2018 Study > Canada. Submitted June, 2018

Transcription

1 2018 Study > Canada Submitted June, 2018

2 Culture Track Canada 2017 Nanos Research was retained by Business for the Arts to conduct a national study of Canadians with the following objectives: to gain a better understanding of the motivators, barriers and values held by current cultural audiences; and, to gain a better understanding of the motivators, barriers and values held by potential cultural audiences. The questionnaire for the project drew from La Placa Cohen s Culture Track project in the United States to allow for comparability of data between Canada and the United States. Nanos conducted an online survey of 6,400 Canadians who have participated in a cultural activity in the past 12 months between December 21 st, The study include core samples of 400 respondents in each province plus oversamples in British Columbia, Alberta, Ontario and Quebec. Please note that for certain questions additional demographic data is displayed in the charts because of their significance, for the full data set please see the appended tabulations. 2 NANOS

3 Table of Contents COMPARATIVE ANALYSIS CULTURE: THE WHAT AND THE WHY MOTIVATORS FOR (AND BARRIERS TO) CULTURAL ATTENDANCE A NEW PARADIGM FOR CULTURAL EXPERIENCE CULTURAL LOYALTY SUPPORT TABULATIONS 3 NANOS

4 COMPARATIVE ANALYSIS 4 NANOS

5 What did we learn? The public s view of culture is nuanced. How commercial or how popular the activity seems to be related to whether it is cultural. Consumers of culture can be slotted into four group that are differentiated by how much they participate in and, the nature of the types of activities they participate in. Income and education tend to be associated with more participation. Urban residents are much higher participators in activities. Allophones embrace participation at higher levels than Anglophones or Francophones 5 NANOS

6 Percentage of those who attend who consider it cultural Opera Ballet Cultural dance World music (e.g., South Asian, Caribbean) Film festival Architectural tour or exhibit Jazz music Contemporary dance Cultural center What is culture? Festival that is celebrated or organized by an ethnic group Performing arts festival (e.g., dance, theatre, etc.) Art or design museum/gallery Art gallery/fair Public/street art Natural history museum Classical music Musical Craft or design fair Non-musical play Music festival Historic attraction/museum Community festival/street fair Food and drink experience Books/literature Movies/film Popular music 40 Children's museum Science, innovation, or technology museum Variety or comedy show Library Commercial versus non-commercial Are most popular activities really culture Traditional cultural versus participatory Botanical garden Zoo or aquarium Television program Public park Percentage who attend each type in a year S7: How often have you participated in the following activities in the past 12 months? [RANDOMIZE] S8: [IF PARTICIPATES] And which of the following activities do you consider cultural activities? 6 NANOS

7 Total City/Urban area (>= 50,000 population) S7: How often have you participated in the following activities in the past 12 months? [RANDOMIZE] Suburb Small city/town < 50,000 population) Public park Movies/film Television program Library Books/literature Community festival/street fair Popular music Food and drink experience Historic attraction/museum Zoo or aquarium Craft or design fair Music festival Variety or comedy show Art or design museum/gallery Science, innovation, or technology museum Botanical garden Natural history museum Musical Art gallery/fair Performing arts festival Public/street art Non-musical play Festival that is celebrated or organized by ethnic group Cultural center Classical music Architectural tour or exhibit Jazz music Film festival World music Cultural dance Contemporary dance Children's museum Opera Ballet Rural Difference in Attendance by Location of Residence Attendance at many activities is much higher among those living in the most urban of locations. Differences are the smallest on the more popular activities such as public park, television, and movies/films. Jazz and film festivals have the largest gaps. Suburban differences from the most urban locations are largest for public/street art, art or design museum, community festival and world music. 7 NANOS

8 % of Rural Residents who Attend 90% Difference in Attendance between Rural and Urban Residents 80% 70% 60% 50% 20% 10% Diagonal line represents equal attendance, points below the line indicate urban residents are more likely to attend than those living in rural locations Children's museum Ballet Contemporary dance Opera Cultural dance Jazz music Television program Community festival/street fair Historic attraction/museum Craft or design fair Food and drink experience Zoo or aquarium Variety or comedy show Natural history museum Music festival Art or design museum/gallery Non-musical play Science, innovation, or technology museum Musical Performing arts festival Classical music Architectural tour or exhibit World music Film festival Cultural center Botanical garden Art gallery/fair Public/street art Books/literature Popular music Festival that is celebrated or organized by an ethnic group Library Movies/film 10% 20% 50% 60% 70% 80% 90% 100% % of City/Urban area (greater than or equal to 50,000 population) Residents who Attend Public park S7: How often have you participated in the following activities in the past 12 months? [RANDOMIZE] 8 NANOS

9 Total Anglophone Francophone Allophone Public park 88% 90% 79% 92% Movies/film 78% 79% 70% 83% Television program 77% 79% 73% 76% Library 73% 74% 66% 81% Books/literature 73% 75% 64% 77% Community festival/street fair 73% 74% 63% 79% Popular music 71% 72% 65% 70% Food and drink experience 68% 69% 59% 77% Historic attraction/museum 66% 68% 56% 72% Zoo or aquarium 63% 62% 57% 76% Craft or design fair 57% 60% 59% Music festival 56% 54% 54% 64% Variety or comedy show 55% 51% 66% 57% Art or design museum/gallery 54% 52% 50% 69% Science, innovation, or technology museum 54% 54% 67% Botanical garden 53% 50% 51% 68% Natural history museum 52% 53% 66% Musical 51% 53% 59% Art gallery/fair 51% 52% 63% Performing arts festival 51% 51% 45% 62% Public/street art 51% 49% 50% 62% Non-musical play 50% 50% 48% 54% Festival that is celebrated or organized by ethnic group 46% 46% 32% 70% Cultural center 45% 46% 65% Classical music 56% Architectural tour or exhibit 36% 49% Jazz music 35% 48% Film festival 53% World music 55% Cultural dance 27% 45% Contemporary dance 27% 27% 47% Children's museum 27% 26% 22% Opera 22% 19% 22% Ballet 21% 20% 18% S7: How often have you participated in the following activities in the past 12 months? [RANDOMIZE] Difference in Attendance by Language Attendance at many activities is higher among Allophones than Anglophones on most activities. Differences are the smallest on the more popular activities such as public park, television, and movies/films. Francophones are less likely to participate in activities, particularly books/literature, craft or design fair, Historic attraction/museum, community festival. 9 NANOS

10 % of Francophones who attend 90% 80% 70% 60% 50% 20% Diagonal line represents equal attendance, points below the line indicate Anglophones are more likely to attend than Francophones Difference in Attendance between Anglophones and Francophones Contemporary dance Opera Ballet World music Cultural dance Children's museum Francophones Variety or comedy show Popular music Television program Library Movies/film Books/literature Community festival/street fair Botanical garden Zoo or aquarium Public/street art Music festival Food and drink experience Non-musical play Art or design museum/gallery Historic attraction/museum Cultural center Science, innovation, or technology museum Craft or design fair Architectural tour or exhibit Classical music Performing arts festival Musical Jazz music Art gallery/fair Natural history museum Film festival Festival that is celebrated or organized by an ethnic group Anglophones Public park 10% 0% 0% 10% 20% 50% 60% 70% 80% 90% % of Anglophone who attend S7: How often have you participated in the following activities in the past 12 months? [RANDOMIZE] 10 NANOS

11 % of Allophones who attend 100% 90% 80% 70% 60% 50% Diagonal line represents equal attendance, points below the line indicate Anglophones are more likely to attend than Allophones Difference in Attendance between Anglophones and Allophones Library Community festival/street fair Food and drink experience Movies/film Festival that is celebrated or organized by Botanical garden Zoo or aquarium Books/literature an ethnic group Television program Art or design museum/gallery Historic attraction/museum Art gallery/fair Natural history museum Performing arts festival Science, innovation, or technology Popular music Cultural center museum Music festival Classical music Musical World music Craft or design fair Public/street art Film festival Variety or comedy show Contemporary dance Jazz music Architectural tour or exhibit Non-musical play Cultural dance Opera Children's museum Ballet Public park 20% 10% 0% 0% 10% 20% 50% 60% 70% 80% 90% 100% % of Anglophone who attend S7: How often have you participated in the following activities in the past 12 months? [RANDOMIZE] 11 NANOS

12 ATTENDANCE BASED PERSONNAS 12 NANOS

13 People fit into one of four cultural buckets Vociferous Culture Participants 22% Although all of the sample participate in at least some activities that could be considered cultural, the number and nature of the participation varies. We can identify 4 types of participants based on whether they have or have not participated in the 33 activities in the past year. Learning experiences Popular culture focused Limited exposure 25% 25% Vociferous Culture participants indicate that they attend most of the activities. In some ways they are agnostic about the form, but are willing to do anything. Higher income group that is more likely to donate and over-represented by Millennials. Learning Experiences participants, express a high participation rate for popular cultural activities but combined that with participation in Zoos, craft fairs, museums, cultural centres and other like activities. Popular Culture Focused participants, tend to have participated in many of the top local and mass activities but are less likely to have participated in things such as cultural centres and museums. Limited Exposure participants qualified since they did at least one activity but only on two activities did a majority participate last year. 13 NANOS

14 Generation and Group Identification Generation Z (18-19) (n=74) Millennials (20-35) (n=1298) Generation X (36-52) (n=1701) Limited exposure 14% Limited exposure 21% Limited exposure 26% Popular culture focused 26% Popular culture focused 23% Popular culture focused 23% Learning experiences 18% Learning experiences 21% Learning experiences 23% Vociferous Culture Vociferous Culture 35% Vociferous Culture Baby Boomers (53-71) (n=2919) Pre-war (72+) (n=452) Limited exposure Limited exposure Popular culture focused Learning experiences Vociferous Culture 14% Popular culture focused Learning experiences Vociferous Culture 9% 25% 14 NANOS

15 Limited exposure Vociferous Culture Popular culture focused Learning experiences Public park Movies/film (e.g., documentary, independent, blockbuster) Television program (e.g., streaming or broadcast, non-news) Library Books/literature Community festival/street fair Popular music (e.g., rock, country, hip-hop) Food and drink experience (e.g., food festival, beer or wine tasting) Historic attraction/museum (e.g., historic site, landmark, history museum, religious site) Zoo or aquarium Craft or design fair Music festival Variety or comedy show Art or design museum/gallery Science, innovation, or technology museum Botanical garden Natural history museum Musical Art gallery/fair Performing arts festival (e.g., dance, theatre, etc.) Public/street art Non-musical play Festival that is celebrated or organized by ethnic group Cultural center Classical music Architectural tour or exhibit Jazz music Film festival World music (e.g., South Asian, Caribbean) Cultural dance (e.g., salsa, Irish stepdance, Indian classical) Contemporary dance (e.g., jazz, hip-hop, modern) Children's museum Opera Ballet S7: How often have you participated in the following activities in the past 12 months? [RANDOMIZE] The four groups differ in terms of their consumption of activities. Vociferous culture participants have a higher likelihood of doing everything. Even among this group Opera (69%) and Ballet (68%) are least attended. Learning experiences people are likely to consume popular culture (e.g. 90% attend movies) but they are distinguished from the Popular culture group in also attending things like film festivals (36%) and zoos (78%). Although the Limited exposure group does less overall, a majority does go to a public park (64%) and watched television (56%). 15 NANOS

16 Limited exposure Female Household income > $50,000 Bachelor degree or more education City/Urban area (greater than or equal to 50,000 population) Total 25% 52% 54% 45% 58% 50% Limited Exposure () A group which is not a frequent attendee of cultural events. Only public parks and non-news television programs are undertaken by more than half of this group. Other activities have much lower attendance than for other groups. Demographically, this group has fewer people with at least a bachelor degree and tends to skew lower in terms of household income than the other groups. In terms of sage, it tends to skew a little older. This group is also less urban than the average. Generation Z (18-19) Millenials (20-35) 1% 1% 17% 22% Not surprisingly, this group donates a smaller amount and to fewer groups than the other groups. Generation X (36-52) 24% 26% Baby Boomers (53-71) 50% 45% Pre-war (72+) 9% 7% 16 NANOS

17 Popular culture focused Female Household income > $50,000 Bachelor degree or more education Total 52% 54% 60% 58% Popular Culture Focused (25%) Unlike the Limited Exposure group, people who fit in to this group tend to have participated in many of the top local and mass activities. For example, 77% participated in a community festival/street fair. They are, however, less likely to have participated in things such as cultural centres and museums. City/Urban area (greater than or equal to 50,000 population) 50% Demographically, this group is close to the average when it comes to education and income. It is also about average when it comes to age. This group is also less urban than the average. Generation Z (18-19) Millenials (20-35) 1% 1% 20% 22% This group donates more than the Limited Exposure group but does not donate to cultural organizations in greater frequency (only 6% donated to culture). Generation X (36-52) 23% 26% Baby Boomers (53-71) 48% 45% Pre-war (72+) 8% 7% 17 NANOS

18 Learning Experiences Female Household income > $50,000 Total 58% 54% 62% 58% Learning Experiences (25%) This group expresses a high participation rate for popular cultural activities but combined that with participation in Zoos, craft fairs, museums, cultural centres and other like activities. Bachelor degree or more education City/Urban area (greater than or equal to 50,000 population) 54% 50% Demographically, this group is above average when it comes to education and income. It is also more likely to be female. It is also more likely to be in the Baby Boomer group. This group is somewhat more urban than the average. Generation Z (18-19) Millenials (20-35) 1% 1% 18% 22% This group has the second highest level of donations and donates to culture groups at a greater frequency (11% donated to culture). Generation X (36-52) 24% 26% Baby Boomers (53-71) 50% 45% Pre-war (72+) 7% 7% 18 NANOS

19 Vociferous Culture Female Household income > $50,000 Bachelor degree or more education City/Urban area (greater than or equal to 50,000 population) Generation Z (18-19) Millenials (20-35) Generation X (36-52) Baby Boomers (53-71) Pre-war (72+) 2% 1% 3% 7% Total 52% 54% 66% 58% 52% 59% 50% 22% 26% 45% Vociferous Culture (22%) The smallest group but the one where participants indicate that they attend most of the activities. In some ways they are agnostic about the form, but are willing to do anything. In part at least this reflects their greater means to do so based on income and education Demographically, this group is above average when it comes to education and income. In fact, on both indicators this group is the highest of the four. It is also a group that is younger, with fewer Baby Boomers. This group is much more urban than the average. This group has highest level of donations and donates most frequently to culture groups (22% donated to culture). 19 NANOS

20 Culture Groups and Donations Average number of organizations donated to among those who donated Total Limited exposure Popular culture focused Learning experiences Vociferous culture Average amount of donations made to all organizations among those who donated $1,389 $1,468 $1,177 $1,084 $656 $300 $200 $200 $200 $ The number of organizations that people donate to is related to how much cultural activity they consume. Higher consumers of culture donate to more groups, donate higher amounts and are more likely to donate to a cultural group. Total Limited exposure Popular culture focused Learning experiences Vociferous culture Mean Median % of those who donated last year who donated to a cultural group 22% 11% 5% 6% 11% Total Limited exposure Popular culture focused Learning experiences Vociferous culture 20 NANOS

