SINGAPORE ARTS FESTIVAL  SURVEY 2006
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SINGAPORE ARTS FESTIVAL SURVEY 2006 AUDIENCE SURVEY - HIGHLIGHTS PowerPoint PPT Presentation


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SINGAPORE ARTS FESTIVAL SURVEY 2006 AUDIENCE SURVEY - HIGHLIGHTS. 30 Aug 2006. Background. Aims of Survey: To understand SAF2006 Audience Profile Motivation to attend & Satisfaction Attendance & Spending Patterns Sources of Information Last survey commissioned: 1999

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SINGAPORE ARTS FESTIVAL SURVEY 2006 AUDIENCE SURVEY - HIGHLIGHTS

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Singapore arts festival survey 2006 audience survey highlights

SINGAPORE ARTS FESTIVAL SURVEY 2006

AUDIENCE SURVEY

- HIGHLIGHTS

30 Aug 2006


Background

Background

Aims of Survey:

  • To understand SAF2006 Audience

    • Profile

    • Motivation to attend & Satisfaction

    • Attendance & Spending Patterns

    • Sources of Information

  • Last survey commissioned:

    • 1999

  • Methodology of SAF 2006 Survey:

    • Self-administered post-show survey

    • Total sample of 4,536 respondents from 24 Ticketed Productions and 7 Non-Ticketed Productions

    • Local & Tourists, 15 years and above


Highlights

Highlights

  • Profile of SAF 2006 audience

    • Age, Occupation, Local/Tourist

  • Motivation

    • Reasons for attending SAF 2006

    • Sources of information on SAF2006

  • Satisfaction

    • SAF06 - Quality of production, Variety

    • Individual performances - Quality of performance, Experience

    • Top 10 ticketed productions

  • Attendance patterns

    • Frequency

    • Type of performance for future Festivals

  • Spending patterns

    • Associated spending for attending SAF 2006 ticketed performances

  • Profile of tourists who attended SAF 2006

  • Comparisons with 1999 survey


Profile of saf 2006 audiences

2%

Profile of SAF 2006 Audiences


Age profile of attendees

Age Profile of Attendees

  • Tends to be younger than general population

%

(n=4416)


Age profile of attendees1

Age Profile of Attendees

  • Dominance of teens in non-ticketed audience

%

Ticketed: n = 3596

Non-Ticketed: n = 852


Occupational profile of attendees

Occupational Profile of Attendees

  • Nearly half – professionals

  • More than a third - students

%

(n=2960)


Occupational profile of attendees1

Occupational Profile of Attendees

  • 4 in 10 at non-ticketed performances - students

%

Ticketed: n = 2414

Non-Ticketed: n = 561


Changing profile of attendees

Changing Profile of Attendees

  • Large increase in 15-19 y.o. attendees came at the expense of the 40-59 y.o. group

%


Reasons for attending saf 2006

22

20

12

12

11

10

8

6

1.4

1.7

Reasons for attending SAF 2006

Interest in this production

For entertainment

Attractive pricing / Free performance

For relaxation

For personal enrichment

Reputation of artists / arts company

Recommendation by friends / colleagues

/ relatives

Reviews by media

For networking and socialising

Others

Base, n: 4536


Top 3 reasons

Top 3 Reasons

  • Ticketed performance audience:

    • Interest in the performance (54%)

    • For entertainment (39%)

    • For personal enrichment (33%)

  • Non-ticketed performance audience

    • For entertainment (16%)

    • Interest in the performance (14%)

    • Free performances (13%)

    • 72% happened to be passing by


Sources of information on saf 2006

Newspaper articles

25

Newspaperadvertisements

22

21

Banners

Word of mouth

21

Radio

20

17

TV programmes

TV commercials

16

Festival brochures and leaflets

16

Internet

16

Train / Taxi advertisements

12

9

Magazine articles

Magazine advertisements

7

Electronic mailers

4

5

Others

Sources of Information on SAF 2006

Base, n: 4536


Sources of information on saf 20061

Sources of Information on SAF 2006

  • Ticketed performance audience:

    • Festival brochures and leaflets (46%)

    • Word of mouth (30%)

    • Newspaper articles (29%)

    • Internet (28%)

  • Non-ticketed performance audience:

    • Newspaper articles (24%)

    • Banners (22%)

    • Radio (22%)

    • Newspaper advertisements (21%)


Satisfaction with saf 2006

Legend

Excellent (5)

Good (4)

Fair / Average (3)

Poor (2) / Very Poor (1)

14

18

17

No Response

11

8

6

5

Mean:

4.03

4.02

4.03

4.04

4.10

% Top 2

boxes:

76%

75%

77%

76%

78%

Base, n:

