www.harrisinteractive.com copyright 2003, harris interactive inc. all rights reserved. “life would...

www.harrisinteractive.comCopyright 2003, Harris Interactive Inc. All rights reserved.

“Life Would Be Boring Without It”:What Do Kids Really Think About the Arts?

Conducted For:

National Assembly of State Arts Agencies

(NASAA)

Presented by:

Marc R. Scheer, Ph.D.

Senior Associate, Youth and Education Research

December 5, 2003

Harris Interactive Inc.

Session Outline

1. Harris Interactive Capabilities

2. How Do Youth Perceive Creative People and Themselves?

3. What Are Young People’s Favorite Activities, and Why?

4. Where Do Youth Participate in Creative Activities?

5. Which Artistic Events Do Youth Attend?

6. How Do Youth Find Out About Things to Do?

7. Summary and Conclusions


Who We Are and What We Do:Harris Interactive Capabilities



The “Harris Poll”– America’s trusted barometer of public

opinion Online Research & Traditional

Capabilities Youth and Education Research on

Behalf of:– K-12 Educators

– Higher Education Institutions

– Academics

– Foundations/Non Profits

– Media/Press

– Youth Marketers


Youth Team Expertise

Survey research where…– Respondents are kids, tweens,

teens, or college students– The study involves surveying

educators, or... Work where the subject area is…

– Family and parenting– Education– Marketing to young people


The Echo Boom is Loud!

Number of US Births(In Millions)

2.0

2.5

3.0

3.5

4.0

4.5

5.0

19451947 194919511953 19551957 195919611963 19651967 196919711973 19751977 197919811983 198519871989 19911993 199519971999

Births

Boomers(1946-1964)

Generation X(1965-1976)

Generation Y(1977-1994?)

Source: US Census Bureau


Kids Have a Unique Perspective

I paint what I see.


Survey Methodology

Survey questions were fielded as part of 3 waves of YouthQuery, a monthly omnibus survey of 1100 8-18 year olds.

An online interview method was utilized.

Survey was conducted in August, September and October, 2003.

Sample was drawn from Harris Interactive’s multimillion member Harris Poll Online Panel.

Data were weighted to be representative of all U.S. children aged 8-18.


How Do Kids Perceive Creative People and Themselves?


What Do Today’s Youth Think About Creative People?

Are Creative People…

– Fun?– Successful?

– Popular?– Happy?– Smart?


Disagree5%

Neither Agree Nor Disagree

17%

Agree78%

Q706 Base: All qualified respondents(n=1202)

It’s fun to be with creative people.

Eight in Ten Youth Believe It is Fun to Be WithCreative People


Disagree7%


18%

Agree75%


Being creative helps a person succeed in life.

Almost Eight in Ten Youth Believe That CreativityHelps People Succeed


Disagree10%


30%

Agree60%


Creative people are smart.

Six in Ten Youth Think That Creative People Are Smart


Disagree11%


29%

Agree60%


Creative people do well in school.

Six in Ten Youth Believe That Creative People Do Well in School


Disagree13%


34%

Agree53%


Creative people are happy.

Half of Young People Believe That Creative PeopleAre Happy


Disagree27%


41%

Agree32%


Creative people are popular.

Only One-third of Youth Believe That Creative People Are Popular


Tweens Are More Likely Than Teens to Believe That Art Is A Positive Influence and Creativity Is a Positive Quality

81%

74%

73%

71%

48%

75%

47%

49%

36%

17%

It's fun to bewith creative

people

Creative peopleare smart

Creative peopledo well in

school

Creative peopleare happy

Creative peopleare popular

Ages 8-12

Ages 13-18Q706 Base: All qualified respondents

(n=1202)

How much do you agree with the following statements?

% Agree


Disagree10%


12%

Agree78%


I am a creative person.

Majority of Young People Describe Themselves As Creative People


Careers in the Arts (Coupled With Fame) Are High in Young People’s Aspirations

Source: Harris Interactive Youthpulse

Career Ages 8-12 Ages 13-21

Be a millionaire 64% 65%

Star in movies/TV 34% 47%

Make movies 32% 43%

Famous athlete 31% 24%

Be a musician/singer 28% 46%

Cure a disease 27% 43%

Start a big company 22% 37%

Be president of U.S. 22% 18%

Be a famous writer 22% 33%

Win Nobel Prize 20% 28%


Disagree11%


19%

Agree70%


Art, music, dance and theater make the world a better place to live.

Majority of Young People Think That Artistic ActivitiesMake the World A Better Place to Live


What Are Kids’ Favorite Activities And Why?


