Arts for all Queenslanders Strategy: community survey

1. Arts for all Queenslanders Strategy: community survey Report September 2013

2. Document information Prepared for • Arts Queensland Client contact Iona Cominos Prepared by instinct and reason Research consultants Paul Vittles, Jarod Woodcock Date 30 September 2013

3. Contents

4. Objectives & coverage Research purpose survey a full cross-section of the Queensland community as part of agreeing and launching the ‘Arts for All Queenslanders’ Strategy Research objectives assess community perceptions of access to the arts in their area obtain a measure of arts-related expenditure evaluate community perceptions of priorities for resource allocation examine community recommendations for key arts/culture attractions undertake analysis by area

5. Methodology & approach A survey among all Queenslanders a cross-section of 1,000 Queenslanders were surveyed via computer assisted telephone interviewing (CATI) from Saturday August 24 to Monday September 2*. The survey took on average between 5 to 6 minutes to complete. the coverage included 11 target areas (Bundaberg, Cairns, Gladstone, Gold Coast, Ipswich, Longreach, Mackay, Rockhampton, Sunshine Coast, Toowoomba, Townsville) plus a sample in Brisbane and the rest of Queensland. the lower population areas were boosted to provide a minimum of 50 interviews in each area. The final data set was weighted to a fully representative sample of the Qld population. *No interviews were conducted on Father’s Day, Sunday September 1

6. Methodology: sample structure & weighting A minimum sample of n=50 was achieved in smaller areas to reach the required levels for reliable statistical analysis. Data has been weighted according to Census ‘11 figures below, essentially weighting down the numbers in smaller areas so they are not over-represented in the total sample.

7. Sample profile

8. Sample profile (age and gender)

9. Sample profile (activity status & income)

10. Executive summary

11. Executive summary

12. Main findings

13. Access to cultural events, activities or facilities Across Queensland, people perceive a high level of access for their communities to libraries (92% feel there is enough access) and movies (84%), along with good access to many arts and cultural events, activities and facilities. For most categories, half or more think there is enough access. Perceived access levels are significantly below half for opera (24%), classical ballet (32%), classical music (38%) and contemporary dance (44%). Q5. Do you think people in your community have enough access to… Base: n=1000, weighted sample

14. Access to museums and heritageby area The greatest variation is for perceived access to museums and heritage events, activities or facilities. Ipswich and Longreach residents are significantly more likely to perceive higher access, reflecting the presence of the rail and Qantas museums respectively. The numbers are considerably lower in Cairns and Gold Coast. Note: yellow bars indicate area is significantly different from the total Q5. Do you think people in your community have enough access to museums and heritage? Base: n=1000, weighted sample; NOTE: Base sizes shown in chart are unweighted

15. Access to cultural events, activities or facilitieskey differences Apart from museums and heritage, Longreach residents tend to think that access to arts or cultural events, activities or facilities for people in their community is more limited.

16. Frequency of overnight travel to attend or participate in the arts The majority of Queenslanders travel overnight either once a year or never, with those on low incomes more likely to never travel overnight, as we would expect. There are no major differences by age, area or gender. Income: Less than $20K, 66% Income: Less than $20K, 17% Students, 5% Q6.How often do you travel within Queensland to attend or participate in arts or cultural events or activities that involve you staying away from home in paid accommodation for at least one night? Base:n=1000, weighted sample

17. Monthly spend on tickets and fees Across the whole population, one in four (26%) spend nothing on tickets to attend arts or cultural activities or on fees to participate, and a further one in four (24%) spend under $25. However, there are significant numbers spending $50-99 each month (18%), $100-199 (15%) and $200+ (7%). Q7.How much would you typically spend each month on arts or cultural activities on tickets to attend events or fees to participate in any arts or cultural activities? Base:n=1000, weighted sample

18. Monthly spend on tickets and feesby income There are no major differences in monthly spend on tickets or fees by age, area or gender. Income is the main influence on spend. Among households with an income of up to $40K, 36% spend nothing and only 29% spend more than $50 a month. Among those with a household income of $100K+, 58% spend more than $50 per month on tickets or fees for arts or cultural activities, although note that 16% of this highest income group spend nothing. Q7.How much would you typically spend each month on arts or cultural activities on tickets to attend events or fees to participate in any arts or cultural activities? Base:n=1000, weighted sample

19. Total monthly arts/cultural spend In terms of total spend, including travel, food & drink, overnight accommodation where relevant, and buying goods, it ranges from 22% of Queenslanders spending nothing to 26% spending $200+ each month. Excluding those who say they do not spend anything, the mean monthly spend in total on arts or cultural activities is $209 across the State. Q8.How much would you typically spend each month in total on arts or cultural activities, including tickets, the cost of travel to an event or overnight accommodation, and what you spend there, eg on food and drink, buying books, buying CDs, etc.? Base:n=1000, weighted sample

20. Total monthly spendby income There are no major differences in total monthly spend by age, area or gender. Income is the main influence on monthly spend. Among households with an income of up to $40K, 33% spend nothing and only 28% spend more than $100 a month. Among those with a household income of $100K+, 60% spend more than $100 per month in total on arts or cultural activities, although note that 11% of this highest income group spend nothing. Q8.How much would you typically spend each month in total on arts or cultural activities, including tickets, the cost of travel to an event or overnight accommodation, and what you spend there, eg on food and drink, buying books, buying CDs, etc.? Base:n=1000, weighted sample

21. Priorities for government investment The chart below shows the rank order of priority as perceived by the Queensland community as a whole. Mean 3.94 3.93 3.89 3.83 3.65 3.62 3.54 Q9. We know from previous research that 78% of Queenslanders support government investment in the arts, but there is always a limited budget so it’s all about priorities. For each area, please tell me what priority you think it should have? Base: n=1000, weighted sample

22. Priorities for government investmentmean score by age Queenslanders aged 45-54 are more likely to give a higher priority for Arts education, like artists working in schools, whereas Queenslanders aged 55+ are less likely to rate higher priority for this area. Note: pink cell indicates significantly different from total

23. Priorities for government investmentmean score by area There are no major differences in priority when comparing the 11 target areas with the sample as a whole. The one significant difference is Brisbane residents being more likely to give a higher priority for Arts and cultural places and facilities like theatres, museums, libraries and community arts centres. Note: pink cell indicates significantly different from total

24. Recommendations to friends or relatives Q10. If you had a friend or relative planning a two-week visit to Queensland and wanting a positive experience of the arts or culture of Queensland, what three things would you recommend they see or do here? Base: n=1000, weighted sample

25. Recommendations to friends or relativeskey differences Longreach residents are more likely to recommend museums and heritage but also more likely to not make a recommendation or leave it up to their guest. Mackay residents are more likely to recommend natural resources. Cairns residents are more likely to recommend Indigenous art or cultural events.