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Arts Organizations and Digital Technologies: Findings from a 2012 Pew Research Center Survey
Kristen Purcell, Ph.D.Associate Director, ResearchPew Internet Project
Social Media WeekWashington, DC
February 22, 2013
• Conducted by the Pew Research Center – our mission is to provide high quality, objective data to thought leaders and policymakers
• Between May 30 and July 20, 2012, Pew Internet conducted an online survey of a non-probability national (U.S.) sample of arts organizations
• 1,258 arts organizations took the survey, representing a wide range of disciplines, organizational functions, budgets, etc.
• Art museums comprised 9% of the final sample (performing groups made up the largest portion of the final sample at 22%)
• Presentation slides and full report are available at pewinternet.org
About the Survey
85% of US adults use the internet
2/3 have broadband at home
84% have a cell phone, including 45% who have a smartphone
24% have a tablet computer
19% have an e-reader
2/3 of adult cell phone users are wireless internet users
69% of online adults use social networking sites, 16% use Twitter
Mobile is the needle, social is
the thread
Setting the Stage: US Adult Internet Use in 2013
95% of 12-17 year-olds use the internet
77% have a cell phone, including 23% who have a smartphone
31% of 14-17 year-olds have a smartphone
75% of teens text and the median number of texts sent daily is 60
(100 for girls ages 14-17)
In July 2011, 80% of online teens used SNS, 14% used Twitter
Setting the Stage:US Teen Internet Use in 2013
Mobile is the needle, social is
the thread
Information is Woven Into Our Lives
Mobile is the needle, Social Networks are the thread
Social Networks…
Surround us with information through our
many connections
Bring us information from multiple, varied sources
Provide instant feedback, meaning and context
Allow us to shape and create information
ourselves and easily amplify others’ messages
Mobile…
Moves information with us
Makes information accessible ANYTIME
and ANYWHERE
Puts information at our fingertips, literally
Magnifies the demand for timely, actionable
information
Makes information location-sensitive
How your patrons reflect these mobile/social trends…
74% of adult smartphone owners use their phone to get directions, recommendations or other information based on their present location
21% use their phone to get coupons or deals to use at local businesses
2011 data
Patrons develop personal connections via SNS with public figures and entities…
2011 data
In the 12 months prior to the survey….
44% of adults had attended a live music, dance or theater performance – it was 77% among those who follow a
music/dance/theatrical group or venue on SNS
35% of adults had visited a museum – it was 82% among those who follow a museum on SNS
35% of adults had attended an arts, craft or music festival – it was 55% among those who follow individual artists,
musicians or performers on SNS
29% of adults had visited an art gallery, show or exhibit – it was 82% among those who follow an art gallery or other
visual arts organization on SNS
…and those personal connections can help you find and engage with “Superfans”
2011 data
So, how are arts organizations capitalizing on these trends?
Generally increasing their online presence
% of arts orgs who say the internet is very or somewhat important for…
Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,212.
• 99% host a website
• 86% have increased the number of online events and exhibits they host over the past several years
• 97% have a social media presence
• 69% have individual employees with professional social media profiles they use in their capacity as a representative of the organization
Major functions served by arts orgs’ websites
Audience Interaction
• 90% let patrons share their content via email, SNS and Twitter
• 81% let users comment publicly on the site
• 28% host online discussion groups
• 22% host webinars
Multi-Media Content
• 94% post photos on their website
• 81% post or stream video
• 57% post or stream audio
• 50% maintain a blog
• 20% present online exhibits
Promotion
• 86% accept donations online
• 74% maintain an online calendar
• 72% sell tickets online
• 47% sell merchandise online
• 34% make info available through RSS feeds
• 31% offer discounts through services such as Groupon or LivingSocial
The social media platforms arts organizations use…
Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,202.
• 97% of these orgs have a profile or page on a social media site
• 69% also have individual employees with professional social media profiles they use as representatives of the organization
• 56% of the orgs that use social media have a profile on 4-9 different social media sites
• 10% of the orgs that use social media are active on 10+ platforms
Arts Orgs’ Use of Social Media
How often organizations post content on social media…
Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,131.
How
Other uses of social media…
• 82% use social media to engage with audience members prior to, during, or following an event
• 77% use social media to monitor what is being said about their organization
• 65% use social media to learn more about their audience
• 52% use social media to get feedback from the public or “crowdsource” an idea
45% of arts orgs using social media post daily
Do arts orgs see a payoff from social media?
Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,117.
• 56% say it’s had a major impact on boosting org’s public profile
• 53% see major impact on engagement with public
• 48% see major impact on increasing traffic to website
• 45% see major impact on event promotion/attendance
• 41% see major impact on audience building and stakeholder engagement
• 27% see major impact on audience engagement w/content
• Just 13% see major impact on professional collaboration, or on fundraising
Not everyone is on board the social media train
Source: Pew Research Center’s Internet & American Life Project Arts Orgs Survey. Conducted May 30-July 20, 2012. N for respondents who answered this question=1,117.
