ArtsOrganizationsand DigitalTechnologies:Findings from a 2012Pew
Research CenterSurveyKristen Purcell, Ph.D.Associate Director, ResearchPew Internet ProjectSocial Media WeekWashington, DCFebruary 22, 2013

About the Survey• Conducted by
the Pew Research Center – our mission is to provide high quality, objective data to thought leaders and policymakers• Between May 30 and July 20, 2012, Pew Internet conducted an online survey of a non-probability national (U.S.) sample of arts organizations• 1,258 arts organizations took the survey, representing a wide range of disciplines, organizational functions, budgets, etc.• Art museums comprised 9% of the final sample (performing groups made up the largest portion of the final sample at 22%)• Presentation slides and full report are available at pewinternet.org

Setting the Stage: US Adult
Internet Use in 201385% of US adults use the internet Mobile is the 2/3 have broadband at home needle, social is the thread84% have a cell phone, including 45% who have a smartphone 24% have a tablet computer 19% have an e-reader2/3 of adult cell phone users are wireless internet users 69% of online adults use socialnetworking sites, 16% use Twitter

Setting the Stage: US Teen
Internet Use in 2013 95% of 12-17 year-olds use the Mobile is the internet needle, social is77% have a cell phone, including the thread 23% who have a smartphone 31% of 14-17 year-olds have a smartphone75% of teens text and the median number of texts sent daily is 60 (100 for girls ages 14-17)In July 2011, 80% of online teens used SNS, 14% used Twitter

Information is Woven Into Our
LivesMobile is the needle, Social Networks are the thread Mobile… Social Networks… Moves information Surround us with with us information through our many connections Makes information accessible ANYTIME Bring us information from and ANYWHERE multiple, varied sourcesPuts information at our Provide instant feedback, fingertips, literally meaning and contextMagnifies the demand Allow us to shape andfor timely, actionable create information information ourselves and easily Makes information amplify others’ messages location-sensitive

How your patrons reflect these
mobile/social trends… % of all adults who have used a handheld device (phone/e-reader/tablet) to… View or download visual arts content 16% Watch or download a music, dance or 15% theater performance View or download info/images from a 12% historic site, park or monument Download or listen to audio tour at a 8% museum, gallery or historical site View/download info or images from a 2011 data 6% museum74% of adult smartphone owners use their phone to get directions, recommendations or other information based on their present location 21% use their phone to get coupons or deals to use at local businesses

Patrons develop personal connections via
SNS with public figures and entities… % of adult SNS/Twitter users who follow…Individual artists, musicians or 41% other performers Musical, dance or theater 29% groups/venues Arts galleries or other visual 11% arts orgs 2011 data Museums 8%

…and those personal connections can
help you find and engage with “Superfans” In the 12 months prior to the survey…. 44% of adults had attended a live music, dance or theater 2011 data performance – it was 77% among those who follow a music/dance/theatrical group or venue on SNS 35% of adults had visited a museum – it was 82% among those who follow a museum on SNS 35% of adults had attended an arts, craft or music festival – it was 55% among those who follow individual artists, musicians or performers on SNS 29% of adults had visited an art gallery, show or exhibit – it was 82% among those who follow an art gallery or other visual arts organization on SNS

So, how are arts organizations
capitalizing on these trends?

Generally increasing their online presence
• 99% host a website% of arts orgs who say the internet is very or somewhat important for… Very Important Somewhat Important • 86% have increased the number of online Promoting the arts 81% 15% events and exhibits Increasing audience engagement 78% 18% they host over the past Gathering research and data for grant applications 65% 25% several years Indentifying sources of funding 64% 27% • 97% have a social Using your organizations resources more efficiently 63% 29% media presence Engaging in arts advocacy 55% 29% • 69% have individual Providing arts education to the public 33% 37% employees with Artistic creation and/or collaboration 28% 39% professional social Improving arts cataloging and collections management 27% 16% media profiles they use Improving arts curation 19% 24% in their capacity as a 0% 20% 40% 60% 80% 100% representative of theSource: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May organization30-July 20, 2012. N for respondents who answered this question=1,212.

