0 The digital culture study

Can everyone who works for an arts or cultural organisation have your phone ready…

…and get ready to send a text to this number

…020 3322 5822

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

1 The digital culture study

• Three year longitudinal study

• 891 organisations responded in 2013

• How are arts and cultural organisations using technology?

2 The digital culture study

60% of organisations told us digital was

having a major positive impact…

3 The digital culture study

73% 57% 56%

36% 32% 17%

19% 27% 23%

28% 29%

18%

Marketing Preservingand archiving

Operations Creation Distributionand

exhibition

Revenuestreams

ImportantEssential

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

Perceived importance of digital technology by function:

Over 90% of organisations told us digital was important or essential to marketing…

4 The digital culture study

We asked about a whole range of marketing activities ...

• 84% publish content on social platforms

• 52% allocate over half of their marketing resources to digital

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

5 The digital culture study

53% 86% 89% 77% 84%

36% 8% 10% 17% 10%

ImportantEssential

All types see digital as essential or important to marketing…

Museum Gallery Combined arts centre

Performing arts

Festivals / events /

development Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

6 The digital culture study

22%

35%

30%

38%

47%

47%

56%

72%

77%

Social listening

SEO

Using audiencedata

LargeMediumSmall

Marketing activity, split by size of organisation

Larger organisations are more sophisticated

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

7 The digital culture study

73% 57% 56%

36% 32% 17%

19% 27% 23%

28% 29%

18%

Marketing Preservingand archiving

Operations Creation Distributionand

exhibition

Revenuestreams

ImportantEssential

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

Perceived importance of digital technology by function:

Over three quarters see digital as important or essential to archiving…

8 The digital culture study

73% 57% 56%

36% 32% 17%

19% 27% 23%

28% 29%

18%

Marketing Preservingand archiving

Operations Creation Distributionand

exhibition

Revenuestreams

ImportantEssential

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

Perceived importance of digital technology by function:

Similarly, digital seen as fundamental to operations

10 The digital culture study

73% 57% 56%

36% 32% 17%

19% 27% 23%

28% 29%

18%

Marketing Preservingand archiving

Operations Creation Distributionand

exhibition

Revenuestreams

ImportantEssential

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

Perceived importance of digital technology by function:

Over half describe digital as essential or important to their creative output

11 The digital culture study

Digital is being used for creative output in different ways…

creating digital works connected to a physical exhibition or art work 29%

creating stand-alone digital exhibits or works of art 26%

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

12 The digital culture study

…and more so in some types of organisation than others

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

Proportion of organisations reporting born digital activities:

Total sample

Visual arts

Combined arts

Heritage Literature Theatre Dance Music

13 The digital culture study

73% 57% 56%

36% 32% 17%

19% 27% 23%

28% 29%

18%

Marketing Preservingand archiving

Operations Creation Distributionand

exhibition

Revenuestreams

ImportantEssential

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

Perceived importance of digital technology by function:

A similar number see digital as crucial to distribution and exhibition

15 The digital culture study

73% 57% 56%

36% 32% 17%

19% 27% 23%

28% 29%

18%

Marketing Preservingand archiving

Operations Creation Distributionand

exhibition

Revenuestreams

ImportantEssential

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

Perceived importance of digital technology by function:

Only a third see it as important or essential to revenue streams

16 The digital culture study

Digital is being used to generate revenues in different ways, but with limited impact...

sell products or merchandise online 36% accept donations online 35% report a major impact on product sales 11% report a major impact on donations and fundraising 10%

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

17 The digital culture study

So what have we learnt?

Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM

18 The digital culture study

THANK YOU!