Arts for all Queenslanders Strategy: community survey Report September 2013.

Arts for all Queenslanders Strategy: community survey

ReportSeptember 2013

2

Document information

Prepared for

Client contact

Prepared by

Research consultants

Date

Arts Queensland

Iona Cominos

instinct and reason

Paul Vittles, Jarod Woodcock

30 September 2013

Contents

3

SECTION 1 Objectives and methodology

SECTION 2 Sample profile

SECTION 3 Executive summary

SECTION 4 Main findings

4

Research purpose

Research objectives

Objectives & coverage

survey a full cross-section of the Queensland community as part of agreeing and launching the ‘Arts for All Queenslanders’ Strategy

assess community perceptions of access to the arts in their area

obtain a measure of arts-related expenditure

evaluate community perceptions of priorities for resource allocation

examine community recommendations for key arts/culture attractions

undertake analysis by area

Methodology & approach

5*No interviews were conducted on Father’s Day, Sunday September 1

A survey among all Queenslanders

a cross-section of 1,000 Queenslanders were surveyed via computer assisted telephone interviewing (CATI) from Saturday August 24 to Monday September 2*. The survey took on average between 5 to 6 minutes to complete.

the coverage included 11 target areas (Bundaberg, Cairns, Gladstone, Gold Coast, Ipswich, Longreach, Mackay, Rockhampton, Sunshine Coast, Toowoomba, Townsville) plus a sample in Brisbane and the rest of Queensland.

the lower population areas were boosted to provide a minimum of 50 interviews in each area. The final data set was weighted to a fully representative sample of the Qld population.

6

Methodology: sample structure & weightingA minimum sample of n=50 was achieved in smaller areas to reach the required levels for reliable statistical analysis. Data has been weighted according to Census ‘11 figures below, essentially weighting down the numbers in smaller areas so they are not over-represented in the total sample.

Achieved sampleQld population Census ’11

and weighted sample profile

Brisbane (SA2)* 12% 27%

Bundaberg (SLA) 5% 1%

Cairns (SA4) 6% 5%

Gladstone (SLA) 5% 1%

Gold Coast (SA4) 14% 12%

Ipswich (SA4) 6% 7%

Longreach (SA2) 3% Less than 0.5%

Mackay (SA4) 5% 4%

Rockhampton (SA3) 5% 3%

Sunshine Coast (SA4) 10% 7%

Toowoomba (SA4) 5% 3%

Townsville (SA4) 5% 5%

Other (rest of QLD) 19% 26%

Sample profile

Sample profile (age and gender)

8

Age n= Unweighted%

Weighted%

Total Sample 1000 100 100

16-24 138 14% 13%

25-29 60 6% 6%

30-34 94 9% 10%

35-39 82 8% 6%

40-49 202 20% 20%

50-59 201 20% 21%

60-64 84 8% 9%

65-69 77 8% 9%

70+ 62 6% 7%

Gender n= Unweighted%

Weighted%


Male 479 48% 47%

Female 521 52% 53%

Sample profile (activity status & income)

9

Economic activity n= Unweighted%

Weighted%


Full-time paid employment 420 42% 41%

Part-time paid employment 173 17% 16%

Self-employed 72 7% 7%

Unemployed and looking for work

37 4% 4%

Unable to work due to illness or disability

33 3% 3%

Retired 152 15% 17%

Looking after the home full-time

59 6% 6%

Student 40 4% 4%

Other 14 1% 1%

Income n= Unweighted%

Weighted%


Less than $20,000 109 11% 12%

$20,000 to $39,999 105 11% 10%

$40,000 to $59,999 122 12% 11%

$60,000 to $79,999 118 12% 12%

$80,000 to $99,999 110 11% 11%

$100,000+ 197 20% 19%

Other/refused 239 24% 25%

Executive summary

10

11

Spend on the arts and culture varies little by gender, age or location. It mainly varies by income levels. Among those with a household income of $100K+, 60% spend $100+ per month in total, compared with just 28% of those with a household income of up to $40K. 33% of the lowest income group spend nothing. Interestingly, 11% of the highest income group spend nothing.

Across Queensland, people perceive a high level of access for their communities to libraries and movies, along with good access to many arts and cultural events, activities and facilities. Perceived access levels are below 40% for opera, classical music and classical ballet

Perceived access to museums and heritage varies across the target areas and is lower for the target areas compared to all of Queensland. It is very high in Longreach, and very low in Cairns and Gold Coast.

Longreach residents perceive less access to arts and culture with the exception of museums and heritage.

If friends or relatives are visiting wanting to experience local arts and culture, Queenslanders tend to recommend museums and heritage, visual arts, arts & cultural festivals, natural resources like the Great Barrier Reef, theatre, and then specific locations.

