Slide1: 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: Profile of SAF 2006 Audiences


Age Profile of Attendees: Age Profile of Attendees % (n=4416) Tends to be younger than general population


Age Profile of Attendees: 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 Attendees: 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: Reasons for attending SAF 2006 Base, n: 4536 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


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: Sources of Information on SAF 2006 Base, n: 4536


Sources of Information on SAF 2006: 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: Satisfaction with SAF 2006 Quality of Productions % Overall Ticketed programmes Non-ticketed programmes Locals Tourists Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists 14 60 55 58 51 18 21 20 24


Satisfaction with SAF 2006: Satisfaction with SAF 2006 Variety of Programmes Ticketed programmes Non-ticketed programmes Locals Tourists % Overall Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists


Satisfaction with SAF 2006: Satisfaction with SAF 2006 Being an International Arts Festival Ticketed programmes Non-ticketed programmes Locals Tourists % Overall Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists


Satisfaction with Individual Performances : Satisfaction with Individual Performances Overall Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists % Quality of Performance


Satisfaction with Individual Performances: Overall Experience Overall Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists % Satisfaction with Individual Performances


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 Performances: 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 Survey: Comparisons with 1999 Survey Top 5 Motivations for attending SAF performances


Comparisons with 1999 Survey: Comparisons with 1999 Survey Top 5 Main Sources of Information about SAF


Comparisons with 1999 Survey: Comparisons with 1999 Survey


Slide29: Summary