New Zealanders and the arts
Most New Zealanders value the arts and are involved in the arts as participants and/or audience members, according to research commissioned by Creative New Zealand.
Late last year, research company Colmar Brunton conducted a national survey examining attitudes to, attendance at and participation in the arts. The findings are published in a report, "New Zealanders and the arts: Nga iwi katoa o Aotearoa me nga mahi toi".
For Creative New Zealand, the research has produced a number of key findings that will inform its work in arts participation and audience development. It shows, for instance, that 87.5% of New Zealanders aged 15+ are involved in the arts as attendees and/or participants.
This latest research will also be available to the arts sector. For instance, it will provide arts organisations with real market intelligence to help them with their audience development and participation programmes.
Other key findings include:
Attitudes
Most New Zealanders value the arts and their contribution to our national identity, our society and the economy.
- 77% agree that the arts should receive public funding
- 76% agree that the arts help define who we are as New Zealanders
- 75% agree that the arts are strong in New Zealand
- 74% agree that the arts contribute positively to our economy
- 73% agree that their community would be poorer without the arts.
For more than half the New Zealand population (56%), the arts are part of their daily lives. And four out of ten New Zealanders (41%) say they cannot live without the arts.
Attendance and participation
- 84% of New Zealanders aged 15+ attended at least one arts event in the past year
- one-third (32%) of New Zealanders aged 15+ attend arts events regularly – at least once a month
- the most significant increase in attendance levels (9% overall) is at MÄori arts events
- 19.4% of New Zealanders aged 15+ attend some arts events (less than four) during the year and are more likely to attend if they're encouraged by their social network
- the high-attendance segment is active across all areas of the arts and is disproportionately much more active as participants in the arts than other segments
- the low-attendance segment is still strongly supportive of the arts
- 50% of New Zealanders aged 15+ actively participated in the arts in the past year
- income has no influence on arts participation
- educational attainment has more influence on arts attendance than on arts participation
- more than half the people who don't attend any arts events are favourably disposed to the arts. This group is heavily involved in the arts through participation rather than attendance
- lack of time and other commitments is the main reason for attending arts events less often
- 84% of the low-attendance segment agree with the statement that "Some arts events interest me but I still don't go much".