Top priorities for scarce resource allocation in the eyes of residents are facilities like museums, theatres, libraries and community arts centres (66% high priority), arts & cultural events that attract people to the area (also 66%), activities in the local community (64%) and arts education, like artists working in schools (61%).

Executive summary

Main findings

OperaClassical ballet

Classical music (chamber music, orchestras)Contemporary dance

Writing events and festivalsComedy

Circus showsMusicalsTheatre

Contemporary music (eg pop, rock, jazz, country)Museums and heritage

Arts and cultural festivals, including music festivalsVisual arts (eg gallery exhibitions)

Hands-on arts activitiesMovies

Libraries

0% 20% 40% 60% 80% 100%

24%32%

38%44%

47%48%

51%56%57%58%59%

64%64%66%

84%92%

Yes

13

Access to cultural events, activities or facilities

Q5. Do you think people in your community have enough access to…Base: n=1000, weighted sample

Across Queensland, people perceive a high level of access for their communities to libraries (92% feel there is enough access) and movies (84%), along with good access to many arts and cultural events, activities and facilities. For most categories, half or more think there is enough access. Perceived access levels are significantly below half for opera (24%), classical ballet (32%), classical music (38%) and contemporary dance (44%).

14

Totaln=1000

Net main areasn=659

Brisbane City

n=114

Bundabergn=50

Cairnsn=53

Gladstonen=50

Gold Coastn=117

Ipswichn=66

Longreachn=52

Mackayn=51

Rock- hampton

n=50

Sunshine Coastn=70

Too- woomba

n=50

Townsvillen=50

Othern=227

0%

20%

40%

60%

80%

100%

59%53%

75% 74%

34%

60%

26%

80%85%

33%

54%

37%

55%

72%

57%

Access to museums and heritageby area

Q5. Do you think people in your community have enough access to museums and heritage?Base: n=1000, weighted sample; NOTE: Base sizes shown in chart are unweighted

Note: yellow bars indicate area is significantly different from the total

The greatest variation is for perceived access to museums and heritage events, activities or facilities. Ipswich and Longreach residents are significantly more likely to perceive higher access, reflecting the presence of the rail and Qantas museums respectively. The numbers are considerably lower in Cairns and Gold Coast.

15

Access to cultural events, activities or facilitieskey differences

Cultural event, activity, facility (Q5) Significant differences (compared to)

Hands-on arts activities Longreach 39% (Total sample 66%, All target areas 69%)

Visual arts (e.g. gallery exhibitions) Longreach 43% (Ipswich 78%, Brisbane 70%)

Arts and cultural festivals, including music festivals

Longreach 23% (Total sample 64%, All target areas 63%, Brisbane 74%)

Museums and heritage 16-24 year olds 46% (Total sample 59%)

Contemporary music Longreach 19% (Total sample 58%, All target areas 57%)

Theatre 25-34 year olds 76% (Total sample 57%); Longreach 0% (Total sample 57%, All target areas 57%); Brisbane (Total sample 57%, All target areas 57%)

Musicals 25-34 year olds 69% (Total sample 56%); Longreach 8% (Significantly lower than all areas); Brisbane 72% (Total sample 56%, All target areas 52%)

Circus shows Cairns 77% (Total sample 51%, All target areas 53%); Longreach 12%

Comedy Longreach 8% (Total sample 48%, All target areas 46%)

Contemporary dance Longreach 15% (Total sample 44%, All target areas 43%)

Classical music 25-34 year olds 51% (Total sample 38%); Income up to $40K 26% (Total sample 38%); Longreach 4% (Total 38%, All target areas 33%)

Classical ballet Income $100K+ 40% (Income up to $40K 23%); All target areas 24% (Total sample 32%); Longreach 8% (Total 32%); Brisbane 54% (Total 32%); Other area 23% (Total sample 32%)

Opera All target areas 16% (Total sample 24%); Brisbane 47% (Significantly higher than most areas)

Apart from museums and heritage, Longreach residents tend to think that access to arts or cultural events, activities or facilities for people in their community is more limited.

16

Every week At least once a month

At least twice a year

Once a year Never0%

20%

40%

60%

80%

100%

0% 4%

20%

31%

45%

Q6. How often do you travel within Queensland to attend or participate in arts or cultural events or activities that involve you staying away from home in paid accommodation for at least one night?

Base: n=1000, weighted sample

Frequency of overnight travel to attend or participate in the arts

The majority of Queenslanders travel overnight either once a year or never, with those on low incomes more likely to never travel overnight, as we would expect. There are no major differences by age, area or gender.