21 CULTURE: THE WHAT AND THE WHY 21 NANOS

22 KEY FINDINGS: CULTURE THE WHAT AND THE WHY Culturally engaged Canadians most frequently report attending public parks (88%), movies/films (78%), and television programs (77%) at least once in the past 12 months, and least frequently report participating in ballet (21%), opera (22%) and children s museums (27%). When asked if there are other activities not listed that they considered cultural, culturally engaged Canadians most frequently cited parades/festivals/fairs (13%), sports/sporting events (10%) and cultural activities/celebrations (Sunrise ceremony, Powow) (eight per cent). Among Canadians who have participated in the past 12 months, the activities most frequently considered cultural are cultural centers (78%), a festival that is celebrated by an ethnic group (77%), and cultural dances (74%). The activities least frequently considered cultural are public parks (22%), zoo or aquariums (25%), and botanical gardens (). Respondents report participating in an average of three cultural activities a month (median of one). Among those who participate in an activity and consider it cultural, the activities which respondents report participating in the most times in a month are television programs (median: 3, mean: 12), books/literature (median: 1, mean 5), and public parks (median: 1, mean: 5). The activities which respondents report participating in the least in a typical month were ballet, science, innovation or technology museums, natural history museums, architectural tours or exhibits (median of 0, mean 0.7 for each). 22

23 KEY FINDINGS: CULTURE THE WHAT AND THE WHY DEMOGRAPHIC DIFFERENCES Respondents from Manitoba (72%), New Brunswick (71%) and Quebec (70%) who participate in performing arts festivals were less likely to consider them cultural than those in Newfoundland (82%) and PEI (80%). Among those who participate, Millennials and Gen X were less likely to consider cultural centers (64% and 73% respectively) and historic attractions/museums (64% and 67% respectively) as cultural than Baby Boomers and Pre-war respondents (cultural centers: 89% Baby boomers, 90% Pre-war; historic attraction/museum 79% Baby boomers, 88% Pre-war). Among those who participate, Anglophones were more likely to consider performing arts festivals as cultural (76%) than Allophones (65%). Millennials report attending, on average, more activities in a month, with a median of 2.0 (mean 3.0). 23

24 78% 77% 74% 74% 73% 69% 69% 69% 67% 64% 62% 59% Top Activities Considered Cultural by Those Who Attend Cultural center A festival that is celebrated or organized by an ethnic group Cultural dance (e.g., salsa, Irish stepdance, Indian classical) Performing arts festival (e.g., dance, theatre, etc.) Historic attraction/museum (e.g., historic site, landmark, history museum, religious site) World music (e.g., South Asian, Caribbean) Community festival/street fair Top Attended Activities Art or design museum/gallery Music festival Art gallery/fair Film festival Food and drink experience (e.g., food festival, beer or wine tasting) 88% 78% 77% 73% 73% 73% 71% 68% 66% 63% 57% 56% Public park Movies/film (e.g., documentary, independent, blockbuster) Television program (e.g., streaming or broadcast, nonnews) Library Books/literature Community festival/street fair S7: How often have you participated in the following activities in the past 12 months? [RANDOMIZE] S8: [IF PARTICIPATES] And which of the following activities do you consider cultural activities? Popular music (e.g., rock, country, hip-hop) Food and drink experience (e.g., food festival, beer or wine tasting) Historic attraction/museum (e.g., historic site, landmark, history museum, religious site) Zoo or aquarium Craft or design fair 24 NANOS Music festival

25 Top Other Activities Considered Cultural by Those Who Attend 13% 10% 8% 8% 6% 6% 5% Parades/Festivals/fairs (General) Sport/sporting events Cultural activity/celebration (sunrise ceremony, Pow wow) Food/drink/restaurants Religious activity(church)/celebration Travel Shows /concerts S7: Are there any other activities not listed that you consider to be cultural activties? [OPEN ENDED] 25 NANOS

26 Activities Least Frequently Considered Cultural by Attendees 25% 22% Variety or comedy show Botanical garden Television program (e.g., streaming or broadcast, non-news) Zoo or aquarium Public park Least Attended Activities 27% 22% 21% Cultural dance (e.g., salsa, Irish stepdance, Indian classical) Contemporary dance (e.g., jazz, hip-hop, modern) Children's museum Opera Ballet S7: How often have you participated in the following activities in the past 12 months? [RANDOMIZE] S8: [IF PARTICIPATES] And which of the following activities do you consider cultural activities? 26 NANOS

27 Top Attended Activities by Province Alberta (n=1004) British Columbia (n=1009) Manitoba (n=401) Newfoundland (n=402) New Brunswick (n=402) Public park 92% Public park 92% Public park 90% Public park 88% Public park 86% Movies/film 84% Movies/film 81% Movies/film 80% Movies/film 76% Television program 77% Television program 81% Library 79% Television program 78% Popular music 76% Movies/film 76% Books/literature Library 77% 74% Television program Books/literature 79% 77% Books/literature Popular music 75% 73% Community festival/street fair Television program 75% 74% Popular music Community festival/street fair 74% 73% Nova Scotia (n=402) Ontario (n=1012) PEI (n=400) Quebec (n=1011) Saskatchewan (n=401) Public park Movies/film Historic attraction/museum Books/literature Television program 89% 79% 76% 75% 75% Public park Movies/film Television program Community festival/street fair Library 89% 78% 78% 75% 75% Public park Television program Movies/film Popular music Community festival/street fair 89% 82% 81% 78% 77% Public park Television program Movies/film Library Variety or comedy show 81% 74% 72% 68% 66% Public park Movies/film Television program Books/literature Historic attraction/museum 87% 77% 76% 74% 74% S7: How often have you participated in the following activities in the past 12 months? [RANDOMIZE] 27 NANOS

28 Top Attended Activities by Demographic First generation immigrant (n=1010) Public park Movies/film Television program Library Community festival/street fair 90% 81% 78% 77% 76% Allophone (n=723) Public park Movies/film Library Community festival/street fair Food and drink experience 92% 83% 81% 79% 77% Francophone (n=906) Public park Television program Movies/film Library Variety or comedy show 79% 73% 70% 66% 66% Anglophone (n=4815) Public park Movies/film Television program Books/literature Community festival/street fair 90% 79% 79% 75% 74% Generation Z (18-19) (n=74) Millennials (20-35) (n=1298) Generation X (36-52) (n=1701) Baby Boomers (53-71) (n=2919) Pre-war (72+) (n=452) Library 92% Public park 92% Public park 90% Public park 86% Public park 81% Public park 90% Movies/film 84% Television program 79% Television program 76% Books/literature 70% Movies/film 85% Popular music 81% Movies/film 79% Movies/film 75% Library 69% Books/literatur e Popular music 82% 77% Library Television program 81% 80% Library Community festival/street fair 76% 75% Books/literature Community festival/street fair 71% Television program 70% Movies/film 67% 67% S7: How often have you participated in the following activities in the past 12 months? [RANDOMIZE] 28 NANOS

29 Top Activities Considered Cultural by Province Alberta (n=1004) British Columbia (n=1009) Manitoba (n=401) Newfoundland (n=402) New Brunswick (n=402) A festival that is celebrated/organized by an ethnic group Cultural center Cultural dance 82% 81% 77% A festival that is celebrated/organized by an ethnic group Cultural center Cultural dance 79% Cultural dance A festival that is celebrated/organized 78% by an ethnic group 74% Cultural center 88% 83% 82% Cultural dance Performing arts festival A festival that is celebrated/organized by an ethnic group 83% 82% 80% Cultural center A festival that is celebrated/organized by an ethnic group Historic attraction/museum 85% 84% 79% Performing arts festival World music 76% 76% World music Performing arts festival 74% 73% World music Historic attraction/museum 75% 72% Cultural center Historic attraction/museum 79% 79% Cultural dance World music 77% 73% Nova Scotia (n=402) Ontario (n=1012) PEI (n=400) Quebec (n=1011) Saskatchewan (n=401) Cultural center A festival that is celebrated/organized by an ethnic group Performing arts festival 83% Cultural center A festival that is 81% celebrated/organize d by an ethnic group 79% Cultural dance 78% 77% 76% A festival that is celebrated/organized by an ethnic group Performing arts festival Cultural dance 83% 80% 80% Cultural center Art or design museum/gallery Historic attraction/museum 74% 73% 72% A festival that is celebrated/organized by an ethnic group Cultural dance World music 87% 85% 81% Cultural dance Historic attraction/museum 77% 76% Performing arts festival Community festival/street fair 75% 71% Cultural center Historic attraction/museum 79% 78% Music festival Performing arts festival 70% 70% Cultural center Performing arts festival 81% 77% S8: [IF PARTICIPATES] And which of the following activities do you consider cultural activities? 29 NANOS

30 A festival that is celebrated/organized by an ethnic group Cultural dance Cultural center Performing arts festival First generation immigrant (n=1010) Community festival/street fair Top Activities Considered Cultural by Demographic 78% 77% 75% 72% 72% Cultural center A festival that is celebrated/organized by an ethnic group Community festival/street fair Cultural dance Performing arts festival Allophone (n=723) 72% 68% 67% 66% 65% Art or design museum/gallery Cultural center Historic attraction/museum Music festival Performing arts festival Francophone (n=906) 76% 76% 74% 73% 73% Anglophone (n=4815) A festival that is celebrated/organized by an ethnic group Cultural center Cultural dance Performing arts festival Historic attraction/museum 82% 80% 78% 76% 74% Generation Z (18-19) (n=67) Millennials (20-35) (n=1205) Generation X (36-52) (n=1383) Baby Boomers (53-71) (n=2523) Pre-war (72+) (n=364) Cultural dance 84% Cultural dance 66% Cultural center 73% Cultural center 89% Cultural center 90% World music Performing arts festival Food and drink experience 71% 64% 64% Cultural center Historic attraction/museum A festival that is celebrated/organized by an ethnic group 65% 64% 64% A festival that is celebrated/organized by an ethnic group Cultural dance Performing arts festival 72% 70% A festival that is celebrated/organized Cultural dance 69% Performing arts festival 88% 86% 82% A festival that is celebrated/organized by an ethnic group Historic attraction/museum Film festival 88% 88% 82% Music festival 59% Community festival/street fair 63% Historic attraction/museum 67% World music 81% Performing arts festival 82% S8: [IF PARTICIPATES] And which of the following activities do you consider cultural activities? 30 NANOS

31 Monthly Cultural Activity Participation by Province and Demographic Mean activities participated in Median activities participated in Canada (n=6444) Alberta (n=1004) BC (n=1009) Manitoba (n=401) NB (n=402) Newfoundland (n=402) Nova Scotia (n=402) Ontario (n=1012) PEI (n=400) Quebec (n=1011) Saskatchewan (n=401) Mean activities participated in Median activities participated in Generation Z (n=74) Millennials (n=1298) Generation X (n=1701) Baby Boomers (n=2919) Pre-war (n=452) Anglophone (n=4815) Francophone (n=906) Allophone (n=723) First generation immigrant (n=1010) CAO1: You previously mentioned that you have participated in the following activities in the past 12 months and that you consider each a cultural activity. On average, in a typical month, how many cultural activities do you participate in? 31 NANOS

32 Monthly Participation in Cultural Activities Mean CAO2: [IF PARTICIPATES AND CONSIDERS CULTURAL] You previously mentioned that you have participated in the following activities in the past 12 months and that you consider each a cultural activity. How many times do you participate in each activity in a typical month? Mean Median Craft or design fair A festival that is celebrated or organized by an ethnic group Historic attraction/museum Musical Contemporary dance Art or design museum/gallery Film festival Music festival Art gallery/fair Zoo or aquarium Non-musical play Opera Performing arts festival Science, innovation, or technology museum Natural history museum Architectural tour or exhibit Ballet Median Television program Books/literature Public park Library Popular music Classical music Movies/film Food and drink experience Cultural dance Jazz music World music Variety or comedy show Public/street art Botanical garden Children's museum Cultural center Community festival/street fair NANOS

33 MOTIVATORS FOR (AND BARRIERS TO) CULTURAL ATTENDANCE 33 NANOS

34 KEY FINDINGS: MOTIVATORS FOR (AND BARRIERS TO) CULTURAL ATTENDANCE Among Canadians who participate in and consider an activity cultural, one of the top selected impacts of an activity was that it educates people for science, innovation or tech museums, natural history museums (69%), art or design museums/galleries (66%), zoos, aquariums, botanical gardens (63%), opera (45%), and ballet (). Among all other activities the top selection was that it brings people together (festivals 72%, popular music 64%, musicals 61%, cultural dance, contemporary dance 59%, non-musical play 56%, classical music ). When asked what the greatest impact a cultural organization can have on your world, culturally engaged Canadians more frequently say that is can bring new ideas/broaden experiences (14%), knowledge of/understanding other cultures (13%) and it brings people together/community/unity (11%). When asked what motivates them to participate in a specific activity, respondents who participate and consider it cultural (averaged across all activities) most frequently select having fun (36% strongly agree, somewhat agree), interest in the content ( strongly agree, 45% somewhat agree), and relaxing or feeling less stressed (27% strongly agree, somewhat agree). When asked how often they are motivated to participate in a cultural activity because of a selection of online and social media sources (excluding ), culturally engaged Canadians most frequently selected friends posts on social media (15% often, sometimes), followed by cultural organizations posts on social media (10% often, sometimes), online newspaper and magazine websites (nine per cent often, sometimes), and newsletters from cultural organizations (eight per cent often, sometimes). 34

35 KEY FINDINGS: MOTIVATORS FOR (AND BARRIERS TO) CULTURAL ATTENDANCE Culturally engaged Canadians said the which most frequently inspired them to participate in cultural activities are radio (11% often, sometimes), print (11% often, sometimes), social media (10% often, sometimes), and outdoor (seven percent often, 35% sometimes). When asked how often they are motivated to participate in a cultural activity because of a selection of media sources (excluding ), culturally engaged Canadians most frequently said broadcast television (21% often, sometimes), followed by radio (20% often, sometimes), and newspapers (15% often, sometimes). When responses were averaged across all activities, the most frequently cited reasons by Canadians that have not participated in activities over the past 12 months were that it s not for someone like them (35%), the cost of a ticket/admittance is too high (20%), the location is too far from them (19%), and they don t think of it (16%). When responses are averaged across all activities, culturally engaged Canadians most frequently say that the cost of a ticket/admittance is too high (), location is too far (32%), and timing is not convenient (24%) when asked the reasons for not participating more often in activities that they consider cultural. 35

36 Top 5 Impacts of Activities on a Community Art or design museum/gallery Opera Classical music Ballet Popular music Educates people 66% Educates people 45% Brings people together Educates people Brings people together 64% Preserves our history and heritage Drives tourism (e.g., local, national, international) Welcomes people of all backgrounds 61% Brings people together Educates people Brings people together 36% Builds local pride 32% Welcomes people of all backgrounds Preserves our history and heritage Drives tourism (e.g., local, national, international) 36% 36% Welcomes people of all backgrounds Preserves our history and heritage Increases livability and quality of life Welcomes people of all backgrounds Preserves our history and heritage Increases livability and quality of life 35% Welcomes people of all backgrounds Drives tourism (e.g., local, national, international) Fosters a feeling of community 36% Builds local pride Musical Non-musical play Festival Science, innovation or technology museum, natural history museum Zoo, aquarium, botanical garden Cultural dance, contemporary dance Brings people together 61% Brings people together 56% Brings people together 72% Educates people 69% Educates people 63% Brings people together 59% Drives tourism (e.g., local, national, international) Welcomes people of all backgrounds Fosters a feeling of community Educates people Builds local pride Welcomes people of all backgrounds Fosters a feeling of community Welcomes people of all backgrounds BOCA7: [IF PARTICIPATES AND CONSIDERS CULTURAL] In your opinion, what are the five greatest impacts of INSERT CULTURAL ACTIVITY on your community? It [RANDOMIZE] 50% 49% Builds local pride Builds local pride Drives tourism (e.g., local, national, international) Supports local businesses and organizations Preserves our history and heritage Drives tourism (e.g., local, national, international) Welcomes people of all backgrounds 52% 36% Drives tourism (e.g., local, national, international) Welcomes people of all backgrounds Preserves our history and heritage 48% Welcomes people of all backgrounds 47% Educates people Is a trustworthy resource Brings people together Preserves our history and heritage Fosters a feeling of community 36% 36 NANOS

