Transcript Colour - Arts Queensland

Arts for all Queenslanders Strategy:
community survey
Report
September 2013
Document information
Prepared for
Arts Queensland
Client contact
Iona Cominos
Prepared by
instinct and reason
Research consultants
Paul Vittles, Jarod Woodcock
Date
30 September 2013
2
Contents
SECTION 1
Objectives and methodology
SECTION 2
Sample profile
SECTION 3
Executive summary
SECTION 4
Main findings
3
Objectives & coverage
Research
purpose
Research
objectives
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
4
Methodology & approach
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.
*No interviews were conducted on Father’s Day, Sunday September 1
5
Methodology: sample structure & weighting
A 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 sample
Qld 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%
6
Sample profile
Sample profile (age and gender)
n=
Unweighted
%
Weighted
%
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%
Age
Total Sample
n=
Unweighted
%
Weighted
%
1000
100
100
Male
479
48%
47%
Female
521
52%
53%
Gender
Total Sample
8
Sample profile (activity status & income)
n=
Unweighted
%
Weighted
%
1000
100
100
Full-time paid employment
420
42%
41%
Part-time paid employment
173
17%
16%
Self-employed
72
7%
7%
Economic activity
Total Sample
Unemployed and looking for
work
37
4%
n=
Unweighted
%
Weighted
%
1000
100
100
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%
Income
Total Sample
4%
Unable to work due to illness
or disability
33
3%
3%
Retired
152
15%
17%
Looking after the home fulltime
59
6%
6%
$100,000+
197
20%
19%
Student
40
4%
4%
Other/refused
239
24%
25%
Other
14
1%
1%
9
Executive summary
10
Executive summary
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%).
11
Main findings
Access to cultural events, activities or facilities
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%).
Libraries
92%
Movies
84%
Hands-on arts activities
66%
Visual arts (eg gallery exhibitions)
64%
Arts and cultural festivals, including music festivals
64%
Museums and heritage
59%
Contemporary music (eg pop, rock, jazz, country)
58%
Theatre
57%
Musicals
56%
Circus shows
51%
Comedy
48%
Writing events and festivals
47%
Contemporary dance
44%
Classical music (chamber music, orchestras)
38%
Yes
Classical ballet
32%
Opera
24%
0%
20%
40%
Q5.
Do you think people in your community have enough access to…
Base: n=1000, weighted sample
60%
80%
100%
13
Access to museums and heritage
by area
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.
100%
75%
80%
60%
59%
80%
74%
85%
72%
60%
34%
40%
55%
54%
53%
57%
37%
33%
26%
20%
0%
Total
n=1000
Net main
areas
n=659
Brisbane Bundaberg
City
n=50
n=114
Cairns
n=53
Gladstone Gold Coast
n=50
n=117
Ipswich
n=66
Longreach
n=52
Mackay
n=51
Rockhampton
n=50
Sunshine
Coast
n=70
TooTownsville
woomba
n=50
n=50
Other
n=227
Note: yellow bars indicate area is significantly different from the total
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
14
Access to cultural events, activities or facilities
key differences
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.
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)
15
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.
100%
Income: Less than
$20K, 66%
Income: Less than
$20K, 17%
80%
60%
Students, 5%
45%
40%
31%
20%
20%
0%
0%
Every week
4%
At least once a
month
At least twice a year
Once a year
Never
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
16
Monthly spend on tickets and fees
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%).
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.
100%
80%
60%
40%
26%
24%
20%
18%
9%
15%
7%
0%
$0
$1 - $24
$25 - $49
$50 - $99
$100 - $199
$200+
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?
Base: n=1000, weighted sample
17
Monthly spend on tickets and fees
by income
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.
100%
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+
80%
60%
40%
36%
16%
20%
24%
23% 24%
23%
16%
11% 11% 10%
18% 18%
17% 18%
8%
16%
4%
5%
0%
$0
$1 - $24
Net up to $40K
$25 - $49
$50 - $99
Net $40K to $100K
$100 - $199
$200+
Net $100K+
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?
Base: n=1000, weighted sample
18
Total monthly arts/cultural spend
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.
100%
80%
60%
40%
26%
22%
20%
11%
9%
$1 - $24
$25 - $49
14%
17%
$50 - $99
$100 - $199
0%
$0
Q8.
Base:
$200+
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.?
n=1000, weighted sample
19
Total monthly spend
by income
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.
100%
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+
80%
60%
40%
20%
39%
33%
19%
11%
16%
11% 9%
15% 17%
8%
9%
8%
19% 21%
12%
12%
25%
16%
0%
$0
$1 - $24
Net up to $40K
Q8.
Base:
$25 - $49
$50 - $99
Net $40K to $100K
$100 - $199
$200+
Net $100K+
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.?
n=1000, weighted sample
20
Priorities for government investment
The chart below shows the rank order of priority as perceived by the Queensland community as a whole.
Mean
Arts and cultural places and facilities like theatres,
5%
museums, libraries and community arts centres
29%
66%
3.94
Arts and cultural events that attract tourists and visitors to
the area
8%
26%
66%
3.93
Activities in the local community like festivals, markets and
creative skills classes
6%
30%
64%
3.89
61%
3.83
Arts education, like artists working in schools
9%
Touring events or exhibitions going in to local communities,
like theatre shows or writers' talks
9%
29%
37%
Support for amateur arts and cultural groups in local
11%
communities, like local theatre groups or local history…
Support for professional artists and arts organisations to
produce and present work
13%
0%
Net Low priority
Q9.
Base:
37%
39%
20%
53%
3.65
52%
3.62
3.54
48%
40%
60%
Medium priority
80%
100%
Net high priority
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?
n=1000, weighted sample
21
Priorities for government investment
mean score by age
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.
Area of spending (Q9)
Total
16-24
25-34
35-44
45-54
55+
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
n=
Note: pink cell indicates significantly different from total
22
Priorities for government investment
mean score by area
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.
Total
Target
areas
Brisbane
Other
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
Area of spending
n=
Note: pink cell indicates significantly different from total
23
Recommendations to friends or relatives
1st
recommenddation
n=1000
%
1st and 2nd
recommenddations
n=1000
%
1st, 2nd and 3rd
recommenddations
n=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
Top 10 recommendations
Q10.
Base:
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?
n=1000, weighted sample
24
Recommendations to friends or relatives
key 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
Contemporary music
Cairns 25% (Total sample 2%, All target areas 3%)
Musicals
Female 3% (Male 1%)
None/No other/Up to guest
Longreach 15% (Total sample 4%)
None
25