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HERE AND NOW MAY 18THAUDIENCES FOR VISUAL ARTS IN IRELAND

SOURCE OF INFORMATION

All data ROI TGI 2010 (c) Kantar Media UK

SOURCE OF INFORMATION

Target Group Index aims to be representative of the population of Ireland

2,230 adults in 09/10

Brands, media, attitudes 500 brands

Arts Attendance in Ireland on www.artsaudiences.ieAll data ROI TGI 2010 (c) Kantar Media UK

VISUAL ARTS ATTENDERS IN IRELAND


HEADLINE FINDINGS

57% of the adult population are arts attenders

Approx 2 million people

44% of 1.5 million attend once a year or more

Highest attendances ANY PERFORMANCE IN A THEATRE 1.5m PLAYS 1.3m ART GALLERIES AND EXHIBITIONS 903,000 – 12%


DEMOGRAPHICS

588,000 attend once a year or more often

Total adult population 3.5 m

56% are ABC1 / 41% in the population

43% are men/ 49% of population

57% are women/ 51% of population


DUBLIN DEMOGRAPHIC

Few significant differences between Dublin attenders and others

Higher proportion in the 25-34 age group


Age groups


15-24 25-34 35-44 45-54 55-64 65+ 15-24 25-34 35-44 45-54 55-64 65+

Total pop (000)

576 778 661 559 447 501

% of total pop in age group

16 22 19 16 13 14

% of regulars in age group

14 11 18 14 18 25

Regulars (000)

50.7 39.3 63.2 49.6 63.7 86.8

50

250

450

650

850

5

25

45

65

85

Classical music attenders by age group

15-24 25-34 35-44 45-54 55-64 65+ 15-24 25-34 35-44 45-54 55-64 65+

Total pop (000)

576 778 661 559 447 501

% of pop in age group

16 22 19 16 13 14

% of regulars in age group

10 21 19 18 15 17

Regulars (000)

61 122 113 103 89 99.5

50

250

450

650

850

1030507090110130

Art gallery attenders by age group

Exhibitions and outings


Art Gal-leries

Museums Nature Reserve

Stately Homes/Castles

Other Places of

Natural In-terest

Art Gal-leries

Museums Nature Reserve

Stately Homes/Castles

Other Places of

Natural In-terest

Thousands

297.529 306.911999999999

87.279 151.779 266.029

Index

398 286 286 273 240

2575

125175225275325

25

125

225

325

425

All art gallery attenders: visited in the last 12 months

Thousa

nds

Index

Hobbies and interests


Regularly Do: Other artistic ac-

tivities

Regularly Do: Draw-ing/paint-ing/sculpt-

ing

Any Inter-est In: Other

artistic ac-tivities

Any Inter-est In:

Drawing/painting/sculpting

Occasion-ally Do: Drawing/painting/sculpting

Regularly Do: Other artistic ac-

tivities

Regularly Do: Draw-ing/paint-ing/sculpt-

ing

Any Inter-est In: Other

artistic ac-tivities

Any Inter-est In:

Drawing/painting/sculpting

Occasion-ally Do: Drawing/painting/sculpting

Thousands

72.047 90.681 158.976 219.57 66.265

Index

369 264 185 174 168

25

75

125

175

225

2575125175225275325375

All art gallery attendersThousands

Index

Other art forms


Jazz con-certs

Opera Classical music

concerts

Folk con-certs

Contem-porary dance

Jazz con-certs

Opera Classical music

concerts

Folk con-certs

Contem-porary dance

Thousands

91.711 75.562 188.31 124.288 52.74

Index

391 359 319 295 275

10

50

90

130

170

25

125

225

325

425

All art gallery attenders attending other art forms

Thousa

nds

Index

Highest level of education received


Mas-ters De-gree

Doc-torate/Phd

Uni-ver-sity De-gree

3rd Level with Cert/Diploma (not Uni)

Leav-ing Cert Com-plete

Mas-ters De-gree

Doc-torate/Phd




Thousands

16.895

1.982 41.772

33.036

27.434

Index

365 337 215 106 66

38

13182328333843

2575125175225275325375

Frequent art gallery attenders

Thousands

Index

Mas-ters De-gree


Doc-torate/Phd



Mas-ters De-gree


Doc-torate/Phd



Thousands

32.898

126.399

3.465 154.571

140.243

Index

178 163 147 125 85

10

50

90

130

170

10

50

90

130

170

Occasional art gallery at-tenders

Thousands

Index

Holidays


Yes No Yes No

Thou-sands

119.252 18.657

Index 120 49

1030507090

110130

1030507090110130

Frequent art gallery attenders: holidays in last 12 months?