If You Had a Whole Day to Do Something That Used Your Imagination, What Would You Do?

“Drawing, painting, photography, computers” (9 year old boy)

“Write a song on the guitar, and write a movie or book” (15 year old girl)

“I would…design a brand new world, characters, storylines for new movies, T.V shows, books, comics, [and] video games” (16 year old boy)

“Act in a play, learn to rap or freestyle” (16 year old boy)


If You Had a Whole Day to Do Something That Used Your Imagination, What Would You Do?

“I'd see my room in a whole new way and then go out and make it look like how I imagined it and then do the same with every other room in my house.” (16 year old girl)

“Design web pages” (17 year old boy)

“Draw something out of the ordinary. Make up a game that entertains.” (18 year old boy)

“I would create a fun skit, or make a piece of artwork.” (18 year old girl)


Eight in Ten Youth Enjoy Creative Activities

79%

99%

Creative/ArtisticActivities (Net)

Other Activities(Net)

Q705 Base: All qualified respondents (n=1230)

What are your favorite things to do?


Creative Activities Include Music, Dance, Art

Creative/Artistic Activities

(79% Net)

Draw, paint or sculpt Sing Write (creatively) Dance Take photos or make videos Play a musical instrument Make crafts, jewelry or clothes Act or perform on stage

Other Activities(99% Net)

Spend time with friends Listen to music Watch TV Watch videos or DVDs Go to the movies Play video or computer games Read Surf the Internet Spend time with family Play sports Go shopping Go to a concert or live music

performance


Drawing/Painting/Sculpting Tops List of Youth’s Favorite Creative Activities

37%

34%

33%

32%

25%

23%

23%

19%

Draw, paint or sculpt

Sing

Write (creatively)

Dance

Take photos or makevideos

Play a musical instrument

Make crafts, jewelry orclothes

Act or perform on stage




Tweens Are More Likely Than Teens to Enjoy Art; Teens Are More Likely Than Tweens to Enjoy Writing, Music and Photography

49%

29%

15%

19%

32%

25%

38%

35%

27%

14%

Draw, paint orsculpt

Write (stories,poetry, songs,

in a journal, etc.)

Take photos ormake videos

Play a musicalinstrument

Make crafts,jewelry or

clothesAges 8-12Ages 13-18




Most Young People Like Artistic Activities Because of the Way It Makes Them Feel

69%

67%

62%

54%

53%

It makes mefeel good

I can use myimagination

I'm good at it

I can bemyself

I can expressmy feelings

Q710 Base: Enjoy creative/arts (n=964)

Why do you like to do these activities?


Few Young People Choose to Do Creative Activities Just to Be Popular

48%

46%

43%

33%

30%

28%

25%

8%

I can express my individuality

Being creative is cool

I can be with friends

I want to be a star or famoussome day

People tell me that they like itwhen I do this

I can meet new people

I like to be around peoplewho are artistic or creative

It makes me popular withother people my age

Q710 Base: Enjoy creative/arts (n=964)



Why Do You Like to Do These Activities?

“Because it makes me feel alive” (10 year old girl)

“Cause I can express how I’m feeling in my stories” (12 year old boy)

“It is very spiritual” (13 year old girl)

“It gives me a sense of independence” (15 year old boy)


Why Do You Like to Do These Activities?

“It is a stress reliever” (15 year old girl)

“It helps me express myself in different ways than just speaking” (16 year old girl)

“It helps me release my depression and anger” (16 year old boy)

“Because life would be boring without it” (17 year old girl)


Teens Like Artistic Activities Because They Can Express Themselves; Tweens Emphasize Using Their Imagination and Feeling Competent

72%

67%

48%

42%

38%

51%

35%

23%

62%

58%

60%

63%

58%

42%

25%

33%

I can use my imagination

I'm good at it

I can be myself

I can express my feelings

I can express my individuality

Being creative is cool

People tell me that they like itwhen I do this

I can meet new people

Ages 8-12

Ages 13-18

Q710 Base: Enjoy creative arts (n=964)



Overall, Top 10 Favorite Activities Do Not Include the Arts

78%

76%

73%

72%

70%

65%

52%

51%

47%

46%

Spend time with friends

Listen to music

Watch TV

Watch videos or DVDS

Go to the movies

Play video or computergames

Read

Surf the Internet

Spend time with family

Play sports



TOP 10 LIST


Where Do Kids Participate In Creative Activities?


Most Youth Have Participated In Music or Art Activities During the Past 12 Months

62%

61%

59%

43%

31%

20%

20%

20%

13%

A music or singing class orprogram

An art class or program

A music or singingperformance

A play

An acting class or program

A dance class or program

A dance performance

A video or movie-making classor program

A photography class orprogram


During the past 12 months, have you participated in the following activities in school or outside of school?