4536

835

3701

3848

262

Satisfaction with SAF 2006

Quality of Productions

Breakdown for those who attended Ticketed/ Non-ticketed

performances as well as for Locals/ Tourists

Overall

Ticketed programmes

Non-ticketed programmes

Locals

Tourists

%

18

20

21

24

60

55

58

51

14


Satisfaction with saf 20061

Legend

Excellent (5)

Good (4)

Fair / Average (3)

Poor (2) / Very Poor (1)

No Response

Mean:

3.98

3.92

3.99

3.97

4.21

% Top 2

boxes:

72%

69%

73%

74%

74%

Base, n:

4536

835

3701

3848

262

Satisfaction with SAF 2006

Variety of Programmes

Breakdown for those who attended Ticketed/ Non-ticketed

performances as well as for Locals/ Tourists

Overall

Ticketed programmes

Non-ticketed programmes

Locals

Tourists

%


Satisfaction with saf 20062

Legend

Excellent (5)

Good (4)

Fair / Average (3)

Poor (2) / Very Poor (1)

No Response

Mean:

3.93

3.84

3.95

3.92

4.11

% Top 2

boxes:

66%

63%

67%

67%

72%

Base, n:

4536

835

3701

3848

262

Satisfaction with SAF 2006

Being an International Arts Festival

Breakdown for those who attended Ticketed/ Non-ticketed

performances as well as for Locals/ Tourists

Overall

Ticketed programmes

Non-ticketed programmes

Locals

Tourists

%


Satisfaction with individual performances

Ticketed programmes

Non-ticketed programmes

Locals

Tourists

30

33

39

45

Legend

Excellent (5)

Good (4)

51

50

39

Fair / Average (3)

43

Poor (2) / Very Poor (1)

17

21

14

8

No Response

3

3

3

1

Mean:

4.17

4.35

4.13

4.19

4.17

% Top 2

boxes:

82%

88%

80%

83%

78%

Base, n:

4536

835

3701

3848

262

Satisfaction with Individual Performances

Quality of Performance

Breakdown for those who attended Ticketed/ Non-ticketed

performances as well as for Locals/ Tourists

Overall

%


Satisfaction with individual performances1

Ticketed programmes

Non-ticketed programmes

Locals

Tourists

Legend

Excellent (5)

Good (4)

Fair / Average (3)

Poor (2) / Very Poor (1)

No Response

Mean:

4.11

4.21

4.08

4.11

4.13

% Top 2

boxes:

77%

83%

76%

79%

75%

Base, n:

4536

835

3701

3848

262

Satisfaction with Individual Performances

Overall Experience

Breakdown for those who attended Ticketed/ Non-ticketed

performances as well as for Locals/ Tourists

Overall

%


Top 5 ticketed productions

Top 5 Ticketed Productions

Productions with highest % of “Excellent” ratings


Attendance patterns

Attendance Patterns

  • Frequency

    • Average - 3 (ticketed & non-ticketed) performances.

      • 69% of respondents attended 1 or 2 ticketed performances

      • 24% attended 3-5 ticketed performances

      • 7% attended 6 or more performances

  • First-time attendees

    • Ticketed performances – 39% of audience

    • Non-ticketed performances – 65% of audience

  • “Frequent flyers”

    • 35% repeat attendees

    • More than half of repeat attendees have attended the festival 3 times or more


Types of performances

Types of Performances

% of audience who would be “interested” or “very interested” in seeing these in future Festivals


Types of performances1

Types of Performances

% of audience who would be “very interested” in seeing these in future Festivals


Spending patterns

Spending Patterns

  • Average total spending* - $93

    (admission tickets, F&B, local transport and shopping/souvenirs)

  • Average amount spent on admission tickets - $60

*when attending a ticketed performance


Profile of tourists @ saf2006

Profile of Tourists @ SAF2006

  • Information

    • 62% first heard about the festival before their arrival in Singapore.

  • Motivation

    • For 41%, SAF2006 was one of the reasons why they visited Singapore.

  • Duration of Stay

    • 52% - >5 days

    • 37% - 3-5 days

    • 17% extended stay because of SAF2006

  • Average spending for trip to Singapore - $2,100.

    (travel expense to Singapore, local accommodation, F&B expenses)


Comparisons with 1999 survey

Comparisons with 1999 Survey

Profile

  • % of 15-19 year olds, and student attendees doubled

    • % of >40 years fell from 26% in 1999 to 21% in 2006

  • More males are attending SAF

    • From 38% in 1999 to 49% in 2006

  • Malay attendees have doubled

  • Tourists attending SAF have trebled


Comparisons with 1999 survey1

Top 5 Motivations for attending SAF performances

Comparisons with 1999 Survey


Comparisons with 1999 survey2

Top 5 Main Sources of Information about SAF

Comparisons with 1999 Survey


Comparisons with 1999 survey3

Comparisons with 1999 Survey


Singapore arts festival survey 2006 audience survey highlights

Summary


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