Thou

sand

s

Inde

x

Yes No Yes No

Thou-sands

464.219 86.86

Index 116 57

25

125

225

325

425

1030507090110130

Occasional art gallery at-tenders: holidays in the last

12 months?

Thou

sand

s

Inde

x

Trips taken


Five or

more

Three Four Two One Five or

more

Three Four Two One

Thousands

37.612

27.727

17.343

23.169

8.691

Index

193 147 105 94 54

38

131823283338

25

75

125

175

225

Frequent arts attenders

Thou

sand

s

Inde

xThree Five

or more

Four One Two Three Five or

more

Four One Two

Thousands

115.581

107.799

81.273

63.097

88.019

Index

153 138 123 98 89

1030507090

110130

10

50

90

130

170


Thousa

nds

Index

Internet usage


Heavy Internet Users

Medium Internet Users

Light In-ternet Users

Non In-ternet Users




Non In-ternet Users

Thousands

43.959 33.147 43.355 0

Index

133 131 101 0

3

13

23

33

43

1030507090110130


Thousa

nds

Index




Non In-ternet Users




Non In-ternet Users

Thousands

126.452 172.743 171.561 5.241

Index

125 131 100 59

10

50

90

130

170

1030507090110130


Thousa

nds

Index

Use of mobile internet


regularly use mobile internet

occasionally use mobile in-

ternet


occasionally use mobile in-

ternet

Thousands

91.505 107.097

Index

95 111

83

88

93

98

103

108

87.5

92.5

97.5

102.5

107.5

112.5


Thousa

nds

Index


occasionally use mobile internet


occasionally use mobile internet

Thousands

38.688 54.44

Index

75 105

5

15

25

35

45

55

10

30

50

70

90

110


Thousa

nds

Index

Internet quintiles


Quin-tile 1 (Highest)

Quin-tile 2

Quin-tile 4

Quin-tile 3

None Quin-tile 1 (Highest)

Quin-tile 2

Quin-tile 4

Quin-tile 3

None

Thousands

32.146

27.551

27.07 25.778

14.553

Index

147 126 124 118 51

3

8

13

18

23

28

33

1030507090110130150


Thousa

nds

Index

Quin-tile 2


Quin-tile 3

Quin-tile 4

Quin-tile 5 (Low-est)

Quin-tile 2


Quin-tile 3

Quin-tile 4

Quin-tile 5 (Low-est)

Thousands

125.25

112.013

93.671

88.301

72.715

Index

143 128 107 101 83

1030507090

110130

1030507090110130150


Thousands

Index

Phone brand


Apple iPhone

Black-berry

Nokia Palm Apple iPhone

Black-berry

Nokia Palm

Thousands

16.712 8.822 373.206

2.158

Index

166 165 105 194

2575

125175225275325375

25

75

125

175

225

Frequent art gallery attenders: brand of phone

Thousa

nds

Index Apple

iPhoneBlack-berry

Nokia Palm Apple iPhone

Black-berry

Nokia Palm

Thousands

6.86899999999999

2.214 200.218

2.046

Index

127 77 105 343

25

75

125

175

225

2575125175225275325375

Occasional art gallery at-tenders: brand of phone

Thousa

nds

Index

Daily newspaper readership


Net GB

Qual-ity

Dailies

Irish Times

Irish Inde-pen-dent

The Irish

Exam-iner

Irish Daily Mail

Net GB

Qual-ity

Dailies

Irish Times

Irish Inde-pen-dent

The Irish

Exam-iner

Irish Daily Mail

Thousands

11.475

41.367

20.103

8.268 5.722

Index

378 325 100 92 78

3

13

23

33

43

2575125175225275325375

Frequent art gallery attenders (almost always read)

Thousands

Index

Net GB

Qual-ity

Dailies

Irish Times

Irish Inde-pen-dent

The Irish

Exam-iner

Irish Daily Mirror

Net GB

Qual-ity

Dailies

Irish Times

Irish Inde-pen-dent

The Irish

Exam-iner

Irish Daily Mirror

Thousands

22.12 60.845

84.746

30.019

25.441

Index

182 120 105 83 82

5

25

45

65

85

10

50

90

130

170

Occasional art gallery at-tenders (almost always

read)

Thousands

Index

Sunday newspaper readership


Net GB

Qual-ity

Sun-days

The Sun-day

Times

Sun-day Tri-

bune

Sun-day

Busi-ness Post

The Irish Mail on

Sun-day

Net GB

Qual-ity

Sun-days

The Sun-day

Times

Sun-day Tri-

bune

Sun-day

Busi-ness Post

The Irish Mail on

Sun-day

Thousands

44.514

37.972

10.546

4.21 7.777

Index

360 353 213 178 81

3

13

23

33

43

2575125175225275325375

Frequent art gallery at-tenders (almost always

read)

