Arts Council England’s Digital Research Project. Caroline Greener, Marketing Manager at Audiences North East presents this new piece of research. The research involves UK wide e-survey with 2,000 digitally engaged people about their on and offline cultural consumption.

1. Digital Audiences Arts and Cultural Engagement Online Caroline Greener Marketing Manager Audiences North East

2. The digital space 2

3. 73% There were 19.2 million households with an Internet connection in 2010, representing 73 per cent of households. The region with the highest level of access was London, with 83 per cent, the lowest was the North East, with 59 per cent.Source: ONS Opinions Survey

4. Online is the media space where people spend the most time “When I haven’t got the internet I just feel completely lost…it’s scary how much you rely on it” Leading Edge : 18-24 LEISURE TIME (HOURS/WEEK)

5. 5 Have set up a profile Use daily Over 3/5 UK online adults use social networking

6. 6

9. How arts and cultural organisations can use technology to deepen existing relationships with audiences

10. Can we segment the online audience?

11. Implications for differing audience needs

12. How?

13. 2,000 quantitative surveys

14. Focus groups

15. Qualitative interviews

16. Who?

17. Arts Council England

18. Arts & Business

19. MLA

20. MTM London8

22. There are 5 types of online interaction requiring different levels of engagement

23. People see the in real life (IRL) experience as superior to online

24. Music is the leading arts genre online

25. Social media has become a major tool for discovery

26. Brand is key, particularly with email

27. Online engagers are offline engagers

28. It is possible to segment online users by attitude and behaviour and target online activities to them9

29. 53% of online users are engaging with arts and culture online 10

30. 5 ways of interacting online Access Learn Experience Share Create 11

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33. “A tremendous survey – exceptional” The Observer“Fascinating” Sunday Express“You must visit this fab show” The Independent 14

34. People see the in real life (IRL) experience as superior to online Jessie at the Brooklyn Museum 15

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37. Music is the leading arts genre online 18

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40. Social media has become a major tool for discovery 21

41. 22

42. Brand is key, particularly with email 23

43. Online engagers are offline engagers 24

44. Online segmentation It is possible to segment online users by attitude and behaviour and target activity towards them. Three segments are of interest to the cultural sector: Confident core (29%) Late adopters (21%) Leading edge (11%) 25

46. Discovery

47. Filtering

48. Learning

49. Some experiencing

50. Some sharing

52. SEO

53. Be in the audience’s chosen online spaces

54. Consider going mobile

55. Whet appetites

56. Be informative and credible

57. Encourage sociable experiences26

59. Nervous

60. Distrust of online-only brands

61. Private

62. OPPORTUNITIES

63. Online learning

64. Email dialogue

65. Key things to bear in mind

66. No unsolicited email contact

67. Very little social networking

68. No user generated content

69. Reassurances needed re online security

70. Low skills and low confidence27

72. Mobile internet

73. Immersive experiences

74. Advocacy and social media

75. Interested in creativity

76. Expectation of free content

77. Tech literate – easily disappointed

78. Passionate advocates

79. Vocal detractors

80. OPPORTUNITIES

81. Providing unique, money can’t buy experiences

82. Being ‘first’

83. Partnerships with mobile content providers

84. Apps28

86. Marketing

87. Audience Development

88. Selling tickets

89. Delivering content

90. Participative engagement

91. Challenges

92. Direct revenue vs costs

93. Ambition vs pragmatism29