Students, 5%

Income: Less than $20K, 17%

Income: Less than $20K, 66%

Q7. How much would you typically spend each month on arts or cultural activities on tickets to attend events or fees to participate in any arts or cultural activities?


Monthly spend on tickets and fees

17

$0 $1 - $24 $25 - $49 $50 - $99 $100 - $199 $200+0%

20%

40%

60%

80%

100%

26% 24%

9%18% 15%

7%

Excluding those who say they do not spend anything, the mean monthly spend on tickets or fees to attend arts or cultural activities is $73 across the State.

Across the whole population, one in four (26%) spend nothing on tickets to attend arts or cultural activities or on fees to participate, and a further one in four (24%) spend under $25. However, there are significant numbers spending $50-99 each month (18%), $100-199 (15%) and $200+ (7%).

Q7. How much would you typically spend each month on arts or cultural activities on tickets to attend events or fees to participate in any arts or cultural activities?


Monthly spend on tickets and feesby income

18

$0 $1 - $24 $25 - $49 $50 - $99 $100 - $199 $200+0%

20%

40%

60%

80%

100%

36%

23%

11%17%

8%4%

23% 24%

11%18% 18%

5%

16% 16%10%

24%18% 16%

Net up to $40K Net $40K to $100K Net $100K+

Excluding those who say they do not spend anything, the mean monthly spend on tickets and fees for arts or cultural activities is $57 for those with a household income of up to $40K, $66 for incomes $40K-100K, and $102 for incomes $100K+

There are no major differences in monthly spend on tickets or fees by age, area or gender. Income is the main influence on spend. Among households with an income of up to $40K, 36% spend nothing and only 29% spend more than $50 a month. Among those with a household income of $100K+, 58% spend more than $50 per month on tickets or fees for arts or cultural activities, although note that 16% of this highest income group spend nothing.

Q8. How much would you typically spend each month in total on arts or cultural activities, including tickets, the cost of travel to an event or overnight accommodation, and what you spend there, eg on food and drink, buying books, buying CDs, etc.?


Total monthly arts/cultural spend

19

$0 $1 - $24 $25 - $49 $50 - $99 $100 - $199 $200+0%

20%

40%

60%

80%

100%

22%11% 9%

14% 17%26%

In terms of total spend, including travel, food & drink, overnight accommodation where relevant, and buying goods, it ranges from 22% of Queenslanders spending nothing to 26% spending $200+ each month.

Excluding those who say they do not spend anything, the mean monthly spend in total on arts or cultural activities is $209 across the State.

Q8. How much would you typically spend each month in total on arts or cultural activities, including tickets, the cost of travel to an event or overnight accommodation, and what you spend there, eg on food and drink, buying books, buying CDs, etc.?


Total monthly spendby income

20

$0 $1 - $24 $25 - $49 $50 - $99 $100 - $199 $200+0%

20%

40%

60%

80%

100%

33%

16%8%

15%12%

16%19%

11% 9%17% 19%

25%

11% 9% 8%12%

21%

39%

Net up to $40K Net $40K to $100K Net $100K+

Excluding those who say they do not spend anything, the mean monthly spend in total on arts or cultural activities is $146 for those with a household income of up to $40K, $182 for incomes $40K-100K, and $252 for incomes $100K+

There are no major differences in total monthly spend by age, area or gender. Income is the main influence on monthly spend. Among households with an income of up to $40K, 33% spend nothing and only 28% spend more than $100 a month. Among those with a household income of $100K+, 60% spend more than $100 per month in total on arts or cultural activities, although note that 11% of this highest income group spend nothing.

Support for professional artists and arts organisations to produce and present work

Support for amateur arts and cultural groups in local communities, like local theatre groups or local history groups

Touring events or exhibitions going in to local communities, like theatre shows or writers' talks

Arts education, like artists working in schools

Activities in the local community like festivals, markets and creative skills classes

Arts and cultural events that attract tourists and visitors to the area

Arts and cultural places and facilities like theatres, museums, libraries and community arts centres

0% 20% 40% 60% 80% 100%

13%

11%

9%

9%

6%

8%

5%

39%

37%

37%

29%

30%

26%

29%

48%

52%

53%

61%

64%

66%

66%

Net Low priority Medium priority Net high priority

Priorities for government investment

3.94

3.93

3.89

Mean

21

Q9. We know from previous research that 78% of Queenslanders support government investment in the arts, but there is always a limited budget so it’s all about priorities. For each area, please tell me what priority you think it should have?


3.83

3.65

3.62

3.54

The chart below shows the rank order of priority as perceived by the Queensland community as a whole.