37 Top Greatest Impacts of Cultural Organization on Your World 14% 13% 11% 9% 9% 8% 7% 6% 6% IDCE1 : What is the greatest impact a cultural organization can have on your world? [OPEN ENDED] 37 NANOS

38 Top 5 Greatest Impacts by Province Knowledge of/understandin New ideas/broaden Bring people together/commu Education/learn new things Openness to diversity/toleran Alberta (n=965) 10% 9% 8% 14% 17% New ideas/broaden Knowledge of/understandin Bring people together/commu Openness to diversity/toleran Education/learn new things British Columbia (n=961) 8% 8% 15% 14% 13% Knowledge of/understandin New ideas/broaden Bring people together/commu Unsure Education/learn new things Manitoba (n=387) 11% 10% 10% 10% 16% New Brunswick (n=387) Knowledge of/understandin New ideas/broaden Bring people together/commu Unsure Education/learn new things 9% 8% 11% 15% 13% Knowledge of/understandin Openness to diversity/toleran Education/learn new things Bring people together/commu Newfoundland (n=378) Unsure 10% 10% 10% 10% 15% Knowledge of/understandin New ideas/broaden Education/learn new things Bring people together/commu Openness to diversity/toleran Nova Scotia (n=385) 9% 9% 8% 15% 14% New ideas/broaden Knowledge of/understandin Bring people together/commu Education/learn new things Entertainment/Enj oyment Ontario (n=974) 9% 8% 15% 14% 12% Knowledge of/understandin New ideas/broaden Education/learn new things Bring people together/commu Openness to diversity/toleran PEI (n=386) 17% 13% 12% 9% 8% Entertainment/Enj oyment New ideas/broaden Openness to diversity/toleran Education/learn new things Enriches life Quebec (n=959) 9% 8% 8% 12% 14% New ideas/broaden Knowledge of/understandin Education/learn new things Unsure Entertainment/Enj oyment Saskatchewan (n=383) 10% 9% 8% 16% 16% IDCE1 : What is the greatest impact a cultural organization can have on your world? [OPEN ENDED] 38 NANOS

39 Motivators to Attend Cultural Activities Having fun 36% Interest in the content Relaxing or feeling less stressed 27% Experiencing new things 26% 45% Learning something new 24% Broadening my perspective or worldview 21% Feeling inspired 20% Strongly agree Feeling transported to another place 20% Somewhat agree Interacting with friends and/or family 20% Bettering my emotional well-being 19% Supporting the cultural world 16% Feeling welcome 18% 35% Feeling like it gives life a deeper meaning 16% Being able to go by myself 16% Connecting to my community 13% 32% Having grown up participating in it 13% BOCA5: [IF PARTICIPATES AND CONSIDERS CULTURAL] What motivates you to INSERT VERB INSERT CULTURAL ACTIVITY? [RANDOMIZE] *Averaged across all cultural activities 39 NANOS

40 Top 5 Motivators to Attend Cultural Activities by Province Strongly agree Somewhat agree Alberta (n=889) British Columbia (n=907) Manitoba (n=345) Newfoundland (n=358) New Brunswick (n=345) Having fun Interest in the content Relaxing or feeling less stressed Experiencing new things Learning something new Nova Scotia (n=354) Having fun Interest in the content Relaxing or feeling less stressed Experiencing new things Learning something new 27% 25% 23% 27% 25% Interest in the content Having fun Experiencing new things Relaxing or feeling less stressed Learning something new Having fun Interest in the content Relaxing or feeling less stressed Experiencing new things Learning something new 24% 23% 21% Ontario (n=903) 26% 26% 24% 46% 45% Having fun Interest in the content Experiencing new things Relaxing or feeling less stressed Learning something new Having fun Interest in the content Experiencing new things Relaxing or feeling less stressed Learning something new 32% 23% 25% 22% PEI (n=352) 26% 23% 46% 47% 49% 45% Interest in the content Having fun Relaxing or feeling less stressed Experiencing new things 32% 26% 25% Quebec (n=912) 46% Interacting with 19% friends and/or Having fun Interest in the content Relaxing or feeling less stressed Experiencing new things Learning something new 36% 24% 26% Having fun Interest in the content Relaxing or feeling less stressed Experiencing new things Learning something new Having fun Interest in the content Experiencing new things Relaxing or feeling less stressed Learning something new 26% 22% 45% 48% 45% Saskatchewan (n=328) 27% 23% 24% 21% 46% 46% BOCA5: [IF PARTICIPATES AND CONSIDERS CULTURAL] What motivates you to INSERT VERB INSERT CULTURAL ACTIVITY? [RANDOMIZE] *Averaged across all cultural activities 40 NANOS

41 First generation immigrant (n=899) Having fun Interest in the content Relaxing or feeling less stressed Experiencing new things Learning something new Generation Z (18-19) (n=71) Having fun Experiencing new things Interest in the content Learning something new Relaxing or feeling less stressed 27% 35% 35% 27% 24% 27% 23% Top 5 Motivators to Attend Cultural Activities by Demographic Having fun Interest in the content Relaxing or feeling less stressed Learning something new Experiencing new things Millennials (20-35) (n=1159) Having fun Interest in the content Experiencing new things Relaxing or feeling less stressed Feeling inspired 35% 27% 27% 22% Allophone (n=657) 35% 27% Generation X (36-52) (n=1523) Francophone (n=822) Baby Boomers (53-71) (n=2568) Anglophone (n=4214) Pre-war (72+) (n=372) BOCA5: [IF PARTICIPATES AND CONSIDERS CULTURAL] What motivates you to INSERT VERB INSERT CULTURAL ACTIVITY? [RANDOMIZE] *Averaged across all cultural activities 41 NANOS Having fun Interest in the content Relaxing or feeling less stressed Experiencing new things Learning something new Having fun Interest in the content Relaxing or feeling less stressed Experiencing new things Learning something new 27% 27% 25% 36% 24% 25% Having fun Interest in the content Relaxing or feeling less stressed Experiencing new things Learning something new Having fun Interest in the content 27% 24% 24% Experiencing new things Relaxing or feeling less stressed Learning something new 46% 46% 25% 25% 23% 45% Having fun Interest in the content Relaxing or feeling less stressed Experiencing new things Learning something new Strongly agree Somewhat agree 27% 20% 17% 49% 47% 49% 45% 19%

42 Motivators to Attend Cultural Activities Having fun College diploma (n=1348) Anglophone (n=4214) Strongly agree Some college/university or less (n=2095) Bachelor s degree (n=1449) Graduate degree (n=739) 32% Francophone (n=822) Allophone (n=657) 36% 35% Somewhat agree Small city/town (n=937) Rural (n=900) Suburb (n=1091) City/Urban area (n=2714) 36% 32% Baby Boomers (n=2568) Pre-war (n=372) Generation X (n=1523) Millenials (n=1159) Generation Z (n=71) 35% 49% Income <$50k (n=1565) Income >$50k (n=3337) 32% Prince Edward Island (n=352) Nova Scotia (n=354) Not employed (n=2307) Employed (n=3293) New Brunswick (n=345) Ontario (n=903) Saskatchewan (n=328) 45% LGBT (n=673) Heterosexual (n=5020) Alberta (n=880) Manitoba (n=345) Quebec (n=912) 32% 36% Female (n=3045) Newfoundland and Labrador (n=358) 32% Male (n=2603) British Columbia (n=907) BOCA5: [IF PARTICIPATES AND CONSIDERS CULTURAL] What motivates you to INSERT VERB INSERT CULTURAL ACTIVITY? [RANDOMIZE] *Averaged across all cultural activities 42

43 80% 81% 71% 64% 70% 71% 72% 70% 79% 74% 67% 63% Motivators to Attend Cultural Activities 87% 88% 86% 83% 83% 84% 81% 82% 80% 78% 79% 78% 76% 76% 76% 76% 78% 75% 76% 71% 73% 74% 71% 69% 68% 67% 60% 60% 67% 76% Relaxing or feeling less stressed Experiencing new things Having Fun Interest in the content 81% 71% 66% 61% 77% 74% 81% 54% 78% 58% Art or design museum/gallery Opera Classical music Ballet Popular music Musicals Non-musical play Festivals (eg. street, music) Science, innovation or technology museum, natural history museum Zoo, aquarium, botanical garden Cultural dance, contemporary dance Television program, film Public park BOCA5: [IF PARTICIPATES AND CONSIDERS CULTURAL] What motivates you to INSERT VERB INSERT CULTURAL ACTIVITY? [RANDOMIZE] *Strongly agree and somewhat agree 43 NANOS

44 83% Motivators to Attend Cultural Activities 83% 82% Learning something new Broadening my perspective or worldview Feeling inspired 75% 64% 67% 65% 66% 68% 64% 64% 64% 60% 58% 47% 57% 62% 58% 58% 66% 65% 56% 71% 58% 50% 74% 67% 60% 60% 75% 65% 62% 72% 60% 51% 45% 55% Art or design museum/gallery Opera Classical music Ballet Popular music Musicals Non-musical play Festivals (eg. street, music) Science, innovation or technology museum, natural history museum Zoo, aquarium, botanical garden Cultural dance, contemporary dance Television program, film Public park BOCA5: [IF PARTICIPATES AND CONSIDERS CULTURAL] What motivates you to INSERT VERB INSERT CULTURAL ACTIVITY? [RANDOMIZE] *Strongly agree and somewhat agree 44 NANOS

45 Media Motivators to Participate in Cultural Activities Never Rarely Sometimes Often 18% 18% 21% 23% 24% 25% 61% 21% 20% 15% 19% 35% 23% 23% 14% 7% 6% 5% 5% Broadcast television Radio Newspapers Brochures and mailings from cultural organizations Specialty or trade magazines National magazines Podcasts CAO5: Please think about cultural activities more generally. Tell us how often you are motivated to participate in a cultural activity because of each of the following sources (excluding ). [RANDOMIZE] 45 NANOS

46 Alberta (n=1004) Top 5 Media Motivators to Participate in Cultural Activities by Province British Columbia (n=1009) Manitoba (n=401) Newfoundland (n=402) Often New Brunswick (n=402) Sometimes Radio Broadcast television Newspapers Brochures and mailings from Specialty or trade Radio Broadcast television 19% 19% 14% 36% 7% 6% 24% Nova Scotia (n=402) 23% 17% Broadcast television Newspapers Radio Brochures and mailings from Specialty or trade magazines Broadcast television Radio 17% 15% 19% 5% 5% 24% Ontario (n=1012) 19% 18% 36% Radio Broadcast television 18% 17% Newspapers 12% Brochures and mailings from National magazines 6% 4% 18% PEI (n=400) Radio Broadcast television 26% 16% 46% Radio Broadcast television Broadcast television Quebec (n=1011) Radio 21% 15% 24% 47% Newspapers 10% 36% Brochures and 7% mailings from National 4% 22% magazines Radio Broadcast television Newspapers 25% 18% 14% Brochures and 6% mailings from National magazines 2% 19% Saskatchewan (n=401) Radio Broadcast television 19% 16% Newspapers 13% Newspapers 14% Newspapers 15% Newspapers 17% Newspapers 10% 35% Brochures and mailings from National magazines 7% 35% 5% 21% Brochures and mailings from National magazines 7% 6% 24% Brochures and 7% mailings from Specialty or trade magazines 4% 22% Brochures and 8% mailings from Specialty or trade magazines 8% 26% Brochures and 5% mailings from Specialty or trade magazines 2% 20% CAO5: Please think about cultural activities more generally. Tell us how often you are motivated to participate in a cultural activity because of each of the following sources (excluding ). [RANDOMIZE] 46 NANOS

47 Top 5 Media Motivators to Participate in Cultural Activities by Demographic First generation immigrant (n=1174) Allophone (n=723) Francophone (n=906) Anglophone (n=4815) Often Sometimes Broadcast television 18% Broadcast television 22% Broadcast television 36% Broadcast television 18% Radio 19% Radio 21% Radio 23% Radio 19% Newspapers 16% Newspapers 16% Newspapers 16% Newspapers 14% Brochures and 9% mailings from Brochures and mailings from 10% Brochures and 8% 32% mailings from Brochures and 6% mailings from 36% Specialty or trade magazines 5% 24% National magazines 9% 32% Specialty or trade magazines 8% 25% National magazines 4% 21% Generation Z (18-19) (n=74) Millennials (20-35) (n=1298) Generation X (36-52) (n=1701) Baby Boomers (53-71) (n=2919) Pre-war (72+) (n=452) Broadcast television 22% 51% Radio 24% Radio 21% Broadcast television 21% Broadcast television 19% Radio 22% 48% Broadcast television 21% Broadcast television 22% Radio 18% Newspapers 20% National 11% magazines Newspapers 14% Newspapers 14% 36% Newspapers 15% Radio 15% Specialty or trade magazines 10% Brochures and 10% mailings from Brochures and 9% 35% mailings from Brochures and 5% 36% mailings from Brochures and mailings from 6% Podcasts 12% Specialty or trade magazines 10% Specialty or trade magazines 8% 25% National 3% 20% magazines Specialty or trade magazines 4% 18% CAO5: Please think about cultural activities more generally. Tell us how often you are motivated to participate in a cultural activity because of each of the following sources (excluding ). [RANDOMIZE] 47 NANOS

48 Online and Social Media Motivators to Participate in Cultural Activities Never Rarely Sometimes Often 32% 36% 57% 61% 20% 22% 25% 27% 15% 20% 19% 27% 17% 15% 10% 9% 8% 7% 6% 5% Friends' posts on social media Cultural organizations' posts on social media Online newspaper and magazine websites newsletters from cultural organizations Cultural organization websites Online communities Personal blogs CAO6: And please tell us how often you are motivated to participate in a cultural activity because of each of the following sources (excluding ). [RANDOMIZE] 48 NANOS

49 Top 5 Online and Social Media Motivators to Participate in Cultural Activities by Province Alberta (n=1004) British Columbia (n=1009) Manitoba (n=401) New Brunswick (n=402) Newfoundland (n=402) Often Sometimes Friends' posts on social media Cultural organizations' posts on social media Online newspaper and magazine websites newsletters from cultural organizations Cultural organization websites 13% 10% 9% 7% 6% 26% 25% 25% 24% Friends' posts on social media newsletters from cultural organizations Online newspaper and magazine websites Cultural organizations' posts on social media Cultural organization websites 15% 8% 9% 10% 7% 32% 32% 27% Friends' posts on social media Online newspaper and magazine websites Cultural organizations' posts on social media newsletters from cultural organizations Cultural organization websites 15% 32% 7% 7% 26% 5% 27% 6% 22% Friends' posts on social media Cultural organizations' posts on social media newsletters from cultural organizations Online newspaper and magazine websites Cultural organization websites 15% 10% 8% 24% 5% 24% 4% 22% 32% Friends' posts on social media Cultural organizations' posts on social media newsletters from cultural organizations Online newspaper and magazine websites Cultural organization websites 17% 12% 7% 8% 27% 6% Friends' posts on social media Cultural organizations' posts on social media Online newspaper and magazine websites newsletters from cultural organizations Cultural organization websites Nova Scotia (n=402) 18% 12% 10% 7% 5% 26% Ontario (n=1012) Friends' posts on social media Online newspaper and magazine websites Cultural organizations' posts on social media newsletters from cultural organizations Cultural organization websites 14% 7% 8% 6% 6% Friends' posts on social media Cultural organizations' posts on social media newsletters from cultural organizations Online newspaper and magazine websites Cultural organization websites PEI (n=400) 17% 11% 5% 7% 27% 4% 22% Friends' posts on social media Cultural organizations' posts on social media Online newspaper and magazine websites newsletters from cultural organizations Cultural organization websites Quebec (n=1011) 17% 15% 12% 12% 10% 26% 27% Friends' posts on social media Cultural organizations' posts on social media Online newspaper and magazine websites newsletters from cultural organizations Cultural organization websites Saskatchewan (n=401) 11% 9% 8% 4% 4% 24% 24% 26% 20% CAO6: And please tell us how often you are motivated to participate in a cultural activity because of each of the following sources (excluding ). [RANDOMIZE] 49 NANOS

