New Zealanders and the arts: - Creative New Zealand

ARTS COUNCIL OF NEW ZEALAND TOI AOTEAROA
New Zealanders and the arts:
attitudes, attendance and participation in 2011
SUMMARY REPORT
Ngā iwi katoa ō Aotearoa me ngā mahi toi:
he tirohanga āhua, rātou i tae atu, rātou i whai waahi i roto i te tau 2011
1

Bipeds Productions, Lily, Theatre Royal, Nelson. Photo: John-Paul Pochin.

Introduction
This document is Creative New Zealand’s summary of
findings from independent research in 2011 into
New Zealanders’ attitudes to, attendance at and
participation in the arts.
It provides insights that will help the arts
community and its supporters identify new
trends in a rapidly changing environment,
seize new opportunities, and address the
challenges ahead.
We expect this research will stimulate
debate, inform policy-makers, and provide
the arts community with information they
can use to advocate for the value of the arts
to our communities.
The research has been carried out by
independent research company Colmar
Brunton and builds on previous research
in 2005 and 2008. It provides a benchmark
against which we can gauge the importance
of the arts to New Zealanders. The news
is encouraging. As a nation we continue
to be highly engaged in the arts,
particularly young New Zealanders, who
gain an immense sense of wellbeing from
being creative.
This document also presents some findings
from a new survey, the Audience Atlas
New Zealand 2011, which is published
separately.
This new research will provide arts
organisations with market intelligence for
developing their audience and marketing
programmes and understanding the
motivations of current and potential
audiences.
Developed primarily as an audience
development tool by Morris Hargreaves
McIntyre 1 , the Audience Atlas New Zealand
2011 measures attendance and potential
interest for 39 artforms and cultural
attractions.
Alastair Carruthers, Chair, Arts Council
Stephen Wainwright, Chief Executive
1 Morris Hargreaves McIntyre is a United
Kingdom and New Zealand-based strategic
research consultancy within the culture and
heritage sectors.
3

A member of the public conducting at an Auckland Philharmonia Orchestra Open Day,
Auckland Town Hall. Photo: Adrian Malloch.

Our five key findings
1. New Zealanders strongly support the arts in their
community
NEW ZEALANDERS REMAIN POSITIVE
ABOUT THE ARTS
The majority of New Zealanders agree that
the arts help define who we are as
New Zealanders (80%) and that the arts
contribute positively to the economy
(73%). They agree that their community
would be poorer without the arts (69%)
and support public funding of the arts
(76%).
While strong support remains, there is also
some evidence that New Zealanders are
feeling slightly less connected with the arts.
ENGAGEMENT WITH THE ARTS
REMAINS HIGH
Most New Zealanders (85%) have engaged
with the arts either by attending or being
actively involved in the past 12 months.
This is similar to 2008 (86%) and compares
favourably with overseas examples. A
similar survey in England 2 measured
engagement at 77% in 2010/11 and 76% in
2008/09.
FOUR OUT OF FIVE NEW ZEALANDERS
ATTEND ARTS EVENTS
The majority of New Zealanders (80%)
have attended an arts event in the past
12 months. While this is slightly lower
than in the 2008 survey (83%), it is likely
due to the loss of arts infrastructure in
Christchurch. As with previous surveys, a
third of New Zealanders attend the arts
more than 10 times a year.
CHRISTCHURCH PEOPLE WANT THE
ARTS TO BE A PART OF THEIR CITY’S
FUTURE
There is a high level of support for the arts
in Christchurch city. Of those surveyed
94% agreed that ‘it’s important that
Christchurch is recognised as a place
that supports excellence in the arts’ and
90% agreed that ‘arts and culture have
a vital role to play in the re-building of
Christchurch’s future’.
2 Taking Part Survey commissioned by the
Department of Culture, Media and Sport,
United Kingdom.
5

Saviour Dub from Tiki Taane Mahuta (performed at Kōwhiti Dance 2011). Composer: Tiki Taane.
Choreographer: Tanemahuta Gray and Kurahapainga Te Ua. Photo: Wendy Smith. Courtesy of Infinite
Monkeys Photography.