Thousands

Index

Sun-day Tri-

bune

The Sun-day

Times

Net GB

Qual-ity

Sun-days

Sun-day

Busi-ness Post

Sun-day

Inde-pen-dent

Sun-day Tri-

bune

The Sun-day

Times

Net GB

Qual-ity

Sun-days

Sun-day

Busi-ness Post

Sun-day

Inde-pen-dent

Thousands

38.281

65.88 75.095

14.231

121.156

Index

193 153 152 151 118

1030507090

110130

25

75

125

175

225

Occasional art gallery at-tenders (almost always

read)

Thousands

Index

Direct mail


Passed it onto

some-one else

Kept it for

later use/

refer-ence

Made an en-quiry/

re-quest

for addi-tonal info

Did some-thing else/not

speci-fied

above

Paid more atten-tion to an ad-vert

Passed it onto

some-one else

Kept it for

later use/

refer-ence

Made an en-quiry/

re-quest

for addi-tonal info

Did some-thing else/not

speci-fied

above

Paid more atten-tion to an ad-vert

Thousands

5.52299999999999

6.926 1.255 6.487 1.255

Index

427 394 287 228 200

12345678

25

125

225

325

425


Thousands

Index

Made en-

quiry/re-

quest for

addi-tonal info

Tried a new prod-uct or ser-vice

Used a

voucher or

coupon

Passed it onto someone else

Bought or or-

dered something

Made en-

quiry/re-

quest for

addi-tonal info

Tried a new prod-uct or ser-vice

Used a

voucher or

coupon

Passed it onto someone else

Bought or or-

dered something

Index

207 205 182 174 173

Thousands

3.617 4.295 25.43 9.018 7.4310000000000

1

155

165

175

185

195

205

3

8

13

18

23

28


Thousands

Index

Radio stations


RTE Lyric FM

RTE Radio

1

New-stalk FM

106.8

Today FM

RTE 2FM

RTE Lyric FM

RTE Radio

1

New-stalk FM

106.8

Today FM

RTE 2FM

Thousands

36.425

65.352

22.878

25.706

21.271

Index

458 172 157 93 79

5152535455565

25

125

225

325

425

Frequent art gallery attenders (listened to yesterday)

Thousands

Index

RTE Radio

1

RTE 2FM

RTE Lyric FM

Today FM

New-stalk FM

106.8

RTE Radio

1

RTE 2FM

RTE Lyric FM

Today FM

New-stalk FM

106.8

Thousands

238.323

111.851

51.675

150.153

92.594

Index

157 104 162 136 159

25

75

125

175

225

275

10

50

90

130

170

Occasional art gallery at-tenders (listened to yester-

day)

Thousands

Index

Television viewed


Light Users

Heavy/Mediu

m Users

Medium

Users

Heavy Users

Light Users

Heavy/Mediu

m Users

Medium

Users

Heavy Users

Thousands

99.856 13.034 17.438 3.114

Index

121 95 57 30

10

30

50

70

90

110

1030507090110130

Frequent art gallery attenders (hours viewed per week)

Thousa

nds

Index Light

UsersHeavy/Mediu

m Users

Medium

Users

Heavy Users

Light Users

Heavy/Mediu

m Users

Medium

Users

Heavy Users

Thousands

376.027

48.259 101.204

21.472

Index

114 88 83 52

2575

125175225275325375

10

30

50

70

90

110

Occasional art gallery atten-ders (hours viewed per week)

Thousa

nds

Index

Media quintiles


Inter-net

Out-door

Media

Newspa-pers

Cin-ema

Mag-azine

s

Inter-net

Out-door

Media

Newspa-pers

Cin-ema

Mag-azine

s

Thousands

112.013

120.619

103.067

77.879

76.695

Index

128 112 106 96 93

1030507090

110130

1030507090110130

Occasional art gallery at-tenders: Quintile 1 (highest)

Thousa

nds

Index

Out-door

Media

Cin-ema

Radio Inter-net

Newspa-pers

Out-door

Media

Cin-ema

Radio Inter-net

Newspa-pers

Thousands

48.48 33.328

36.628

32.146

26.622

Index

180 164 153 147 109

5

15

25

35

45

55

10

50

90

130

170

Frequent art gallery attenders: Quintile 1 (highest)

Thousa

nds

Index

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