50 Top 5 Online and Social Media Motivators to Participate in Cultural Activities by Demographic Friends' posts on social media Online newspaper and magazine websites newsletters from cultural organizations Cultural organizations' posts on social media Cultural organization websites First generation immigrant (n=1010) 14% 8% 35% 32% 9% 8% 8% 26% Friends' posts on social media Cultural organizations' posts on social media newsletters from cultural organizations Cultural organization websites Online newspaper and magazine websites Allophone (n=723) 21% 16% 14% 12% 14% 35% Friends' posts on social media Cultural organizations' posts on social media Online newspaper and magazine websites newsletters from cultural organizations Cultural organization websites Francophone (n=906) 16% 14% 11% 11% 9% 25% 26% Friends' posts on social media Online newspaper and magazine websites Anglophone (n=4815) Cultural organizations' posts on social media newsletters from cultural Cultural organization websites 13% 7% 8% 6% 5% 27% 25% Often Sometimes Generation Z (18-19) (n=74) Cultural organizations' posts on social media Friends' posts on social media Online communities Personal blogs Online newspaper and magazine websites 20% 32% 20% 24% 19% 25% 50% 35% Friends' posts on social media Cultural organizations' posts on social media Online newspaper and magazine websites Millennials (20-35) (n=1298) Cultural organization websites 27% 18% 13% 12% 35% Online communities 12% 32% Generation X (36-52) (n=1701) Friends' posts on social media Cultural organizations' posts on social media Online newspaper and magazine websites Cultural organization websites newsletters from cultural organizations Baby Boomers (53-71) (n=2919) CAO6: And please tell us how often you are motivated to participate in a cultural activity because of each of the following sources (excluding ). [RANDOMIZE] 16% 12% 11% 9% 10% 32% Friends' posts on social media newsletters from cultural organizations Online newspaper and magazine websites Cultural organizations' posts on social media Cultural organization websites 9% 5% 6% 25% 6% 22% 4% 23% newsletters from cultural organizations Online newspaper and magazine websites Friends' posts on social media Cultural organization websites Cultural organizations' posts on social media Pre-war (72+) (n=452) 4% 7% 21% 6% 21% 3% 17% 5% 11% 50 NANOS

51 Advertising Motivators to Participate in Cultural Activities Never Rarely Sometimes Often 23% 23% 25% 27% 32% 57% 65% 23% 35% 11% 10% 10% 7% 7% 6% 3% 27% 20% 17% 18% 14% Radio Print Social media Outdoor Other online Music streaming Advertisements on podcasts CAO7: Please tell us how often you are inspired to participate in, cultural activities by the following types of. [RANDOMIZE] 51 NANOS

52 Top 5 Advertising Motivators to Participate in Cultural Activities by Province Often Radio Print Outdoor Alberta (n=1004) 10% 9% 8% Social media 10% Other online 7% 26% Print British Columbia (n=1009) 10% Radio 11% Outdoor Social media 7% 9% Other online 5% Manitoba (n=401) Radio 10% Print 10% Outdoor Social media 6% 9% 26% Other online 5% 23% New Brunswick (n=402) Radio 11% Print 12% 35% Social media 12% Outdoor 6% Other online 6% 22% Newfoundland (n=402) Radio 11% 6% 45% Social media 10% Outdoor Print 7% Other online 6% 32% Sometimes Nova Scotia (n=402) Ontario (n=1012) PEI (n=400) Quebec (n=1011) Saskatchewan (n=401) Radio 12% Radio 10% Radio 12% 47% Print 13% 35% Radio 10% Print 10% Print 10% Print 10% 47% Radio 13% Print 10% Social media 14% Outdoor 7% 36% Social media 11% Outdoor 9% 32% Outdoor 6% 35% Outdoor 7% Social media 8% Outdoor 4% 35% Social media 12% 27% Social media 9% Other online 7% 27% Other online 6% 27% Other online 4% Other online 9% 27% Other online 5% 22% CAO7: Please tell us how often you are inspired to participate in, cultural activities by the following types of. [RANDOMIZE] 52 NANOS

53 Top 5 Advertising Motivators to Participate in Cultural Activities by Demographic First generation immigrant (n=1010) Radio Print Outdoor 11% 10% 7% Social media 10% Other online 7% 26% Print Radio Outdoor Social media Allophone (n=723) 13% 14% 12% 16% Other online 12% Print Radio Outdoor Social media Other online Francophone (n=906) 12% 12% 8% 12% 8% 35% 27% 25% Radio 10% Print Outdoor Anglophone (n=4815) Social media 9% 6% 8% 35% Other online 5% 25% Often Sometimes Generation Z (18-19) (n=74) Social media Radio Outdoor Other online Music streaming 32% 19% 19% 18% 16% 47% 45% Millennials (20-35) (n=1298) Social media Radio Outdoor Other online 19% 16% 36% 14% 36% 13% Print 12% Generation X (36-52) (n=1701) Radio 12% 9% Print 10% Outdoor Social media 12% Other online 7% Print 10% Radio Outdoor Social media 9% 4% 5% 24% Other online 3% 22% CAO7: Please tell us how often you are inspired to participate in, cultural activities by the following types of. [RANDOMIZE] Baby Boomers (53-71) (n=2919) Print 12% Radio Outdoor Pre-war (72+) (n=452) 8% 2% Other online 2% 17% Social media 2% 15% 53 NANOS

54 35% Barriers to Participating in Cultural Activities in Past 12 Months 20% 18% 16% 9% 8% 7% 6% 6% 4% 3% 3% 3% 3% CAO4: [IF DOES NOT PARTICIPATE] You mentioned that you have not participated in the below cultural activities in the past 12 months. Why is that? [RANDOMIZE] *Averaged across all cultural activities 54 NANOS

55 Top 5 Barriers by Province It s not for someone like me The cost of a ticket/admittanc I didn t think of it Alberta (n=866) 32% It s not for someone like me The cost of a ticket/admittanc I didn t think of it British Columbia (n=848) 35% It s not for someone like me The cost of a ticket/admittanc I didn t think of it Manitoba (n=369) Location is too far from me It s not for someone like me I didn t think of it Newfoundland (n=374) 25% It s not for someone like me Location is too far from me The cost of a ticket/admittanc New Brunswick (n=384) Location is too far from me Timing is not convenient for me 24% Location is too far from me Timing is not convenient for me 22% Location is too far from me Timing is not convenient for me 24% 23% The cost of a ticket/admittanc Timing is not convenient for me 22% 22% I didn t think of it Timing is not convenient for me 23% It s not for someone like me Location is too far from me The cost of a ticket/admittanc I didn t think of it Timing is not convenient for me Nova Scotia (n=368) 23% It s not for someone like me Location is too far from me The cost of a ticket/admittanc I didn t think of it Timing is not convenient for me Ontario (n=908) 21% It s not for someone like me Location is too far from me I didn t think of it PEI (n=379) The cost of a ticket/admittanc Timing is not convenient for me 27% 25% 19% It s not for someone like me The cost of a ticket/admittanc I didn t think of it Location is too far from me It doesn t align with my values Quebec (n=892) 24% It s not for someone like me Location is too far from me The cost of a ticket/admittanc I didn t think of it Timing is not convenient for me Saskatchewan (n=373) 21% 35% CAO4: [IF DOES NOT PARTICIPATE] You mentioned that you have not participated in the below cultural activities in the past 12 months. Why is that? [RANDOMIZE] *Averaged across all cultural activities 55 NANOS

56 It s not for someone like me The cost of a ticket/admittanc Location is too far from me I didn t think of it Timing is not convenient for me Generation Z (18-19) (n=56) I didn t think of it It s not for someone like me The cost of a ticket/admittanc Location is too far from me I couldn t find anyone to go with 36% First generation immigrant (n=888) 48% 46% 62% It s not for someone like me I didn t think of it The cost of a ticket/admittanc Location is too far from me Timing is not convenient for me It s not for someone like me Allophone (n=564) The cost of a ticket/admittanc I didn t think of it Location is too far from me Timing is not convenient for me Millennials (20-35) (n=1036) 32% 23% Top 5 Barriers by Demographic 32% 51% It s not for someone like me The cost of a ticket/admittanc I didn t think of it Location is too far from me Timing is not convenient for me Francophone (n=821) It s not for someone like me The cost of a ticket/admittanc Location is too far from me I didn t think of it It doesn t align with my values Generation X (36-52) (n=1466) 21% 57% 46% Anglophone (n=4396) It s not for someone like me Location is too far from me The cost of a ticket/admittanc I didn t think of it Timing is not convenient for me Baby Boomers (53-71) (n=2783) It s not for someone like me The cost of a ticket/admittanc Location is too far from me I didn t think of it Timing is not convenient for me 32% 27% 20% 26% 61% It s not for someone like me Location is too far from me The cost of a ticket/admittanc I didn t think of it Timing is not convenient for me Pre-war (72+) (n=440) 36% 27% CAO4: [IF DOES NOT PARTICIPATE] You mentioned that you have not participated in the below cultural activities in the past 12 months. Why is that? [RANDOMIZE] *Averaged across all cultural activities 56 NANOS

57 Top Barrier It s not for someone like me Some college/university or less (n=2255) Anglophone (n=4396) 61% College diploma (n=1439) Graduate degree (n=651) Bachelor s degree (n=1375) Francophone (n=821) Allophone (n=564) 51% 57% Small city/town (n=1001) Suburb (n=1110) City/Urban area (n=2625) Rural (n=993) Baby Boomers (n=2783) Pre-war (n=440) Generation X (n=1466) Generation Z (n=56) Millenials (n=1036) Income >$50k (n=3271) Income <$50k (n=1655) Manitoba (n=369) Saskatchewan (n=373) Not employed (n=2508) Employed (n=3180) Ontario (n=908) Alberta (n=886) New Brunswick (n=384) Heterosexual (n=5159) LGBT (n=622) Nova Scotia (n=368) Prince Edward Island (n=379) Quebec (n=892) Male (n=2629) 45% British Columbia (n=848) Female (n=3111) Newfoundland and Labrador (n=374) CAO4: [IF DOES NOT PARTICIPATE] You mentioned that you have not participated in the below cultural activities in the past 12 months. Why is that? [RANDOMIZE] *Averaged across all cultural activities 57

58 Top Barrier The cost of a ticket/admittance is too high Some college/university or less (n=2255) Francophone (n=821) 46% Bachelor s degree (n=1375) College diploma (n=1439) Graduate degree (n=651) Allophone (n=564) Anglophone (n=4396) City/Urban area (n=2625) Small city/town (n=1001) Rural (n=993) Suburb (n=1110) Generation Z (n=56) Pre-war (n=440) Baby Boomers (n=2783) Millenials (n=1036) Generation X (n=1466) 36% 32% Income <$50k (n=1655) Income >$50k (n=3271) British Columbia (n=848) Alberta (n=1886) 35% Not employed (n=2508) Employed (n=3180) Quebec (n=892) Saskatchewan (n=373) Nova Scotia (n=368) 32% LGBT (n=622) Heterosexual (n=5159) 32% Ontario (n=908) Manitoba (n=369) New Brunswick (n=384) Female (n=3111) 35% Prince Edward Island (n=379) 25% Male (n=2629) Newfoundland and Labrador (n=374) 22% CAO4: [IF DOES NOT PARTICIPATE] You mentioned that you have not participated in the below cultural activities in the past 12 months. Why is that? [RANDOMIZE] *Averaged across all cultural activities 58

59 Top Barrier Location is too far from me Some college/university or less (n=2255) Anglophone (n=4396) College diploma (n=1439) Graduate degree (n=651) Bachelor s degree (n=1375) 32% Allophone (n=564) Francophone (n=821) Rural (n=993) Small city/town (n=1001) Suburb (n=1110) City/Urban area (n=2625) 27% 27% Pre-war (n=440) Generation Z (n=56) Baby Boomers (n=2783) Generation X (n=1466) Millenials (n=1036) 36% 32% Income <$50k (n=1655) Income >$50k (n=3271) Newfoundland and Labrador (n=374) Prince Edward Island (n=379) Not employed (n=2508) Employed (n=3180) Nova Scotia (n=368) New Brunswick (n=384) Saskatchewan (n=373) 35% Heterosexual (n=5159) LGBT (n=622) 32% Ontario (n=908) British Columbia (n=848) Quebec (n=892) Female (n=3111) Alberta (n=886) Male (n=2629) Manitoba (n=369) 24% CAO4: [IF DOES NOT PARTICIPATE] You mentioned that you have not participated in the below cultural activities in the past 12 months. Why is that? [RANDOMIZE] *Averaged across all cultural activities 59

60 Barriers to Participation in Cultural Activities in Past 12 Months 47% It's not for someone like me Cost of Ticket is too high 45% 24% 24% 19% 32% 26% 23% 23% 27% 26% 22% 20% 19% 13% 15% 11% 16% 14% 6% Operas Ballet Classical music Cultural dance, contemporary dance Musicals Art or design museum/gallery Non-musical plays Popular music Festivals (eg. street, music) Science, innovation or technology museums Zoos, aquariums or botanical gardens? Public parks CAO4: [IF DOES NOT PARTICIPATE] You mentioned that you have not participated in the below cultural activities in the past 12 months. Why is that? [RANDOMIZE] 60 NANOS

61 Motivated by Interacting with Friends and/or Family Under to to to plus 58% 59% 59% 60% 57% 59% 56% 57% 55% 52% 52% 50% 47% 48% 47% 49% 78% 78% 74% 76% 74% 72% 74% 72% 73% 71% 69% 70% 71% 71% 70% 70% 70% 68% 69% 66% 67% 66% 64% 66% 64% 64% 64% 62% 64% 63% 61% 58% 58% 58% 56% 56% 57% 53% 53% 52% 50% 49% 45% 45% Art or design museum/gallery Opera Classical music Ballet Popular music (e.g., rock, country, hip-hop) Musical Non-musical play Festivals (e.g., street, music) Science, innovation, or technology museum BOCA5: [IF PARTICIPATES AND CONSIDERS CULTURAL] What motivates you to INSERT VERB INSERT CULTURAL ACTIVITY? [RANDOMIZE] Zoo or aquarium Cultural dance (e.g., salsa, Irish stepdance, Indian classical) Television programs or film Public park 61 NANOS

62 Reasons for Not Participating in Cultural Activities More Often The cost of a ticket/admittance is too high Location is too far for me 32% Timing is not convenient for me 24% I don t think of it I would rather do other leisure activities 18% 19% I can t find anyone to go with Location is not convenient for public transit 13% 14% There are no barriers that keep me from it more often It doesn t change (i.e., I went once and now don t need to go again) It s not for someone like me 8% 9% 9% Too many rules (e.g., I can t talk, take photos, use my phone) It feels outdated It doesn t align with my values It doesn t reflect people from all backgrounds It is too intimidating or challenging I had a negative experience last time I don t feel welcome 5% 5% 5% 4% 4% 4% 4% BOCA6. [IF PARTICIPATES AND CONSIDERS CULTURAL] Why don t you INSERT VERB INSERT CULTURAL ACTIVITY more often? [RANDOMIZE] *Averaged across all cultural activities 62 NANOS

