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SINGAPORE ARTS FESTIVAL SURVEY 2006 AUDIENCE SURVEY - HIGHLIGHTS

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

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SINGAPORE ARTS FESTIVAL SURVEY 2006 AUDIENCE SURVEY - HIGHLIGHTS

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  1. SINGAPORE ARTS FESTIVAL SURVEY 2006 AUDIENCE SURVEY - HIGHLIGHTS 30 Aug 2006

  2. 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

  3. 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

  4. 2% Profile of SAF 2006 Audiences

  5. Age Profile of Attendees • Tends to be younger than general population % (n=4416)

  6. Age Profile of Attendees • Dominance of teens in non-ticketed audience % Ticketed: n = 3596 Non-Ticketed: n = 852

  7. Occupational Profile of Attendees • Nearly half – professionals • More than a third - students % (n=2960)

  8. Occupational Profile of Attendees • 4 in 10 at non-ticketed performances - students % Ticketed: n = 2414 Non-Ticketed: n = 561

  9. Changing Profile of Attendees • Large increase in 15-19 y.o. attendees came at the expense of the 40-59 y.o. group %

  10. 22 20 12 12 11 10 8 6 1.4 1.7 Reasons for attending SAF 2006 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 Base, n: 4536

  11. 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

  12. Newspaper articles 25 Newspaperadvertisements 22 21 Banners Word of mouth 21 Radio 20 17 TV programmes TV commercials 16 Festival brochures and leaflets 16 Internet 16 Train / Taxi advertisements 12 9 Magazine articles Magazine advertisements 7 Electronic mailers 4 5 Others Sources of Information on SAF 2006 Base, n: 4536

  13. 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%)

  14. Legend Excellent (5) Good (4) Fair / Average (3) Poor (2) / Very Poor (1) 14 18 17 No Response 11 8 6 5 Mean: 4.03 4.02 4.03 4.04 4.10 % Top 2 boxes: 76% 75% 77% 76% 78% Base, n: 4536 835 3701 3848 262 Satisfaction with SAF 2006 Quality of Productions Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists Overall Ticketed programmes Non-ticketed programmes Locals Tourists % 18 20 21 24 60 55 58 51 14

  15. Legend Excellent (5) Good (4) Fair / Average (3) Poor (2) / Very Poor (1) No Response Mean: 3.98 3.92 3.99 3.97 4.21 % Top 2 boxes: 72% 69% 73% 74% 74% Base, n: 4536 835 3701 3848 262 Satisfaction with SAF 2006 Variety of Programmes Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists Overall Ticketed programmes Non-ticketed programmes Locals Tourists %

  16. Legend Excellent (5) Good (4) Fair / Average (3) Poor (2) / Very Poor (1) No Response Mean: 3.93 3.84 3.95 3.92 4.11 % Top 2 boxes: 66% 63% 67% 67% 72% Base, n: 4536 835 3701 3848 262 Satisfaction with SAF 2006 Being an International Arts Festival Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists Overall Ticketed programmes Non-ticketed programmes Locals Tourists %

  17. Ticketed programmes Non-ticketed programmes Locals Tourists 30 33 39 45 Legend Excellent (5) Good (4) 51 50 39 Fair / Average (3) 43 Poor (2) / Very Poor (1) 17 21 14 8 No Response 3 3 3 1 Mean: 4.17 4.35 4.13 4.19 4.17 % Top 2 boxes: 82% 88% 80% 83% 78% Base, n: 4536 835 3701 3848 262 Satisfaction with Individual Performances Quality of Performance Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists Overall %

  18. Ticketed programmes Non-ticketed programmes Locals Tourists Legend Excellent (5) Good (4) Fair / Average (3) Poor (2) / Very Poor (1) No Response Mean: 4.11 4.21 4.08 4.11 4.13 % Top 2 boxes: 77% 83% 76% 79% 75% Base, n: 4536 835 3701 3848 262 Satisfaction with Individual Performances Overall Experience Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists Overall %

  19. Top 5 Ticketed Productions Productions with highest % of “Excellent” ratings

  20. 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

  21. Types of Performances % of audience who would be “interested” or “very interested” in seeing these in future Festivals

  22. Types of Performances % of audience who would be “very interested” in seeing these in future Festivals

  23. 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

  24. 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)

  25. 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

  26. Top 5 Motivations for attending SAF performances Comparisons with 1999 Survey

  27. Top 5 Main Sources of Information about SAF Comparisons with 1999 Survey

  28. Comparisons with 1999 Survey

  29. Summary

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