san diego opera web survey detailed report august 28, 2013
DESCRIPTION
San Diego Opera Web Survey Detailed Report August 28, 2013. Table of Contents. Section A Background3 Section B Performing Arts Attendance 9 Section C Awareness and Usage 11 Section D Familiarity with San Diego Opera 14 Section E Event Attendance 16 Section F Communications22 - PowerPoint PPT PresentationTRANSCRIPT
San Diego OperaWeb Survey
Detailed Report
August 28, 2013
Section ABackground 3
Section B Performing Arts Attendance 9
Section C Awareness and Usage 11
Section DFamiliarity with San Diego Opera 14
Section E Event Attendance 16
Section F Communications 22
Section GNet Promoter Score 26
Section HDemographics 30
2
Table of Contents
Section A:Background
4
San Diego Opera is conducting a program of research in support of rebranding the organization. The rebranding is expected to include revision of the look and feel of all communications as well as updated messaging. Additionally, a campaign to increase the number of season ticket holders is anticipated.
Phase Three of the research included a Web Panel Survey of potential San Diego Opera patrons age 25 to 55. A total on n = 388 completed the entire survey.
The findings from Phase Three of this research project is reported herein.
Background
5
Awareness and Usage
• Evaluate unprompted and prompted awareness of San Diego Opera and other ticketed performing arts events in San Diego
• Evaluate usage of San Diego Opera and other ticketed performing arts events in San Diego
• Identify segments of the San Diego population likely to attend San Diego Opera performances
• Determine how to maximize San Diego Opera grand opera performances (i.e. 46,000 tickets during each season)
Objectives
6
Triggers and Barriers to Attendance
• Identify triggers and barriers to attending San Diego Opera performances:• Describe the preferred “opera experience”
o Locationo Time of year, week and dayo Combined with what (e.g. meal, champagne, hotel)o Alignment with other events
• Understand desired programming Communications
• Identify the criteria (messages) that the San Diego Opera must meet to encourage attendance, including but not limited to:
Preferred Means of Communication
• Identify the preferred means of communicating with ticketed performing arts patrons
Objectives
7
Demographics
• Assess impact of demographic characteristics on attendance at ticketed performing arts events:o Ageo Gendero Total annual household incomeo Ethnicity
Objectives
8
A sample size of n = 388 yields +/- 4.98% sampling error at 95% confidence. This means that if the same Web Panel Survey were conducted 100 times, the same results would be found in 95 out of 100 interviews and would differ from the true ratings by less than +/-4.98%.
Q2 Insights programed and hosted the Web Panel Survey. A structured questionnaire was employed for the study. The questionnaire took approximately 15 minutes to administer. Q2 Insights developed the questionnaire in collaboration with the client.
Multi-sourcing was be used to gather study participants. Q2 Insights has the ability to obtain Web Panel Survey respondents from the industry’s largest sample suppliers in over 20 major global markets. Q2 Insights identified the unique respondent characteristics required and recruited to these specific characteristics.