... continued
2. There is strong interest
in Māori and Pacific arts
MĀORI AND PACIFIC ARTS 3 APPEAL
TO A RANGE OF PEOPLE
Almost three quarters (74%) of those who
have attended a Māori arts event in the
past 12 months are not Māori, and almost
nine out of ten people attending Pacific arts
events (88%) are not from a Pacific Island
ethnic group.
TAKING PART IN MĀORI AND PACIFIC
ARTS APPEALS TO A RANGE OF
YOUNG NEW ZEALANDERS 4
Half (52%) of those young New Zealanders
who have participated in the Māori arts
outside of school in the past year are not
Māori. More than three quarters (77%) of
those involved in the Pacific arts outside
school are not Pacific Islanders.
3 For definitions of Māori and Pacific arts, see
page 25.
4 ‘Young New Zealanders’ refers to those
aged 10 to 14 years.
3. Young New Zealanders
are increasingly involved
in the arts
BEING CREATIVE IS AS POPULAR AS
PLAYING VIDEO GAMES
Four out of five young New Zealanders
(80%) like to do at least one creative
arts activity in their spare time. This is an
increase since 2008 (73%), and it puts
the creative arts alongside other popular
pastimes, such as playing video games
(77%) or watching TV and DVDs (80%).
PARTICIPATING IN THE ARTS MAKES
YOUNG PEOPLE FEEL GOOD ABOUT
THEMSELVES
Young New Zealanders generally feel even
more positive about the arts than in 2008.
Nearly half (46%) feel ‘brilliant’ and a
further third (38%) feel ‘really good’ when
they are being creative. In 2008 these
figures were 32% and 47% respectively.
YOUNG PEOPLE ARE ATTENDING
ARTS EVENTS OFTEN
The majority of young people (87%) have
attended an arts event, and nearly three
quarters (72%) have done so outside of
school with friends or family members in
the past 12 months.
7

Michel Tuffery M.N.Z.M, First Contact, Architectural Projection Artwork, New Zealand International
Arts Festival at Museum of New Zealand Te Papa Tongarewa, 24 February – 18 March 2012.
Photo: Gareth Moon.

... continued
4. Online engagement
with the arts has
increased significantly
VIEWING OF THE ARTS ONLINE HAS
INCREASED DRAMATICALLY
Since 2008 there has been a dramatic
increase in the number of people viewing
the arts online, and also a greater flow-on
effect for attendance at live events as a
result. In 2011, 51% of New Zealanders had
watched a performance or looked at art
online, compared to 38% in 2008. In 2011,
23% of those who viewed the arts online
went on to attend a live event, compared
with just 15% in 2008.
DIGITAL ART IS A WAY TO
ENCOURAGE YOUNG PEOPLE INTO
THE ARTS
Four out of five young people (80%) have
used a computer to create art in the past
year and digital art is the artform they
most want to be involved in. Digital art is
particularly attractive to those who tend
to be less interested in the creative arts
overall or who do not feel very positive
when they do creative things.
5. There is a large
market for the arts in
New Zealand 5
THE VAST MAJORITY OF
NEW ZEALANDERS HAVE BEEN TO
AT LEAST ONE ARTS OR CULTURE
EVENT IN THE LAST THREE YEARS
In total, 95% of New Zealanders aged
15 or more have attended at least one
arts or culture event in this period. Based
on Statistics New Zealand population
projections, this is an estimated
3.347 million people. This compares
favourably with 87% of Australian adults
and 85% of adults in the United Kingdom.
Of those surveyed, 40% had spent money
on cultural events in the past month.
Across the whole culturally active market
that gives an average monthly spend of
$53 per person ($35 on admissions, $14
on food and drink and $5 on souvenirs or
programmes 6 ). When the average monthly
spend is calculated across the whole
population, that equals a total spend of
$2.31 billion a year, or $690 a head.
5 Results from the Audience Atlas New Zealand
2011 included a broader range of cultural
activities than New Zealanders and the arts.
See page 25 for more information.
6 Figures do not add due to rounding.
9

Fly My Pretties, St James Theatre, Wellington, 2009. In their first outing since 2009, Fly My Pretties
performed at Hagley Park, Christchurch in October 2011 with funding from a Creative New Zealand
Earthquake Assistance Grant. Photo: Pat Shepherd.

The 2011 context
The Earthquakes
The earthquakes and continued aftershocks
in Christchurch were devastating for
the city’s residents and those in the
wider Canterbury area. As a result many
arts venues, studios and performance
spaces have been lost. Combined with
the personal and financial toll of the
earthquakes, this meant that two thirds of
Christchurch residents have attended arts
events less frequently than usual.
In the time since the September 201o earthquake,
do you think you personally have attended/
participated in the arts more or less than you
did before the earthquakes, or has there been
no change?
5%
6%
The Economic Recession
In the period since the 2008 survey many
New Zealanders have experienced the flowon
effects of the recession, including rising
prices. This has meant that disposable
incomes have yet to recover to prerecession
levels, with many households
cutting back on their spending and making
changes to what they buy.
Given this difficult economic climate and
the tragedies of the September 2010 and
February 2011 earthquakes, a decline in arts
attendance was anticipated. In this context
the research results are more positive than
expected. They show that arts attendance
has generally stayed at 2008 levels, with
only relatively small decreases overall.
25%
69%
Attend
58%
37%
Participate
■ More than usual
■ No change
■ Less than usual
In this report we note where the overall
results have been substantially affected by
the situation in Christchurch.
“ The Royal New Zealand
Ballet production of
Peter Pan. It was a lovely
performance and the
last I have seen because
of the earthquakes in
Christchurch. ”
Female, Canterbury region, aged 30-34 years
11

