The Truth About Culture Online Now

Natalie Melton, Arts & Business

Philippa Snare, Windows Live, Microsoft
Alyssa Bonic, The Bigger Picture, Sky
Thursday 17th February 2011
Loyal, Passionate & Vocal
Audiences
Presentation Title 2
Original, exciting content 3
 Sidebar

Exceptional Venues
Presentation Title 4
A thirst to experiment, pioneer and
champion the new
• First time that online engagement with arts
and culture had been quantified and
captured
• 2,000 strong sample backed up by qualitative
interviews and focus groups
• Over half – 53% – of online population had
engaged with arts and culture online in the
last 12 months
• It clearly augments, rather than replaces the
live experience
• Research segmented audience into 3 key
groups: confident core, late adopters, leading
edge
Presentation Title Research Overview 6
Online engagement with arts and culture provides
different benefits for each market
Access Learn
Experience
Share Create
(Online Only)
Discover Filter Knowledge Skills

Older audience

Core audience

Leading edge audience

• The 3 markets differ considerably in terms of current online engagement with arts and culture, but
only Access and Learning are mainstream at present
• Each market has the potential to extend their engagement into more sophisticated online
interactions, if properly motivated and supported

Based on combined quantitative /

qualitative analysis
Hoardings Creative Proposal Show and Tell
8
A History of the World in 100 Objects 9
Show and Tell

A clear appetite to gain insider info on

cultural experiences through digital
channels
56% of museums fans and 47% of those
interested in archives would like to take a
virtual tour of the institution they were
visiting online
Similarly, five minute
performance/exhibition clips appealed to
nearly half of those with an interest in visual
arts
10
Content Fans

Hoardings Creative Proposal Culture Club

11
Culture Club

Audiences want to engage more - a clear

interest in:
user reviews and ratings,
short form video content
tutorials
with almost a third of our respondents
suggesting that they were willing to pay for
this kind of content

12
Digging Deeper
13
Digging Deeper

47% of online audiences

professed an interest in
archived content

14
Hoardings Creative Proposal Go Experiment
15
 Stella Artois Black: The Night
Chauffeur

Stella Artois Black: The Night Chauffeur 16

Skype Outside 17
Go Experiment

Leading edge consumers (11% of online

audience) want to create and share
Providing tools and platforms for them to do
so can be a great way to engage
Consumer facing & youth oriented brands
are attracted to innovation

18
Silver Surfers
19
Google Art Project 20
Silver Surfers

85% use Google for cultural listings and

information
Frustrated that there are not better trusted
and curated sources of cultural listings
Trusted brands can play a role in advising
this valuable audience

21
Dance Nation 22
Uniqlock 23
Dance Nation

Dance has a digital fanbase – 30% have

viewed dance online & there is an appetite
for more
Dance cuts across lots of different audiences
and has mass appeal
Dance attracts relatively low levels of
corporate sponsorship – time for a rethink?

Hoardings Creative Proposal 24

The Next Generation
25
Gerhard Richter Digital Interpretation Guide
Hoardings Creative Proposal 26
Gaming
27
Hide & Seek: Tate Trumps & Bloomberg 28
Gaming

An average of 4 hours per week gaming

across the survey sample
61% of survey said they ‘love new
technology’

29
Mobile
30
Museum of London – Street Museum 31
Mobile

54% of those surveyed said that they were

confident using their phones for a wide
range of activities
Streetmuseum: 65,000 downloads in the first
4 weeks
Museum’s monthly target of visitors reached
within the first week of opening the new
galleries.
Media coverage in Metro, Time Out, Creative
Review, Icon, Campaign
32
 Location, Location, Location
Hoardings Creative Proposal 33
Location, Location, Location

3% of sample are using GPS to identify

cultural listings in their area – but will grow
fast
Exceptional venues and spaces have always
been of interest to brands
Why no arts & culture on Living Social?
Wahanda?

34
So how can you measure it?
• Digging Deeper
• Silver Surfers
• Next Generation
• Mobile

1st • Go Experiment
• Culture Club
2nd
• Dance Nation

10 Again
• Gaming
• Show and Tell 3rd
• Location
Contact Us:

Natalie Melton
Commercial Director

@natmelt
natalie.melton@artsandbusiness.org.uk
www.artsandbusiness.org.uk
www.culturalbranding.co.uk