SINGAPORE ARTS FESTIVAL SURVEY 2006 AUDIENCE SURVEY - HIGHLIGHTS 30 Aug 2006.
Transcript of SINGAPORE ARTS FESTIVAL SURVEY 2006 AUDIENCE SURVEY - HIGHLIGHTS 30 Aug 2006.
SINGAPORE ARTS FESTIVAL SURVEY 2006
AUDIENCE SURVEY
- HIGHLIGHTS
30 Aug 2006
Background
Aims of Survey: To understand SAF2006 Audience
Profile Motivation to attend & Satisfaction Attendance & Spending Patterns Sources of Information
Last survey commissioned: 1999
Methodology of SAF 2006 Survey: Self-administered post-show survey Total sample of 4,536 respondents from 24
Ticketed Productions and 7 Non-Ticketed Productions
Local & Tourists, 15 years and above
Highlights
Profile of SAF 2006 audience Age, Occupation, Local/Tourist
Motivation Reasons for attending SAF 2006 Sources of information on SAF2006
Satisfaction SAF06 - Quality of production, Variety Individual performances - Quality of performance, Experience Top 10 ticketed productions
Attendance patterns Frequency Type of performance for future Festivals
Spending patterns Associated spending for attending SAF 2006 ticketed
performances
Profile of tourists who attended SAF 2006
Comparisons with 1999 survey
Profile of SAF 2006 Audiences
92158426NR
78535014110n =
6%9%6%Tourist
6%12%7%Foreign resident153444749NR
10%10%10%SG PR72432153787n =
77%69%76%SG citizen8%17%10%Others
Nationality0%4%1%Eurasian
9%4%8%Indian
31612451576NR9%4%8%Malay
56124142960n = 74%71%73%Chinese
4%25%4%OthersRace
7%3%6%Homemaker
41%27%37%Student3674169NR
2%0%2%Pdt, tpt, cleaners84135854367n =
5%3%5%Clerical, sales & svc48%63%51%Female
18%18%20%Exec & tech52%37%49%Male
23%25%26%Prof & mgrGender
Occupation
2565120NR
105157477NR85235944416n =
77235024059n = 1%5%2%≥ 60
183%3%2%Others18%25%19%40 - 59
25%18%24%Married with kids25%26%25%30 - 39
11%11%11%Married w/o kids33%32%33%20 - 29
37%30%35%Nett Married23%12%21%15 - 19
62%68%63%SingleAge
Marital Status
Non-TicketdTicketedTotalNon-TicketdTicketedTotal
92158426NR
78535014110n =
6%9%6%Tourist
6%12%7%Foreign resident153444749NR
10%10%10%SG PR72432153787n =
77%69%76%SG citizen8%17%10%Others
Nationality0%4%1%Eurasian
9%4%8%Indian
31612451576NR9%4%8%Malay
56124142960n = 74%71%73%Chinese
4%25%4%OthersRace
7%3%6%Homemaker
41%27%37%Student3674169NR
2%0%2%Pdt, tpt, cleaners84135854367n =
5%3%5%Clerical, sales & svc48%63%51%Female
18%18%20%Exec & tech52%37%49%Male
23%25%26%Prof & mgrGender
Occupation
2565120NR
105157477NR85235944416n =
77235024059n = 1%5%2%≥ 60
183%3%2%Others18%25%19%40 - 59
25%18%24%Married with kids25%26%25%30 - 39
11%11%11%Married w/o kids33%32%33%20 - 29
37%30%35%Nett Married23%12%21%15 - 19
62%68%63%SingleAge
Marital Status
Non-TicketdTicketedTotalNon-TicketdTicketedTotal
2%
Age Profile of Attendees
7
13
17
31
21
33
25
19
0
5
10
15
20
25
30
35
15-19 20-29 30-39 40-59
Population SAF06 Attendees
%
(n=4416)
Tends to be younger than general population
Age Profile of Attendees
%
Dominance of teens in non-ticketed audience
7
13
17
31
10
12
32
2625
5
23
33
25
18
1
0
5
10
15
20
25
30
35
15-19 20-29 30-39 40-59
Population Ticketed Audience Non-ticketed AudienceTicketed: n = 3596
Non-Ticketed: n = 852
Occupational Profile of Attendees
30
24
12
43
16
18
46
7
37
0
5
10
15
20
25
30
35
40
45
50
Professional, Managerial, Exec & Tech Clerical, Sales, Transport & Clean Student
Population Arts Attendees (Pop Survey) SAF06 Attendees
%
Nearly half – professionals More than a third - students
(n=2960)
Occupational Profile of Attendees
30
24
12
43
16
18
43
3
27
41
7
41
0
5
10
15
20
25
30
35
40
45
50
Professional, Managerial, Exec & Tech Clerical, Sales, Transport & Clean Student
Population Arts Attendees (Pop Survey) Ticketed Non-ticketed
%
4 in 10 at non-ticketed performances - students
Ticketed: n = 2414
Non-Ticketed: n = 561
6
15
19
28
7
13
17
31
10
37
27
23
21
33
25
19
0
5
10
15
20
25
30
35
40
15-19 20-29 30-39 40-59
Pop99 Population SAF99 Attendees SAF06 Attendees
