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Audience survey Association of Finnish Symphony Orchestras Etta Partanen Meiju Ahomäki
Contents
1. Background to the survey
2. Background of respondents
3. Survey findings
4. Conclusions
1
Background to the survey
2
1. Background to the survey
2. Background of respondents
3. Survey findings
4. Conclusions
BACKGROUND TO THE SURVEY
• The aim of the survey was to study the attitudes toward symphony orchestras of
people in Finland who do not go to concerts.
• The survey took the form of panel research conducted in February and March
2015.
• The target group consisted of respondents in Finland who do not go to concerts.
• The study is based a total of 1,000 responses.
• This report sets out the main survey findings. The full and detailed results of the
survey are available on the InnolinkWeb® system.
3
Background of respondents
4
1. Background to the survey
2. Background of respondents
3. Survey findings
4. Conclusions
100% 80% 60% 40% 20% 0%
Helsinki Metropolitan Area 26.0% (259)
elsewhere in Southern Finland 18.8% (187)
Western Finland 23.0% (229)
Eastern Finland 16.3% (163)
) Northern Finland 15.9% (159)
100% 80% 60% 40% 20% 0%
under 18 years 0.2% (2) 18 – 30 years 18.3% (182)
31 – 40 years 20.5% (204) 41 – 50 years 24.1% (240)
51 – 60 years 20.2% (201) 61 – 70 years 13.5% (134)
over 70 years 3.1% (31)
BACKGROUND OF RESPONDENTS
5
Sex
Age band
Place of residence
100% 80% 60% 40% 20% 0%
Male 45,0% (447)
Female 55,0% (546)
100% 80% 60% 40% 20% 0%
secondary school 7.9% (79)
vocational education, training college 36.9% (367)
senior high school, matriculation 14.6% (145)
polytechnic 19.1% (190)
university 19.8% (197)
other 1.6% (16)
BACKGROUND OF RESPONDENTS
6
Education
Gross income
100% 80% 60% 40% 20% 0%
under 14,000 euros 24.4% (237)
14,000 – 19,999 euros 11.4% (111)
) 20 000 - 39 999 euros 40,9% (397) 20,000 – 39,999 euros 40.9% (397)
70 000 - 89 999 euros 3,1% (30)
90 000 euros or more 1,8% (17)
Survey findings
7
1. Background to the survey
2. Background of respondents
3. Survey findings
4. Conclusions
DO YOU KNOW ANY CLASSICAL MUSIC ORCHESTRA CONCERTS ARRANGED IN YOUR
DISTRICT?
8
100% 80% 60% 40% 20% 0%
Yes 52,7% (511)
No 47,3% (459)
TIEDÄTKÖ PAIKKAKUNNALLASI JÄRJESTETTÄVÄN KLASSISEN MUSIIKIN ORKESTEREIDEN
KONSERTTEJA? ALUEEN MUKAAN
9
62,2 %
53,9 %
44,6 %
53,5 %
46,1 %
37,8 %
46,1 %
55,4 %
46,5 %
53,9 %
0% 20% 40% 60% 80% 100%
Helsinki Metropolitan Area
elsewhere in Southern Finland
Western Finland
Eastern Finland
Northern Finland
Yes No
DO YOU KNOW ANY CLASSICAL MUSIC ORCHESTRA CONCERTS ARRANGED IN YOUR
DISTRICT? BREAKDOWN BY EDUCATION
10
43,8 %
49,6 %
45,4 %
52,7 %
72,9 %
29,9 %
56,3 %
50,4 %
54,6 %
47,3 %
27,1 %
70,1 %
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
other
vocational education, training college
senior high school, matriculation
polytechnic
university
secondary school
kyllä en
HOW OFTEN DO YOU ATTEND THE FOLLOWING CULTURAL ACTIVITIES?