63 Top 5 Reasons for Not Participating by Province The cost of a ticket/admittanc Timing is not convenient for me Location is too far for me I don t think of it I would rather do other leisure Alberta (n=836) 32% 32% 25% 22% British Columbia (n=870) The cost of a ticket/admittanc Location is too far for me Timing is not convenient for me I would rather do other leisure I don t think of it 22% 21% The cost of a ticket/admittance Timing is not convenient for me Location is too far for me I don t think of it I can t find anyone to go with Manitoba (n=323) 24% 22% Location is too far for me The cost of a ticket/admittanc Timing is not convenient for me I would rather do other leisure I don t think of it Newfoundland (n=332) 19% 18% 27% 45% Location is too far for me The cost of a ticket/admittanc Timing is not convenient for me I don t think of it I would rather do other leisure New Brunswick (n=321) 36% 23% 22% Nova Scotia (n=321) Ontario (n=861) PEI (n=333) Quebec (n=840) Saskatchewan (n=311) Location is too far for me The cost of a ticket/admittanc Timing is not convenient for me I don t think of it I would rather do other leisure 25% 19% 36% The cost of a ticket/admittanc Location is too far for me Timing is not convenient for me I don t think of it I would rather do other leisure 22% 21% Location is too far for me The cost of a ticket/admittanc Timing is not convenient for me I would rather do other leisure I don t think of it 22% 21% The cost of a ticket/admittanc Location is too far for me I don t think of it Timing is not convenient for me I would rather do other leisure 32% 24% 20% 20% The cost of a ticket/admittan Location is too far for me Timing is not convenient for I would rather do other leisure I don t think of it 22% 22% BOCA6. [IF PARTICIPATES AND CONSIDERS CULTURAL] Why don t you INSERT VERB INSERT CULTURAL ACTIVITY more often? [RANDOMIZE] *Averaged across all cultural activities 63 NANOS

64 The cost of a ticket/admittance is Location is too far for me Timing is not convenient for me I don t think of it First generation immigrant (n=847) 27% 22% Top 5 Reasons for Not Participating Demographic The cost of a ticket/admittance is Timing is not convenient for me Location is too far for me I don t think of it Allophone (n=618) 23% The cost of a ticket/admittance is Location is too far for me I don t think of it Timing is not convenient for me Francophone (n=757) 24% 20% The cost of a ticket/admittance is Location is too far for me Timing is not convenient for me I don t think of it Anglophone (n=3973) 23% 36% I would rather do other leisure activities 20% I can t find anyone to go with 21% I would rather do other leisure activities 20% I would rather do other leisure activities 22% Generation Z (18-19) (n=67) Millennials (20-35) (n=1103) Generation X (36-52) (n=1424) Baby Boomers (53-71) (n=2405) Pre-war (72+) (n=349) I don t think of it The cost of a ticket/admittance The cost of a ticket/admittanc The cost of a ticket/admittanc Location is too far for me The cost of a ticket/admittanc Timing is not convenient for me Location is too far for me Location is too far for me The cost of a ticket/admittanc Timing is not convenient for me Location is too far for me Timing is not convenient for me 26% Timing is not convenient for me 26% I would rather do other leisure I can t find anyone to go with 27% I don t think of it 24% I don t think of it 22% I would rather do other leisure 23% Timing is not convenient for me I would rather do other leisure 24% I can t find anyone to go with 21% I can t find anyone to go with 17% I don t think of it 22% I don t think of it 26% BOCA6. [IF PARTICIPATES AND CONSIDERS CULTURAL] Why don t you INSERT VERB INSERT CULTURAL ACTIVITY more often? [RANDOMIZE] *Averaged across all cultural activities 64 NANOS

65 Bachelor s degree (n=1389) Some college/university or less (n=1923) College diploma (n=1259) Graduate degree (n=722) Top Reason for Not Participating The cost of a ticket is too high Francophone (n=757) Anglophone (n=3973) Allophone (n=618) Suburb (n=1041) Small city/town (n=862) City/Urban area (n=2573) Rural (n=825) Pre-war (n=349) Baby Boomers (n=2405) Generation X (n=1424) Millenials (n=1103) Generation Z (n=67) Income <$50k (n=1432) Income >$50k (n=3171) 46% Quebec (n=840) British Columbia (n=870) Not employed (n=2153) Employed (n=3111) Manitoba (n=323) Alberta (n=836) Ontario (n=861) LGBT (n=632) Heterosexual (n=4716) Saskatchewan (n=311) New Brunswick (n=321) Nova Scotia (n=321) 36% 36% Female (n=2862) Prince Edward Island (n=333) Male (n=2443) 35% Newfoundland and Labrador (n=332) BOCA6. [IF PARTICIPATES AND CONSIDERS CULTURAL] Why don t you INSERT VERB INSERT CULTURAL ACTIVITY more often? [RANDOMIZE] *Averaged across all cultural activities 65

66 A NEW PARADIGM FOR CULTURAL EXPERIENCE 66 NANOS

67 KEY FINDINGS: A NEW PARADIGM FOR CULTURAL EXPERIENCE Social (), lively (), and interactive () were the most frequently selected characteristics when culturally engaged Canadians selected the characteristics that would be most important if they could design their ideal cultural activity. When asked how often they use a range of social media and online platforms, culturally engaged Canadians say they most often use Facebook (56% daily, 14% weekly) and YouTube ( daily, weekly), followed by Instagram (15% daily, 10% weekly), Twitter (13% daily, 10% weekly), and Pinterest (11% daily, 14% weekly). When asked which technologies they have used in the past year, culturally engaged Canadians most frequently reported using wearable technology (21%), followed by artificial technology (19%), 3D/4D film (15%), and virtual or augmented reality (nine per cent). A majority of culturally engaged Canadians say they have not used any in the past year (59%). The technology elements which were most frequently engaged with as a part of a cultural activity in the past year by culturally engaged Canadians were online searches (36%), social media (), and their own touch-screen devices (24%), while one in three say they have not used any of these technologies at a cultural activity in the past year (). When Canadians who participate in and consider activities cultural were asked what kind of experience they would prefer to have for each, they most frequently selected wanting an experience that integrates digital technology for science innovation, technological or natural history museums (49%), art or design museums/galleries (), zoos, aquariums, and botanical gardens (), and popular music (27%). Participants report wanting an experience that does not integrate digital technology for ballet (55%), classical music (51%), opera (49%), and non-musical plays (47%). 67

68 KEY FINDINGS: A NEW PARADIGM FOR CULTURAL EXPERIENCE Among those Canadians who participate in and consider activities cultural, and who said that they find a cultural activity that does not integrate digital technology appealing, a common reason given was because a cultural activity that does not integrate digital technology feels more authentic (classical music 50%, opera 48%, ballet 47%, festival 47%). Another frequent selection was that it allows them to focus on the activity more (opera 48%, ballet 47%, classical music 46%). Among those Canadians who participate in and consider activities cultural, and who said that they find a cultural activity that does integrate digital technology appealing, a common reason given was because a cultural activity that does integrate digital technology gives me tools to access more detailed information (science, innovation or tech museum, natural history museum 46%, art or design museum/gallery, zoo, aquarium, botanical garden ). Another frequent selection was that it helps them to understand the content on a deeper level (science, innovation or tech museum, natural history museum, art or design museum/gallery 36%, zoo, aquarium, botanical garden ). 68

69 Ideal Cultural Activity Characteristics 27% 26% 25% 21% 20% 19% 9% 9% Social Lively Interactive Active Hands-on Calm Reflective Immersive Personalized Intense Virtual/digital FCE1: If you could design your ideal cultural activity, what characteristics would be most important? Please select up to three options. [RANDOMIZE] 69 NANOS

70 Top 5 Ideal Cultural Activity Characteristics by Province Alberta (n=1004) British Columbia (n=1009) Manitoba (n=401) Newfoundland (n=402) New Brunswick (n=402) Lively Lively Lively Lively Social Social 35% Social 35% Social Social Lively Immersive 32% Interactive Interactive Active Hands-on Active Active 26% Active Interactive Active Interactive Immersive 24% Calm 26% Hands-on 27% Interactive Nova Scotia (n=402) Ontario (n=1012) PEI (n=400) Quebec (n=1011) Saskatchewan (n=401) Lively Social Lively 45% Social Lively 47% Social Lively Social Lively 35% Social Interactive 32% Interactive Interactive Calm Reflective Active Active 27% Hands-on 32% Handson Active Hands-on Hands-on 26% Active Active 23% Interactive 26% FCE1: If you could design your ideal cultural activity, what characteristics would be most important? Please select up to three options. [RANDOMIZE] 70 NANOS

71 Top 5 Ideal Cultural Activity Characteristics by Demographic First generation immigrant (n=1010) Allophone (n=723) Francophone (n=906) Anglophone (n=4815) Social Social Social 36% Lively Lively Lively 36% Lively 35% Social Interactive Interactive Calm Interactive 32% Hands-on 25% Active Hands-on Hands-on 27% Calm 25% Calm 25% Active 23% Active 27% Generation Z (18-19) (n=74) Millennials (20-35) (n=1298) Generation X (36-52) (n=1701) Baby Boomers (53-71) (n=2919) Pre-war (72+) (n=452) Social 46% Social Social Lively Social Lively 35% Lively Lively 35% Social Lively 35% Reflective Interactive Interactive 32% Active Calm Personalized 27% Immersive 26% Hands-on 26% Interactive Active Calm 25% Hands-on 25% Active 25% Hands-on 27% Hands-on 27% FCE1: If you could design your ideal cultural activity, what characteristics would be most important? Please select up to three options. [RANDOMIZE] 71 NANOS

72 Frequency of media use Never Once a year Monthly Daily Less than once a year Every 6 months Weekly 18% 12% 3% 6% 14% 6% 18% 60% 60% 52% 74% 68% 64% 58% 90% 56% 3% 4% 3% 4% 6% 10% 15% 8% 5% 6% 5% 11% 3% 3% 3% 5% 7% 8% 10% 14% 5% 7% 8% 9% 11% 13% 11% 9% 8% 7% 5% 6% 3% 6% 11% Facebook YouTube Instagram Twitter Pinterest Snapchat Spotify Google Play Music LinkedIn Tidal MH2: About how often, if ever, do you use each of the following? [RANDOMIZE] 72 NANOS

73 Technology Used in the Past Year 59% 21% 19% 15% 8% Wearable technology Artificial intelligence (e.g., Amazon Echo, Google Home, Apple Siri) 3D/4D film Virtual or Augmented Reality (VR, AR) None of these MH4. Which of the following, if any, have you used in the past year? [RANDOMIZE] 73 NANOS

74 Technology Used in the Past Year by Province Alberta (n=1004) British Columbia (n=1009) Manitoba (n=401) Newfoundland (n=402) New Brunswick (n=402) None of these 57% None of these 60% None of these 63% None of these 58% None of these 68% Artificial intelligence (e.g., Amazon 22% Artificial intelligence 20% Artificial intelligence 20% Artificial intelligence 23% Wearable technology 16% Wearable technology 21% 3D/4D film 17% 3D/4D film 15% Wearable technology 17% Artificial intelligence 14% 3D/4D film 16% Wearable technology 16% Wearable technology 14% 3D/4D film 13% 3D/4D film 10% Virtual or Augmented Reality (VR, AR) 9% Virtual or Augmented 11% Virtual or Augmented 7% Virtual or Augmented 8% Virtual or Augmented 7% Nova Scotia (n=402) Ontario (n=1012) PEI (n=400) Quebec (n=1011) Saskatchewan (n=401) None of these 65% None of these 66% None of these 60% None of these 46% None of these 63% Artificial intelligence 16% Artificial intelligence 16% Artificial intelligence 24% Wearable technology 36% Artificial intelligence 20% Wearable technology 14% Wearable technology 16% Wearable technology 17% Artificial intelligence (e.g., 22% Wearable technology 15% 3D/4D film 14% 3D/4D film 13% 3D/4D film 15% 3D/4D film 17% 3D/4D film 13% Virtual or Augmented 8% Virtual or Augmented 8% Virtual or Augmented 7% Virtual or Augmented 8% Virtual or Augmented 8% MH4. Which of the following, if any, have you used in the past year? [RANDOMIZE] 74 NANOS

75 First generation immigrant (n=1174) Technology Used in the Past Year by Demographic Allophone (n=723) Francophone (n=906) Anglophone (n=4815) None of these 61% None of these 49% None of these 45% None of these 65% Wearable technology Artificial intelligence 20% 17% Wearable technology Artificial intelligence 27% 25% Wearable technology Artificial intelligence 21% Artificial intelligence Wearable technology 18% 15% 3D/4D film 15% 3D/4D film 23% 3D/4D film 17% 3D/4D film 13% Virtual or Augmented 9% Virtual or Augmented 14% Virtual or Augmented 7% Virtual or Augmented 8% Generation Z (18-19) (n=74) Millennials (20-35) (n=1298) Generation X (36-52) (n=1701) Baby Boomers (53-71) (n=2919) Pre-war (72+) (n=452) Wearable technology None of these Artificial intelligence 27% None of these Wearable technology Artificial intelligence 25% None of these Wearable technology Artificial intelligence (e.g., Amazon 25% 22% 53% None of these Wearable technology Artificial intelligence 17% 16% 67% None of these Artificial intelligence Wearable technology 13% 10% 80% 3D/4D film 26% 3D/4D film 25% 3D/4D film 17% 3D/4D film 10% 3D/4D film 5% Virtual or Augmented 25% Virtual or Augmented 16% Virtual or Augmented 12% Virtual or Augmented 4% Virtual or Augmented 1% MH4. Which of the following, if any, have you used in the past year? [RANDOMIZE] 75 NANOS

76 Technology Elements Engaged with as Part of a Cultural Activity 36% 24% 20% 17% 11% 11% 10% 9% 7% 7% 5% 3% Online search (e.g., Google, Wikipedia) I have not used any of these at a cultural activity in the past year Social media My own touchscreen device Cultural organization s website Streaming video Online/video game Onsite touch screen device Simulcast or live stream 3D/4D film Wearable technology Cultural organization s app Virtual or augmented reality Other FCE2. And which of the following have you used or engaged with as part of a cultural activity in the past year? [RANDOMIZE] 76 NANOS

77 Top 5 Technology Elements Engaged with by Province Online search (e.g., Google, Wikipedia) I have not used any of these at a cultural activity in the past year Social media My own touch-screen device (e.g., smartphone, tablet) Streaming video Alberta (n=1004) 16% 36% 26% Online search (e.g., Google, Wikipedia) Social media I have not used any of these at a cultural activity in the past year My own touch-screen device (e.g., smartphone, tablet) British Columbia (n=1009) Streaming video 18% 26% I have not used any of these at a cultural activity in the past year Online search (e.g., Google, Wikipedia) Social media My own touch-screen device (e.g., smartphone, tablet) Streaming video Manitoba (n=401) 16% 22% Online search (e.g., Google, Wikipedia) Social media My own touch-screen device (e.g., smartphone, tablet) I have not used any of these at a cultural activity in the past year Newfoundland (n=402) Streaming video 19% Online search (e.g., Google, Wikipedia) New Brunswick (n=402) Social media I have not used any of these at a cultural activity in the past year My own touch-screen device (e.g., smartphone, tablet) Streaming video 12% 27% Nova Scotia (n=402) Social media Online search (e.g., Google, Wikipedia) I have not used any of these at a cultural activity in the past year My own touch-screen device (e.g., smartphone, tablet) Streaming video 25% 20% 35% I have not used any of these at a cultural activity in the past year Online search (e.g., Google, Wikipedia) Social media My own touch-screen device (e.g., smartphone, tablet) Streaming video Ontario (n=1012) 17% 23% Online search (e.g., Google, Wikipedia) Social media My own touch-screen device (e.g., smartphone, tablet) I have not used any of these at a cultural activity in the past year Streaming video PEI (n=400) 25% Virtual or augmented reality Onsite touch screen device My own touch-screen device Streaming video Social media Quebec (n=1011) 16% 25% 23% I have not used any of these at a cultural activity in the past year Online search (e.g., Google, Wikipedia) Saskatchewan (n=401) Social media My own touch-screen device (e.g., smartphone, tablet) Streaming video 14% 26% FCE2. And which of the following have you used or engaged with as part of a cultural activity in the past year? [RANDOMIZE] 77 NANOS

