Audiences go online to connect with the arts

"Our previous research, More than bums on seats: Australian participation in the arts, found that one in three Australians is using the internet to engage with the arts in some way, says Kathy Keele, CEO of the Australia Council. With this study we set out to investigate this further. We wanted to see how arts organisations can use the internet to build audience engagement and drive attendance."

The research shows 90% of arts attendees use the internet as part of their arts experience. It identifies how to connect with different audiences in different ways, showing that a well integrated online strategy is key to building a strong connection with audiences

Whats clear is that despite changes in technology the underlying desire that audiences have to connect and engage with the arts has not changed, Says Kathy. But new technology and platforms are making this quicker, easier and more open. Audiences can now connect directly with artists and event creators, contributing to events, and many are even keen to experience events online."

The results stem from two reports, one a survey of 2600 arts goers, Arts audiences online; the other based on a review of the online presence of the Australia Councils 161 regularly funded organisations, Arts organisations online. Combined, these reports highlight significant opportunities for the arts organisations, artists and more.

Young attendees are digital natives who instinctively seek out the rich content and interactive opportunities offered online, however this is not solely the realm of the young. While those over 24 require more prompting, many are actively using different platforms and find rich content and engagement opportunities very appealing.

Word of mouth, both in person and online through social media, is as important as ever with roughly one third of arts audiences use the internet to talk about arts events. The conversation continues after an event as more than 66% go online to talk about their experience, share photos, relive favourite moments and recommend the event to friends.

Previously word of mouth was something that happened in bars, cafes or at home, says Kathy Keele. But looking online, arts organisations can see what people are saying, respond to it and get involved in the conversation. This is a really powerful tool.

Connecting:// arts audiences online is launched today alongside case studies, blogs from industry experts and a series of forums around the country.

Visit http://connectarts.australiacouncil.gov.au for all the resources and event information.

Follow the conversation on Twitter: http://twitter.com/auscouncilarts with the Hashtag #connectarts