Methodology
Section B:Performing Arts Attendance
AttendanceQ5.) During the past 12 months have you attended a ticketed performing arts event in the San Diego area, such as a concert, the ballet, opera, theatre (e.g., play or musical, or an orchestral concert? Base = 400
10
Ten or More Times
Six to Ten Times
Three to Five Times
One or Two Times
0% 10% 20% 30% 40% 50% 60% 70%
2%
8%
29%
62%
Section C:Awareness and Usage
Performing Arts Events Prompted AwarenessQ8.) Which of the following performing arts events and performances have you attended in the past 12 months? Check all that apply. Base = 400
12
Other
San Diego Opera
Starlight Theater Performances
Moonlight Stage Productions
Lambs Players Theater in Coronado
Pop Artist Concerts at the Sleep Train Amphitheater in Chula Vista
San Diego Ballet
California Center for the Arts in Escondido Events
Shakespeare Festival at Old Globe Theatre
San Diego Symphony Concerts
San Diego Symphony "Pops" In the Park
La Jolla Playhouse Plays or Musicals
Broadway San Diego
0% 10% 20% 30% 40%
32%
0%
4%
8%
8%
11%
11%
13%
14%
16%
21%
24%
33%
Sources of Information for Performing Arts EventsQ9.) What sources do you use to find information about performing arts events in San Diego? Check all that apply. Base = 400
13
Other
Yelp
North County Times
The Reader
Ticketmaster.com
Search engines
Individual performing arts websites
Union Tribune
Websites that list a variety of performing arts events
Community newspapers
0% 10% 20% 30% 40%
18%
6%
10%
23%
23%
28%
29%
29%
30%
31%
34%
Section D:Familiarity with San Diego Opera
Familiarity with San Diego OperaQ10.) How familiar are you with the San Diego Opera? Base = 400
15
Series1
0% 20% 40% 60% 80% 100%
19% 33% 29% 18%
Very Familiar Familiar Neither Familiar Nor Unfamiliar Unfamiliar Very Unfamiliar
Section E:Event Attendance
Barriers for San Diego Opera AttendanceQ12.) To what extent do you agree or disagree that the following would deter you from attending a San Diego Opera event? Base = 392
17
Lack of an entire night out package
Civic Theater venue
Minimal opportunity to socialize with others during an opera
Overall effort to get to the event
Length of performance
Impression that opera is tedious
Feeling like I do not belong with the opera crowd
Lack of understanding of the music
Lack of understanding of the story line
Difficulty parking downtown
Lack of familiarity with opera
Friends and family are not interested in attending
Price of tickets
0% 20% 40% 60% 80% 100%
5%
7%9%12%13%12%14%16%15%18%
23%
11%16%16%
26%28%
28%32%33%
36%39%40%
47%43%
33%37%
33%35%
35%29%23%26%
26%24%22%
19%26%
36%34%
37%27%
25%27%
26%25%
21%16%19%
13%7%
15%10%11%
6%
7%5%
6%
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree
Triggers for San Diego Opera AttendanceQ14.) To what extent do you agree or disagree that the following would encourage you to attend a San Diego Opera event? Base = 390
18
Ability to watch video interviews with performers beforehandOpportunity to socialize with others
Opportunities for activities before and after an opera eventOpera performed at outdoor venues
Shorter opera performancesExplanation of key scenes during an opera performance
Famous performersCasual dress standards
Opera held at locations other than downtown San DiegoTraditional opera story with a contemporary twist
Understanding of the musicUnderstanding of the story line
Availability of a summary of the opera story beforehandFriends / family are interested in attending
