Creative New Zealand takes a lead on providing research for the arts sector. Since 2005, Creative New Zealand has conducted research to measure New Zealanders engagement with the arts. The research comprises two separate surveys (one of adults aged 15+; and one of young people aged 10-14). The surveys are repeated every three years.
The research is used in a number of ways. It provides:
• Vital insights for Creative New Zealand, selected agencies and arts organisations about the national levels of cultural engagement and attitudes towards the arts
• Stories to advocate for the arts
• Up-to-date data that arts organisations can use to develop marketing programming and income generation strategies
• National trends using benchmarked data.
This study focuses on New Zealanders’ (15+ year olds) attendance at, participation in, and attitudes towards the arts in New Zealand. Attendance is defined as going to any of the below events or locations in the last 12 months:
• Art galleries or exhibitions or online galleries or film festivals
• Performances in theatres, contemporary dance, ballet, concerts or circuses
• Poetry or book readings, or book festivals
• Cultural performances, festivals, exhibitions or celebrations of Pacific or Māori arts.
Participation is defined as the ‘active involvement’ in the making or presentation of art in the last 12 months. The “arts” is split in to six different art forms, and attendance and participation is measured for each:
• Visual arts
• Craft and object art
• Performing arts
• Pacific arts • Māori arts