Who are performing arts’

digital visitors?The 2020 Digital Audience Survey

November Findings

Performing Arts website visitors are more likely...

…To be a return web visitor.

80% vs 66% overall

…To be a return web visitor: and an in-person attender.

…To be motivated to be

entertained or inspired.

57% vs 38% overall

53% vs 45% overall

…To engage….to boost my mood.

‘I am engaging… to boost my mood’

58% vs 16%

65% vs 12%65% agree vs 58% overall

55% vs 16%

53% vs 19%

…To view a video

or live stream or

to donate to the

organisation.

45% vs 26% overall

4% vs 2% overall

19%

22%

29%

23%

37%

42%

39%

39%

24%

22%

16%

21%

16%

11%

12%

14%

5%

3%

4%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Gallery

Museum & Heritage

Performing Arts

Digital AudienceSurvey - Nov 20

Strongly agree Agree Neither agree nor disagree Disagree Disagree strongly

…To be viewing more online…than before Covid.

‘I am viewing more online…than before Covid’

61% vs 18%

68% vs 16%68% agree vs 61% overall

64% vs 14%

56% vs 21%

19%

33%

31%

23%

35%

33%

32%

35%

40%

31%

28%

35%

4%

2%

7%

5%

1%

1%

3%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Gallery

Museum & Heritage

Performing Arts

Digital AudienceSurvey - Nov 20

It has increased significantly It has increased somewhat It is about the same It has decreased It has decreased significantly

…To have increased frequency of visits to website or social

media since Covid.

58% vs 6%

63% vs 10%63% increased vs 58% overall

66% vs 3%

54% vs 5%

…To be medium culturally engaged.

Performing arts website visitors demographics

…were from a balance of age groups, reflecting the UK pop.

…90% identified as White, 9% Black, Asian or other

minority ethnicities*

*The sample size is currently not large enough to differentiate the proportions from more specific groups.

…9 in 10 did not identify as disabled

…1 in 5 live elsewhere, outside of the UK

Want to know more?

Get in touch: theaudienceagency.org@audienceagents