Reasonably priced tickets
0% 20% 40% 60% 80% 100%16%
21%31%
34%36%
37%37%
35%39%43%
50%52%51%
52%47%
38%49%
40%37%
43%32%35%30%
35%33%
28%24%22%
22%13%
35%21%19%18%
11%16%13%
15%11%7%
8%7%7%
8%6%5%
5%5%
5%
5%7%6%11%11%15%
11%11%11%
16%17%20%
35%
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree
Importance of Elements in Decision To Attend SDO EventQ16.) How important are the following elements when deciding to attend a San Diego Opera event? Base = 388
19
The reputation of the performers
Availability of subtitles
Level of enthusiasm from others about the opera
1.5 to two hour performances
Proximity of seat to the stage
The venue
Understanding of the story
Reasonably priced tickets
0% 20% 40% 60% 80% 100%
8%
12%
12%
11%
12%
16%
27%
46%
33%
33%
48%
52%
52%
54%
54%
45%
45%
40%
33%
32%
29%
26%
17%
8%
13%
13%
6%
5%
Very Important Important Neither Important Nor Not Important Not Important
Length of PerformanceQ17.) How long would you prefer San Diego Opera events last? Base = 388
20
Three to four hours
Two to three hours
One to two hours
Less than one hour
0% 20% 40% 60% 80%
1%
17%
77%
5%
Elements to Include in Opera ExperienceQ18.) Which of the following would you like to include in your experience attending a San Diego Opera event? Base = 388
21
None / Nothing
Network opportunities with other attendees
Hotel
Opportunity to meet the performers
After party
Drinks
Dinner
-10% 0% 10% 20% 30% 40% 50% 60%
4%
1%
2%
4%
5%
36%
50%
Section F:Communications
Communication PreferencesQ19.) Where would you prefer to see or hear communications about San Diego Opera events? Base = 388
23
OtherTelephone
Text messagesLGBT Weekly
Online magazinesOutdoor
North County TimesCity Beat
Direct MailMagazinesTelevision
Online news sourcesCommunity newspapers
Social mediaRadio
The ReaderUnion Tribune
0% 10% 20% 30% 40% 50%3%
1%3%
4%9%
11%12%
13%14%14%
23%23%
25%27%
30%31%
36%38%
Other Responses•Groupon / Living Social (2)•Coupon websites•Event listings•Friends•Goldstar•iPhone app alert•J Company•Readercity deals•Search engines•Yelp
Sources for Information about San Diego OperaQ20.) Where would you look for information about San Diego Opera events? Check all that apply. Base = 388
24
Otherpatch.com
sdbetterevents.comYouTube
sandiegofamily.comBlogs
sandiego.orgsdcitybeat.com
sandiegomagazine.comYelp
sdopera.comNewspaper
sandiegoreader.comutsandiego.com
Ticketmaster.comSearch engines
0% 10% 20% 30% 40% 50%4%
1%3%3%
6%6%
11%12%
18%20%
23%23%
29%32%
35%45%
Other Responses•Do not seek out (4)•Email (2)•Goldstar (2)•Facebook•Friends / word of mouth•Search engines•Just My Ticket•KPBS•Readercity•Twitter•UT Daily
Social Media Usage for Information on San Diego OperaQ21.) Would you use social media (such as Facebook, LinkedIn, Twitter, etc.) to find information about San Diego Opera events? Base = 388Q22.) Which social media sites would you visit to find information on San Diego Opera events? Base = 126 Those that responded “Yes” to Q21
25
Yes33%
No51%
Don't Know17%
Social Media Sites
• Facebook (94%)• LinkedIn (13%)• Pinterest (11%)• Twitter (10%)• Google Plus (9%)• Foursquare (6%)• Reddit (4%)• Instagram (1%)• San Diego Opera website (1%)• Yelp (1%)
Section G:Net Promoter Score
Likelihood of Recommending San Diego OperaQ23.) How likely are you to recommend the San Diego Opera to family, friends or colleagues? Base = 388
27
Net Promoter Score
10 9 8 7 6 5 4 3 2 1 0
2.6% 1.3% 5.7% 14.2% 15.2% 25.8% 7.7% 6.4% 7.2% 5.2% 8.8%
3.9 76.3 - 72.4
