Arts Response Tracking Survey

Given the scarcity of in-person experiences during the COVID-19 pandemic, culture-goers turn to digital experiences in the short term

September 9, 20209 September 2020

Issue

Arts attendance and COVID-19

Publisher

Business / Arts and National Arts Centre

Author

Nanos Research

Article Link

http://www.businessandarts.org/resources/arts-response-tracking-study/

Conducted in mid-May, this survey reached a total of 1,001 Canadians 18 years or older, with an overall margin of error of +/- 3.1 percentage points, 19 times out of 20. The survey results are broken down into culture-goers who had attended different types of activities within the 12 months preceding the COVID-19 pandemic: 1) indoor cultural gatherings (648 respondents); 2) outdoor cultural gatherings (436 respondents); and 3) art galleries or museums (499 respondents). The margins of error for these sub-groups are larger than that for the overall sample (between 3.9 and 5.1 percentage points, 19 times out of 20).

The report divides each sub-group of culture goers into the time period during which they would be comfortable returning to cultural activities. For indoor activities:

• 26% of previous attendees at indoor cultural gatherings “are eager for in-person experiences and immediately want to attend events”. In terms of “precautions that need to occur to make [them] comfortable”, early returning respondents are primarily looking for physical distancing (32%) and masks (27%).
• 20% plan to return to indoor cultural activities between one and five months after they reopen. Among these respondents, 42% are looking for physical distancing protocols, 29% want masks, and 23% want a vaccine before they return.
• 18% plan to wait six months or more before attending indoor cultural activities. Among these respondents, 44% are looking for a vaccine before they return, and 32% are looking for physical distancing protocols.
• 35% of indoor attendees are unsure when they will return to indoor cultural activities. Of those who are unsure, 37% are waiting for a vaccine, and 27% would feel comfortable if physical distancing were in place.
• 1% of indoor cultural attendees indicate that they will never return to these activities.

For outdoor cultural activities:

• 39% of previous attendees expect to attend immediately after the resumption of outdoor cultural activities. In terms of safety precautions, these early returning respondents are predominantly looking for physical distancing (47%), followed by masks (25%) and hand sanitizer (22%).
• 17% plan to return to outdoor cultural activities between one and five months after they reopen. These respondents are also predominantly looking for physical distancing (53%), followed by masks (23%).
• 13% plan to wait six months or more before attending outdoor cultural activities. Many of these respondents are looking for a vaccine (39%) and physical distancing (37%), followed by masks (26%).
• 32% of outdoor culture goers are unsure when they will return to outdoor activities. Of those who are unsure, 30% would feel comfortable if physical distancing were in place, and 27% are waiting for a vaccine.
• No previous outdoor cultural attendees believe that they will never return to these activities.

For galleries and museums:

• 30% of previous gallery and museum visitors expect to visit immediately after galleries and museums reopen. In terms of safety precautions, these early returning respondents are predominantly looking for physical distancing (45%), followed by masks (24%).
• 15% plan to return to galleries and museums between one and five months after they reopen. These respondents are also predominantly looking for physical distancing (53%), followed by masks (37%).
• 12% plan to wait six months or more before attending galleries and museums. Most of these respondents are looking for a vaccine (51%), followed by those who are looking for physical distancing (33%) and masks (25%).
• 42% of gallery and museum visitors are unsure when they will return to these activities. Of those who are unsure, 37% would feel comfortable if physical distancing were in place, and 21% are waiting for a vaccine.
• 1% of gallery and museum visitors indicate that they will never return to these venues.

The report also presents data on online cultural activities as well as a few key statistics by region, gender, and age.