Tiffany Singh, Newton & The Piece Bomb, an installation of hanging sculptural objects, which was fully
activated through participation by gallery visitors. Artspace, Auckland 2010.

Adult survey: key findings
New Zealanders aged 15 years and over
ENGAGEMENT WITH THE ARTS
The results for overall engagement in the
arts are positive, with the majority of New
Zealanders (85%) having either attended
or participated in the arts in the past 12
months. Engagement includes attendance
at an arts event or participation in the arts.
When Christchurch residents, and those
in the surrounding area, are excluded from
the data the 2008 and 2011 results are the
same at 86%.
Overall engagement with the arts in New Zealand
ATTENDANCE AT ARTS EVENTS
The majority of New Zealanders (80%)
have attended one or more arts events in
the past 12 months. This is slightly lower
than in the 2008 survey (down from 83%),
and is likely to be due to the loss of arts
infrastructure in Christchurch. When
Christchurch residents, and those in the
surrounding area, are excluded from the
data, the 2008 and 2011 results are the
same, at 83%.
Attended one or more arts events in the last year
85% 86% 88%
80% 83% 84%
2011
2008
2005
2011
2008
2005
13

Māori Art Market 2009, Te Rauparaha Arena, Porirua, Wellington. Two hundred leading, mid-career
and emerging contemporary artists showed their work over a three-day period. Each day saw debates,
demonstrations of art, and an exciting environment for people to absorb the creative energy of the
artists. Photo: Tania Niwa. Courtesy of Toi Maori Aotearoa – Maori Arts New Zealand.

... continued
ATTENDANCE AT ARTS EVENTS
Similar to the 2005 and 2008 results, one
third of New Zealanders (32%) attend the
arts regularly (more than ten times per
year), and 27% attend more than three and
up to ten times per year.
Overall attendance by artform 7 in the past
12 months is as follows:
▪▪
▪▪
▪▪
▪▪
▪▪
Visual arts: 58% have attended at
least one visual arts event.
Performing arts: 59% have attended
at least one performing arts event
(46% have attended a concert or
musical performance, 33% have
attended the theatre, and 21% have
attended a ballet or dance event).
Literature: 11% have attended at least
one literature event.
Māori arts: 30% have attended at least
one Māori arts event.
Pacific arts: 29% have attended at
least one Pacific arts event.
For the most part, attendance for each
artform in the past 12 months was similar to
2008, with a few exceptions:
▪▪
▪▪
There has been less frequent
attendance of the visual arts, with
39% attending four or more events in
2011 compared to 48% in 2008. This
decrease remains when respondents
from Christchurch or the surrounding
area are removed from the data.
Fewer New Zealanders have attended
a literature event (down from 14% in
2008 to 11% in 2011). This decrease
also remains when respondents from
Christchurch or the surrounding area
are removed, although the difference is
no longer statistically significant 8 .
Māori and Pacific artforms clearly appeal
to a range of New Zealanders. Almost three
quarters (74%) of those who have attended
a Māori arts event in the past 12 months are
not Māori and almost nine out of ten people
attending Pacific arts events (88%) are not
from a Pacific Island ethnic group.
7 For a definition of each artform, see page 25.
8 A difference is ‘statistically significant’ if it is
unlikely to have occurred by chance.
15

Te Ataarangi Māori language class, Te Wananga o Raukawa, Parewahawaha Marae, Bulls, 2011.