78 Top 5 Technology Elements Engaged with by Demographic Online search (e.g., Google, I have not used any of these at a Social media My own touchscreen device Streaming video First generation immigrant (n=1010) 17% 35% Online search (e.g., Google, 26% Social media My own touchscreen device I have not used any of these at a Streaming video Allophone (n=723) 21% 21% 36% Online search (e.g., Google, Social media I have not used any of these at a My own touchscreen device Streaming video Francophone (n=906) 15% 26% 22% I have not used any of these at a Online search (e.g., Google, Social media My own touchscreen device Streaming video Anglophone (n=4815) 17% 24% Generation Z (18-19) (n=74) Millennials (20-35) (n=1298) Generation X (36-52) (n=1701) Baby Boomers (53-71) (n=2919) Pre-war (72+) (n=452) Social media Online search (e.g., Google, My own touchscreen device Streaming video 26% 51% Social media Online search (e.g., Google, My own touchscreen device Streaming video 22% 36% Online search (e.g., Google, Social media I have not used any of these at a My own touchscreen device 26% 24% 35% 35% I have not used any of these at a Online search (e.g., Google, Social media My own touchscreen device 24% 23% I have not used any of these at a Online search (e.g., Google, My own touchscreen device Social media 19% 17% 32% 48% Onsite touch screen device 21% I have not used any of these at a 21% Streaming video 17% Streaming video 15% Streaming video 9% FCE2. And which of the following have you used or engaged with as part of a cultural activity in the past year? [RANDOMIZE] 78 NANOS

79 Preferred Experience for Cultural Activities An experience that integrates digital technology An experience that does not integrate digital technology No preference/i prefer both 55% 49% 35% 27% 27% 32% 47% 49% 51% 35% 16% 20% 21% 20% 15% 21% 14% 17% Science, innovation or tech museum, natural history museum Art or design museum/gallery Popular music Zoo, aquarium, botanical garden Festival Cultural dance, contemporary dance Musical Non-musical play Opera Classical music Ballet BOCA1: [IF PARTICIPATES AND CONSIDERS CULTURAL] For each of the following cultural activities, what type of experience would you prefer to have? [RANDOMIZE] 79 NANOS

80 Reasons Why Digital Technology is Appealing Gives me tools to access more detailed information Helps me understand the content on a deeper level Allows me to share my experience with friends and family via , etc. 46% 36% 21% 26% 22% 23% 24% 23% 27% 24% 23% 24% 24% 24% 24% 22% 27% 27% 26% 19% 20% 21% 21% 21% 25% Ballet Non-musical play Opera Musical Cultural dance, contemporary dance Popular music Classical music Festival Zoo, aquarium, botanical garden Art or design museum/gallery Science, innovation or tech museum, natural history museum BOCA3: [IF PARTICIPATES, CONSIDERS CULTURAL AND PREFERS DIGITAL OR HAS NO PREFERENCE] Why do you find a cultural activity that does integrate digital technology appealing? Please provide your answer for each cultural activity below. Because a cultural activity that does integrate digital technology [RANDOMIZE] 80 NANOS

81 Reasons Activities without Digital Technology are Appealing Allows me to focus on the activity more Is simpler/less complicated 27% 27% 50% 47% 46% 46% 45% 36% 36% 35% 35% 35% 35% Makes me enjoy the activity more Feels more authentic 47% 47% 48% 48% 36% Science, innovation or tech museum, natural history museum Art or design museum/gallery Popular music Zoo, aquarium, botanical garden Cultural dance, contemporary dance Musical Festival Non-musical play Classical music Ballet Opera BOCA2: [IF PARTICIPATES, CONSIDERS CULTURAL AND PREFERS NON-DIGITAL OR HAS NO PREFERENCE] Why do you find a cultural activity that does not integrate digital technology appealing? Please provide your answer for each cultural activity below. Because a cultural activity that does not integrate digital technology [RANDOMIZE] 81 NANOS

82 CULTURAL LOYALTY 82 NANOS

83 KEY FINDINGS: CULTURAL LOYALTY On average, culturally engaged Canadians most frequently report being a part of loyalty programs for television programs and films (mean of 0.8), followed by operas (mean 0.6), classical music, ballet, popular music, zoos, aquariums, and botanical gardens, and cultural dance and contemporary dance (mean 0.5 each). Culturally engaged Canadians most commonly say they have a personal commitment to banks, nonprofit charities ( each), credit cards (), and food and beverage (). Twenty-one per cent of respondents said they have a personal commitment to an arts and culture organization. Culturally engaged Canadians say they are most frequently motivated to have a personal commitment to an organization or company due to trustworthiness (51%), the quality of customer service (46%), consistent quality (), and the reputation of the organization or company (). Culturally engaged Canadians most frequently show support to an organization or company by buying the products or services it sells (53%), by being part of its customer loyalty program (47%), by making a donation to it (47%), and by recommending it to friends and/or family (45%). Culturally engaged Canadians said the key benefits that would motivate them to join a cultural organisation s loyalty program are if it encouraged them to experience things they wouldn t otherwise (), if it made them feel like their money was going to a good cause (), and if it had entry deals or benefits (32%). 83

84 KEY FINDINGS: CULTURAL LOYALTY The key statements that culturally engaged Canadians most frequently agreed with in regard to corporate sponsorship of cultural organizations are I think highly of corporations that support cultural organizations (13% strongly agree, somewhat agree), I feel good about doing business with corporations that support cultural organizations (12% strongly agree, somewhat agree), and Corporate sponsorships for cultural organizations are just marketing tactics (11% strongly agree, somewhat agree). 84

85 KEY FINDINGS: CULTURAL LOYALTY DEMOGRAPHIC DIFFERENCES Among those who participate, respondents with a graduate degree (16%) were less likely to have a personal commitment to arts and culture organizations compared to those with only some college/university or less (). 85

86 Enrollment in Cultural Activity Loyalty Programs Activity Mean # loyalty programs Median # loyalty programs Television program, film Opera Classical music Ballet Popular music Zoo, aquarium, botanical garden Cultural dance, contemporary dance Non-musical play Science, innovation or technology museum, natural history museum Art or design museum/gallery Festival Musical BOCA8: [IF PARTICIPATES AND CONSIDERS CULTURAL] How many loyalty programs (e.g., memberships, subscriptions) from INSERT CULTURAL ACTIVITY are you a part of? 86 NANOS

87 Personal Commitment to Organizations and Companies Banks Non-profit charities Credit cards Food and beverage (e.g., a specific coffee shop or restaurant) Sports teams Educational organizations or institutions (e.g., schools, universities) Retail (e.g., clothing store) A faith group Fitness (e.g., a specific gym or yoga studio) 23% 23% 25% Media organizations (e.g., specific TV networks, streaming services, websites) Arts and cultural organizations 21% 21% Political parties or organizations Airlines Technology companies 15% 17% 16% LCG2: Which of the following types of organizations or companies do you feel that you have a personal commitment to? [RANDOMIZE] 87 NANOS

88 Top 5 Organizations People are Most Committed to by Province Alberta (n=1004) British Columbia (n=1009) Newfoundland (n=402) New Brunswick (n=402) Manitoba (n=401) Non-profit charities Banks Credit cards Food and beverage (e.g., Banks Non-profit charities Banks Food and beverage (e.g., Credit cards 46% Non-profit charities Banks Credit cards 49% 48% Non-profit charities Banks Food and beverage (e.g., 45% Food and beverage (e.g., Credit cards Non-profit charities Food and beverage (e.g., Sports teams 36% Sports teams Sports teams Educational organizations or A faith group Credit cards 35% Nova Scotia (n=402) Ontario (n=1012) PEI (n=400) Quebec (n=1011) Saskatchewan (n=401) Non-profit charities Banks Non-profit charities 48% Credit cards Non-profit charities 47% Food and beverage (e.g., Non-profit charities Banks 46% Banks Banks Banks Food and beverage (e.g., Credit cards Non-profit charities 36% Credit cards Credit cards Credit cards 35% Food and beverage (e.g., Food and beverage (e.g., Food and beverage (e.g., Sports teams Sports teams 35% Sports teams 35% Educational organizations or 22% Sports teams LCG2: Which of the following types of organizations or companies do you feel that you have a personal commitment to? [RANDOMIZE] 88 NANOS

89 Top 5 Organizations People are Most Committed to by Demographic First generation immigrant (n=1010) Allophone (n=723) Francophone (n=906) Anglophone (n=4815) Non-profit charities Food and beverage (e.g., Credit cards 45% Non-profit charities Banks Banks Banks Banks Food and beverage (e.g., Credit cards Credit cards Non-profit charities Non-profit charities Food and beverage (e.g., 36% Food and beverage (e.g., Credit cards Sports teams Educational organizations or 35% Retail (e.g., clothing store) 20% Sports teams 35% Generation Z (18-19) (n=74) Millennials (20-35) (n=1298) Generation X (36-52) (n=1701) Baby Boomers (53-71) (n=2919) Pre-war (72+) (n=452) Educational organizations or Food and beverage (e.g., Banks Non-profit charities 48% Non-profit charities 61% Media organizations Fitness (e.g., a specific gym or Food and beverage (e.g., Retail (e.g., clothing store) Educational organizations or Banks Credit cards Fitness (e.g., a specific gym or 35% Food and beverage (e.g., Non-profit charities Credit cards Sports teams 35% Banks Credit cards Food and beverage (e.g., Sports teams 46% 32% Banks Credit cards Food and beverage (e.g., A faith group 53% 51% LCG2: Which of the following types of organizations or companies do you feel that you have a personal commitment to? [RANDOMIZE] 89 NANOS

90 Personal Commitment to Arts and Culture Organizations Some college/university or less (n=2425) Allophone (n=723) 26% Bachelor s degree (n=1603) College diploma (n=1547) Graduate degree (n=799) 16% 20% 24% Anglophone (n=4815) Francophone (n=906) 16% 21% Small city/town (n=1070) Suburb (n=1252) City/Urban area (n=3023) Rural (n=1040) 19% 18% 20% 23% Generation Z (n=74) Millenials (n=1298) Baby Boomers (n=2919) Generation X (n=1701) Pre-war (n=452) 26% 25% 24% 23% Income >$50k (n=3734) Income <$50k (n=1804) 19% 22% Manitoba (n=401) British Columbia (n=1009) 27% 25% Employed (n=3687) Not employed (n=2654) 21% 20% Ontario (n=1012) Newfoundland and Labrador (n=402) Nova Scotia (n=402) 22% 21% 21% LGBT (n=751) Heterosexual (n=5693) 21% 25% Saskatchewan (n=401) Alberta (n=1004) Prince Edward Island (n=400) 20% 19% 18% Female (n=3437) 21% New Brunswick (n=402) 17% Male (n=2958) 20% Quebec (n=1011) 17% LCG2: Which of the following types of organizations or companies do you feel that you have a personal commitment to? [RANDOMIZE] 90

91 Top Motivators of Personal Commitment Trustworthiness 51% Quality of customer service 46% Consistent quality Reputation of the organization or company Personalized experience Ease of use 36% Unique benefits or rewards 36% Discounts 35% Alignment of values They are essential to my life and/or community LCG3: Which of the following motivates you to have a personal commitment to an organization or company? [RANDOMIZE] 91 NANOS

92 Top 5 Motivators of Personal Commitment by Province Trustworthiness Quality of customer service Consistent quality Personalized experience Reputation of the organization or Alberta (n=1004) 55% 52% 47% 46% British Columbia (n=1009) Trustworthiness Quality of customer service Consistent quality Personalized experience Reputation of the organization or 54% 47% 45% Trustworthiness Quality of customer service Personalized experience Reputation of the organization or Consistent quality Manitoba (n=401) 46% 46% Trustworthiness Quality of customer service Reputation of the organization or Consistent quality New Brunswick (n=402) Personalized experience 58% 55% 48% 48% Trustworthiness Quality of customer service Personalized experience Consistent quality Unique benefits or rewards Newfoundland (n=402) 55% 53% 46% 45% 45% Nova Scotia (n=402) Ontario (n=1012) PEI (n=400) Quebec (n=1011) Saskatchewan (n=401) Trustworthiness 58% Trustworthiness 52% Trustworthiness 61% Trustworthiness Trustworthiness 59% Quality of customer service Personalized experience Consistent quality 53% 45% Consistent quality Quality of customer service Reputation of the organization or 46% 45% Quality of customer service Reputation of the organization or Consistent quality 60% 55% 52% Quality of customer service Discounts Consistent quality 36% Quality of customer service Personalized experience Consistent quality 53% 45% Unique benefits or rewards Ease of use Personalized experience 46% Reputation of the organization or Reputation of the organization or LCG3: Which of the following motivates you to have a personal commitment to an organization or company? [RANDOMIZE] 92 NANOS

93 First generation immigrant (n=1010) Top 5 Motivators of Personal Commitment by Demographic Allophone (n=723) Francophone (n=906) Anglophone (n=4815) Trustworthiness 51% Trustworthiness 49% Trustworthiness Trustworthiness 54% Quality of customer service Consistent quality 45% Quality of customer service Quality of customer service 48% Consistent quality Reputation of the organization or Quality of customer service Reputation of the organization or Discounts Reputation of the organization or Consistent quality Reputation of the organization or 45% Personalized experience Unique benefits or rewards Consistent quality Personalized experience Generation Z (18-19) (n=74) Millennials (20-35) (n=1298) Generation X (36-52) (n=1701) Baby Boomers (53-71) (n=2919) Pre-war (72+) (n=452) They are essential to my life and/or Trustworthiness 51% 51% Trustworthiness Consistent quality 45% Trustworthiness Quality of customer service 45% Trustworthiness Quality of customer service 56% 51% Trustworthiness Quality of customer service 55% 54% Unique benefits or rewards Quality of customer service Consistent quality 50% 49% 47% Quality of customer service Discounts Unique benefits or rewards 35% Consistent quality Unique benefits or rewards Discounts 35% 35% Consistent quality Reputation of the organization or Personalized experience 46% 45% Reputation of the organization or Personalized experience Consistent quality 49% 46% LCG3: Which of the following motivates you to have a personal commitment to an organization or company? [RANDOMIZE] 93 NANOS

94 Means of Showing Support for Organizations Buying the products or services it sells 53% Being part of its customer loyalty program (e.g., membership, subscription) 47% Making a donation to it 47% Recommending it to friends and/or family 45% Visiting or participating in it frequently Choosing that organization or company over a similar one 32% Volunteering my time to it Life-long interest in or relationship with it 27% Engaging with it on social media 18% Taking a picture and sharing it with friends or family on social media 14% None of the above 8% LCG4: How, if at all, have you shown support to an organization or company in the past year? [RANDOMIZE] 94 NANOS