% Participated in any location


Participation in Music or Arts Is More Common Among Tweens Than Teens

76%

81%

68%

47%

28%

12%

6%

51%

44%

52%

39%

35%

27%

19%



A music or singing performance

A play


A video or movie-making class orprogram

A photography class or program

Ages 8-12

Ages 13-18



% Participated in any location


More Than Half of Youth Participate in Music and Art Programs in School

54%

54%

49%

34%

23%

12%

11%

9%

8%




A play


A video or movie makingclass or program

A dance performance





% Participated in school


Majority of Tweens Participate in Music or Singing Performance in School

19%

68%

61%

4%

7%

27%

42%

40%

11%

16%





A video or movie-making classor program

Ages 8-12

Ages 13-18Q711 Base: All qualified respondents

(n=1221)


% Participated in school


Two in Ten Youth Participate in Music or Singing Programs Outside of School

23%

19%

14%

14%

13%

13%

13%

10%

6%

A music or singing performance


A play



A dance performance


A video or movie-making class orprogram

A photography class or programQ711 Base: All qualified respondents

(n=1221)


% Participated outside of school


Teens Are More Likely Than Younger Children to Participate in Several Creative Activities Outside of School

18%

3%

6%

26%

9%

14%

A music orsinging

performance

Aphotography

class orprogram

A video ormovie-

making classor program

Ages 8-12

Ages 13-18



% Participated outside of school


Outside of School, Artistic or Creative Activities Are Most Often Experienced At Home or At A Place of Worship

47%

40%

30%

26%

22%

18%

13%

23%

My home

Church or place ofworship

A school for art, music,dance, etc.

Camp

Youth group or program

Recreation orcommunity center

Theater or museum

Someplace else

Q715 Base: Participated in program outside of school (n=601)

Where did you participate in these artistic or creative activities?


Teens Are More Likely Than Tweens to Do Arts At Home

38%

50%

54%

33%

Myhome

Churchor place

ofworship

Ages 8-12

Ages 13-18

Q715 Base: Participated in program outside of school (n=601)

Where did you participate in these artistic or creative activities?


Which Artistic Events Do Kids Attend?


Two-thirds of Youth Have Seen A Play in the Past Year; Three in Ten Have Seen An Orchestra Or Dance Performance

66%

64%

61%

39%

31%

26%

Non-art museum

A play

Non-orchestraconcert

Art museum

Orchestra/symphony

Ballet/danceperformance


During the past year, have you gone to any of the following either at school or someplace else?

% Yes


Teens Are More Likely Than Tweens to Attend Arts Performances

57%

46%

25%

21%

71%

75%

38%

31%

A play

Non-orchestraconcert

Orchestra/symphony

Ballet/danceperformance

Ages 8-12

Ages 13-18


During the past year, have you gone to any of the following either at school or someplace else?

% Yes


How Do Kids Find Out About Things to Do?


Friends Are the Main Source of Recreation Information for Youth; Look to TV More Than to Parents For Recreation Ideas

83%

59%

51%

43%

39%

37%

32%

27%

25%

25%

13%

2%

My friends

TV

My parents

Internet

Radio

Magazine or newspaper

My brothers or sisters

Posters or billboards

Teachers

Church or place of worship

Someplace elseI don't know where to find out

about fun things to do


Where do you find out about fun things to do after school and on weekends?


Tweens’ Top Source of Info Is Parents; Teens Overwhelmingly Look to Friends

74%

78%

26%

21%

26%

13%

33%

7%

91%

28%

57%

53%

47%

40%

18%

17%

My friends

My parents

Internet

Radio

Magazine or newspaper

Posters or billboards

Teachers

Someplace else

Ages 8-12

Ages 13-18


Where do you find out about fun things to do after school and on weekends?


Summary and Conclusions


Summary

Youth believe that art is a positive influence and creativity is a positive quality.

Majority of youth count creative or artistic activities among their favorite pastimes.

Youth participate in a wide range of creative activities.

Majority of young people like artistic activities because they feel good, use imagination, feel competent, express themselves.


Summary (cont’d)

School is the primary location for music and arts programs for most students.

Outside of school, creative activities are most often experienced at home or place of worship.

Friends are the main source of recreation information for youth, and TV is also important.


Thank You!Thank You!

For more information, please contact:

Marc R. Scheer, Ph.D.

Senior Associate, Youth and Education Research

212-539-9750 or [email protected]

www.harrisinteractive.com copyright 2003, harris interactive inc. all rights reserved. “life would...

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