1. 1 Taking Part in Scotland 2008 Presentation of survey results

2. 2 Agenda ‘Top line’ results Under represented groups Survey objectives and methods The Internet Attitudes to the arts Developing attendance and participation Art form profiles Other factors to consider

3. 3 Survey objectives and methods

4. 4 To provide up to date information on levels of attendance and participation in arts related activities in Scotland Building upon previous surveys undertaken in 2006 and 2004. Surveys have been undertaken every two or three years since 1991. Providing results for total adult population and key ‘under represented’ groups and regions Minority ethnic communities Disabled people People aged 16-24 People aged 65+ People living in deprived areas People living in rural areas Women Survey objectives

5. 5 Fieldwork from March to June 2008 4,941 face to face in-home interviews Identical survey methods to 2004 and 2006 allows comparisons ‘New’ questions added regarding attitudes to the arts, viewing & listening Additional analysis undertaken to gain greater insight Survey methods 2,831 in boosters of under-represented groups and regions 2,110 representative of Scottish adult population

6. 6 ‘Top line’ results

7. 7 71% participated in one or more arts or cultural activity All adults in Scotland ‘Top line’ results 77% attended arts or cultural events Overall 90% had either attended or participated In the previous 12 months… 71% participated in arts or cultural activity …lower than in 2006 but higher than in 2004 …similar to 2006 and 2004

8. 8 71% participated in one or more arts or cultural activity 77% attended arts or cultural events Attendance of 39 different art forms asked about All adults in Scotland Attendance in last 12 months

9. 9 71% participated in one or more arts or cultural activity 77% attended arts or cultural events Attendance of 39 different art forms asked about All adults in Scotland Attendance in last 12 months

10. 10 All adults in Scotland Attendance in last 12 months

11. 11 71% participated in arts or cultural activities Participation in 30 different art forms asked about All adults in Scotland Participation in last 12 months

12. 12 71% participated in arts or cultural activities Participation in 30 different art forms asked about All adults in Scotland Participation in last 12 months

13. 13 All adults in Scotland Participation in last 12 months

14. 14 Under represented groups

15. 15 Under-represented groups

16. 16 Under-represented groups

17. 17 Combined No statistically significant changes between 2006 and 2008

18. 18 Attendance A statistically significant decrease in attendance amongst ethnic minority communities

19. 19 Participation A statistically significant decrease in participation at all adults level and amongst disabled people and women

20. 20 Rock & pop music events Lower amongst… Residents of deprived areas Disabled people People aged 65 and over Members of ethnic minorities Women Higher amongst… People aged 16 to 24 Rock & pop music events Lower amongst… Residents of deprived areas Disabled people People aged 65 and over Members of ethnic minorities Women Higher amongst… People aged 16 to 24 Under-represented groups Reading Lower amongst… Residents of deprived areas (especially older people) Members of ethnic minorities Higher amongst… Women Reading Lower amongst… Residents of deprived areas (especially older people) Members of ethnic minorities Higher amongst… Women Cinema Lower amongst… Residents of deprived areas Disabled people People aged 65 and over Residents of rural areas Higher amongst.. People aged 16 to 24

21. 21 Geographical Regions

22. 22 Combined Lower in North Eastern Scotland than elsewhere and lower in this area than in 2006

23. 23 Attendance Decrease in attendance in North Eastern Scotland and an increase in South Western Scotland

24. 24 Participation Decreased participation in North Eastern Scotland and Glasgow & surrounds and increase in South.

25. 25 Other factors to consider

26. 26 Other factors to consider Attending or participating All Adults 90% No qualifications 74% NS-SEC Groups 1 to 3 84% NS-SEC Groups 4 and 5 68% School, HNC or HND 93% Working full or part time 96% Retired or not working 87% In full time education 100% Degree or higher degree 97% Aged under 45 or 65+ 95% Aged 45 to 64 100%

27. 27 Other factors to consider

28. 28 Art form profiles

29. 29 Art form profiles Further profiling of the characteristics of attendees and participants undertaken for a number of art forms: Dance event attendees Dance participants Theatre attendees Visual arts attendees Visual arts participants Music event attendees Music participants Craft event attendees Craft participants Cinema attendees Reading participants

30. 30 Craft event attendees Sex Age SEG Highest Qualification UR groups ACORN group Cinema attendees Reading for pleasure

31. 31 The Internet

32. 32 Viewing and listening 73% Listened to one or more art form on the radio 73% Listened to one or more art form on the radio 93% Watched one or more art form on TV, DVD or video 93% Watched one or more art form on TV, DVD or video 82% Listened to one or more art form on MP3, CD, record or cassette 82% Listened to one or more art form on MP3, CD, record or cassette 31% Viewed or listened to one or more art form on the Internet 31% Viewed or listened to one or more art form on the Internet Rock/pop music…..67% Country & Western.21% Orchestral music….17% Scottish music*… 15% Jazz music………...14% Rock/pop music…..67% Country & Western.21% Orchestral music….17% Scottish music*… 15% Jazz music………...14% Rock/pop music…..58% Country & Western.14% Orchestral music….11% Scottish music* ….10% Jazz music………....8% Rock/pop music…..58% Country & Western.14% Orchestral music….11% Scottish music* ….10% Jazz music………....8% Rock/pop music.23% Film………….….15% Rock/pop music.23% Film………….….15% Film.....................85% Rock/pop music..47% Musicals………...33% Plays…………….26% Scottish music*..15% Film.....................85% Rock/pop music..47% Musicals………...33% Plays…………….26% Scottish music*..15% *Includes Scottish traditional and Scottish folk music