95 Buying the products or services it sells Alberta (n=1004) Being part of its customer loyalty Recommending it to friends and/or family Visiting or participating in it frequently Making a donation to it 58% 56% 51% 49% 45% Top 5 Means of Showing Support for Organizations by Province British Columbia (n=1009) Buying the products or services it sells Being part of its customer loyalty Visiting or participating in it Recommending it to friends and/or family Making a donation to it 55% 51% 47% 46% Buying the products or services it sells Making a donation to it Being part of its customer loyalty Visiting or participating in it frequently Recommending it to friends and/or family Manitoba (n=401) 56% 53% 48% 48% 45% Buying the products or services it sells New Brunswick (n=402) Being part of its customer loyalty Recommending it to friends and/or family Making a donation to it Visiting or participating in it frequently Buying the products or 62% services it sells 55% 55% 50% 49% Newfoundland (n=402) Being part of its customer loyalty Recommending it to friends and/or family Making a donation to it Visiting or participating in it frequently 61% 55% 52% 51% 45% Buying the products or services it sells Being part of its customer loyalty Recommending it to friends and/or family Making a donation to it Visiting or participating in it Nova Scotia (n=402) 52% 51% 49% 49% 56% Buying the products or services it sells Recommending it to friends and/or family Being part of its customer loyalty Making a donation to it Visiting or participating in it Ontario (n=1012) 54% 49% 48% 48% Buying the products or services it sells Recommending it to friends and/or family Being part of its customer loyalty Making a donation to it Visiting or participating in it PEI (n=400) 62% 59% 58% 51% 51% Buying the products or services it sells Making a donation to it Being part of its customer loyalty program Recommending it to friends and/or family Visiting or participating in it frequently Quebec (n=1011) 35% 35% 54% Saskatchewan (n=401) Being part of its customer loyalty Buying the products or services it sells Making a donation to it Visiting or participating in it Recommending it to friends and/or family 57% 57% 49% 48% 47% LCG4: How, if at all, have you shown support to an organization or company in the past year? [RANDOMIZE] 95 NANOS

96 First generation immigrant (n=1010) Top 5 Means of Showing Support for Organizations by Demographic Allophone (n=723) Francophone (n=906) Anglophone (n=4815) Buying the products or services it sells 50% Buying the products or services it sells 52% Making a donation to it 46% Buying the products or services it sells 56% Being part of its customer loyalty 49% Recommending it to friends and/or family 48% Buying the products or services it sells Being part of its customer loyalty 51% Making a donation to it 45% Being part of its customer loyalty 47% Being part of its customer loyalty Recommending it to friends and/or family 49% Recommending it to friends and/or family 45% Visiting or participating in it frequently Recommending it to friends and/or family Making a donation to it 48% Visiting or participating in it frequently Making a donation to it Visiting or participating in it frequently Visiting or participating in it frequently 45% Generation Z (18-19) (n=74) Millennials (20-35) (n=1298) Generation X (36-52) (n=1701) Baby Boomers (53-71) (n=2919) Pre-war (72+) (n=452) Buying the products or services it sells Visiting or participating in it Recommending it to friends and/or family 53% Recommending it to friends and/or family Buying the products or services it sells Being part of its customer loyalty 48% 47% Buying the products or services it sells Recommending it to friends and/or family Being part of its customer loyalty 51% 47% Buying the products or services it sells Making a donation to it Being part of its customer loyalty 56% 55% 51% Making a donation to it Buying the products or services it sells Being part of its customer loyalty 64% 53% 50% Choosing that organization or Visiting or participating in it frequently Visiting or participating in it frequently Recommending it to friends and/or family Recommending it to friends and/or family Being part of its customer loyalty Choosing that organization or 32% Making a donation to it Visiting or participating in it frequently Visiting or participating in it frequently LCG4: How, if at all, have you shown support to an organization or company in the past year? [RANDOMIZE] 96 NANOS

97 Means of Showing Support Donating to it Graduate degree (n=799) 53% Anglophone (n=4815) 48% Bachelor s degree (n=1603) College diploma (n=1547) Some college/university or less (n=2425) 49% 46% Francophone (n=906) Allophone (n=723) 46% Small city/town (n=1070) Rural (n=1040) City/Urban area (n=3023) Suburb (n=1252) 49% 47% 47% 46% Pre-war (n=452) Baby Boomers (n=2919) Generation X (n=1701) Millenials (n=1298) Generation Z (n=74) 55% 64% Income >$50k (n=3734) Income <$50k (n=1804) 50% Manitoba (n=401) Prince Edward Island (n=400) 53% 51% Not employed (n=2654) Employed (n=3687) 51% Newfoundland and Labrador (n=402) New Brunswick (n=402) Nova Scotia (n=402) 51% 50% 49% Heterosexual (n=5693) LGBT (n=751) 47% Saskatchewan (n=401) Alberta (n=1004) Ontario (n=1012) 49% 48% 48% Female (n=3437) 47% Quebec (n=1011) Male (n=2958) 47% British Columbia (n=1009) LCG4: How, if at all, have you shown support to an organization or company in the past year? [RANDOMIZE] 97

98 Motivators to Join a Loyalty Program Encouraged me to experience things I wouldn t otherwise experience Made me feel like my money was going to a good cause Had entry deals or benefits (e.g., early access, discounted or complimentary tickets) 32% Provided discounts to stores, restaurants, bars, etc. Gave me a sense of belonging Helped me avoid the crowds Gave me opportunities to socialize with others Gave me the ability to bring someone with me 25% 24% 24% 24% Offered discounted merchandise from the organization s gift shop or retail store 18% Provided exclusive members-only activities Offered a tailored/personalized experience Simplified my planning Also gave me access to other organizations Provided follow up information or resources to continue the experience. Provided behind-the-scenes information 15% 14% 13% 13% 12% 11% Other 6% IDCE3: What key benefits of a cultural organization s loyalty program (e.g., membership, subscription) would make you most motivated to join? I would be most motivated to join a cultural organization s loyalty program if it [RANDOMIZE] 98 NANOS

99 Encouraged me to experience Alberta (n=1004) Made me feel like my money was Had entry deals or benefits (e.g., Provided discounts to Helped me avoid the crowds 32% 27% Top 5 Motivators to Join a Loyalty Program by Province British Columbia (n=1009) Encouraged me to experience things Made me feel like my money was Had entry deals or benefits (e.g., Provided discounts to stores, Gave me a sense of belonging 26% Manitoba (n=401) Encouraged me to experience Made me feel like my money was Had entry deals or benefits (e.g., Provided discounts to Gave me a sense of belonging 46% Made me feel like my money was Encouraged me to experience Had entry deals or benefits (e.g., New Brunswick (n=402) Provided discounts to Gave me opportunities to 48% 45% 32% Made me feel like my money was Encouraged me to experience Newfoundland (n=402) Provided discounts to Had entry deals or benefits (e.g., Gave me a sense of belonging 45% Made me feel like my money was Encouraged me to experience Nova Scotia (n=402) Provided discounts to Had entry deals or benefits (e.g., Gave me a sense of belonging 36% Encouraged me to experience Made me feel like my money was Had entry deals or benefits (e.g., Provided discounts to Gave me a sense of belonging Ontario (n=1012) 26% Made me feel like my money was Encouraged me to experience PEI (n=400) Provided discounts to Had entry deals or benefits (e.g., Gave me opportunities to 48% 36% 27% Had entry deals or benefits (e.g., Made me feel like my money was Quebec (n=1011) Provided discounts to Encouraged me to experience Gave me the ability to bring 32% 32% 32% 25% Made me feel like my money was Encouraged me to experience Had entry deals or benefits (e.g., Provided discounts to Helped me avoid the crowds Saskatchewan (n=401) 23% IDCE3: What key benefits of a cultural organization s loyalty program (e.g., membership, subscription) would make you most motivated to join? I would be most motivated to join a cultural organization s loyalty program if it [RANDOMIZE] 99 NANOS

100 Encouraged me to experience things I Made me feel like my money was going Had entry deals or benefits (e.g., early Provided discounts to stores, restaurants, Helped me avoid the crowds First generation immigrant (n=1010) Top 5 Motivators to Join a Loyalty Program by Demographic 32% Encouraged me to experience things Made me feel like my money was Gave me a sense of belonging Provided discounts to stores, Had entry deals or benefits (e.g., Allophone (n=723) 36% Had entry deals or benefits (e.g., Provided discounts to stores, Encouraged me to experience things Made me feel like my money was Gave me the ability to bring someone Francophone (n=906) 25% Anglophone (n=4815) Encouraged me to experience things I Made me feel like my money was going Had entry deals or benefits (e.g., early Provided discounts to stores, restaurants, Helped me avoid the crowds 26% Generation Z (18-19) (n=74) Provided discounts to stores, restaurants, Encouraged me to experience things I Made me feel like my money was going Gave me opportunities to Gave me a sense of belonging 36% Encouraged me to experience Had entry deals or benefits (e.g., Provided discounts to stores, Made me feel like my money was Gave me the ability to bring someone Millennials (20-35) (n=1298) 32% 26% Encouraged me to experience Had entry deals or benefits (e.g., Made me feel like my money was Provided discounts to stores, Helped me avoid the crowds Generation X (36-52) (n=1701) 25% Encouraged me to experience Made me feel like my money was Had entry deals or benefits (e.g., Provided discounts to stores, Gave me a sense of belonging Baby Boomers (53-71) (n=2919) 25% Encouraged me to experience things I Made me feel like my money was going Gave me opportunities to Gave me a sense of belonging Provided discounts to stores, restaurants, Pre-war (72+) (n=452) 53% 52% IDCE3: What key benefits of a cultural organization s loyalty program (e.g., membership, subscription) would make you most motivated to join? I would be most motivated to join a cultural organization s loyalty program if it [RANDOMIZE] 100 NANOS

101 Corporate Sponsorship of Cultural Organizations Strongly disagree Somewhat disagree Neither agree nor disagree Somewhat agree Strongly agree 3% 3% 5% 3% 6% 5% 10% 15% 8% 6% 7% 7% 12% 15% 14% 21% 22% 49% 46% 46% 27% 20% 27% 13% 12% 11% 10% 8% 8% 8% 7% 4% 9% I think highly of I feel good about doing Corporate sponsorships corporations that support business with for cultural organizations cultural organizations corporations that support are just marketing tactics cultural organizations Corporations should have philanthropic priorities other than cultural organizations I am indifferent about corporate support for cultural organizations I am more likely to purchase goods or services from corporations that support cultural organizations I remember a corporation s cultural sponsorship activities when I see its name or product If a corporation supports the arts, I am more likely to listen to that corporation s messages No one benefits from corporate sponsorship of cultural organizations IDCE9: Many corporations financially sponsor or donate to cultural organizations. Please tell us your level of agreement with each of the following statements. [RANDOMIZE] 101 NANOS

102 SUPPORT 102 NANOS

103 KEY FINDINGS: SUPPORT When asked which causes or types of organizations or charities they donate to, culturally engaged Canadians that donate money most frequently said health (53%), children () poverty alleviation () and disaster and humanitarian relief organizations or charities (32%). When culturally engaged Canadians who donate to cultural organizations were asked what motivates them to donate to a cultural organization, the most frequently cited responses were that they believe in its cause, purpose, or mission (77%), they value the impact it makes on the local community (69%), they want to give back to the community (68%), and that they are aware that it needs their financial support to exist (60%). Among Canadians that do not donate to cultural organizations the most frequent reasons given were that the taxes they pay already support cultural organizations (), they haven t been asked (), and the cultural organizations don t have personal importance to me (22%). Culturally engaged Canadians who report donating in the past year as a way to show support to an organization donated a median of $300 (an average of $1177 in total). Culturally engaged Canadians who report donating money as a way to show support to an organization or company in the past year report doing so to a median of 3.0 organizations (an average of 5.1). 103

104 KEY FINDINGS: SUPPORT - DEMOGRAPHIC DIFFERENCES Men (median $300, mean $1423) and respondents with incomes of more than $50k (median $400, mean $1321) report donating on average more than women (median $250, mean $968) and those with less than 50k incomes (median $100, mean $803). When asked Why do you donate to other organizations but not cultural ones?, the frequency of selecting the taxes I pay already support cultural organizations increases with an increase of respondent age from 22% for Millennials, for Generation X, for Baby Boomers and for the Pre-war generation. 104

105 Top Motivators to Donate to Cultural Organizations Believe in its cause, purpose, or mission 77% Value the impact it makes on the local community Want to give back to the community 69% 68% Am aware that it needs my financial support to exist Value the impact it makes on the world Admire the organization 56% 56% 60% Want to support artists, creators, and/or makers 50% Feel that I have personally benefitted from the organization Am worried that its funding is decreasing (from individuals, government, foundations, etc.) Find its content compelling Have friends or family who have donated Am inspired by its advertising/marketing campaign 18% 20% Know someone who works there Want public recognition of my gift 12% 14% Other, please specify: anchor 1% LCG8: [IF DONATES TO CULTURAL ORGANIZATIONS] What motivates you to donate to a cultural organization? [RANDOMIZE] 105 NANOS

106 Value the impact it makes on the local community Believe in its cause, purpose, or mission Want to give back to the community Value the impact it makes on the world Am aware that it needs my financial support to Top 5 Motivators to Donate to Cultural Organizations by Province Alberta (n=61) 59% 79% 72% 71% 92% Believe in its cause, purpose, or mission Want to give back to the community Value the impact it makes on the local Admire the organization Am aware that it needs my financial support British Columbia (n=60) 58% 58% 77% 68% 68% Believe in its cause, purpose, or mission Want to give back to the community Value the impact it makes on the local Am aware that it needs my financial Feel that I have personally Manitoba (n=36) 75% 67% 64% 61% 56% Newfoundland (n=31) Ontario (n=46) Quebec (n=44) Want to give back to the community Believe in its cause, purpose, or mission Value the impact it makes on the local Value the impact it makes on the world Am aware that it needs my financial support 55% 74% 74% 71% 84% Believe in its cause, purpose, or mission Value the impact it makes on the local Want to give back to the community Admire the organization Am aware that it needs my financial support 79% 70% 68% 65% 59% Believe in its cause, purpose, or mission Want to give back to the community Am aware that it needs my financial support Find its content compelling Value the impact it makes on the world 73% 59% 57% 50% 50% LCG8: [IF DONATES TO CULTURAL ORGANIZATIONS] What motivates you to donate to a cultural organization? [RANDOMIZE] 106 NANOS

107 Top 5 Motivators to Donate to Cultural Organization by Demographic First generation immigrant (n=57) Allophone (n=54) Francophone (n=39) Anglophone (n=286) Am aware that it needs my financial support Believe in its cause, purpose, or mission Want to give back to the community Value the impact it makes on the local Value the impact it makes on the world Am worried that its funding is decreasing Value the impact it makes on the world Am aware that it needs my financial support 59% Millennials (20-35) (n=50) Believe in its cause, purpose, or mission Value the impact it makes on the local 57% 65% 64% 58% 70% 70% 59% 59% 62% Believe in its cause, purpose, or mission Value the impact it makes on the world Want to give back to the community Value the impact it makes on the local Want to support artists, creators, Generation X (36-52) (n=91) Believe in its cause, purpose, or mission Want to give back to the community Value the impact it makes on the local Admire the organization Want to support artists, creators, and/or makers 74% 62% 60% 58% 56% 76% 76% 70% 59% 53% Believe in its cause, purpose, or mission Am aware that it needs my financial support Want to give back to the community Value the impact it makes on the world Value the impact it makes on the local 50% 47% Baby Boomers (53-71) (n=189) Believe in its cause, purpose, or mission Value the impact it makes on the local Want to give back to the community Am aware that it needs my financial Value the impact it makes on the world 58% 58% 75% 83% 74% 70% 65% 60% Believe in its cause, purpose, or mission Value the impact it makes on the local Want to give back to the community Am aware that it needs my financial Admire the organization Believe in its cause, purpose, or mission Am aware that it needs my financial support Want to give back to the community Value the impact it makes on the local Admire the organization Pre-war (72+) (n=44) 78% 77% 72% 61% 59% 88% 75% 63% 60% 54% LCG8: [IF DONATES TO CULTURAL ORGANIZATIONS] What motivates you to donate to a cultural organization? [RANDOMIZE] 107 NANOS

