Ground breaking work into digital cultural audiences released
Research launched today by Arts & Business explores the behaviours, attitudes, motivations and preferences of the online population for arts and culture.
Click here to download the full report
Key findings of the research include:
• There is a large and vibrant online cultural community with 53% of online users engaging with arts and culture digitally
• This market could be expanded because 92% of the online population are interested in arts and culture online
• 56% of users look for information about arts and cultural events on social networking sites, making it a key marketing platform
• The arts need to be ‘mobile ready.’ A small but significant amount of online activity is conducted using mobile phones, but this is going to grow in the future
• Uploading and creating cultural content is a minority activity, however, the users who do this are the ‘influencers’ online - this audience is a major asset to the arts
• By providing opportunities for deeper levels of engagement (i.e. experiences, creation of art rather than only used as a marketing channel), organisations can turn their audience into advocates
• A barrier to online engagement is that audiences do not know where to find ‘good’ online cultural content beyond the high-profile brands. They want to step away from the mainstream though. A solution is marketing partnerships, and not just within the cultural sector
• Audiences use brands as a sign of quality to curate their online experience. Small organisations have the opportunity to ‘punch above their weight’ online in a way they cannot offline, especially through partnering with other arts organisations and businesses
• Although there is a precedent for content being free on the internet, if the quality is right and offers an experience, audiences are willing to consider paying for it.
The report not only means arts organisations can better understand their online audiences and what they need, but also identify income, fundraising and partnership potential.
The report concludes the online cultural experience is a vital complement to the live. But at the moment, too often, cultural organisations are not involved in the conversations and experiences their audiences are enjoying.
Partnership marketing will be key for reaching new and deepening relationships with existing audiences. In return, business partners will get access to an influential online audience. In the digital realm arts and business sit comfortably together, supporting one another with mutually beneficial assets.
Please click here for the rest of our work on digital and new media research