Copyright 2003, Harris Interactive Inc. All rights reserved. “Life Would Be Boring Without It”: What Do Kids Really Think About the Arts? Conducted For: National Assembly of State Arts Agencies (NASAA) Presented by: Marc R. Scheer, Ph.D. Senior Associate, Youth and Education Research December 5, 2003

Harris Interactive Inc. Page 2 Session Outline 1. Harris Interactive Capabilities 2. How Do Youth Perceive Creative People and Themselves? 3. What Are Young People’s Favorite Activities, and Why? 4. Where Do Youth Participate in Creative Activities? 5. Which Artistic Events Do Youth Attend? 6. How Do Youth Find Out About Things to Do? 7. Summary and Conclusions

Copyright 2003, Harris Interactive Inc. All rights reserved. Who We Are and What We Do: Harris Interactive Capabilities

Harris Interactive Inc. Page 4 Harris Interactive Inc. n The “Harris Poll” –America’s trusted barometer of public opinion n Online Research & Traditional Capabilities n Youth and Education Research on Behalf of: –K-12 Educators –Higher Education Institutions –Academics –Foundations/Non Profits –Media/Press –Youth Marketers

Harris Interactive Inc. Page 5 Youth Team Expertise n Survey research where… –Respondents are kids, tweens, teens, or college students –The study involves surveying educators, or... n Work where the subject area is… –Family and parenting –Education –Marketing to young people

Harris Interactive Inc. Page 6 The Echo Boom is Loud! Source: US Census Bureau

Harris Interactive Inc. Page 7 Kids Have a Unique Perspective I paint what I see.

Harris Interactive Inc. Page 8 Survey Methodology n Survey questions were fielded as part of 3 waves of YouthQuery, a monthly omnibus survey of year olds. n An online interview method was utilized. n Survey was conducted in August, September and October, n Sample was drawn from Harris Interactive’s multimillion member Harris Poll Online Panel. n Data were weighted to be representative of all U.S. children aged 8-18.

Copyright 2003, Harris Interactive Inc. All rights reserved. How Do Kids Perceive Creative People and Themselves?

Harris Interactive Inc. Page 10 What Do Today’s Youth Think About Creative People? Are Creative People… –Fun? –Successful? –Popular? –Happy? –Smart?

Harris Interactive Inc. Page 11 Q706 Base: All qualified respondents (n=1202) It’s fun to be with creative people. Eight in Ten Youth Believe It is Fun to Be With Creative People

Harris Interactive Inc. Page 12 Q706 Base: All qualified respondents (n=1202) Being creative helps a person succeed in life. Almost Eight in Ten Youth Believe That Creativity Helps People Succeed

Harris Interactive Inc. Page 13 Q706 Base: All qualified respondents (n=1202) Creative people are smart. Six in Ten Youth Think That Creative People Are Smart

Harris Interactive Inc. Page 14 Q706 Base: All qualified respondents (n=1202) Creative people do well in school. Six in Ten Youth Believe That Creative People Do Well in School

Harris Interactive Inc. Page 15 Q706 Base: All qualified respondents (n=1202) Creative people are happy. Half of Young People Believe That Creative People Are Happy

Harris Interactive Inc. Page 16 Q706 Base: All qualified respondents (n=1202) Creative people are popular. Only One-third of Youth Believe That Creative People Are Popular

Harris Interactive Inc. Page 17 Tweens Are More Likely Than Teens to Believe That Art Is A Positive Influence and Creativity Is a Positive Quality Q706 Base: All qualified respondents (n=1202) How much do you agree with the following statements? % Agree

Harris Interactive Inc. Page 18 Q706 Base: All qualified respondents (n=1202) I am a creative person. Majority of Young People Describe Themselves As Creative People

Harris Interactive Inc. Page 19 Careers in the Arts (Coupled With Fame) Are High in Young People’s Aspirations Source: Harris Interactive Youthpulse

Harris Interactive Inc. Page 20 Q706 Base: All qualified respondents (n=1202) Art, music, dance and theater make the world a better place to live. Majority of Young People Think That Artistic Activities Make the World A Better Place to Live

Copyright 2003, Harris Interactive Inc. All rights reserved. What Are Kids’ Favorite Activities And Why?

