Key facts: March 2022
WA digital engagement
- -4% decline in WA audiences participating in online experiences since Nov 21
- 30% of digital audiences are paying for experiences
- 46% of those paying spent $50 or more in the last fortnight
- 19% are watching pre-recorded video of performances and events
Key statistics: Western Australian audiences, March 2022
- Following an uptake in digital participation in November 2021, engagement with online arts and cultural activities has declined slightly in Western Australia (WA), as audiences return to in-person attendance in 2022.
- WA audiences are among the least likely to be participating in online arts and culture activities of any state or territory: 36% said they participated online in the fortnight before data collection (9-13 March 2022), down from 40% in November 2021.
- The most common activities engaging WA audiences are watching pre-recorded video of an event (19%, stable) and doing an online class, course or tutorial (15%, down from 19%).
- 1 in 3 (30%) digital audiences in WA are paying for online arts and culture experiences. They are most similar to audiences in SA (32% paying) and QLD (33% paying) — both states that have experienced fewer disruptions to in-person attendance
in the last two years, relative to other states/territories like NSW, VIC and the ACT.
- Among the WA audiences paying for online experiences, a consistent proportion spent $50 or more in the fortnight before data collection (46%, stable from 48% in November 2021).
- Three key segments persist for digital experiences: ‘digital devotees,’ the 26% of WA audiences who see a substantial role for digital in their lives, ‘tired of tech’ audiences, the 31% who see no role at all outside of lockdown
and ‘selective but supportive’ audiences, the 43% who see a small role.
- One WA ‘digital devotee’ said: ‘My home is in a rural area, so online gives me unlimited access to as much as I want. To attend live events is not always easy.’
- One WA ‘tired of tech’ audience member shared: ‘I haven't felt the need to do online events as yet, as we've been able to more or less continue life as normal in regional WA.’
- One WA ‘selective but supportive’ audience member shared: ‘Being present at a live/living performance is tops. Given that might not be possible, on line performances are much appreciated.
Table 1: Key segments for online arts and culture experiences among Western Australian audiences, March 2022.
| Proportion of audiences
| 26% | 31% | 43% |
The role of digital in their lives is…
| Substantial | None | Small |
| Online participation rate | 42% | 21% | 44% |
| Live stream participation rate
| 16% | 6% | 15% |
| Most interested in | Quality, high production digital programming
| Live performance | Hybrid events |
| Spending behaviours
| 39% online are paying for experiences
| 18% online are paying for experiences
| 28% online are paying for experiences
|
| Demographic features
| - More likely to have a disability (5%)
- More likely to be older (31% are 75+)
| Less likely to have a disability (3%) | More likely to be younger (51% are under 65)
|
| Vulnerability to COVID-19 themselves or in their network
| 53% | 48% | 52% |
| Other attitudes and behaviours | - Most likely to have frequently attended the performing arts, pre-pandemic (62%)
- More likely to earn a portion of their income from creating art (14%)
| Most comfortable attending in- person events right now (48% are ready to attend whenever permitted) | Slightly more risk-averse (49% will only attend with minimal risks) |