Audiences and Gender

So, do men and women engage with the arts in different ways? While this data analysis and research may have surfaced stereo-types which you may be familiar with ? it nevertheless offers practical suggestions about how to respond to different behaviours and motivations in our audiences. In the end the differences between genders may be subtle, and there?s no accounting for taste or opportunity to attend, however, it is useful to remember that everyone experiences the arts in different ways.

This work was commissioned by Arts Council England which recognised the current gender inequality in engagement in the arts in England. Through Audiences UK, Audiences London and Audiences North East were commissioned to undertake data analysis and research in order to inform the Arts Council?s Gender Equality Strategy.

The data analysis and research suggests:

• Females may be more likely than males to see arts attendance as a social experience and are probably seeking out more social benefits.
  
• Females seem to attend in larger groups (males stick to attending with their partner or on their own) and are more likely to trust recommendations from friends and family and recommendations generally.
  
• Males are more likely to use websites and emails as information sources, possibly preferring more independent and objective sources of information.
  
• Males are generally seeking out particular pieces or events that interest them, ideally at trusted venues, while also aiming to please their partners.
  
• Satisfaction seems to be relative to expectations, with females consistently rating experiences more highly than males. Perhaps this indicates that the benefits females seek are realised through social interaction as much as the work seen, whereas for males is it all about the work? This may be the chief reason that males engage less with the arts and attend a narrower range of artforms. So, are men just more discerning or in fact less likely to take risks in their arts attendance? Or are women just easier to please?
  

 

Either way, we need to remember that some of our audiences could be more effective advocates (more likely females), while others rely on us providing accessible and good information. Some will be more critical (more likely men) and for others as long as the kids had a good time all is well. But everyone is looking for quality experiences with a high level of customer service.

For full details of the methodology and data analysis please download the report below.  This work was commissioned and funded by Arts Council England

Both reports can be downloaded below.