Audience behaviour is complex in the post-COVID landscape

This article highlights the August 2022 Live Attendance findings from the Audience Outlook Monitor.

The data from our August 'Pulse Check' survey is out and the results suggest that audience behaviour is complex as we settle into the post-COVID landscape.

For this latest phase of the Audience Outlook Monitor, we've widened the lens of the study beyond the pandemic to include a range of other factors influencing audiences.

3 in 4 audiences are back at events right now but some are having to make trade-offs between other priorities, such as social obligations, travel and financial responsibilities, and the cost and risk of attending.

Head to the website to download the Live Attendance Update or keep reading to find out more about spending trends as financial limitations increase, the need for targeted marketing, and the continued preference for short-term decision-making among audiences.

Market activity is increasing, but audiences continue to behave differently when it comes to attending events

• Two-thirds of audiences say they are now ready to attend ‘whenever permitted’ (65%), and despite high case numbers say they are eager to get on with life under ‘COVID-normal’ conditions.
• A greater proportion say they attended a cultural event of some kind in the past fortnight (76%), with the largest increases seen in terms of museum/gallery visits (29%) and cinema attendance (32%).
• A range of factors influence attendance decisions – and uncertainty continues to lead people to buy tickets for events scheduled in the short-term - seven days (26%) or later this month (43%).
• Almost half (46%) say the risk of transmission will inhibit their attendance in the next 12 months, confirming that COVID is still a factor to contend with.
• Around one-quarter (24%) say that financial reasons have come into play and people under 35 appear to be the most affected (47%).
• Only one in five (22%) say their attendance won’t be inhibited in any way in the next 12 months, which offers guidance for forecasting demand this year and next. ?

Audiences are divided on matters of safety – and masks have regained popularity in some segments

• Although many audiences want to move on from COVID-19 and regain a sense of normalcy, it is clear that the virus continues to play into decision-making for many – either some, or all of the time.
• One-third (33%) of audiences say their general risk tolerance is low. They’ll only attend when they’re reasonably confident the risks of transmission are minimal.
• A further 18% of people have mixed views: they say they’re generally happy to attend whenever permitted, but that the risk of transmission will likely inhibit their attendance in some ways over the next 12 months.
• Qualitative data shows that some people are limiting their activity in anticipation of key events or travel plans, which may mean they de-prioritise arts attendance.
• 43% of audiences are now happy to attend large theatres/concert halls without any safety measures in place. Some are comfortable with the level of risk associated with ‘COVID-normal’, while others have accepted that further mandates are unlikely and are managing their own safety through masking and distancing.
• Older audiences are more likely to need reassurance, and 54% of audiences aged 65 and over say they won’t attend large theatres/concert halls unless masks are required. It’s worth considering if varying protocols by event (for example, offering a ‘masked matinee’) could help offer a way for cautious audiences to stay connected, without alienating others.

Understanding audience priorities in the post-COVID landscape can help position events??

• Although there are positive signs, the situation is complex and there are a range of broader factors playing into attendance decisions.
• There is a need for the sector to adapt to suit the conditions, as dramatic changes from this position now appear unlikely. From programming, to marketing, to venue management – there is a need for bold strategic planning and remodelling.
• The market is crowded and the wide range of activities and events now available to audiences means that competition for audience time and attention is fierce. The need for targeted marketing continues to grow in importance – as different segments are behaving very differently.
• Many people continue to prioritise social events, key milestone celebrations that might have been postponed, and travelling to visit friends and family.
• Appetite to travel for cultural events has not changed significantly since March, which suggests that the recovery of cultural tourism remains a long-term proposition.
• Patternmakers’ Visions for Culture research shows that audiences see a role for the arts to help the community heal, transform and remodel – and as the country moves into its ‘COVID-normal’, there will be a role for leadership and creative solutions from the sector.
• Stay tuned for Phase 8 for a deeper dive into the role that lifestyle, cost of living, competing priorities and cultural tourism are playing in attendance decisions.

Use the dashboard to get results for your artform and region

Explore the?online dashboard tool?to discover how the results vary among different audience segments. For example, try the 'vulnerable connection' filter to understand the priorities of audiences who are vulnerable to the virus.

Up next: October round of data collection

Phase 8 of the Audience Outlook Monitor is coming up in October. We'll be probing more into the post-COVID lifestyle in the survey as well as exploring issues around access and inclusion at cultural events. Participating organisations will be hearing from us about the timeline in the coming weeks - stay tuned!

Let us know what insights you're curious about so we can aim to incorporate them into our upcoming round - contact us at?[email protected].