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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
All data ROI TGI 2010 (c) Kantar Media UK
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%
All data ROI TGI 2010 (c) Kantar Media UK
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
All data ROI TGI 2010 (c) Kantar Media UK
DUBLIN DEMOGRAPHIC
Few significant differences between Dublin attenders and others
Higher proportion in the 25-34 age group
All data ROI TGI 2010 (c) Kantar Media UK
Age groups
All data ROI TGI 2010 (c) Kantar Media UK
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
All data ROI TGI 2010 (c) Kantar Media UK
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
All data ROI TGI 2010 (c) Kantar Media UK
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
All data ROI TGI 2010 (c) Kantar Media UK
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
All data ROI TGI 2010 (c) Kantar Media UK
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
Uni-ver-sity De-gree
3rd Level with Cert/Diploma (not Uni)
Leav-ing Cert Com-plete
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
Uni-ver-sity De-gree
Doc-torate/Phd
3rd Level with Cert/Diploma (not Uni)
Leav-ing Cert Com-plete
Mas-ters De-gree
Uni-ver-sity De-gree
Doc-torate/Phd
3rd Level with Cert/Diploma (not Uni)
Leav-ing Cert Com-plete
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
All data ROI TGI 2010 (c) Kantar Media UK
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
All data ROI TGI 2010 (c) Kantar Media UK
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
Occasional art gallery at-tenders
Thousa
nds
Index
Internet usage
All data ROI TGI 2010 (c) Kantar Media UK
Heavy Internet Users
Medium Internet Users
Light In-ternet Users
Non In-ternet Users
Heavy Internet Users
Medium Internet Users
Light 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
Frequent art gallery attenders
Thousa
nds
Index
Heavy Internet Users
Medium Internet Users
Light In-ternet Users
Non In-ternet Users
Heavy Internet Users
Medium Internet Users
Light 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
Occasional art gallery at-tenders
Thousa
nds
Index
Use of mobile internet
All data ROI TGI 2010 (c) Kantar Media UK
regularly use mobile internet
occasionally use mobile in-
ternet
regularly use mobile internet
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
Frequent art gallery attenders
Thousa
nds
Index
regularly use mobile internet
occasionally use mobile internet
regularly 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
Occasional art gallery at-tenders
Thousa
nds
Index
Internet quintiles
All data ROI TGI 2010 (c) Kantar Media UK
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
Frequent art gallery attenders
Thousa
nds
Index
Quin-tile 2
Quin-tile 1 (Highest)
Quin-tile 3
Quin-tile 4
Quin-tile 5 (Low-est)
Quin-tile 2
Quin-tile 1 (Highest)
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
Occasional art gallery at-tenders
Thousands
Index
Phone brand
All data ROI TGI 2010 (c) Kantar Media UK
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
All data ROI TGI 2010 (c) Kantar Media UK
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
All data ROI TGI 2010 (c) Kantar Media UK
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
All data ROI TGI 2010 (c) Kantar Media UK
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
Frequent art gallery attenders
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
Occasional art gallery at-tenders
Thousands
Index
Radio stations
All data ROI TGI 2010 (c) Kantar Media UK
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
All data ROI TGI 2010 (c) Kantar Media UK
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
All data ROI TGI 2010 (c) Kantar Media UK
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