... continued
PARTICIPATION IN THE ARTS 9
Half of New Zealanders have been actively
involved in at least one arts event in the
past 12 months, and one quarter (25%)
participate at least monthly.
Active participation in the arts over the past
12 months
49% 48% 50%
2011
2008
2005
Participation for each artform in the past
12 months is similar to 2008, with the
exception that it has increased for Māori
arts (up from 12% to 14%) and performing
arts (up from 16% to 19%).
▪▪
▪▪
▪▪
▪▪
▪▪
▪▪
Visual arts: 33% have been actively
involved in visual arts.
Performing arts: 19% have been
actively involved in the performing
arts (13% in concerts or musical
performances, 6% in ballet or dance
events, and 5% in theatre).
Literature: 12% have been actively
involved in literature.
Māori arts: 14% have been actively
involved in Māori arts.
Pacific arts: 10% have been actively
involved in Pacific arts.
Digital arts: 22% have used a computer
to create an original work of art.
9 For a definition of participation, see page 25.
17

Audience watching Vietnamese Water Puppets at the Auckland Arts Festival 2011.
Photo: John McDermott.

... continued
ATTITUDES TOWARDS THE ARTS
New Zealanders remain very supportive of
the arts. The majority agree that the arts
contribute to our economy, that the arts
should receive public funding and that their
local council should support the arts in
their communities.
More than two thirds of New Zealanders
agree with the following statements:
▪▪
The arts are good for you (87%).
▪▪
▪▪
▪▪
▪▪
▪▪
▪▪
The arts help define who we are as
New Zealanders (80%).
The arts are strong in New Zealand
(76%).
The arts should receive public
funding (76%).
The arts contribute positively to our
economy (73%).
My local council should give money
to support the arts (73%).
My community would be poorer
without the arts (69%).
The attitudinal results are similar to the
2008 survey, although there have been
some small, but statistically significant
changes.
Fewer people agreed with the following
statements in 2011 compared to 2008:
▪▪
▪▪
▪▪
▪▪
The arts are for people like me
(69%, compared to 72% in 2008).
The arts are part of my everyday life
(58%, compared to 65% in 2008).
The arts should receive public funding
(76%, compared to 79% in 2008).
My community would be poorer
without the arts (69%, compared to
72% in 2008).
These changes appear to reflect the
economic situation and slightly lower
attendance, resulting in some New
Zealanders feeling less personal connection
with the arts in 2011.
THE ARTS ONLINE
Since 2008 there have been substantial
increases in engagement with the arts online.
This is likely to increase further over the
next few years as new technologies become
more integrated and commonplace (eg,
smartphones, tablet computers, on-demand
television) and their potential applications
to the arts are realised.
In the past 12 months:
▪▪
▪▪
51% viewed an artform online
(up from 38% in 2008) – and 23% of
those attended a live event as a direct
result (up from 15% in 2008).
39% purchased a ticket to an arts event
online (up from 29% in 2008).
19

Counting the beat at one of the Strike Workshops, Christchurch Arts Festival 2011. Photo: Kelly Shakespeare.

Young people: key findings
New Zealanders aged 10 to 14 years
ENGAGEMENT WITH THE ARTS
Over the past 12 months virtually all (99%)
young New Zealanders had engaged with
the arts in some way, either through active
participation or by attending arts events.
This is the same as 2008.
In the past 12 months:
▪▪
▪▪
99% had actively participated in at
least one artform. This figure excludes
taking music or singing lessons.
87% had attended at least one arts
event.
ATTENDANCE AT ARTS EVENTS
The majority (87%) have attended an arts
event, and nearly three quarters (72%)
have done so outside of school with friends
or family members in the past 12 months.
Compared to 2008 there have been
significant increases in young people’s
attendance at visual arts (up from 46%
to 52%) and Pacific arts events (up from
32% to 38%). Attendance at other types of
arts events is on a par with attendance in
2008, including attendance at performing
arts (64%), literature (27%) and Māori arts
events (42%).
PARTICIPATION IN THE ARTS
New Zealand schools are instrumental
in helping young people engage with
the arts. However, what is perhaps most
encouraging is that the majority of young
New Zealanders (91%) have been involved
in at least one arts event outside of school
or school homework.
This includes 88% who have participated
at home in their own time, 13% who have
participated on a marae and 39% who have
participated somewhere else (other than
school).
When asked what they like to do in
their spare time, four out of five (80%)
responded that they like to do at least one
creative arts activity. This is an increase
since 2008 (up from 73%), and it puts the
creative arts alongside popular pastimes
such as watching TV and DVDs (80%) and
playing video games (77%).
21

Visual artist Karangawai Marsh and girls painting, 2011.

