Developing new audiences in arts and culture

This section houses research relating specifically to audience development. The two main issues covered by this section relate to attracting new audiences, and diversifying an existing audience base.

The research in this section should be seen as a complement to CultureHive and AudienceFinder: two relatively new resources that are rich with best practice guidance and insight.

The summaries in this category are:

Ticket sales data reveals the exclusivity of activities like ballet and literary events

This research was conducted by Laurie Hanquinet, Dave O’Brien and Mark Taylor at the University of York, University of Edinburgh and University of Sheffield

Summary

This paper compared survey data with ticket sales data to better understand who attends literary events and dance performances in England. It found that people …

How people understand social exclusion at music concerts

This research was conducted by Stijn Daenekindt at Erasmus University Rotterdam, the Netherlands

Summary

This paper tackles the question of why people feel that some concerts are exclusive and excluding. The data comes from a survey of people in Belgium which included questions about attitudes towards classical and pop/rock concerts …

A museum's identity shapes its audiences' behaviour

This research was conducted by Shinwon Noh and Pamela S. Tolbert at Pace University and Cornell University, USA

Summary

This paper examined the effects of a museum’s identity on audience behaviour. The study divided audiences into critics, connoisseurs and casual consumers. It charted the way that different US museums classified …

Exploring why people use social media to engage with music

This research was conducted by Jari Salo, Mikko Lankinen and Matti Mäntymäki at the University of Oulu and University of Turku, Finland

Summary

By talking to music executives and music fans in Finland this study found five motives for using social media to connect with artists and other fans: accessing content …

Understanding arts engagement in Chinese cities

This research was conducted by Pascal Courty and Fenghua Zhang at the University of Victoria, Canada and Wuhan University, China

Summary

This paper analysed survey data to paint a picture of arts engagement in 13 different cities across China. The data was broken down by the demographic characteristics of the individuals …

Three big ideas for diversifying arts audiences

This research was conducted by Birgit Regina Mandel at the University of Hildesheim, Germany.

Summary

This paper charts an initiative called 'Intercultural Audience Development' designed to broaden and diversify the audiences for elite arts institutions in Germany. It found that diversification only happens when changes are made to the programming and …

Satisfaction builds customer loyalty at a film festival

This research was conducted by Andrea Baez-Montenegro and Maria Devesa-Fernandez at Universidad Austral de Chile and Universidad de Valladolid, Spain

Summary

This paper examined the relationships between motivation, satisfaction and loyalty for attendees to the Valdivia International Film Festival in Chile. The research identified three categories of motivation (one relating to …

Why people go to pop concerts

This research was conducted by Steven Caldwell Brown and Don Knox at the University of Edinburgh and Glasgow Caledonian University

Summary

This research used an online survey of 249 people to uncover four main reasons why people attend pop concerts: they seek experience, engagement with others, to hear something novel and …

By | 29 November 2018 |

The factors that determine attendance at museums and historic sites across Europe

This research was conducted by Martin Falk and Tally Katz-Gerro at the Austrian Institute of Economic Research and the University of Haifa, Israel

Summary

This paper looked at data on 350,000 people in 24 EU countries. The researchers found that household income, education, employment status and nationality made a difference …
By | 22 November 2018 |

The persuasiveness of theatre reviews and adverts in old and new media

This research was conducted by Russell Thomas Warne and Malisa M. Drake-Brooks at Utah Valley University, USA

Summary

When reading a review of a play, would you trust a blog post more than a newspaper article? How effective are advertisements and how do they influence how much you are willing to …

By | 11 September 2018 |