33. 33 Other on-line activities in last 12 months 49% of the adult population had undertaken one or more of these online activities

34. 34 Developing attendance and participation

35. 35 Developing attendance and participation – all adults in Scotland 64% would like to attend different arts or cultural events in the future 41% would like to participate in different arts or cultural activities in the future Rock/pop music..16% Musicals………...13% Plays…………….13% Cinema… ………12% Museum…………12% Rock/pop music..16% Musicals………...13% Plays…………….13% Cinema… ………12% Museum…………12% Photography……..9% Painting/drawing…6% Drama…………….5% Playing instrument.5% Wood crafts………5% Photography……..9% Painting/drawing…6% Drama…………….5% Playing instrument.5% Wood crafts………5%

36. 36 Interest in future attendance and participation – by under represented group

37. 37 Distance willing to travel to attend

38. 38 Attitudes to the arts

39. 39 Attitudes to the arts Percentage who ‘agree strongly’ or ‘agree slightly’ with each statement.

40. 40 Attitudes to the arts ‘Time Poor’ ‘Prudent Participants’ ‘Restricted’ ‘Opting Out’ ‘Free’ ‘Experienced Seekers’ 17% 23% 17% 14% 17% Cluster analysis segments the population according to their responses to the attitude statements Each segment has been given a name and profiled to identify demographic and behavioural traits

41. 41 ‘Experienced Seekers’ – 14% of population Attending and participating in arts and cultural activities helps to enrich the quality of my life I like to learn and experience new things in my leisure time High attendance & participation levels esp. theatre, museums, art galleries. Listen to plays on radio & orchestral music recordings. High use of Internet esp. to purchase tickets for arts performances. More likely to be, but not exclusively: Aged 45-64 No disabilities Employed or retired High income High levels of education AB socio-economic groups

42. 42 ‘Prudent Participants’ -17% of population Value for money is important when deciding what to do in leisure time Would attend more arts and cultural events if closer to home, easier access Like to learn and experience new things in leisure time Have time to attend Higher than average attendance & participation levels esp. art galleries and museums. Average TV and Radio viewing and listening esp. plays, variety shows, traditional music. Fairly low use of Internet and on-line activity. More likely to be, but not exclusively: Female Aged 55+ Retired A range of levels of affluence and education levels

43. 43 ‘Time Poor’ - 21% of population Difficult to find time to take part in or attend arts and cultural activities The needs of family come first when planning leisure time Would attend more arts and cultural events if closer to home, easier access Like to learn and experience new things in leisure time Value for money is important when deciding what to do in leisure time Slightly higher than average attendance & participation levels esp. cinema. Slightly higher TV and Radio viewing and listening esp. rock/pop music and films. High use of Internet including social networking sites. More likely to be, but not exclusively: Aged 25 – 44 No disabilities Full or part time employed Higher, HNC or HND qualifications C1C2 socio-economic groups

44. 44 ‘Free’ - 17% of population Value for money is not a high priority when deciding what to do in leisure time Needs of family are not a high priority when planning leisure time Fairly high attendance & participation levels esp. music events Slightly higher TV and Radio viewing and listening inc. opera and jazz music. High use of Internet and on-line activity including social networking sites, purchasing and downloading music and film. More likely to be, but not exclusively: Aged 16-24 Full time employed or in full time education Have a degree or higher degree ABC1 socio-economic groups

45. 45 ‘Restricted’ - 17% of population Difficulties attending due to age, a disability or long term illness Feel out of place in an art gallery or museum Have difficulty finding information about arts and cultural activities If more events and better access would go more often Lower than average attendance & participation levels. Lower TV and Radio viewing and listening Very low use of Internet and on-line activity. More likely to be, but not exclusively: Aged 75+ Disabled or long term illness Retired Low income No qualifications DE socio-economic groups

46. 46 ‘Opting Out’ - 14% of population Spending my time attending or participating in the arts and cultural activities is of little interest Feel out of place in an art gallery, museum or theatre The needs of family members take priority Would not attend more performances if closer to home, easier access Lowest attendance & participation levels Low TV, Internet and Radio viewing and listening. Very low use of Internet and on-line activity. More likely to be, but not exclusively : Aged 65+ Retired No qualifications DE socio-economic groups

47. 47 Survey Outputs All outputs including summary reports, full data set on SPSS and presentations available on our website: http://www.scottisharts.org.uk/1/artsinscotland/crossartformfeatur es/takingpartresearchpublished.aspx

48. 48