Group of Minds, a marketing consulting group based in San Jose, California, has released an update of its “Arts Patrons: Mobile Preferences” study on mobile-device use by patrons of arts and culture. The study reports the results of a twelve-question online survey conducted in San Jose, CA; Austin, TX; Nashville, TN; Philadelphia, PA; and Boston, MA. Among the findings: a “huge increase in interest in using a smartphone in general over previous years”; 81 percent of respondents reported they would use their mobile device to look up events near them, up from 45 percent in 2009; 5 percent abandonment rates for users of Twitter, Snapchat, and Tumblr; and 37 percent of respondents bought tickets online, versus 21 percent in 2012. Recommendations for arts and cultural organizations included: all marketing channels should be optimized for mobile; organizations must consider the total experience of the patron and should allow mobile check-in at events; arts groups need to provide clear guidance on mobile-device use at events. The 2015 study is the third iteration of the “Arts Patrons: Mobile Preferences” research study, commissioned in 2009 by Arts Council Silicon Valley, and followed Group of Minds’ 2012 update. More information is available here.
Posted December 3, 2015