11
Weekly Monthly Half-yearly Once a year Less often
100% 80% 60% 40% 20% 0%
Libraries
Sports events
Cinema
Art exhibitions
Rock or other music concerts
Dance productions (other than ballet)
Ballet
Theatre
Other cultural events
Opera
Classical music orchestra concerts
Stand-up comedy
Musicals
Circus
Festivals (cartoon, art, music, or similar cultural festivals)
13,5% (130) 30,7% (295)
9,9%
15,6% (151)
5,1%
15,9% (153)
14,6% (139)
33,3% (322)
16,5% (156)
18,6% (179)
18,2% (175)
6,6%
8,9%
8,6%
15,5% (147)
19,9% (192)
17,7% (168)
24,4% (235)
6,5%
23,9% (230)
7,2%
4,8%
16,9% (160)
13,8% (131)
11,4%
24,4% (229)
31,1% (299)
57,4% (545)
30,1% (291)
60,2% (570)
53,3% (514)
90,0% (836)
95,1% (892)
54,8% (528)
91,3% (470)
90,4% (846)
93,6% (886)
76,0% (719)
82,7% (782)
87,3% (808)
66,2% (622)
WHY HAVE YOU NOT BEEN TO ANY CLASSICAL MUSIC ORCHESTRA CONCERTS DURING THE LAST
YEAR?
12
100% 80% 60% 40% 20% 0%
lack of concert information 5.5% (54)
expensive tickets (value for money) 26.9% (264)
no interest in classical music 47.3% (464)
programme did not suit my tastes 12.0% (118)
personal financial circumstances 21.4% (210)
no time 17.4% (171)
no friends to go with 13.6% (133)
no knowledge of repertoire/orchestras 17.7% (174)
poor transport connections 5.4% (53)
some other reason 6.9% (68)
WHY HAVE YOU NOT BEEN TO ANY CLASSICAL MUSIC ORCHESTRA CONCERTS DURING THE LAST YEAR?
BREAKDOWN BY REGION
13
Helsinki Metropolitan Area elsewhere in Southern Finland
1,6 %
5,1 %
6,3 %
9,1 %
16,6 %
17,0 %
17,8 %
23,7 %
33,6 %
41,9 %
0% 20% 40% 60%
poor transport connections
lack of concert information
some other reason
programme did not suit my tastes
no friends to go with
personal financial circumstances
no knowledge of repertoire/orchestras
no time
expensive tickets (value for money)
no interest in classical music
4,4 %
4,9 %
5,5 %
12,0 %
12,6 %
12,6 %
20,2 %
23,5 %
27,3 %
47,5 %
0% 20% 40% 60%
some other reason
poor transport connections
lack of concert information
no knowledge of repertoire/orchestras
no friends to go with
no time
programme did not suit my tastes
personal financial circumstances
expensive tickets (value for money)
no interest in classical music
WHY HAVE YOU NOT BEEN TO ANY CLASSICAL MUSIC ORCHESTRA CONCERTS DURING THE LAST YEAR?
BREAKDOWN BY REGION
14
Western Finland Eastern Finland
5,4 %
6,7 %
8,9 %
12,1 %
13,4 %
15,2 %
15,6 %
26,8 %
26,8 %
49,6 %
0% 20% 40% 60%
lack of concert information
poor transport connections
some other reason
no friends to go with
programme did not suit my tastes
no knowledge of repertoire/orchestras
no time
personal financial circumstances
expensive tickets (value for money)
no interest in classical music
3,1 %
5,6 %
7,5 %
13,0 %
13,7 %
15,5 %
20,5 %
20,5 %
23,0 %
50,9 %
0% 20% 40% 60%
lack of concert information
some other reason
poor transport connections
programme did not suit my tastes
no friends to go with
no time
no knowledge of repertoire/orchestras
personal financial circumstances
expensive tickets (value for money)
no interest in classical music
WHY HAVE YOU NOT BEEN TO ANY CLASSICAL MUSIC ORCHESTRA CONCERTS DURING THE LAST YEAR?
BREAKDOWN BY REGION
15
Northern Finland
4,5 %
8,3 %
8,9 %
9,6 %
12,1 %
17,8 %
18,5 %
19,1 %
25,5 %
48,4 %
0% 20% 40% 60%
programme did not suit my tastes
poor transport connections
lack of concert information
some other reason
no friends to go with
no time
expensive tickets (value for money)
personal financial circumstances
no knowledge of repertoire/orchestras
no interest in classical music
DO YOU INTEND TO GO TO CLASSICAL MUSIC ORCHESTRA CONCERTS IN FUTURE?
