Audience Outlook Monitor results

Results from Phase 3 of the Audience Outlook Monitor are now available.

Between July and September, the proportion of audiences nationally that are “ready to attend as soon as permitted” has remained stable. (29%, compared to 28% in July 2020).

Slightly more past attendees have returned to a cultural event of any kind in the fortnight before data collection (2 – 6 September 2020) increasing from 24% in July to 29% in September 2020.

When it comes to venue safety, more people say they are comfortable at large venues, and audiences perceive cultural venues to be safe places, thanks to social distancing guidelines. In contrast, levels of comfort at local restaurants and gyms has decreased slightly during the period, possibly due to these places being the sources of local outbreaks in some regions.

When it comes to venue safety, more people say they are comfortable at large venues, and audiences perceive cultural venues to be safe places, thanks to social distancing guidelines. In contrast, levels of comfort at local restaurants and gyms has decreased slightly during the period, possibly due to these places being the sources of local outbreaks in some regions.

The majority of audiences now accept the use of face masks, whereas in May 2020 this was a polarising issue. Among those who have recently returned, audiences continue to report high satisfaction levels where safety measures are highly visible and reinforced by staff in a friendly way.

Access the third Snapshot Report to read the national headlines.

Access the second Snapshot Report.

Access the first Snapshot Report.

Use the dashboard to get results for your artform and region

Survey data from over 51,000 (23,730 from Phase 1, 15,636 from Phase 2 and 12,147 from Phase 3) Australian respondents has been aggregated in a freely available dashboard, to assist artists and cultural organisations of all kinds to understand how audiences feel about attending events again.

Baseline data was collected in a cross-sector collaborative survey process involving 159 arts and culture organisations, including museums, galleries, performing arts organisations and festivals. These organisations simultaneously sent a survey to a random sample of audience members who had attended a cultural event since January 2018. Read more about the methodology and the types of events that are included.

By aggregating the data from 159 participating organisations, this study provides a detailed resource with insights about all different artforms, types of events and demographic groups in all parts of Australia. No individual respondents or organisations are identified.

Access the dashboard by following the link below and entering the login details provided. For guidance on how to use the dashboard, visit the Australian homepage for the dashboard, where you can watch a tour or download a guide.

Access the Dashboard
User: access@AOM.com.au
Password: Australia
Please share your reflections and insights using the hashtag #audienceoutlookmonitor

New South Wales Snapshot Summary Report: September 2020 (Phase 3)

The Phase 3 findings of the Audience Outlook Monitor in New South Wales (NSW) reveal that audiences are making plans to attend cultural events. However, NSW audiences remain the most cautious nationally.

In September 2020 the number of audiences that attended a cultural event in the fortnight before data collection (2 – 6 September 2020) has increased to 33% from 25% in July 2020.

While may people have returned to cultural events, there is still a high level of caution about most types of public interaction and venue safety continues to be important.
However, compared to July 2020, more attendees are making plans to attend an event in the future, increasing from 39% to 49% in September 2020. The proportion who are buying tickets has grown from 8% to 17%, and 40% of ticket buyers are buying tickets for events this month.

A slightly greater proportion of NSW audiences now rank outdoor venues as their first preference for attending a cultural event (33%, up from 29%), where there is enough lawn space to spread out. However, there is still a sizeable proportion that prefer digital programs right now (38%).

Download the third snapshot report to read the NSW headlines, or download the accessible version.

Download the second Snapshot Report, or download the accessible version.

Download the first NSW Snapshot Report.

About the Audience Outlook Monitor

The results now available represent all three phases of the study that track how audiences feel about returning to events in the context of the COVID-19 pandemic. Data was collected between May and September.

Create NSW is collaborating with research agencies Patternmakers (Sydney) and WolfBrown (USA) and five other government agencies across Australia to produce this resource. The dashboard is freely accessible and designed to help artists and cultural organisations of all kinds to make the best possible decisions about re-opening.

How to find out more

More Snapshot Reports, Fact Sheets and resources will be made available in the coming weeks. To receive these directly into your inbox, as soon as they are available, you can opt in to receive Audience Outlook Monitor news straight from the researchers.

If you have a question, or an idea for using this data, please contact Patternmakers at info@thepatternmakers.com.au.

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