What are arts patrons doing with their mobile devices? What are their feelings about mobile devices at arts and cultural events? What devices are they using, and what information do they want?
Download the 6-page report (PDF)
In 2009, Arts Council Silicon Valley commissioned Group of Minds Arts Marketing + Technology Consultants to research the mobile preferences of arts patrons. A sample of 45,000 patrons were contacted via email selected from the half-price ticket email lists of six regional online arts calendars in six U.S. cities. The goal of the research was to:
- Discover current usage of mobile phones in relation to arts activities
- Measure potential near-future usage
- Explore expectations to prepare successful arts-related mobile channels
In September 2012, Group of Minds independently commissioned an update of the research, with a goal of measuring changes in mobile preferences over the previous three years, and will continue to update the research every three years moving forward. All six original cities and their respective half-price email lists participated in the 2012 update to the research. The same questions were used in the 2012 survey, although several answer options were updated for relevancy. The sample size and method of distribution were repeated. The analysis shows that arts patrons have made large gains of interest in and acceptance of mobile devices as preparatory, participatory, and logistical companions to the arts experience.
One recommendation is that arts organizations need to program different experiences based on different patron technology preferences. So, we’ve made the mobile preferences report available in two formats:
Special thanks to our partner researchers on this project: Arts Council Silicon Valley, Jeff Trabucco, Josh Russell (San Jose); Matt Lehrman (Phoenix); Ann-Marie McKaskle, Marcy Hoen (Austin); Jennifer Schwartzenberg, Erin Hornsby (Nashville); John Mcinerney (Philadelphia); John Beck, Jennifer Falk (Boston).
I am an arts marketing and consumer psychology researcher, and principal consultant at Group of Minds. I advise leaders on behavioral psychology, marketing & technology to nudge audience behavior. Get in touch via email, on Twitter, or Google+: