COHORT RESULTS

The first Audiences Norway/NPU deployment occurred on May 22, resulting in a total of 5,064 responses collected by 21 organizations across Norway. On September 23rd, a second round of surveys were deployed, resulting in a total of 3,889 responses. 

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Below you will find key takeaways from the September deployment in English. A full report on the findings is available in Norwegian on NPU's website: https://norskpublikumsutvikling.no/assets/files/COVID-19-Hovedfunn-1-2.pdf

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Key Findings In-Person Participation

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36% are ready to return

In September, only 36% of respondents reported being ready to attend in-person arts and cultural events. In May, 40% of respondents were ready to attend art and cultural events. 

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32% will return with authorities say it is safe


 

In September, only three out of ten respondents reported that they will go out as soon as the authorities lift restrictions. In May, six out of ten respondents reported that they would return when authorities lift restrictions.  

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45% will return when the rate of infection is near zero

The number or respondents who are waiting for the curve to flatten or the rate of infection to drop near zero has doubled. In September, 45% reported that they are waiting for the infection rate to drop near zero compared to 24% in May. This trend indicates that fewer respondents are putting their full faith in the authorities and more respondents are looking at data to decide for themselves when it is safe to go out. 

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51% will still attend if they are required to wear a face mask

In September, more than half of respondents reported that they would attend arts and cultural events at the sending organization if they were required to wear a face mask and an additional 30% reported they might attend. Only 19% reported that they would not attend if they were required to wear a face mask. 

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66% reported they had made firm plans to attend an in-person arts and cultural event

There has been a sharp increase in in-person participation. In September 66% reported that they had made firm plans to attend an in-person arts and cultural event in the past two weeks compared to just 38% in May. Over a quarter of respondents reported attending a live performance and nearly one in five respondents reported having visited a museum in the two weeks before receiving the survey. 

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Key Findings Digital Participation

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Digital participation has declined 

A significantly lower percentage of respondents have experienced digital concerts or performances in September, compared with the figures from May. In May, seven in ten respondents reported participating in a digital arts and culture program in the past two weeks. In September, only 45% reported recent digital participation. 

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Willingness to pay for digital experiences is holding steady

 


Respondents reported they are willing to pay an average of 200kr for digital cultural programs in both May and September. Older respondents reported higher willingness to pay than younger respondents with respondents between 35 and 54 reporting the highest willingness to pay.

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Some respondents are interested in digital cultural options after the pandemic


 

In September, three in ten respondents reported that they are interested in live streams of theatrical performances as permanent option and four in ten respondents reported interest in digital museum tours as a permanent option. Respondents between 35-54 are most interested in permanent digital offerings.

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Respondents see value in live streams

Almost half of the respondents feel that live streamed performances have a unique value you cannot get from watching a recording of the same performance at a later date. They especially appreciate the sense of community that arises “here and now". Younger respondents express a much stronger preference for live stream than older respondents.  

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Digital offerings are inclusive

Respondents were asked to share what digital experiences left the strongest impression on them and many respondents shared that they experience challenges to attending in-person events due the distance they have to travel, health risks, or disability. Digital offerings provide access.