Attendance

Audiences are less likely to use the internet before, during or after attending visual arts events compared with other artform events

The very nature of visual arts attendance is more spontaneous than attendance for other art events and there is often no need to plan or research the event prior to attending (particularly since attendance at most events does not require a booking).  As such visual arts attendees were less likely to engage online before, during or after the event.

However, visual arts festival attendees were more likely than other visual arts attendees to engage online before and after the event. For example, visual arts festival attendees were more likely to engage in online word of mouth before (36 percent vs. 22 percent) and after (37 percent vs. 26 percent) the event.

Craft festival and fair attendees were also more likely than other visual arts attendees to engage in online word of mouth before (39 percent vs. 22 percent), but less likely to do this after the event (18 percent vs. 26 percent).

With current low levels of online engagement, private gallery attendees were interested in the prospect of accessing online images and videos before attending events in future.

Table 7 - Use of the internet at each stage of the 'attendance journey' - arts attendees and visual arts and craft attendees

Total arts attendees Visual arts attendees
Awareness40%28%
Research75%66%
Booking51%28%
Preparation71%63%
At the event31%29%
After the event66%60%