Funding and Staffing Social Media Efforts
Staffing
• 76% of social media-using orgs have full-time paid staff tending the sites
• 29% use part-time staff
• 16% use volunteers
• 8% use paid contractors
• Altogether, 13% use a combination of full-time and part-time staffers to manage social media
• Just 27% have a staff member whose position is dedicated to social media management
• 73% use staff to oversee social media who also have other responsibilities
Funding and Development
•49% of these orgs have sought funding specifically to expand their organization’s use of the internet or other technologies, such as apps and social media
•36% have conducted research to learn more about how their audiences use technologies
Social media, the good….
“We solicited ideas for how to name our "signature cocktail" at an
upcoming benefit, based on the theme of the benefit. Facebook fans wrote in with lots of ideas, we picked our top favorites, and then released a poll so
fans could vote on the name we ended up using. It generated awareness of
the event (which was a record success) and allowed those who might not have been able to attend the event a way to
engage with the party.”
“When SB1079 passed in Arizona, our organization (who specializes in
Mexican music and dance), in the matter of days, was able to write,
record and make a video of a song that directly addressed the issue. The video
was posted on YouTube and got hundreds of hits in the matter of days.
It was a way for us to execute our mission to a large audience in a short
amount of time.”
“After seeing that a patron has checked into our venue or has been talking about how good our show was, we thank
them publicly and invite them back. This gives us the ability to create a personal interaction with them and create a
connection that encourages them to come back. Sometimes our actors will join in when they see us thanking a patron,
and send a personal thanks from the cast. “
“We were the subject of comments concerning funding and donations from a local political organization and our patrons responded in full with comments, examples and telling our story in a stronger and better way than even our staff would have been able to do. We were proud
that we did not have to, in any way, defend our value to the community, our audience did this for us.”
….and the bad
“Any time you engage in social media, you open yourself up to negative feedback. An example of this would be announcing our
summer concert series, and having someone not like one of the many guest artists we
bring in. However, for every negative comment, there is usually someone with a
different opinion.”
“Because we do a lot of work in rural areas, with senior citizens, and low income areas, social media only works for a portion of our audience. Getting everyone informed of a
last minute change or spontaneous program simultaneously is tricky without overlooking certain portions of the
population. A heavy reliance on social media, though convenient, can exclude many people.”
“We provide grants and an organization who was unhappy about not receiving a grant posted some negative stuff on Twitter. While we responded and kept it professional, it did put negative comments out there associated with our
profile, potentially damaging our brand.”
“Before we put policies in place, one of our employees, who was a great social
media user, kind of merged his own identity on Facebook with that of our organization. Therefore, when he also
would party and post about it – it became an area of discipline. And he
didn't understand the need for separating these things out, keeping his
personal life off of our public profile. That was several years ago.”
Broader impacts on the arts world…
Perceived positive impacts of technology on the arts Based on your experiences and those of your organization, do you agree or disagree with each of the following statements?
Source: Pew Research Center’s Internet & American Life Project. Conducted May 30-July 20, 2012. N for respondents who answered this question=1,207.
Broader impacts on the arts world…
Perceived negative impacts of technology on the arts
Source: Pew Research Center’s Internet & American Life Project. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,207.
What does the future hold?
“As the realism of participatory digital entertainment (video games, etc.) and the
immersion ability of non-participatory digital entertainment (3D movies, etc.) increases, it
threatens the elements that make the live arts unique--the sense of immediacy,
immersion, and personal interaction with the art. We've long hung fast to the belief that there's nothing like a live experience, but digital entertainment is getting closer and
closer to replicating that experience, and live theatre will struggle to compete with the
former's convenience and cost.”
“Our chief concern for the literary arts is the increasing "validity" of self-publication among reviewers, readers, and writers. Online publishing and book sales through
Amazon (for example) contribute to this problem. If there are no gatekeepers, it will become even more difficult to
draw attention to works of genuinely high quality.”
“Digital technologies allows for students and artists all over the world to be inspired by one another. In some ways this is
fantastic, in other ways, this breaks down the cultural differences that is so beautiful about having multiple countries
involved in an art form.”
“Access will be good for educational purposes and to increase awareness of the arts especially historical material in
performance of all types. However, issues of copyright and payment for that
material, such as in apps and in streaming or downloading, are murky
and hard to navigate for artists themselves as to value and fairness of
payments to the artist for original content. “
Kristen PurcellAssociate Director for Research, Pew Internet Project
Twitter: @pewinternet
@kristenpurcell ***Cover and background image is street art in Norway by Skurktur***
THANK YOU!!Data and report available at: pewinternet.org
