Participation in the Arts Research, 2006Page 1 USE OF INFORMATION SOURCES - Television Significantly more people in Regional areas use Television to access entertainment information than those in Regional Queensland. The charts to the left and right show where (on the TV) people find the information in question. BRISBANE n=92 TOTAL SAMPLE N=429 REGIONAL n=114 48% 52% 54%46% 57%43% BRISBANE n=92REGIONAL n=114 Q8h. Where do you find information about the Arts on TV? Significant Differences

Participation in the Arts Research, 2006Page 2 USE OF INFORMATION SOURCES - Websites Significantly more people in Brisbane use websites to access information than those in regional Queensland. Of the websites used, the charts to the left and right show the top 5 nominated by region. There are significant differences in the use of certain websites, but this is clearly due to the location of the events that are advertised on the relevant websites. BRISBANE n=86 TOTAL SAMPLE N=429 REGIONAL n=48 31% 69% 23%77% 60%40% Q8f. Which websites do you use for information? Significant Diffs

Participation in the Arts Research, 2006Page 3 USE OF INFORMATION SOURCES - Radio Significantly more people in Regional areas use Radio as a source of information than those in Brisbane metro. The charts to the left and right show that there are similar trends in the way the Radio acts as a source of information across the regions. BRISBANE n=73 TOTAL SAMPLE N=429 REGIONAL n=103 41% 59% 48%52% 66%34% Q8g. Where do you find information about the Arts on the Radio? Significant Diffs

Participation in the Arts Research, 2006Page 4 USE OF INFORMATION SOURCES - Newspapers Regional Daily N=46 Courier Mail** N=86 22% 78% 40% 60% Q8h. Where do you find information about the Arts in the [Regional Daily/Courier Mail]? Significant Diffs

Participation in the Arts Research, 2006Page 5 USE OF INFORMATION SOURCES – Word of Mouth There is more use of word of mouth as an information source for the Interested segment and within the Brisbane Metro region. It is currently viewed as one of the most powerful sources of promotion for a brand or product and (as a medium conducive to arts promotion) given it’s significance amongst channels of communication about the arts, may be an important consideration for Arts organisations. For the Interested segment, word of mouth information is received equally by face to face/ telephone conversations and by . For the Disinclined segment there is slightly more reliance on word of mouth information being passed on through face to face/ telephone conversations. However, once again, there is more overlap than not. From those who said word of mouth at Q10: Significant Diffs

Participation in the Arts Research, 2006Page 6 COMMUNICATING SPECIAL OFFERS –BY SEGMENT Overall the preference trends for channels of communication for special offers by segment were similar. There were some significant differences in the proportions of respondents who preferred certain channels of information. The Interested segment had a greater preference for newsletters and those in the Disinclined segment had a stronger preference for the local paper, however this was still the number one preference for the Interested segment. Q10. How would you like to find out about special Arts event offers e.g. Ticket and meal deals? N=429 Significant Diffs

Participation in the Arts Research, 2006Page 7 COMMUNICATING SPECIAL OFFERS –BY REGION There were some significant differences in the proportions of respondents by region who preferred certain channels of information. There was a stronger preference for the local paper and posters or billboards in regional areas, while Brisbane residents preferred websites, or the Courier Mail. However it should be noted that while Regional residents had a stronger preference for the local paper, this was still the most preferred method for receiving information regarding special offers for Brisbane residents. Q10. How would you like to find out about special Arts event offers e.g. Ticket and meal deals? N=429 Significant Diffs

Participation in the Arts Research, 2006Page 8 INFORMATION SOURCES SUMMARY There are significant differences between the segments and the Metro vs. Regional areas in terms of proactive vs. reactive use of information sources. The Interested segment are significantly more likely than the Disinclined segment to use several sources for information about arts events and activities. No one source is exclusively in use by either segment and across both segments the Local paper is the primary source of information. The Interested segment make significantly more use of proactive sources of information such as websites, , word-of-mouth communication, finding information at venues, and picking up flyers in cafes. Of their preferred channels for communicating special offers newsletters and s from friends both feature. Based on findings from the qualitative research, this may be due to these being trusted sources and also social conduits. Brisbane Metro residents (similar to the Interested segment) were more likely to rely on electronic means of communication and on newsletters and websites, whereas those from Regional areas report using traditional media significantly more, such as TV, Radio and local papers. In regional areas people were also significantly more likely to rely on billboards or see advertisements outside venues. In terms of communicating special offers the Interested segment and Brisbane residents were significantly more likely to prefer newsletters. Whereas the Regional and Disinclined were significantly more likely to opt for communication via local papers. There is some overlay between segment and location - that is, the Disinclined in Brisbane Metro are slightly more likely to use electronic means, whereas the Interested in a Regional area are slightly more likely to use traditional sources. This should be a consideration in any promotional effort that is segment based. Advertisements accounted for most of the information all segments received from Radio or TV. Regional residents report using general advertisements most but Courier Mail readers (nearly all Brisbane Metro) were more likely to use the Weekend Entertainment section. Ticketek was the most heavily used website across the Regions. Regional residents were more likely to use Venue websites for information and people in Brisbane Metro using generic sites including OurBrisbane, QTIX and Citysearch significantly more.