Harris Interactive Inc. Page 22 If You Had a Whole Day to Do Something That Used Your Imagination, What Would You Do? n “Drawing, painting, photography, computers” (9 year old boy) n “Write a song on the guitar, and write a movie or book” (15 year old girl) n “I would…design a brand new world, characters, storylines for new movies, T.V shows, books, comics, [and] video games” (16 year old boy) n “Act in a play, learn to rap or freestyle” (16 year old boy)

Harris Interactive Inc. Page 23 If You Had a Whole Day to Do Something That Used Your Imagination, What Would You Do? n “I'd see my room in a whole new way and then go out and make it look like how I imagined it and then do the same with every other room in my house.” (16 year old girl) n “Design web pages” (17 year old boy) n “Draw something out of the ordinary. Make up a game that entertains.” (18 year old boy) n “I would create a fun skit, or make a piece of artwork.” (18 year old girl)

Harris Interactive Inc. Page 24 Eight in Ten Youth Enjoy Creative Activities Q705 Base: All qualified respondents (n=1230) What are your favorite things to do?

Harris Interactive Inc. Page 25 Creative Activities Include Music, Dance, Art Creative/Artistic Activities (79% Net) n Draw, paint or sculpt n Sing n Write (creatively) n Dance n Take photos or make videos n Play a musical instrument n Make crafts, jewelry or clothes n Act or perform on stage Other Activities (99% Net) n Spend time with friends n Listen to music n Watch TV n Watch videos or DVDs n Go to the movies n Play video or computer games n Read n Surf the Internet n Spend time with family n Play sports n Go shopping n Go to a concert or live music performance

Harris Interactive Inc. Page 26 Drawing/Painting/Sculpting Tops List of Youth’s Favorite Creative Activities Q705 Base: All qualified respondents (n=1230) What are your favorite things to do?

Harris Interactive Inc. Page 27 Tweens Are More Likely Than Teens to Enjoy Art; Teens Are More Likely Than Tweens to Enjoy Writing, Music and Photography Q705 Base: All qualified respondents (n=1230) What are your favorite things to do?

Harris Interactive Inc. Page 28 Most Young People Like Artistic Activities Because of the Way It Makes Them Feel Q710 Base: Enjoy creative/arts (n=964) Why do you like to do these activities?

Harris Interactive Inc. Page 29 Few Young People Choose to Do Creative Activities Just to Be Popular Q710 Base: Enjoy creative/arts (n=964) Why do you like to do these activities?

Harris Interactive Inc. Page 30 Why Do You Like to Do These Activities? n “Because it makes me feel alive” (10 year old girl) n “Cause I can express how I’m feeling in my stories” (12 year old boy) n “It is very spiritual” (13 year old girl) n “It gives me a sense of independence” (15 year old boy)

Harris Interactive Inc. Page 31 Why Do You Like to Do These Activities? n “It is a stress reliever” (15 year old girl) n “It helps me express myself in different ways than just speaking” (16 year old girl) n “It helps me release my depression and anger” (16 year old boy) n “Because life would be boring without it” (17 year old girl)

Harris Interactive Inc. Page 32 Teens Like Artistic Activities Because They Can Express Themselves; Tweens Emphasize Using Their Imagination and Feeling Competent Q710 Base: Enjoy creative arts (n=964) Why do you like to do these activities?

Harris Interactive Inc. Page 33 Overall, Top 10 Favorite Activities Do Not Include the Arts Q705 Base: All qualified respondents (n=1230) What are your favorite things to do? TOP 10 LIST

Copyright 2003, Harris Interactive Inc. All rights reserved. Where Do Kids Participate In Creative Activities?