Changing Profile of Attendees
%
Large increase in 15-19 y.o. attendees came at the expense of the 40-59 y.o. group
Reasons for attending SAF 2006
Base, n: 4536
22
20
12
12
11
10
8
6
1.4
1.7
Interest in this production
For entertainment
Attractive pricing / Free performance
For relaxation
For personal enrichment
Reputation of artists / arts company
Recommendation by friends / colleagues/ relatives
Reviews by media
For networking and socialising
Others
Top 3 Reasons
Ticketed performance audience: Interest in the performance (54%) For entertainment (39%) For personal enrichment (33%)
Non-ticketed performance audience For entertainment (16%) Interest in the performance (14%) Free performances (13%) 72% happened to be passing by
Sources of Information on SAF 2006
25
22
21
21
20
17
16
16
16
12
9
7
4
5
Newspaper articles
Newspaper advertisements
Banners
Word of mouth
Radio
TV programmes
TV commercials
Festival brochures and leaflets
Internet
Train / Taxi advertisements
Magazine articles
Magazine advertisements
Electronic mailers
Others
Base, n: 4536
Sources of Information on SAF 2006
Ticketed performance audience: Festival brochures and leaflets (46%) Word of mouth (30%) Newspaper articles (29%) Internet (28%)
Non-ticketed performance audience: Newspaper articles (24%) Banners (22%) Radio (22%) Newspaper advertisements (21%)
Satisfaction with SAF 2006
Quality of Productions
617
56
21
%
Overall Ticketed programmes
Non-ticketed programmes
Locals Tourists
Base, n:
Mean:
% Top 2 boxes:
4536
4.03
76%
835
4.02
77%
4.03
76%
3701
4.04
78%
3848
4.10
75%
262
Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists
Excellent (5)
Good (4)
Fair / Average (3)
Poor (2) / Very Poor (1)
No Response
Legend
8 6 5 1114 18 17
14
60 55 58 51
18 21 20 24
Satisfaction with SAF 2006
Variety of Programmes
8
20
53
19
Ticketed programmes
Non-ticketed programmes
Locals Tourists%
Overall
Base, n:
Mean:
% Top 2 boxes:
4536
3.98
72%
835
3.92
69%
3.99
73%
3701
3.97
74%
3848
4.21
74%
262
Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists
Excellent (5)
Good (4)
Fair / Average (3)
Poor (2) / Very Poor (1)
No Response
Legend
8 8 6 14
22 20 20 12
51 54 5643
18 19 1831
Satisfaction with SAF 2006
Being an International Arts Festival
8
25
46
20
Ticketed programmes
Non-ticketed programmes
Locals Tourists%
Overall
Base, n:
Mean:
% Top 2 boxes:
4536
3.93
66%
835
3.84
63%
3.95
67%
3701
3.92
67%
3848
4.11
72%
262
Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists
Excellent (5)
Good (4)
Fair / Average (3)
Poor (2) / Very Poor (1)
No Response
Legend
8 9 7 15
27 24 25 13
47 46 47 48
16 21 20 23
Satisfaction with Individual Performances
Base, n:
Mean:
% Top 2 boxes:
4536
4.17
82%
835
4.35
88%
4.13
80%
3701
4.19
83%
3848
4.17
78%
262
315
49
32
Ticketed programmes
Non-ticketed programmes
Locals TouristsOverall
Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists
Excellent (5)
Good (4)
Fair / Average (3)
Poor (2) / Very Poor (1)
No Response
Legend
%
3 3 3 18 17 14 21
4351 50 39
4530 33 39
Quality of Performance
Overall Experience
617
48
29
Overall
Base, n:
Mean:
% Top 2 boxes:
4536
4.11
77%
Ticketed programmes
Non-ticketed programmes
Locals Tourists
835
4.21
83%
4.08
76%
3701
4.11
79%
3848
4.13
75%
262
Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists
Excellent (5)
Good (4)
Fair / Average (3)
Poor (2) / Very Poor (1)
No Response
Legend
%
Satisfaction with Individual Performances
4 6 5 611 18 15 17
4749 50 48
36 27 28 29
Top 5 Ticketed Productions
Rank Quality of Production
Value for Money
Overall Experience
1 Ghana Sangam (83%)
Ghana Sangam (72%)
Ghana Sangam (74%)
2 Nederlands Dans Theater (78%)
Hotel Modern (58%)
Hotel Modern (63%)
3 Hotel Modern (71%)
John Williams & Richard Harvey's World Tour (49%)
Nederlands Dans Theater (57%)
4 John Williams & Richard Harvey's World Tour (69%)
Nederlands Dans Theater (48%)