108 Motivators to Donate to Cultural Organizations Believe in it s cause, purpose, or mission Graduate degree (n=107) 87% Bachelor s degree (n=110) 79% Anglophone (n=286) 78% College diploma (n=63) 71% Francophone (n=39) 75% Some college/university or less (n=97) 69% Allophone (n=54) 74% Small city/town (n=59) 79% City/Urban area (n=193) Suburb (n=67) Rural (n=60) 78% 77% 70% Pre-war (n=44) Baby Boomers (n=189) 83% 88% Income <$50k (n=70) Income >$50k (n=265) 79% 75% Generation X (n=91) Millenials (n=50) 58% 77% Not employed (n=176) Employed (n=199) 72% 84% Ontario (n=46) Alberta (n=61) 79% 79% Heterosexual (n=326) LGBT (n=53) 74% 78% British Columbia (n=60) Manitoba (n=36) 77% 75% Male (n=184) 81% Newfoundland and Labrador (n=31) 74% Female (n=190) 73% Quebec (n=44) 73% LCG8: [IF DONATES TO CULTURAL ORGANIZATIONS] What motivates you to donate to a cultural organization? [RANDOMIZE] 108

109 Causes People Donate Money to Health 53% Children Poverty alleviation Disaster and humanitarian relief 32% Religion Community Animal welfare Social services 22% Education Environment 16% 18% Human rights 13% Culture Amateur sports 10% 11% Political 9% Equality (e.g., gender, ethnicity, race, sexual orientation, income) Economic empowerment Science and technology Other 7% 6% 6% 5% LCG6: [IF DONATES MONEY] Which of the following causes or types of organizations or charities do you donate money to? [RANDOMIZE] 109 NANOS

110 Top 5 Causes People Donate Money To by Province Alberta (n=479) British Columbia (n=437) Manitoba (n=211) New Brunswick (n=200) Newfoundland (n=205) Health 57% Health 48% Health 60% Health 54% Health 68% Children Disaster and humanitarian relief Religion Poverty alleviation Children Disaster and humanitarian relief Poverty alleviation Animal welfare 35% 32% Poverty alleviation Religion Disaster and humanitarian relief Community 36% Children Poverty alleviation Community Religion 52% 45% 45% Children Disaster and humanitarian relief Religion Community 58% 50% 46% 45% Nova Scotia (n=198) Ontario (n=484) PEI (n=205) Quebec (n=446) Saskatchewan (n=197) Health 55% Health 51% Health 60% Health 54% Health 58% Children 48% Children Religion 45% Children Children 47% Community 46% Religion 32% Community Poverty alleviation 36% Religion 46% Poverty alleviation Disaster and humanitarian relief 35% Disaster and humanitarian relief Animal welfare Children Disaster and humanitarian relief Disaster and humanitarian relief Community 25% 21% Community Poverty alleviation LCG6: [IF DONATES MONEY] Which of the following causes or types of organizations or charities do you donate money to? [RANDOMIZE] 110 NANOS

111 First generation immigrant (n=462) Top 5 Causes People Donate Money to by Demographic Allophone (n=291) Francophone (n=416) Anglophone (n=2355) Health 51% Health 46% Health 52% Health 54% Children 35% Children 46% Children 45% Children Disaster and humanitarian relief 35% Religion Poverty alleviation Disaster and humanitarian relief Poverty alleviation 32% Disaster and humanitarian relief 36% Disaster and humanitarian relief 25% Poverty alleviation Religion Poverty alleviation 35% Community 22% Religion 32% Millennials (20-35) (n=414) Generation X (36-52) (n=740) Baby Boomers (53-71) (n=1601) Pre-war (72+) (n=289) Children 50% Health 52% Health 56% Health 67% Poverty alleviation Children 45% Children Religion Health 36% Animal welfare Poverty alleviation 35% Children Animal welfare Community Disaster and humanitarian relief Disaster and humanitarian relief Disaster and humanitarian relief Poverty alleviation Religion 32% Poverty alleviation 35% LCG6: [IF DONATES MONEY] Which of the following causes or types of organizations or charities do you donate money to? [RANDOMIZE] 111 NANOS

112 Causes People Donate Money to Culture Graduate degree (n=444) Bachelor s degree (n=793) College diploma (n=724) Some college/university or less (n=1075) 8% 9% 12% 21% Allophone (n=291) Anglophone (n=2355) Francophone (n=416) 9% 11% 16% City/Urban area (n=1424) Suburb (n=565) Rural (n=515) Small city/town (n=542) 9% 10% 10% 13% Generation X (n=740) Millenials (n=414) Pre-war (n=289) Baby Boomers (n=1601) 13% 13% 11% 10% Income >$50k (n=1880) 13% Manitoba (n=211) 17% Income <$50k (n=734) 8% Newfoundland and Labrador (n=205) 15% Employed (n=1646) Not employed (n=1374) 12% 10% Saskatchewan (n=197) British Columbia (n=437) Alberta (n=479) 14% 14% 13% LGBT (n=309) Heterosexual (n=2753) 11% 15% Prince Edward Island (n=205) New Brunswick (n=200) Nova Scotia (n=198) 13% 13% 11% Male (n=1378) 13% Quebec (n=446) 10% Female (n=1662) 10% Ontario (n=484) 9% LCG6: [IF DONATES MONEY] Which of the following causes or types of organizations or charities do you donate money to? [RANDOMIZE] 112

113 Reason for not Donating to Cultural Organizations The taxes I pay already support cultural organizations I haven t been asked Cultural organizations don t have personal importance to me 22% I only give to one cause (not culture) 20% Cultural organizations don t have the same level of impact on the community or world 19% Cultural organizations don t need the funding 7% Other 20% LCG9: [IF DOESN T DONATE TO CULTURAL ORGANIZATIONS] Why do you donate money to other causes, but not to cultural organizations? [RANDOMIZE] 113 NANOS

114 The taxes I pay already support I haven t been asked Cultural organizations Other, please specify Cultural organizations I haven t been asked Cultural organizations Other, please specify The taxes I pay already support Cultural organizations Alberta (n=394) Nova Scotia (n=167) 15% 26% 24% 20% 19% 18% Top 5 Reason for not Donating to Cultural Organizations by Province 26% I haven t been asked The taxes I pay already support Cultural organizations Other, please specify Cultural organizations 35% The taxes I pay already support I haven t been asked Cultural organizations Other, please specify Cultural organizations British Columbia (n=353) Ontario (n=409) 27% 24% 22% 19% 23% 22% 21% The taxes I pay already support I haven t been asked Cultural organizations Other, please specify Cultural organizations I haven t been asked Cultural organizations The taxes I pay already support Other, please specify Cultural organizations Manitoba (n=166) PEI (n=165) 19% 15% 18% 16% 24% 27% 27% I haven t been asked New Brunswick (n=166) The taxes I pay already support Cultural organizations don t Other, please specify I only give to one cause (not culture) The taxes I pay already I only give to one cause (not I haven t been asked Cultural organizations Other, please specify Quebec (n=375) 15% 21% 17% 15% 35% 26% 36% 25% I haven t been asked The taxes I pay already support Cultural organizations don t have Cultural organizations don t have the Other, please specify The taxes I pay already support Cultural organizations don t have personal I haven t been asked Other, please specify Cultural organizations don t have the same Newfoundland (n=165) Saskatchewan (n=157) 16% 12% 27% 22% 27% 25% 22% 21% 47% LCG9: [IF DOESN T DONATE TO CULTURAL ORGANIZATIONS] Why do you donate money to other causes, but not to cultural organizations? [RANDOMIZE] 114 NANOS

115 Top 5 Reason for not Donating to Cultural Organizations by Demographic First generation immigrant (n=375) The taxes I pay already support cultural I haven t been asked I only give to one cause (not culture) Cultural organizations don t have personal Other, please specify 17% 22% 21% I haven t been asked The taxes I pay already support cultural Other, please specify Cultural organizations don t have the same I only give to one cause (not culture) Allophone (n=214) 17% 22% 22% The taxes I pay already support I only give to one cause (not culture) I haven t been asked Cultural organizations don t have the same Other, please specify Francophone (n=351) 15% 21% Anglophone (n=1952) The taxes I pay already support cultural I haven t been asked Cultural organizations don t have personal Other, please specify Cultural organizations don t have the same level of 27% 26% 21% 18% I haven t been asked Cultural organizations don t have the same Millennials (20-35) (n=337) The taxes I pay already support 22% 22% Generation X (36-52) (n=607) I haven t been asked The taxes I pay already support cultural I only give to one cause (not culture) 20% Baby Boomers (53-71) (n=1328) Pre-war (72+) (n=234) The taxes I pay already support cultural I haven t been asked Other, please specify 25% 22% The taxes I pay already support cultural Cultural organizations don t have personal Cultural organizations don t have the same 36% 24% I only give to one cause (not culture) Cultural organizations don t have personal 20% 16% Other, please specify Cultural organizations don t have the same 18% 17% Cultural organizations don t have personal I only give to one cause (not culture) 22% 20% I only give to one cause (not culture) I haven t been asked 21% 19% LCG9: [IF DOESN T DONATE TO CULTURAL ORGANIZATIONS] Why do you donate money to other causes, but not to cultural organizations? [RANDOMIZE] 115 NANOS

116 Reason for not Donating to Cultural Organizations The taxes I pay already support cultural organizations Graduate degree (n=320) Bachelor s degree (n=646) College diploma (n=615) Some college/university or less (n=916) 32% Francophone (n=351) Allophone (n=214) Anglophone (n=1952) City/Urban area (n=1154) Rural (n=426) Suburb (n=466) Small city/town (n=456) 32% Pre-war (n=234) Baby Boomers (n=1328) Generation X (n=607) Millenials (n=337) 22% Income >$50k (n=1528) Saskatchewan (n=157) Income <$50k (n=607) Quebec (n=375) 35% Not employed (n=1121) Employed (n=1360) 26% Manitoba (n=166) New Brunswick (n=166) Alberta (n=394) LGBT (n=237) Heterosexual (n=2280) Ontario (n=409) British Columbia (n=353) Newfoundland and Labrador (n=165) 27% Male (n=1111) Prince Edward Island (n=165) 27% Female (n=1390) 27% Nova Scotia (n=167) 20% LCG9: [IF DOESN T DONATE TO CULTURAL ORGANIZATIONS] Why do you donate money to other causes, but not to cultural organizations? [RANDOMIZE] 116

117 (Mean organizations donated to per year) (Median organizations donated to per year) (Mean dollars donated per year) (Median dollars donated per year) Alberta (n=479) BC (n=437) Manitoba (n=211) NB (n=200) NL (n=205) NS (n=198) Ontario (n=484) PEI (n=205) Quebec (n=446) Saskatchewan (n=197) LCG7: [IF DONATES] On average, how much money, in dollars, do you donate to organizations or charities in total per year? LCG5. [IF DONATES] Approximately how many organizations or charities do you donate money to per year? 117 NANOS

118 (Mean organizations donated to per year) (Median organizations donated to per year) (Mean dollars donated per year) (Median dollars donated per year) Millennials (n=414) Generation X (n=740) Baby Boomers (n=1601) Pre-war (n=289) LCG7: [IF DONATES] On average, how much money, in dollars, do you donate to organizations or charities in total per year? LCG5. [IF DONATES] Approximately how many organizations or charities do you donate money to per year? 118 NANOS

119 (Mean organizations donated to per year) (Median organizations donated to per year) (Mean dollars donated per year) (Median dollars donated per year) Heterosexual (n=2753) LGBT (n=309) Employed (n=1646) Not employed (n=1374) Some college/ university or less (n=1075) College diploma (n=724) Bachelor s degree (n=793) Graduate degree (n=444) LCG7: [IF DONATES] On average, how much money, in dollars, do you donate to organizations or charities in total per year? LCG5. [IF DONATES] Approximately how many organizations or charities do you donate money to per year? 119 NANOS

120 (Mean organizations donated to per year) (Median organizations donated to per year) (Mean dollars donated per year) (Median dollars donated per year) City/Urban area (n=1424) Suburb (n=565) Small city/town (n=542) Rural (n=515) Income <$50k (n=734) Income >$50k (n=1880) Male (n=1378) Female (n=1662) LCG7: [IF DONATES] On average, how much money, in dollars, do you donate to organizations or charities in total per year? LCG5. [IF DONATES] Approximately how many organizations or charities do you donate money to per year? 120 NANOS

121 METHODOLOGY 121 NANOS

122 On behalf of Business for the Arts, Nanos Research conducted an online survey of 6,400 Canadians who have participated in a cultural activity in the last 12 months, 18 years of age or older, between December 21 st, The study included a minimum response group of 400 individuals in each Canadian province and included oversamples in British Columbia, Alberta, Ontario and Quebec. The questionnaire for the study drew upon the Culture Track tracking study but was tailored to the Canadian cultural market. To be comparable with the US study, Nanos used a non-probability panel of Canadians to recruit participants and therefore a traditional margin of error for probability research should not be applied to the research. The survey was administered in French and English. Because this was a special population survey with screeners, minimal weighting was applied to the data. Readers should also note that individuals who are allophones, that is, people who speak languages other than French or English are included in the tabulations. Please see the statistical tables to observe any weights that were applied to the corresponding data. Note: Charts may not add up to 100 due to rounding. Methodology 122

123 Sampling Province* British Columbia with oversamples (Vancouver Island/ Coast, 100; Thompson/Okanagan/Kootenay, 100; Cariboo/Nechako/North Coast/Northeast, 100; Southwest without Vancouver, 200; Municipality of Vancouver, 500) Alberta with oversamples (Municipality of Calgary, 500; Municipality of Edmonton, 200; rest of Alberta, 300) Saskatchewan 401 Manitoba 401 Ontario with oversamples (North, 75; East, 100; Central, 100; South Central, 250; Toronto, 225; Southwest, 250) 1012 Quebec with oversamples (Montreal and suburbs, 500; Quebec city, 100; Eastern Townships and Eastern Quebec, 150; North, Western, and Central Quebec, 250) New Brunswick 402 Nova Scotia 402 Prince Edward Island 400 Newfoundland and Labrador 402 National (Total) 6400 N *National statistics have been weighted to their true population proportion to be representative of the geographic distribution of Canada 123 NANOS

124 About Nanos Nanos is one of North America s most trusted research and strategy organizations. Our team of professionals is regularly called upon by senior executives to deliver superior intelligence and market advantage whether it be helping to chart a path forward, managing a reputation or brand risk or understanding the trends that drive success. Services range from traditional telephone surveys, through to elite in-depth interviews, online research and focus groups. Nanos clients range from Fortune 500 companies through to leading advocacy groups interested in understanding and shaping the public landscape. Whether it is understanding your brand or reputation, customer needs and satisfaction, engaging employees or testing new ads or products, Nanos provides insight you can trust. View our brochure Nanos Research North America Toll-free info@nanosresearch.com 124 NANOS