... continued
ATTITUDES TOWARDS THE ARTS
Young New Zealanders generally feel more
positive about the arts than in 2008.
Nearly half (46%) feel ‘brilliant’ when
participating in the arts and a further third
(38%) feel ‘really good’. Less than 1% say
that doing creative things does not make
them feel good.
The majority feel confident about their
capability in the arts, with nearly three
quarters (71%) saying they are very or quite
creative. Just over one quarter (28%) see
themselves as ‘sort of’ or ‘not that creative’.
This is down from 34% in 2008.
It appears that New Zealanders continue
to foster a culture that supports the arts,
with nearly all young New Zealanders being
encouraged to participate in the arts by at
least one person. There also appears to be
little stigma attached to the arts, with only
a small minority saying their friends do not
like the arts (4%).
Girls appear to be in social networks that
are slightly more supportive of the arts, and
this is reflected in their generally higher
levels of attendance and participation in
the arts.
Young people get support and
encouragement to be involved in the arts
from a range of others, including parents
(81%), teachers (69%), friends (49%),
siblings (24%) and other relatives (30%).
“ I think of the things I can
do in my life – like being a
director of a movie, doing
more digital art, and being
an artist ... But the number
one thing is that I do more
Māori and Pacific arts …
and get a good job. ”
Boy, 10-years-old
23

Kila Kokonut Krew, The Factory – a Pacific musical, 2011.

How we did the research
NEW ZEALANDERS AND THE ARTS
(15 YEARS AND OVER)
In total, 2,580 interviews with New
Zealanders aged 15 years and over were
carried out between 12 September
and 17 November 2011. This included
nationwide Computer Assisted Telephone
Interviews (CATI), and phone and faceto-face
interviews. Survey results have
been weighted to Statistics New Zealand
population counts so that they are
nationally representative.
NEW ZEALANDERS AND THE ARTS
(10 TO 14 YEAR OLDS)
In total, 758 online interviews with New
Zealanders aged 10 to 14 years were carried
out between 13 October and 21 November
2011. Survey results have been weighted to
Statistics New Zealand population counts
so that they are nationally representative.
DEFINITIONS
What do we mean by participation?
Participation includes the active
involvement of individuals, groups and/or
communities in the making or presentation
of art. It applies to professional, emerging
and non-professional artists, including
those involved in cultural and recreational
activities. Participation does not include
activities such as listening to a CD, reading
a book or going to a movie.
The arts: we grouped different genres of
art under the following artform headings:
▪▪
▪▪
▪▪
▪▪
▪▪
Visual arts: painting; photography;
sculpture; web-based/digital art;
ceramic-making; filmmaking
Performing arts (theatre, dance,
music): ballet or contemporary dance
performances; theatre; concerts;
singing or musical performances or
events; circuses
Literature: writers’ workshops or
literary events; writing poetry, fiction or
non-fiction
Māori arts: art or craft; workshops
including carving, weaving or singing;
kapa haka or other Māori dance or
music activities
Pacific arts: weaving and other Pacific
handicrafts; workshops; carving;
traditional dance; choir or other musical
activities.
AUDIENCE ATLAS NEW ZEALAND 2011
The Audience Atlas New Zealand 2011
survey was designed by United Kingdom
and New Zealand-based consultancy Morris
Hargreaves McIntyre. Data was collected
by research company Colmar Brunton in
November and December 2011 using an
online survey of 3,900 respondents aged
15 years and over. Quotas were put in place
to ensure that responses are representative
of the New Zealand population. The
survey included 39 artforms and cultural
attractions, including film and cinema. 25

Audience at the Central Lakes Trust Crystal Palace, Festival of Colour 2011, Wanaka. Photo: Simon Darby.

Want to know more?
As part of our role as an arts development agency,
Creative New Zealand commissions research that adds
value and provides insight for the arts sector.
For more detailed findings from each of the research projects please visit:
www.creativenz.govt.nz/nzersandthearts2011
www.creativenz.govt.nz/audienceatlasnz2011
ISBN: 978-0-478-18574-4
PUBLISHED BY: Creative New Zealand
Arts Council of New Zealand Toi Aotearoa
DESIGN: Amanda Humphreys
May 2012
COVER IMAGE: Fly My Pretties, St James Theatre,
Wellington, 2009. Photo: Pat Shepherd.
CENTRAL REGION
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131-135 Lambton Quay
Wellington 6011
PO Box 3806
Wellington 6140
T: (04) 473 0880
F: (04) 471 2865
E: info@creativenz.govt.nz
NORTHERN REGION
Auckland Office
Third Floor
Southern Cross Building
59-67 High St
Auckland 1010
PO Box 1425, Shortland Street
Auckland 1140
T: (09) 373 3066
F: (09) 377 6795
E: northern@creativenz.govt.nz
SOUTHERN REGION
Christchurch Office
Currently there is no physical
address
PO Box 3806
Wellington 6140
T: (03) 366 2072
E: southern@creativenz.govt.nz
27

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