul></ul><ul><ul><ul><li>core audience 29% </li></ul></ul></ul><ul><ul><ul><li>older demographic 21% </li></ul></ul></ul><ul><ul><ul><li>leading edge 11% </li></ul></ul></ul><ul><ul><li>launching September 2010 </li></ul></ul>
  12. 12. Research challenges <ul><ul><li>highly reliant on survey data – what’s happening ‘under the radar’? </li></ul></ul><ul><ul><li>segmentation or stereotyping? </li></ul></ul><ul><ul><li>lack of local data </li></ul></ul><ul><ul><li>measuring trends – how to keep up with the pace of change? </li></ul></ul>
  13. 13. Summary <ul><ul><li>www.artscouncil.org.uk/about-us/research/ </li></ul></ul><ul><ul><li>www.artscouncil.org.uk/about-us/research/arts-based-segmentation-research/ </li></ul></ul><ul><ul><li>www.artscouncil.org.uk/about-us/research/digital-opportunities/ </li></ul></ul><ul><ul><li>www.culture.gov.uk/what_we_do/research_and_statistics </li></ul></ul>
  14. 14. The Company Chameleon, Headstand Photo: Brian Slater Thank you

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