Heritage Week – Public Awareness and Attitude Survey January 2006 A Review of Findings By February 2006 41105152/CF/LD

Heritage Week – Public Awareness and

Attitude SurveyJanuary 2006

A Review of Findings By

February 2006

41105152/CF/LD

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Millward Brown IMSHERITAGE WEEK RESEARCH – JANUARY – 41105152

Report Content

• Introduction

• The Findings

– Awareness of Heritage Week and Heritage Sites

– Interest in Events and Aspects of Heritage

– Attitudes to Heritage Week

• Summary and Conclusions



Introduction

• This report presents the findings of research conducted to review public awareness of and attitudes to Heritage Week.

• Questions were included on one of the Millward Brown IMS Omnibus Surveys.

• 1,000 interviews were conducted among all adults aged 15+.

• The sample was quota controlled to be fully representative of the adult population in terms of gender, age, social class and region.

• Interviews took place at 64 sampling points nationwide, representative of the actual size and spread of urban and rural locations nationwide.

• All interviews were carried out face-to-face, in respondents own homes.

• Fieldwork Dates: 10th – 23rd January 2006.

The Findings

Awareness of Heritage Week and

Heritage Sites



12

3652

Q. Heritage Week takes place in one week at the end of summer and involves aseries of events to raise public awareness and participation in our natural andcultural heritage. Have you ever heard of Heritage Week before now or not?

Base: All Adults 15+

Awareness of Heritage Week

Yes - aware

No – not aware

%

Don’t know




Awareness of Heritage Week X Demograhics

47

23

31

46

46

34

47

41

31

27

37

36

36

%

Total

Male

Female

15-24

25-34

35-4950-64

65+

AB

C1

C2

DEF

%

Gender

Age

Social Class YesNo

Dependent Children

UrbanRural

Area

Dublin

Rest of Leinster

Munster

Conn/Ulster

Region

36

37

45

31

41

45

42

20



6663

5954

4949

45

3939

323131

2823

23

3633

2722

2221

18

1716

1212

9

1110

8

Awareness of Events During Heritage Week

Spontaneousawareness

%

Totalawareness

%

Base: All Aware of Heritage Week (36%)

Q. What events are you aware of that take place during this week? Any other events?Q, From this list, which of these events are you aware of that take

place during Heritage Week? Any others?

Museum exhibitions Visit Heritage sites Castle tours Art and Crafts fairs Historical events/attractions/buildings Sightseeing tours Cultural events/attractions Walking tours/ Wildlife walk Archaeology walks Free admission to events/attractions Lectures Music recitals Book readings Conferences Historical re-enactments



Sources of Information on Heritage Week

Q. If you were to look for information on Heritage Week, if you were interested infinding out more, in which of these places would you look for this information?

Internet

Local newspaper

Local radio station

Tourist Office

National newspaper

Library

National radio station

Teletext/Aertel

Other

Don’t know

%


7

6

6

8

9

18

20

21

30

30 37

37

25

24

19

12

9

5

5

-

Aware ofHeritage Week

%



40

44

66

Awareness of Heritage Sites Close to Where You Live

Q. As far as you are aware, are there any of the following locatedclose to where you live. By close I mean within half an hour by car?

A state site such as acastle or monument ofnational interest

An archaeological site, suchas a ring fort, burial monumentor ancient ruins

A site that is importantfor nature conservation

%


Aware ofHeritage

Week%

59

33

47

66

51

43

81

47

34

55

50

37

82

65

58

Dublin%

Rest ofLeinster

%Munster

%

Conn/Ulster

%

Interest in Events and Aspects of Heritage



Preference for Targetting of Events


For all the family

For children under 10 For children aged 11-17 For adults only Don’t know

%

Q. During Heritage Week, would you prefer if events were suitable for all thefamily, or for children under 10, or for children 11-17, or for adults only?

79

138

10



9

26

13

23

19

9

10

26

14

22

18

9

11

30

14

19

18

8

12

28

15

17

18

11

11

30

14

19

17

8

10

32

14

17

17

11

Events Likely to Attend During Heritage Week - I

Q. I am going to read out some events that currently or might take place during Heritage Week. Using this card, please tell me how likely or unlikely you are to attend each of these events.

Very likely

Likely

Neither/nor

Unlikely

Very unlikely

Don’t know

Localexhibitions

%

Outdooractivity

%

Music concert in astate park

%

Tour ofcastle with

expert guide%

Wildlifewalk

%

Walk inwoods withexpert guide

%

(Aware HeritageWeek-net likely)DublinRest of LeinsterMunsterConn/Ulster

(65)

52334136

(53)

56383238

(45)

61322635

(62)

47393740

(49)

52292831

(49)

48303126


42 41 40 41 36 35



5

16

15

25

28

11

5

18

14

25

28

10

5

19

17

24

24

10

6

18

18

26

23

10

8

26

15

21

20

11

Events Likely to Attend During Heritage Week – II

Q. I am going to read out some events that currently or might take place during Heritage Week. Using this card, please tell me how likely or unlikely you are to attend each of these events.