Major functions served by arts
orgs’ websites Multi-Media Content Promotion Audience Interaction• 94% post photos on • 86% accept donations • 90% let patrons their website online share their content via email, SNS and• 81% post or stream • 74% maintain an online Twitter video calendar • 81% let users• 57% post or stream • 72% sell tickets online comment publicly on audio • 47% sell merchandise the site• 50% maintain a blog online • 28% host online• 20% present online • 34% make info available discussion groups exhibits through RSS feeds • 22% host webinars • 31% offer discounts through services such as Groupon or LivingSocial

Arts Orgs’ Use of Social
MediaThe social media platforms arts organizations use… • 97% of these orgs have a profile or page on a social media site • 69% also have individual employees with professional social media profiles they use as representatives of the organization • 56% of the orgs that use social media have a profile on 4-9 different social media sites • 10% of the orgs that use social media are active onSource: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between 10+ platformsMay 30-July 20, 2012. N for respondents who answered this question=1,202.

How 45% of arts orgs
using social media post daily How often organizations post content on social media… Other uses of social media… Every Less • 82% use social media to engage often few weeks 3% with audience members prior to, 8% Several during, or following an event times a About day • 77% use social media to monitor once a week 25% what is being said about their 16% organization About • 65% use social media to learn more Several once a day times a 20% about their audience week 28% • 52% use social media to get feedback from the public or “crowdsource” an idea Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,131.

Do arts orgs see a
payoff from social media?• 56% say it’s had a major impact Very true Somewhat true on boosting org’s public profile Social media is worth the time our• 53% see major impact on organization spends on it 58% 33% engagement with public Social media helps my organization• 48% see major impact on reach a broader audience than it 52% 41% would otherwise be able to increasing traffic to website The younger employees in our• 45% see major impact on event organization have a more positive view of social media… 38% 32% promotion/attendance Social media helps our existing• 41% see major impact on audience members 37% 48% audience building and feel more a part of the organization stakeholder engagement Overall, my organization does not have the personnel or resources it• 27% see major impact on needs to use social media effectively 30% 44% audience engagement w/content Social media creates more risks than benefits for our• Just 13% see major impact on organization 5% professional collaboration, or on 0% 20% 40% 60% 80% 100% fundraising Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,117.

Not everyone is on board
the social media train Major reason Minor reason My organization is concerned about the continued resources that would be necessary to maintain a 35% 40% successful social media profile or campaign My organization does not have the staff skills or knowledge it needs to begin using social media 30% 25% My organization is able to reach our community/ stakeholders through other means, so we do not need to 18% 39% use social media My organization does not have the financial resources it needs to begin using social media 16% 33% My organization does not use social media because it is too difficult to control what is said in social networking 12% 40% spaces My organization does not have access to the updated hardware or software necessary to use social media 7% 23% effectively My organization tried using social media in the past and found that it was ineffective 5% 5% 0% 20% 40% 60% 80%Source: Pew Research Center’s Internet & American Life Project Arts Orgs Survey. Conducted May 30-July 20, 2012. N for respondents who answered this question=1,117.

Funding and Staffing Social Media
Efforts Staffing Funding and Development• 76% of social media-using orgs have • 49% of these orgs have sought funding full-time paid staff tending the sites specifically to expand their organization’s use of• 29% use part-time staff the internet or other technologies, such as apps and social media• 16% use volunteers • 36% have conducted research to learn more• 8% use paid contractors about how their audiences use technologies• Altogether, 13% use a combination of full-time and part-time staffers to manage social media• Just 27% have a staff member whose position is dedicated to social media management• 73% use staff to oversee social media who also have other responsibilities

Social media, the good…. “When
SB1079 passed in Arizona, our “After seeing that a patron has checked into our venue or has organization (who specializes in been talking about how good our show was, we thank them Mexican music and dance), in the publicly and invite them back. This gives us the ability to matter of days, was able to write, create a personal interaction with them and create arecord and make a video of a song that connection that encourages them to come back. Sometimesdirectly addressed the issue. The video our actors will join in when they see us thanking a patron, was posted on YouTube and got and send a personal thanks from the cast. “hundreds of hits in the matter of days. It was a way for us to execute our mission to a large audience in a short “We solicited ideas for how to name amount of time.” our "signature cocktail" at an upcoming benefit, based on the theme of the benefit. Facebook fans wrote in with lots of ideas, we picked our top “We were the subject of comments concerning funding favorites, and then released a poll so and donations from a local political organization and our fans could vote on the name we ended patrons responded in full with comments, examples and up using. It generated awareness of the telling our story in a stronger and better way than even event (which was a record success) and our staff would have been able to do. We were proud allowed those who might not have that we did not have to, in any way, defend our value to been able to attend the event a way to the community, our audience did this for us.” engage with the party.”

