audience survey association of finnish symphony orchestras · audience survey association of...

Audience survey Association of Finnish Symphony Orchestras Etta Partanen Meiju Ahomäki

Contents

1. Background to the survey

2. Background of respondents

3. Survey findings

4. Conclusions

1

Background to the survey

2



3. Survey findings

4. Conclusions

BACKGROUND TO THE SURVEY

• The aim of the survey was to study the attitudes toward symphony orchestras of

people in Finland who do not go to concerts.

• The survey took the form of panel research conducted in February and March

2015.

• The target group consisted of respondents in Finland who do not go to concerts.

• The study is based a total of 1,000 responses.

• This report sets out the main survey findings. The full and detailed results of the

survey are available on the InnolinkWeb® system.

3

Background of respondents

4



3. Survey findings

4. Conclusions

100% 80% 60% 40% 20% 0%

Helsinki Metropolitan Area 26.0% (259)

elsewhere in Southern Finland 18.8% (187)

Western Finland 23.0% (229)

Eastern Finland 16.3% (163)

) Northern Finland 15.9% (159)

100% 80% 60% 40% 20% 0%

under 18 years 0.2% (2) 18 – 30 years 18.3% (182)

31 – 40 years 20.5% (204) 41 – 50 years 24.1% (240)

51 – 60 years 20.2% (201) 61 – 70 years 13.5% (134)

over 70 years 3.1% (31)

BACKGROUND OF RESPONDENTS

5

Sex

Age band

Place of residence

100% 80% 60% 40% 20% 0%

Male 45,0% (447)

Female 55,0% (546)

100% 80% 60% 40% 20% 0%

secondary school 7.9% (79)

vocational education, training college 36.9% (367)

senior high school, matriculation 14.6% (145)

polytechnic 19.1% (190)

university 19.8% (197)

other 1.6% (16)

BACKGROUND OF RESPONDENTS

6

Education

Gross income

100% 80% 60% 40% 20% 0%

under 14,000 euros 24.4% (237)

14,000 – 19,999 euros 11.4% (111)

) 20 000 - 39 999 euros 40,9% (397) 20,000 – 39,999 euros 40.9% (397)

70 000 - 89 999 euros 3,1% (30)

90 000 euros or more 1,8% (17)

Survey findings

7



3. Survey findings

4. Conclusions

DO YOU KNOW ANY CLASSICAL MUSIC ORCHESTRA CONCERTS ARRANGED IN YOUR

DISTRICT?

8

100% 80% 60% 40% 20% 0%

Yes 52,7% (511)

No 47,3% (459)

TIEDÄTKÖ PAIKKAKUNNALLASI JÄRJESTETTÄVÄN KLASSISEN MUSIIKIN ORKESTEREIDEN

KONSERTTEJA? ALUEEN MUKAAN

9

62,2 %

53,9 %

44,6 %

53,5 %

46,1 %

37,8 %

46,1 %

55,4 %

46,5 %

53,9 %

0% 20% 40% 60% 80% 100%

Helsinki Metropolitan Area

elsewhere in Southern Finland

Western Finland

Eastern Finland

Northern Finland

Yes No

DO YOU KNOW ANY CLASSICAL MUSIC ORCHESTRA CONCERTS ARRANGED IN YOUR

DISTRICT? BREAKDOWN BY EDUCATION

10

43,8 %

49,6 %

45,4 %

52,7 %

72,9 %

29,9 %

56,3 %

50,4 %

54,6 %

47,3 %

27,1 %

70,1 %

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

other

vocational education, training college

senior high school, matriculation

polytechnic

university

secondary school

kyllä en

HOW OFTEN DO YOU ATTEND THE FOLLOWING CULTURAL ACTIVITIES?

11

Weekly Monthly Half-yearly Once a year Less often

100% 80% 60% 40% 20% 0%

Libraries

Sports events

Cinema

Art exhibitions

Rock or other music concerts

Dance productions (other than ballet)

Ballet

Theatre

Other cultural events

Opera

Classical music orchestra concerts

Stand-up comedy

Musicals

Circus

Festivals (cartoon, art, music, or similar cultural festivals)

13,5% (130) 30,7% (295)

9,9%

15,6% (151)

5,1%

15,9% (153)

14,6% (139)

33,3% (322)

16,5% (156)

18,6% (179)

18,2% (175)

6,6%

8,9%

8,6%

15,5% (147)

19,9% (192)

17,7% (168)

24,4% (235)

6,5%

23,9% (230)

7,2%

4,8%

16,9% (160)

13,8% (131)

11,4%

24,4% (229)

31,1% (299)

57,4% (545)

30,1% (291)

60,2% (570)

53,3% (514)

90,0% (836)

95,1% (892)

54,8% (528)

91,3% (470)

90,4% (846)

93,6% (886)

76,0% (719)

82,7% (782)

87,3% (808)

66,2% (622)

WHY HAVE YOU NOT BEEN TO ANY CLASSICAL MUSIC ORCHESTRA CONCERTS DURING THE LAST

YEAR?

