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

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

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

92158426NR

78535014110n =

6%9%6%Tourist

6%12%7%Foreign resident153444749NR

10%10%10%SG PR72432153787n =

77%69%76%SG citizen8%17%10%Others

Nationality0%4%1%Eurasian

9%4%8%Indian

31612451576NR9%4%8%Malay

56124142960n = 74%71%73%Chinese

4%25%4%OthersRace

7%3%6%Homemaker

41%27%37%Student3674169NR

2%0%2%Pdt, tpt, cleaners84135854367n =

5%3%5%Clerical, sales & svc48%63%51%Female

18%18%20%Exec & tech52%37%49%Male

23%25%26%Prof & mgrGender

Occupation

2565120NR

105157477NR85235944416n =

77235024059n = 1%5%2%≥ 60

183%3%2%Others18%25%19%40 - 59

25%18%24%Married with kids25%26%25%30 - 39

11%11%11%Married w/o kids33%32%33%20 - 29

37%30%35%Nett Married23%12%21%15 - 19

62%68%63%SingleAge

Marital Status

Non-TicketdTicketedTotalNon-TicketdTicketedTotal

92158426NR

78535014110n =

6%9%6%Tourist

6%12%7%Foreign resident153444749NR

10%10%10%SG PR72432153787n =

77%69%76%SG citizen8%17%10%Others

Nationality0%4%1%Eurasian

9%4%8%Indian

31612451576NR9%4%8%Malay

56124142960n = 74%71%73%Chinese

4%25%4%OthersRace

7%3%6%Homemaker

41%27%37%Student3674169NR

2%0%2%Pdt, tpt, cleaners84135854367n =

5%3%5%Clerical, sales & svc48%63%51%Female

18%18%20%Exec & tech52%37%49%Male

23%25%26%Prof & mgrGender

Occupation

2565120NR

105157477NR85235944416n =

77235024059n = 1%5%2%≥ 60

183%3%2%Others18%25%19%40 - 59

25%18%24%Married with kids25%26%25%30 - 39

11%11%11%Married w/o kids33%32%33%20 - 29

37%30%35%Nett Married23%12%21%15 - 19

62%68%63%SingleAge

Marital Status

Non-TicketdTicketedTotalNon-TicketdTicketedTotal

2%

Age Profile of Attendees

7

13

17

31

21

33

25

19

0

5

10

15

20

25

30

35

15-19 20-29 30-39 40-59

Population SAF06 Attendees

%

(n=4416)

Tends to be younger than general population

Age Profile of Attendees

%

Dominance of teens in non-ticketed audience

7

13

17

31

10

12

32

2625

5

23

33

25

18

1

0

5

10

15

20

25

30

35

15-19 20-29 30-39 40-59

Population Ticketed Audience Non-ticketed AudienceTicketed: n = 3596

Non-Ticketed: n = 852

Occupational Profile of Attendees

30

24

12

43

16

18

46

7

37

0

5

10

15

20

25

30

35

40

45

50

Professional, Managerial, Exec & Tech Clerical, Sales, Transport & Clean Student

Population Arts Attendees (Pop Survey) SAF06 Attendees

%

Nearly half – professionals More than a third - students

(n=2960)

Occupational Profile of Attendees

30

24

12

43

16

18

43

3

27

41

7

41

0

5

10

15

20

25

30

35

40

45

50

Professional, Managerial, Exec & Tech Clerical, Sales, Transport & Clean Student

Population Arts Attendees (Pop Survey) Ticketed Non-ticketed

%

4 in 10 at non-ticketed performances - students

Ticketed: n = 2414

Non-Ticketed: n = 561

6

15

19

28

7

13

17

31

10

37

27

23

21

33

25

19

0

5

10

15

20

25

30

35

40

15-19 20-29 30-39 40-59

Pop99 Population SAF99 Attendees SAF06 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

Base, n: 4536

22

20

12

12

11

10

8

6

1.4

1.7

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

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

25

22

21

21

20

17

16

16

16

12

9

7

4

5

Newspaper articles

Newspaper advertisements

Banners

Word of mouth

Radio

TV programmes

TV commercials

Festival brochures and leaflets

Internet

Train / Taxi advertisements

Magazine articles

Magazine advertisements

Electronic mailers

Others

Base, n: 4536

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

Quality of Productions

617

56

21

%

Overall Ticketed programmes

Non-ticketed programmes

Locals Tourists

Base, n:

Mean:

% Top 2 boxes:

4536

4.03

76%

835

4.02

77%

4.03

76%

3701

4.04

78%

3848

4.10

75%

262

Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists

Excellent (5)

Good (4)

Fair / Average (3)

Poor (2) / Very Poor (1)

No Response

Legend

8 6 5 1114 18 17

14

60 55 58 51

18 21 20 24

Satisfaction with SAF 2006

Variety of Programmes

8

20

53

19

Ticketed programmes

Non-ticketed programmes

Locals Tourists%

Overall

Base, n:

Mean:

% Top 2 boxes:

4536

3.98

72%

835

3.92

69%

3.99

73%

3701

3.97

74%

3848

4.21

74%

262

Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists

Excellent (5)