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The most common reason why respondents do not intend to go to classical music orchestra concerts in future is that they have no interest in classic music.
100% 80% 60% 40% 20% 0%
yes 14,5% (143)
maybe 37,6% (372)
no 47,9% (474)
DO YOU INTEND TO GO TO CLASSICAL MUSIC ORCHESTRA CONCERTS IN FUTURE? BREAKDOWN
BY REGION
17
17,6 %
12,5 %
12,3 %
13,0 %
16,6 %
43,4 %
39,1 %
36,8 %
34,2 %
31,8 %
39,1 %
48,4 %
50,9 %
52,8 %
51,6 %
0% 20% 40% 60% 80% 100%
Helsinki Metropolitan Area
elsewhere in Southern Finland
Western Finland
Eastern Finland
Northern Finland
yes maybe no
DO YOU INTEND TO GO TO CLASSICAL MUSIC ORCHESTRA CONCERTS IN FUTURE? BREAKDOWN
BY AGE
18
50,0 %
8,8 %
12,8 %
12,7 %
18,2 %
17,4 %
35,5 %
50,0 %
37,6 %
36,0 %
40,9 %
37,9 %
34,8 %
29,0 %
0,0 %
53,6 %
51,2 %
46,4 %
43,9 %
47,7 %
35,5 %
0% 20% 40% 60% 80% 100%
under 18 years
18 – 30 years
31 – 40 years
41 – 50 years
51 – 60 years
61 – 70 years
over 70 years
yes maybe no
DO YOU INTEND TO GO TO CLASSICAL MUSIC ORCHESTRA CONCERTS IN FUTURE? BREAKDOWN
BY EDUCATION
19
6,6 %
11,3 %
11,8 %
16,0 %
22,6 %
31,3 %
28,9 %
33,2 %
34,0 %
39,4 %
51,3 %
18,8 %
64,5 %
55,5 %
54,2 %
44,7 %
26,2 %
50,0 %
0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %
secondary school
vocational education, training college
senior high school, matriculation
polytechnic
university
other
yes maybe no
IF MAYBE, THEN UNDER WHAT CONDITIONS?
20
A selection of responses:
• If some really good, acclaimed or famous production came to my district
• If I was much better off. I’m on the minimum pension payable in Finland.
• If something interesting comes up. I’m interested in things like contemporary music arranged for orchestra.
(“piano guys” style)
• If I knew that I would enjoy the music played at the concert. I don’t know classical music well enough to be able
to choose a performance. The stuff I don’t like is deadly dull. I’ve been bored stiff a few times at symphony
orchestra concerts, and so I’m not terribly keen to try them again. It’s wonderful when the music is beautiful and
interesting. The extremes are so far apart.
• Good reviews
• When the conductor is right
• When encouraged/invited
• I MIGHT go to light classical and operetta
• When I can decide where I go and the price is right
• At events provided by my workplace or union.
• If I find something that suits me.
IF MAYBE, THEN UNDER WHAT CONDITIONS?
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• If they play with some rock or pop singer
• For example Ismo Alanko and the RSO together. That sort of thing is interesting.
• The event has to stand out somehow or be visible for me to notice it, or some friend has to invite me along.
• If concerts could be brought nearer to ordinary people.
• If someone invites me along then I may go.
• Out of personal curiosity about a new experience.
• If it wasn’t such fine art music – something lighter.
• If they advertised it more, as now I haven’t been and I don’t even remember that there have been any.
• Occasionally, when the event might be arranged by some organisation that I belong to.
• If something comes up that interests me personally, such as the recent Waltari collaboration or a similar
combination of styles.
• Fusion events might also be of interest.
• If I go once for the first time and like it, then maybe I go again.
• If the concert was arranged in a different setting, for example outdoors!
• For example, if an employer offers it as part of a job satisfaction package.
• If the programme is interesting, e.g. Tarja Turunen concerts would be of interest. Combining rock and classical
music.
HOW WOULD YOU LIKE TO GET INFORMATION ABOUT UPCOMING CONCERTS?