Likelihood of Attending San Diego OperaQ24.) How likely is it that you will attend a San Diego Opera performance? Base = 388
28
Likelihood of Attending
10 9 8 7 6 5 4 3 2 1 0
2.3% 2.1% 7.7% 16.0% 13.1% 20.6% 7.7% 9.8% 7.0% 7.2% 6.4%
12.1% 67.2% 20.6%
Likelihood of Attending in Next 12 MonthsQ25.) How likely is it that you will attend a San Diego Opera performance in the next 12 months? Base = 388
29
Likelihood of Attending in Next 12 Months
10 9 8 7 6 5 4 3 2 1 0
2.1% 2.3% 7.7% 9.3% 14.9% 19.8% 6.7% 12.6% 7.5% 8.0% 9.0%
12.1% 63.3% 24.5%
Section H:Demographics
AgeQ3.) Which of the following best describes your age? Base = 400
31
50 to 55
45 to 49
40 to 44
35 to 39
30 to 34
25 to 29
0% 5% 10% 15% 20% 25% 30%
22%
15%
14%
15%
22%
11%
Household IncomeQ4.) Which of the following best describes your total annual household income? Base = 400
32
$200,000 or More
$175,000 to $199,999
$150,000 to $174,999
$125,000 to $149,999
$100,000 to $124,999
$75,000 to $99,999
0% 5% 10% 15% 20% 25% 30%
15%
10%
16%
16%
24%
20%
GenderQ28.) Gender Base = 388
33
Male37%
Female63%
EducationQ29.) What is the highest level of education you have completed? Base = 388
34
Grade 9 to 12
High School Graduate
Some College, No Degree
Associates Degree
Bachelor's Degree
Graduate Degree(s)
0% 10% 20% 30% 40% 50%
0%
2%
12%
5%
46%
35%
OccupationQ30.) Which of the following best describes your occupation? Base = 388
35
Other
Clerical
Student
Craftsman
Artist
Retired
Housewife
Sales / Service
Self Employed
Administration / Management
Professional / Technical
0% 10% 20% 30% 40% 50%
8%
1%
1%
1%
2%
2%
4%
5%
8%
22%
47%
Zip CodeQ31.) What is your zip code? Base = 388
36
Zip Codes• 92131 (17)• 92130 (15)• 92126 (14)• 92009 (13)• 92101 (13)• 92127 (13)• 92104 (12)• 92122 (12)• 92129 (12)• 92037 (11)• 92064 (11)• 92128 (11)• 92103 (10)• 92040 (8)• 92071 (8)• 92108 (8)• 92109 (8)
• 91941 (7)• 92110 (7)• 92120 (7)• 91913 (6)• 92008 (6)• 92027 (6)• 92081 (6)• 92111 (6)• 92117 (6)• 92123 (6)• 92014 (5)• 92056 (5)• 92069 (5)• 92115 (5)• 92116 (5)• 91910 (4)• 91915 (4)
• 91942 (4)• 91950 (4)• 92010 (4)• 92020 (4)• 92025 (4)• 92026 (4)• 92054 (4)• 92078 (4)• 92119 (4)• 91978 (3)• 92019 (3)• 92024 (3)• 92057 (3)• 92107 (3)• 92139 (3)• 91901 (2)• 91911 (2)
• 91977 (2)• 92029 (2) • 92058 (2)• 92082 (2)• 92102 (2)• 92114 (2)• 92121 (2)• 92124 (2)• 91902• 91914• 91932• 91945• 92007• 92021• 92028• 92030• 92036
• 92038• 92065• 92067• 92075• 92083• 92084• 92105• 92106• 92112• 92113• 92118• 92161• 92801
Length of Time in San Diego AreaQ32.) How long have you lived in the San Diego area? Base = 388
37
Fifteen or More Years
Six to Fourteen Years
Four to Five Years
Two to Three Years
Less than Two Years
-10% 0% 10% 20% 30% 40% 50% 60%
57%
25%
9%
7%
3%
Marital StatusQ33.) Which of the following best describes your marital status? Base = 388
38
Single with children
Single sharing living quarters with non-partner(s)
Single living alone
Married / in partnership with no children
Married / in partnership with children
0% 10% 20% 30% 40% 50%
3%
7%
9%
39%
43%
Number of People In HouseholdQ34.) How many people do you have living in your household? Base = 388
39
Five or More Person Household
Four Person Household
Three Person Household
Two Person Household
One Person Household
0% 10% 20% 30% 40% 50%
7%
19%
20%
47%
8%
EthnicityQ35.) Which of the following best describes your ethnicity? Base = 388
40
Other
Native American
Caribbean-American
African-American
Hispanic
Asian
Caucasian
0% 20% 40% 60% 80%
3%
0%
0%
2%
7%
14%
74%