Harris Interactive Inc. Page 35 Most Youth Have Participated In Music or Art Activities During the Past 12 Months Q711 Base: All qualified respondents (n=1221) During the past 12 months, have you participated in the following activities in school or outside of school? % Participated in any location

Harris Interactive Inc. Page 36 Participation in Music or Arts Is More Common Among Tweens Than Teens Q711 Base: All qualified respondents (n=1221) During the past 12 months, have you participated in the following activities in school or outside of school? % Participated in any location

Harris Interactive Inc. Page 37 More Than Half of Youth Participate in Music and Art Programs in School Q711 Base: All qualified respondents (n=1221) During the past 12 months, have you participated in the following activities in school or outside of school? % Participated in school

Harris Interactive Inc. Page 38 Majority of Tweens Participate in Music or Singing Performance in School Q711 Base: All qualified respondents (n=1221) During the past 12 months, have you participated in the following activities in school or outside of school? % Participated in school

Harris Interactive Inc. Page 39 Two in Ten Youth Participate in Music or Singing Programs Outside of School Q711 Base: All qualified respondents (n=1221) During the past 12 months, have you participated in the following activities in school or outside of school? % Participated outside of school

Harris Interactive Inc. Page 40 Teens Are More Likely Than Younger Children to Participate in Several Creative Activities Outside of School Q711 Base: All qualified respondents (n=1221) During the past 12 months, have you participated in the following activities in school or outside of school? % Participated outside of school

Harris Interactive Inc. Page 41 Outside of School, Artistic or Creative Activities Are Most Often Experienced At Home or At A Place of Worship Q715 Base: Participated in program outside of school (n=601) Where did you participate in these artistic or creative activities?

Harris Interactive Inc. Page 42 Teens Are More Likely Than Tweens to Do Arts At Home Q715 Base: Participated in program outside of school (n=601) Where did you participate in these artistic or creative activities?

Copyright 2003, Harris Interactive Inc. All rights reserved. Which Artistic Events Do Kids Attend?

Harris Interactive Inc. Page 44 Two-thirds of Youth Have Seen A Play in the Past Year; Three in Ten Have Seen An Orchestra Or Dance Performance Q721 Base: All qualified respondents (n=1230) During the past year, have you gone to any of the following either at school or someplace else? % Yes

Harris Interactive Inc. Page 45 Teens Are More Likely Than Tweens to Attend Arts Performances Q721 Base: All qualified respondents (n=1230) During the past year, have you gone to any of the following either at school or someplace else? % Yes

Copyright 2003, Harris Interactive Inc. All rights reserved. How Do Kids Find Out About Things to Do?

Harris Interactive Inc. Page 47 Friends Are the Main Source of Recreation Information for Youth; Look to TV More Than to Parents For Recreation Ideas Q700 Base: All qualified respondents (n=1221) Where do you find out about fun things to do after school and on weekends?

Harris Interactive Inc. Page 48 Tweens’ Top Source of Info Is Parents; Teens Overwhelmingly Look to Friends Q700 Base: All qualified respondents (n=1221) Where do you find out about fun things to do after school and on weekends?

Copyright 2003, Harris Interactive Inc. All rights reserved. Summary and Conclusions

Harris Interactive Inc. Page 50 Summary n Youth believe that art is a positive influence and creativity is a positive quality. n Majority of youth count creative or artistic activities among their favorite pastimes. n Youth participate in a wide range of creative activities. n Majority of young people like artistic activities because they feel good, use imagination, feel competent, express themselves.

Harris Interactive Inc. Page 51 Summary (cont’d) n School is the primary location for music and arts programs for most students. n Outside of school, creative activities are most often experienced at home or place of worship. n Friends are the main source of recreation information for youth, and TV is also important.

Harris Interactive Inc. Page 52 Thank You! For more information, please contact: Marc R. Scheer, Ph.D. Senior Associate, Youth and Education Research or