22
100% 80% 60% 40% 20% 0%
orchestra brochure12,2% (110)
newspaper advertisement 32,2% (291)
newspaper “what’s on” column 14,8% (134)
radio 15,1% (136)
specialist cultural magazine 4,3% (39)
outdoor billboard 17,3% (156)
orchestra electronic newsletter 13,7% (124)
orkesterin sähköinen uutiskirje 9,4% (85)
Association of Finnish Symphony Orchestras website 3,8% (34)
social media (e.g. Facebook, Twitter) 26,8% (242)
online advertisement (e.g. banner) 13,0% (117)
box office marketing channel 11,2% (101)
recommendation from friend/acquaintance 28,3% (256)
some other channel 9,0% (81)
WHAT KIND OF CONCERT OR ORCHESTRA INFORMATION DO YOU NEED?
23
A selection of responses:
• Advertising and information in social media. Video advertising would work well, for example, because I really
have no idea what classical music concerts are like.
• Details of the kind of music and the programme, as the names of works don’t necessarily mean anything to
me.
• What, where, when, and how much it costs!
• Details of time and venue in very good time: at least six months in advance.
• Information that gets through. I rarely find out about classical music concerts at the moment.
• As much detail as possible about all programmes, prices and performance times.
• As a newcomer to classical music, I would like to know what to expect from the concert and what kind of
orchestra is performing.
• Time, performers, programme, price.
• More informative details that might inspire going sometime. Some light evening for “beginners”.
• Details of what's coming in the longer term, because it takes planning to go when you live in remoter regions.
WHAT TYPES OF CONCERTS WOULD LIKE IN YOUR DISTRICT?
24
A selection of responses:
• Events on ordinary weekdays as well. It would even be great as a childminder to take children to such
events.
• Light music.
• Concerts by smaller ensembles. It would be nice to go to concerts given by 4-8 musicians in smaller halls.
• Rock, pop, indie gigs.
• Various music genres, i.e. optimal diversity with something for everyone.
HOW WOULD YOU LIKE TO SEE ORCHESTRAS OR THEIR CONCERTS IMPROVE?
25
A selection of responses:
• More regional concert tours. Combining small city orchestras into proper provincial orchestras.
• Spontaneous unadvertised trailer performances in public places (in parks, summer theatres, pedestrian
precincts) going where people are and providing repertoire examples.
• More light classical. This would lower the concertgoer threshold. Music listening would then develop and
people would listen to more challenging works.
• Maybe more in the experiential direction, as in other art events, e.g. a presentation before the concert and
maybe some programme afterwards as well.
• We should try to improve the popular appeal of events, firstly by announcing and advertising them online and
in social media, and secondly by making classical music more accessible.
• More concerts or festivals, cheaper tickets (students can seldom afford to go to concerts).
• It would be wonderful to see orchestras having the presence and courage to ignore traditional boundaries.
Maybe by playing some atypical orchestral music.
• Free concerts in streets and city squares could let people know what each orchestra plays, and whether
there is any interest in that genre.
• Small and intimate events are preferable to mass happenings.
Conclusions
26
1. Background to the survey
2. Background of respondents
3. Survey findings
4. Conclusions
CONCLUSIONS • The respondents were people who had not attended a classical music concert in the past
year. It should be noted that roughly half of this group could take an interest in
concertgoing. Education clearly generates interest.
• More information. Many people commented that they don’t go because of a lack of
information. Lack of familiarity was very often a reason for not going. The most highly
favoured information channels were print advertising, social media and personal
recommendations.
• Public image is an obstacle. Many people referred to the high price of tickets and an elitist
reputation: “too fine for me”.
• Lowering the threshold. Many people would like more information on what they should
expect at a concert. They are similarly hoping for various opportunities to get a taste of
classical music in small portions and unusual venues such as shopping centres and parks.
• Concrete suggestions include discount campaigns, easy introductions for beginners, and
introducing special experience elements, i.e. special presentations before or after a concert.
There was also some interest in arranging familiarisation opportunities through workplaces,
organisations or other communities. A recommendations from an acquaintance is the most
common opportunity: “when someone asks me to come along”. Taking the first step
spontaneously seems hard, but curiosity could be a motivation when going with a friend.
27