12

100% 80% 60% 40% 20% 0%

lack of concert information 5.5% (54)

expensive tickets (value for money) 26.9% (264)

no interest in classical music 47.3% (464)

programme did not suit my tastes 12.0% (118)

personal financial circumstances 21.4% (210)

no time 17.4% (171)

no friends to go with 13.6% (133)

no knowledge of repertoire/orchestras 17.7% (174)

poor transport connections 5.4% (53)

some other reason 6.9% (68)

WHY HAVE YOU NOT BEEN TO ANY CLASSICAL MUSIC ORCHESTRA CONCERTS DURING THE LAST YEAR?

BREAKDOWN BY REGION

13

Helsinki Metropolitan Area elsewhere in Southern Finland

1,6 %

5,1 %

6,3 %

9,1 %

16,6 %

17,0 %

17,8 %

23,7 %

33,6 %

41,9 %

0% 20% 40% 60%

poor transport connections

lack of concert information

some other reason

programme did not suit my tastes

no friends to go with

personal financial circumstances

no knowledge of repertoire/orchestras

no time

expensive tickets (value for money)

no interest in classical music

4,4 %

4,9 %

5,5 %

12,0 %

12,6 %

12,6 %

20,2 %

23,5 %

27,3 %

47,5 %

0% 20% 40% 60%

some other reason





no time






BREAKDOWN BY REGION

14

Western Finland Eastern Finland

5,4 %

6,7 %

8,9 %

12,1 %

13,4 %

15,2 %

15,6 %

26,8 %

26,8 %

49,6 %

0% 20% 40% 60%



some other reason




no time




3,1 %

5,6 %

7,5 %

13,0 %

13,7 %

15,5 %

20,5 %

20,5 %

23,0 %

50,9 %

0% 20% 40% 60%


some other reason




no time






BREAKDOWN BY REGION

15

Northern Finland

4,5 %

8,3 %

8,9 %

9,6 %

12,1 %

17,8 %

18,5 %

19,1 %

25,5 %

48,4 %

0% 20% 40% 60%




some other reason


no time





DO YOU INTEND TO GO TO CLASSICAL MUSIC ORCHESTRA CONCERTS IN FUTURE?

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The most common reason why respondents do not intend to go to classical music orchestra concerts in future is that they have no interest in classic music.

100% 80% 60% 40% 20% 0%

yes 14,5% (143)

maybe 37,6% (372)

no 47,9% (474)

DO YOU INTEND TO GO TO CLASSICAL MUSIC ORCHESTRA CONCERTS IN FUTURE? BREAKDOWN

BY REGION

17

17,6 %

12,5 %

12,3 %

13,0 %

16,6 %

43,4 %

39,1 %

36,8 %

34,2 %

31,8 %

39,1 %

48,4 %

50,9 %

52,8 %

51,6 %

0% 20% 40% 60% 80% 100%

Helsinki Metropolitan Area

elsewhere in Southern Finland

Western Finland

Eastern Finland

Northern Finland

yes maybe no


BY AGE

18

50,0 %

8,8 %

12,8 %

12,7 %

18,2 %

17,4 %

35,5 %

50,0 %

37,6 %

36,0 %

40,9 %

37,9 %

34,8 %

29,0 %

0,0 %

53,6 %

51,2 %

46,4 %

43,9 %

47,7 %

35,5 %

0% 20% 40% 60% 80% 100%

under 18 years

18 – 30 years

31 – 40 years

41 – 50 years

51 – 60 years

61 – 70 years

over 70 years

yes maybe no


BY EDUCATION

19

6,6 %

11,3 %

11,8 %

16,0 %

22,6 %

31,3 %

28,9 %

33,2 %

34,0 %

39,4 %

51,3 %

18,8 %

64,5 %

55,5 %

54,2 %

44,7 %

26,2 %

50,0 %

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %

secondary school

vocational education, training college

senior high school, matriculation

polytechnic

university

other

yes maybe no

IF MAYBE, THEN UNDER WHAT CONDITIONS?

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A selection of responses:

• If some really good, acclaimed or famous production came to my district

• If I was much better off. I’m on the minimum pension payable in Finland.

• If something interesting comes up. I’m interested in things like contemporary music arranged for orchestra.

(“piano guys” style)

• If I knew that I would enjoy the music played at the concert. I don’t know classical music well enough to be able

to choose a performance. The stuff I don’t like is deadly dull. I’ve been bored stiff a few times at symphony

orchestra concerts, and so I’m not terribly keen to try them again. It’s wonderful when the music is beautiful and

interesting. The extremes are so far apart.

• Good reviews

• When the conductor is right

• When encouraged/invited

• I MIGHT go to light classical and operetta

• When I can decide where I go and the price is right

• At events provided by my workplace or union.

• If I find something that suits me.

IF MAYBE, THEN UNDER WHAT CONDITIONS?

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• If they play with some rock or pop singer

• For example Ismo Alanko and the RSO together. That sort of thing is interesting.

