USE OF INFORMATION SOURCES - Television

1
USE OF INFORMATION SOURCES - Television
Q8h. Where do you find information about the Arts
on TV?
52
48
TOTAL SAMPLE N429
54
46
57
43
BRISBANE n92
REGIONAL n114
Significantly more people in Regional areas use
Television to access entertainment information
than those in Regional Queensland. The charts
to the left and right show where (on the TV)
people find the information in question.
BRISBANE n92
REGIONAL n114
2
USE OF INFORMATION SOURCES - Websites
Q8f. Which websites do you use for information?
69
31
TOTAL SAMPLE N429
23
77
60
40
REGIONAL n48
BRISBANE n86
Significantly more people in Brisbane use
websites to access information than those in
regional Queensland. Of the websites used, the
charts to the left and right show the top 5
nominated by region. There are significant
differences in the use of certain websites, but
this is clearly due to the location of the events
that are advertised on the relevant websites.
3
USE OF INFORMATION SOURCES - Radio
Q8g. Where do you find information about the Arts
on the Radio?
59
41
TOTAL SAMPLE N429
48
52
66
34
REGIONAL n103
BRISBANE n73
Significantly more people in Regional areas use
Radio as a source of information than those in
Brisbane metro. The charts to the left and
right show that there are similar trends in the
way the Radio acts as a source of information
across the regions.
4
USE OF INFORMATION SOURCES - Newspapers
Q8h. Where do you find information about the Arts
in the Regional Daily/Courier Mail?
Courier Mail N86
Regional Daily N46
22
40
78
60
5
USE OF INFORMATION SOURCES Word of Mouth
From those who said word of mouth at Q10

• There is more use of word of mouth as an
  information source for the Interested segment and
  within the Brisbane Metro region. It is
  currently viewed as one of the most powerful
  sources of promotion for a brand or product and
  (as a medium conducive to arts promotion) given
  its significance amongst channels of
  communication about the arts, may be an important
  consideration for Arts organisations.
• For the Interested segment, word of mouth
  information is received equally by face to face/
  telephone conversations and by e-mail. For the
  Disinclined segment there is slightly more
  reliance on word of mouth information being
  passed on through face to face/ telephone
  conversations. However, once again, there is
  more overlap than not.

6
COMMUNICATING SPECIAL OFFERS BY SEGMENT
Q10. How would you like to find out about special
Arts event offers e.g. Ticket and meal deals?
N429

• Overall the preference trends for channels of
  communication for special offers by segment were
  similar.
• There were some significant differences in the
  proportions of respondents who preferred certain
  channels of information. The Interested segment
  had a greater preference for e-mail newsletters
  and those in the Disinclined segment had a
  stronger preference for the local paper, however
  this was still the number one preference for the
  Interested segment.

7
COMMUNICATING SPECIAL OFFERS BY REGION
Q10. How would you like to find out about special
Arts event offers e.g. Ticket and meal deals?
N429

• There were some significant differences in the
  proportions of respondents by region who
  preferred certain channels of information.
• There was a stronger preference for the local
  paper and posters or billboards in regional
  areas, while Brisbane residents preferred
  websites, e-mail or the Courier Mail.
• However it should be noted that while Regional
  residents had a stronger preference for the local
  paper, this was still the most preferred method
  for receiving information regarding special
  offers for Brisbane residents.

8
INFORMATION SOURCES SUMMARY

• There are significant differences between the
  segments and the Metro vs. Regional areas in
  terms of proactive vs. reactive use of
  information sources.
• The Interested segment are significantly more
  likely than the Disinclined segment to use
  several sources for information about arts events
  and activities. No one source is exclusively in
  use by either segment and across both segments
  the Local paper is the primary source of
  information.
• The Interested segment make significantly more
  use of proactive sources of information such as
  websites, email, word-of-mouth communication,
  finding information at venues, and picking up
  flyers in cafes. Of their preferred channels for
  communicating special offers email newsletters
  and emails from friends both feature. Based on
  findings from the qualitative research, this may
  be due to these being trusted sources and also
  social conduits.
• Brisbane Metro residents (similar to the
  Interested segment) were more likely to rely on
  electronic means of communication and on email
  newsletters and websites, whereas those from
  Regional areas report using traditional media
  significantly more, such as TV, Radio and local
  papers. In regional areas people were also
  significantly more likely to rely on billboards
  or see advertisements outside venues.
• In terms of communicating special offers the
  Interested segment and Brisbane residents were
  significantly more likely to prefer email
  newsletters. Whereas the Regional and
  Disinclined were significantly more likely to opt
  for communication via local papers.
• There is some overlay between segment and
  location - that is, the Disinclined in Brisbane
  Metro are slightly more likely to use electronic
  means, whereas the Interested in a Regional area
  are slightly more likely to use traditional
  sources. This should be a consideration in any
  promotional effort that is segment based.
• Advertisements accounted for most of the
  information all segments received from Radio or
  TV. Regional residents report using general
  advertisements most but Courier Mail readers
  (nearly all Brisbane Metro) were more likely to
  use the Weekend Entertainment section.
• Ticketek was the most heavily used website across
  the Regions. Regional residents were more likely
  to use Venue websites for information and people
  in Brisbane Metro using generic sites including
  OurBrisbane, QTIX and Citysearch significantly
  more.