Good (4)

Fair / Average (3)

Poor (2) / Very Poor (1)

No Response

Legend

8 8 6 14

22 20 20 12

51 54 5643

18 19 1831

Satisfaction with SAF 2006

Being an International Arts Festival

8

25

46

20

Ticketed programmes

Non-ticketed programmes

Locals Tourists%

Overall

Base, n:

Mean:

% Top 2 boxes:

4536

3.93

66%

835

3.84

63%

3.95

67%

3701

3.92

67%

3848

4.11

72%

262

Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists

Excellent (5)

Good (4)

Fair / Average (3)

Poor (2) / Very Poor (1)

No Response

Legend

8 9 7 15

27 24 25 13

47 46 47 48

16 21 20 23

Satisfaction with Individual Performances

Base, n:

Mean:

% Top 2 boxes:

4536

4.17

82%

835

4.35

88%

4.13

80%

3701

4.19

83%

3848

4.17

78%

262

315

49

32

Ticketed programmes

Non-ticketed programmes

Locals TouristsOverall

Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists

Excellent (5)

Good (4)

Fair / Average (3)

Poor (2) / Very Poor (1)

No Response

Legend

%

3 3 3 18 17 14 21

4351 50 39

4530 33 39

Quality of Performance

Overall Experience

617

48

29

Overall

Base, n:

Mean:

% Top 2 boxes:

4536

4.11

77%

Ticketed programmes

Non-ticketed programmes

Locals Tourists

835

4.21

83%

4.08

76%

3701

4.11

79%

3848

4.13

75%

262

Breakdown for those who attended Ticketed/ Non-ticketed performances as well as for Locals/ Tourists

Excellent (5)

Good (4)

Fair / Average (3)

Poor (2) / Very Poor (1)

No Response

Legend

%

Satisfaction with Individual Performances

4 6 5 611 18 15 17

4749 50 48

36 27 28 29

Top 5 Ticketed Productions

Rank Quality of Production

Value for Money

Overall Experience

1 Ghana Sangam (83%)

Ghana Sangam (72%)

Ghana Sangam (74%)

2 Nederlands Dans Theater (78%)

Hotel Modern (58%)

Hotel Modern (63%)

3 Hotel Modern (71%)

John Williams & Richard Harvey's World Tour (49%)

Nederlands Dans Theater (57%)

4 John Williams & Richard Harvey's World Tour (69%)

Nederlands Dans Theater (48%)

John Williams & Richard Harvey's World Tour (52%)

5 SITI Company (58%)

Collegium Vocale Gent (47%)

Collegium Vocale Gent (48%)

Productions with highest % of “Excellent” ratings

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

61

63

65

67

71

56 58 60 62 64 66 68 70 72

Inter-cultural productions

Asian productions

Western productions

Classical productions &concerts

Contemporary productionsand concerts

% of audience who would be “interested” or “very interested” in

seeing these in future Festivals

Types of Performances

Overall

05

10152025303540

Classicalproductionsand concerts

Contemporaryproductionsand concerts

Inter-culturalproductions

Inter-disciplinaryproductions

Tourist

05

10152025303540

Inter-culturalproductions

Inter-disciplinaryproductions

Classicalproductionsand concerts

Contemporaryproductionsand concerts

Local

05

10152025303540

Classicalproductions and

concerts

Contemporaryproductions and

concerts

Inter-disciplinaryproductions

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

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

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

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

Top 5 Motivations for attending SAF performances SAF 2006 (n = 4,536) SAF 1999 (n = 4,646)

Interest in production (22%)

Enjoyment/ relaxation (72%)

For entertainment (20%) Interest in the arts (58%)

Attractive pricing (12%) Educational & personal enrichment (47%)

For relaxation (12%) As a social activity (18%)

For personal enrichment (11%)

Persuasion by friends/colleagues (10%)

Comparisons with 1999 Survey

Top 5 Main Sources of Information about SAF

SAF 2006 (n = 4,536) SAF 1999 (n = 4,636)

Newspaper articles (25%) Festival Guides/ Brochures (40%)

Newspaper advertisements (22%)

Colleagues/ friends/ relatives (38%)

Banners (21%) Newspaper advertisements (34%)

Word of mouth (21%) Newspaper write-ups/ reviews (17%)

Radio (20%) TV advertisements (16%)

Comparisons with 1999 Survey

Excellent/Good ratings for:

SAF 2006

SAF 1999

Quality of productions 81% 79%

Variety of programmes

78% 65%

Summary

Strengths to build on Quality & variety of

productions Reputation of SAF06 as

international arts festival

Core of festival/arts-lovers (repeat attendees)

Effective marketing – Tourist attendees who

have heard of Festival BEFORE their arrival

SAF an incentive to come to Singapore

Weaknesses/Threats to address

Tourists indicated greater interest in future programmes than locals – outreach efforts will still be a priority

Newspapers still main source of info – will have to compete with other news items

Opportunities to tap Strong representation

of students and young adults

More diverse audience – gender, race, local/tourist