Very likely

Likely

Neither/nor

Unlikely

Very unlikely

Don’t know

Museumexhibitions

%

Archaelogywalk

%

Talks orlectures

%Workshops

%

Bookreadings

%

(Aware HeritageWeek-net likely)DublinRest of LeinsterMunsterConn/Ulster

(51)

45242737

(35)

36201524

(37)

32192225

(29)

35201326

(28)

26171822


3424 24 23 21



15

38

18

14

87

16

42

15

13

77

19

43

14

978

Interest in Different Aspects of Heritage

Q. How interested or not are you personallyin each of the following I will read out to you?

Very interested

Interested

Neither/nor

Not interested

Not interested at allDon’t know

NaturalHeritage

%

BuiltHeritage

%

CulturalHeritage

%

(Net interest among thoseAware of Heritage Week) (87) (83) (79)


6258

53

Attitudes to Heritage Week



Heritage Week a Good Idea?

Q. Do you think it’s a good idea or not to have one week in the year likeHeritage Week to raise awareness of and to celebrate our heritage?

Very good idea

Good idea

Nota good ideaNot a good idea at allDon’t know

All Adults 15+%

All aware ofHeritage Week

%

Note: *Is less than 0.5%

43

45

**

12

61

38

*-1

Base:

88

99



Good Idea to Have State Properties andNational Sites Open Free of Charge?

Q. Do you think it’s a good idea or not to have one week in the year whereall state properties and national sites are open to the public free of charge?

Very good idea

Good idea

Nota good ideaNot a good idea at allDon’t know

All Adults 15+%

All aware ofHeritage Week

%

Note: *Is less than 0.5%

50

39

*-

11

66

32

*-2

Base:

89

98



57

7

28

9

51

9

37

3

44

7

37

12

Perference for Timing of Heritage Week

Q. Would you prefer to have Heritage Week in the last week ofAugust, while the schools are still off, or early in September?

Last week of August(when schools are off)

Early in September(kids back at school)

No preference

Don’t know

All Adults 15+%

All Aware ofHeritage Week

%

Those withDependent

Children%

Base:

Summary and Conclusions



Summary and Conclusions

• One third of all adults aged 15+ have heard of Heritage Week. Awareness of Heritage Week is higher among 35-64’s, white collar workers and farmers as well as those living outside of Dublin.

• Among those who are aware of Heritage Week, a number of different events are mentioned spontaneously that take place during this week. When prompted with a list, two thirds are aware of museum exhibitions and visits to heritage sites. Over half are aware of castle tours, arts and crafts fairs, historical events and sightseeing tours that take place during Heritage Week. All other events are known to around one quarter or one third.

• Information on Heritage Week would be sought from a variety of different sources. 3 in 10 adults would look on the Internet or in a local newspaper, 2 in 10 would listen to the local radio station, go to the tourist office or read the national newspaper for information.

Awareness of Heritage Week and Heritage Sites



Summary and Conclusions (Cont’d)

• Two thirds of all adults are aware of a state site close to where they live, however this rises to 8 in 10 among those living in Munster. More than 4 in 10 adults think they live near an archaeological site, and this rises to 5 in 10 among those who reside in the Rest of Leinster and Connaught/Ulster. 4 in 10 adults are also aware of a site that is important for nature conservation close to where they live; this rises to nearly 5 in 10 among those who reside in Dublin.

• 8 in 10 adults would prefer if events during Heritage Week were suitable for all the family, rather than aimed at children of certain ages.

• Among all adults 4 in 10 claim that they would be likely to attend local exhibitions, outdoor activities, music concerts and castle tours. One third are likely to go for a wildlife walk, a walk in the woods and visit a museum. One quarter of all adults claim that they are likely to attend an archaeology walk, talks or lectures, workshops and book readings during Heritage Week.


Awareness of Heritage Week and Heritage Sites




• Those who are aware of Heritage Week, are considerably more likely to attend any of these events. Interestingly, despite the lower level of awareness of Heritage Week in Dublin, those who reside in Dublin claim to be much more likely to attend these events during Heritage Week than those residing outside of Dublin.

• 6 in 10 adults express an interest in cultural heritage and over half of all adults are interested in natural and built heritage, however it is worth pointing out that 1 in 5 have no interest in any form of our heritage.





• An overwhelming majority agree that it is a good idea to have a week in the year to raise awareness of and to celebrate our heritage. There is also widespread agreement that all state properties and national sites should be open to the public free of charge for one week in the year.

• There is a clear preference to have Heritage Week during the last week of August when the schools are off. This is even stronger among those aware of Heritage Week and among those with dependent children. Nevertheless, one third of adults have no preference when it takes place.

Attitudes to Heritage Week

• Overall, there is more interest in heritage than there are people aware of Heritage Week, indicating that awareness of Heritage Week needs to be raised, in particular among the under 25’s, the blue collar workers (C2DE’s) and Dubliners.

• As those who live in Dublin claim to be more likely to attend different events during Heritage Week it is perhaps worth weighting any campaign activity in this area.

* * * * * * *

Documents

Heritage Week – Public Awareness and Attitude Survey January 2006 A Review of Findings By February 2006 41105152/CF/LD