….and the bad “We provide
grants and an organization who was unhappy “Any time you engage in social media, you about not receiving a grant posted some negative stuff on open yourself up to negative feedback. An Twitter. While we responded and kept it professional, it example of this would be announcing our did put negative comments out there associated with oursummer concert series, and having someone profile, potentially damaging our brand.” not like one of the many guest artists we bring in. However, for every negative comment, there is usually someone with a different opinion.” “Before we put policies in place, one of our employees, who was a great social media user, kind of merged his own identity on Facebook with that of our organization. Therefore, when he also would party and post about it – it “Because we do a lot of work in rural areas, with senior became an area of discipline. And he citizens, and low income areas, social media only works for didnt understand the need for a portion of our audience. Getting everyone informed of a separating these things out, keeping his last minute change or spontaneous program simultaneously personal life off of our public profile. is tricky without overlooking certain portions of the That was several years ago.” population. A heavy reliance on social media, though convenient, can exclude many people.”

Broader impacts on the arts
world…Perceived positive impacts of technology on the artsBased on your experiences and those of your organization, do you agree or disagree with each of the following statements? Strongly agree Somewhat agreeThe internet has increased engagement in the arts by providing a public platform 50% 42% through which more people can share their work Because of the internet and digital technologies, the arts audience is more 31% 52% diverse than it was in the past The internet has played a major role in broadening the boundaries of what is 27% 50% considered art 0% 20% 40% 60% 80% 100%Source: Pew Research Center’s Internet & American Life Project. Conducted May 30-July 20, 2012. N for respondents who answered thisquestion=1,207.

Broader impacts on the arts
world…Perceived negative impacts of technology on the arts Strongly agree Somewhat agree Digital distractions such as ringing cell phones andaudience member texting are a significant disruption 37% 34% to live performances The internet and related technologies have created an expectation among some audiences that 26% 48% all digital content should be free The internet and digital technologies are negatively impacting audience members 9% 31% attention spans for live performance The internet is shifting the focus of many arts organizations from artistic creation and curation to 6% 29% promotion and marketingThe internet and digital technologies are hurting artsorganizations by decreasing attendance at in-person 3% 19% events The internet and digital technologies are diluting thearts by giving everyone interested in the arts and arts 2% 8% criticism a public platform 0% 20% 40% 60% 80%Source: Pew Research Center’s Internet & American Life Project. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,207.

What does the future hold?
“As the realism of participatory digital “Digital technologies allows for students and artists all over the entertainment (video games, etc.) and the world to be inspired by one another. In some ways this is immersion ability of non-participatory digital fantastic, in other ways, this breaks down the cultural entertainment (3D movies, etc.) increases, it differences that is so beautiful about having multiple countriesthreatens the elements that make the live arts involved in an art form.” unique--the sense of immediacy, immersion, and personal interaction with the art. Weve long hung fast to the belief that theres nothing like a live experience, but digital entertainment is getting closer and closer to replicating that experience, and live theatre “Access will be good for educational will struggle to compete with the formers purposes and to increase awareness of convenience and cost.” the arts especially historical material in performance of all types. However, issues of copyright and payment for that material, such as in apps and in streaming or downloading, are murky “Our chief concern for the literary arts is the increasing and hard to navigate for artists "validity" of self-publication among reviewers, readers, and themselves as to value and fairness of writers. Online publishing and book sales through Amazon payments to the artist for original (for example) contribute to this problem. If there are no content. “ gatekeepers, it will become even more difficult to draw attention to works of genuinely high quality.”

THANK YOU!!Data and report available
at: pewinternet.org Kristen Purcell Associate Director for Research, Pew Internet Project kpurcell@pewinternet.org Twitter: @pewinternet @kristenpurcell***Cover and background image is street art in Norway by Skurktur***