Content and products offered are most important part of relationship culture-goers have with arts and culture organizations – personal or cultural connection is most likely to influence attendance (Business / Arts/NAC/Nanos)

Asked to rank the most important parts of the relationship they might have with an arts or cultural organization, culture-goers most frequently rank first the content/products they offer (32%). This was followed by them being essential to their life and/or community (15%) and consistent quality of offerings (14%). Just under one in ten rank the alignment of social values and the reputations of the organization first (nine per cent each).

Nanos conducted an RDD dual frame (land and cell-lines) hybrid telephone and online random survey of 1,086 Canadians, 18 years of age or older, between April 28th to May 1st, 2024 as part of an omnibus survey. The margin of error for a random survey of 1,086 Canadians is ±3.0 percentage points, 19 times out of 20.

The study was sponsored by Business / Arts and the National Arts Centre, the Founding Arts Partner for this project.

To read the full report, click here.

The report is also available in French.

To read the presentation deck, click here.