• The event has to stand out somehow or be visible for me to notice it, or some friend has to invite me along.

• If concerts could be brought nearer to ordinary people.

• If someone invites me along then I may go.

• Out of personal curiosity about a new experience.

• If it wasn’t such fine art music – something lighter.

• If they advertised it more, as now I haven’t been and I don’t even remember that there have been any.

• Occasionally, when the event might be arranged by some organisation that I belong to.

• If something comes up that interests me personally, such as the recent Waltari collaboration or a similar

combination of styles.

• Fusion events might also be of interest.

• If I go once for the first time and like it, then maybe I go again.

• If the concert was arranged in a different setting, for example outdoors!

• For example, if an employer offers it as part of a job satisfaction package.

• If the programme is interesting, e.g. Tarja Turunen concerts would be of interest. Combining rock and classical

music.

HOW WOULD YOU LIKE TO GET INFORMATION ABOUT UPCOMING CONCERTS?

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100% 80% 60% 40% 20% 0%

orchestra brochure12,2% (110)

newspaper advertisement 32,2% (291)

newspaper “what’s on” column 14,8% (134)

radio 15,1% (136)

specialist cultural magazine 4,3% (39)

outdoor billboard 17,3% (156)

orchestra electronic newsletter 13,7% (124)

orkesterin sähköinen uutiskirje 9,4% (85)

Association of Finnish Symphony Orchestras website 3,8% (34)

social media (e.g. Facebook, Twitter) 26,8% (242)

online advertisement (e.g. banner) 13,0% (117)

box office marketing channel 11,2% (101)

recommendation from friend/acquaintance 28,3% (256)

some other channel 9,0% (81)

WHAT KIND OF CONCERT OR ORCHESTRA INFORMATION DO YOU NEED?

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• Advertising and information in social media. Video advertising would work well, for example, because I really

have no idea what classical music concerts are like.

• Details of the kind of music and the programme, as the names of works don’t necessarily mean anything to

me.

• What, where, when, and how much it costs!

• Details of time and venue in very good time: at least six months in advance.

• Information that gets through. I rarely find out about classical music concerts at the moment.

• As much detail as possible about all programmes, prices and performance times.

• As a newcomer to classical music, I would like to know what to expect from the concert and what kind of

orchestra is performing.

• Time, performers, programme, price.

• More informative details that might inspire going sometime. Some light evening for “beginners”.

• Details of what's coming in the longer term, because it takes planning to go when you live in remoter regions.

WHAT TYPES OF CONCERTS WOULD LIKE IN YOUR DISTRICT?

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• Events on ordinary weekdays as well. It would even be great as a childminder to take children to such

events.

• Light music.

• Concerts by smaller ensembles. It would be nice to go to concerts given by 4-8 musicians in smaller halls.

• Rock, pop, indie gigs.

• Various music genres, i.e. optimal diversity with something for everyone.

HOW WOULD YOU LIKE TO SEE ORCHESTRAS OR THEIR CONCERTS IMPROVE?

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• More regional concert tours. Combining small city orchestras into proper provincial orchestras.

• Spontaneous unadvertised trailer performances in public places (in parks, summer theatres, pedestrian

precincts) going where people are and providing repertoire examples.

• More light classical. This would lower the concertgoer threshold. Music listening would then develop and

people would listen to more challenging works.

• Maybe more in the experiential direction, as in other art events, e.g. a presentation before the concert and

maybe some programme afterwards as well.

• We should try to improve the popular appeal of events, firstly by announcing and advertising them online and

in social media, and secondly by making classical music more accessible.

• More concerts or festivals, cheaper tickets (students can seldom afford to go to concerts).

• It would be wonderful to see orchestras having the presence and courage to ignore traditional boundaries.

Maybe by playing some atypical orchestral music.

• Free concerts in streets and city squares could let people know what each orchestra plays, and whether

there is any interest in that genre.

• Small and intimate events are preferable to mass happenings.

Conclusions

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3. Survey findings

4. Conclusions

CONCLUSIONS • The respondents were people who had not attended a classical music concert in the past

year. It should be noted that roughly half of this group could take an interest in

concertgoing. Education clearly generates interest.

• More information. Many people commented that they don’t go because of a lack of

information. Lack of familiarity was very often a reason for not going. The most highly

favoured information channels were print advertising, social media and personal

recommendations.

• Public image is an obstacle. Many people referred to the high price of tickets and an elitist

reputation: “too fine for me”.

• Lowering the threshold. Many people would like more information on what they should

expect at a concert. They are similarly hoping for various opportunities to get a taste of

classical music in small portions and unusual venues such as shopping centres and parks.

• Concrete suggestions include discount campaigns, easy introductions for beginners, and

introducing special experience elements, i.e. special presentations before or after a concert.

There was also some interest in arranging familiarisation opportunities through workplaces,

organisations or other communities. A recommendations from an acquaintance is the most

common opportunity: “when someone asks me to come along”. Taking the first step

spontaneously seems hard, but curiosity could be a motivation when going with a friend.

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