Priorities for government investmentmean score by age

22

Area of spending (Q9) Total 16-24 25-34 35-44 45-54 55+n= 1000 133 154 180 193 340

Arts and cultural places and facilities like theatres, museums, libraries and community arts centres 3.94 3.89 4.05 3.92 3.98 3.88

Arts and cultural events that attract tourists and visitors to the area 3.93 3.88 3.95 3.92 4.08 3.85

Activities in the local community like festivals, markets and creative skills classes 3.89 3.86 3.98 3.88 3.91 3.87

Arts education, like artists working in schools 3.83 3.87 3.84 3.87 4.03 3.67

Touring events or exhibitions going in to local communities, like theatre shows or writers' talks 3.65 3.69 3.67 3.62 3.78 3.58

Support for amateur arts and cultural groups in local communities, like local theatre groups or local history groups

3.62 3.60 3.66 3.51 3.66 3.64

Support for professional artists and arts organisations to produce and present work 3.54 3.56 3.59 3.55 3.62 3.44

Queenslanders aged 45-54 are more likely to give a higher priority for Arts education, like artists working in schools, whereas Queenslanders aged 55+ are less likely to rate higher priority for this area.

Note: pink cell indicates significantly different from total

Priorities for government investmentmean score by area

23

Area of spending Total Target areas Brisbane Other

n= 1000 495 252 252

Arts and cultural places and facilities like theatres, museums, libraries and community arts centres 3.94 3.90 4.14 3.80

Arts and cultural events that attract tourists and visitors to the area 3.93 3.99 3.92 3.81

Activities in the local community like festivals, markets and creative skills classes 3.89 3.80 3.96 3.85

Arts education, like artists working in schools 3.83 3.87 3.83 3.74

Touring events or exhibitions going in to local communities, like theatre shows or writers' talks 3.65 3.66 3.67 3.63

Support for amateur arts and cultural groups in local communities, like local theatre groups or local history groups 3.62 3.65 3.54 3.63

Support for professional artists and arts organisations to produce and present work 3.54 3.53 3.57 3.51

There are no major differences in priority when comparing the 11 target areas with the sample as a whole. The one significant difference is Brisbane residents being more likely to give a higher priority for Arts and cultural places and facilities like theatres, museums, libraries and community arts centres.

Note: pink cell indicates significantly different from total

24

Recommendations to friends or relatives

Q10. If you had a friend or relative planning a two-week visit to Queensland and wanting a positive experience of the arts or culture of Queensland, what three things would you recommend they see or do here?


Top 10 recommendations

1st recommend-

dationn=1000

%

1st and 2nd recommend-

dationsn=1000

%

1st, 2nd and 3rd recommend-

dationsn=1000

%

Museums and heritage 24 39 47

Visual arts 23 35 42

Arts and cultural festivals, including music festivals 10 18 25

Specific location (e.g. Brisbane, Gold Coast, Port Douglas) 8 14 19

Natural resources (e.g. the beach, Great Barrier Reef, National Parks) 7 13 18

Theatre 7 18 27

Contemporary music 2 4 8

Musicals 2 5 7

Indigenous/Aboriginal and Torres Strait Islander art or cultural events 2 4 5

None/No other/Up to guest 4 11 20

25

Recommendations to friends or relativeskey differences

Longreach residents are more likely to recommend museums and heritage but also more likely to not make a recommendation or leave it up to their guest. Mackay residents are more likely to recommend natural resources. Cairns residents are more likely to recommend Indigenous art or cultural events.

Recommendation (Q10 1st rec.) Significant differences (compared to)

Museums and heritage Longreach 50% (Total sample 24%, All target areas 23%)

Visual arts Income $100K+ 36% (Income up to $40K 19%, Income $40K to $100K 18%); Gold Coast 33% (All target areas 20%); Brisbane 39% (Total 23%, All target areas 20%)

Arts and cultural festivals, including music festivals

45-54 15% (Total sample 10%); Brisbane 2% (Total sample 10%, All target areas 12%)

Specific Location (e.g. Brisbane, Gold Coast, Port Douglas)

55+ 5% (Total sample 8%), 16-24 s 14%, 35-44s 13%); Retired 2% (Total 8%);

Natural resources (e.g. the beach, Great Barrier Reef, National Parks)

Mackay 31% (Total sample 7%, All target areas 6%)

Theatre None

Indigenous/Aboriginal and Torres Strait Islander art or cultural events

Cairns 25% (Total sample 2%, All target areas 3%)

Contemporary music None

Musicals Female 3% (Male 1%)

None/No other/Up to guest Longreach 15% (Total sample 4%)

Arts for all Queenslanders Strategy: community survey Report September 2013.

Documents

Transcript of Arts for all Queenslanders Strategy: community survey Report September 2013.