John Williams & Richard Harvey's World Tour (52%)
5 SITI Company (58%)
Collegium Vocale Gent (47%)
Collegium Vocale Gent (48%)
Productions with highest % of “Excellent” ratings
Attendance Patterns Frequency
Average - 3 (ticketed & non-ticketed) performances. 69% of respondents attended 1 or 2
ticketed performances 24% attended 3-5 ticketed performances 7% attended 6 or more performances
First-time attendees Ticketed performances – 39% of audience Non-ticketed performances – 65% of
audience
“Frequent flyers” 35% repeat attendees More than half of repeat attendees have
attended the festival 3 times or more
Types of Performances
61
63
65
67
71
56 58 60 62 64 66 68 70 72
Inter-cultural productions
Asian productions
Western productions
Classical productions &concerts
Contemporary productionsand concerts
% of audience who would be “interested” or “very interested” in
seeing these in future Festivals
Types of Performances
Overall
05
10152025303540
Classicalproductionsand concerts
Contemporaryproductionsand concerts
Inter-culturalproductions
Inter-disciplinaryproductions
Tourist
05
10152025303540
Inter-culturalproductions
Inter-disciplinaryproductions
Classicalproductionsand concerts
Contemporaryproductionsand concerts
Local
05
10152025303540
Classicalproductions and
concerts
Contemporaryproductions and
concerts
Inter-disciplinaryproductions
% of audience who would be “very interested” in seeing these in future Festivals
Spending Patterns
Average total spending* - $93(admission tickets, F&B, local transport and shopping/souvenirs)
Average amount spent on admission tickets - $60
*when attending a ticketed performance
Profile of Tourists @ SAF2006
Information 62% first heard about the festival before their
arrival in Singapore.
Motivation For 41%, SAF2006 was one of the reasons why
they visited Singapore.
Duration of Stay 52% - >5 days 37% - 3-5 days 17% extended stay because of SAF2006
Average spending for trip to Singapore - $2,100.(travel expense to Singapore, local accommodation, F&B expenses)
Comparisons with 1999 Survey
Profile % of 15-19 year olds, and student
attendees doubled % of >40 years fell from 26% in 1999 to
21% in 2006
More males are attending SAF From 38% in 1999 to 49% in 2006
Malay attendees have doubled
Tourists attending SAF have trebled
Comparisons with 1999 Survey
Top 5 Motivations for attending SAF performances SAF 2006 (n = 4,536) SAF 1999 (n = 4,646)
Interest in production (22%)
Enjoyment/ relaxation (72%)
For entertainment (20%) Interest in the arts (58%)
Attractive pricing (12%) Educational & personal enrichment (47%)
For relaxation (12%) As a social activity (18%)
For personal enrichment (11%)
Persuasion by friends/colleagues (10%)
Comparisons with 1999 Survey
Top 5 Main Sources of Information about SAF
SAF 2006 (n = 4,536) SAF 1999 (n = 4,636)
Newspaper articles (25%) Festival Guides/ Brochures (40%)
Newspaper advertisements (22%)
Colleagues/ friends/ relatives (38%)
Banners (21%) Newspaper advertisements (34%)
Word of mouth (21%) Newspaper write-ups/ reviews (17%)
Radio (20%) TV advertisements (16%)
Comparisons with 1999 Survey
Excellent/Good ratings for:
SAF 2006
SAF 1999
Quality of productions 81% 79%
Variety of programmes
78% 65%
Summary
Strengths to build on Quality & variety of
productions Reputation of SAF06 as
international arts festival
Core of festival/arts-lovers (repeat attendees)
Effective marketing – Tourist attendees who
have heard of Festival BEFORE their arrival
SAF an incentive to come to Singapore
Weaknesses/Threats to address
Tourists indicated greater interest in future programmes than locals – outreach efforts will still be a priority
Newspapers still main source of info – will have to compete with other news items
Opportunities to tap Strong representation
of students and young adults
More diverse audience – gender, race, local/tourist