artomatic 2009 survey final
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1 SocialCompact| www.socialcompact.org
Artomatic 2009 Visitor Survey
Conducted by Social Compact for Artomatic
June, 2010
2 SocialCompact| www.socialcompact.org
OverviewArtomatic 2009 Visitor Survey
The data in this presentation were collected from online survey questions distributed in two ways: • To a random sample of visitors on site at Artomatic 2009• Through a link on the official Artomatic website, and through
the NewsletterPeriod: June 12, 2009 through July 30, 200942 questionsA total of 1,375 responses from 76,000 Artomatic visitors and participants
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Artomatic Visitors Demographics
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43.8%
56.2%
Male Female
Visitors Gender Artomatic 2009 Visitor Survey
Highlights: Gender Distibution:
• 56.2% of the Artomatic Visitor Survey respondents were female
• The female to male ratio at Artomatic was slightly higher than the:
• National average:50.7%• DC Area average: 52.7%
Source: U.S. Census Bureau, http://quickfacts.census.gov/qfd/states/11000.html
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5.8%
64.2%
26.3%
2.7% 1.0%
Under 18 18-44 45-64 65 or older Decline to answer
Visitors AgeArtomatic 2009 Visitor Survey
Highlights: Age Distibution:
• The majority (64%) of the survey respondents were in the age group 18-44
• 49% of them were between 25- 34• 25% were between 18-24 • 26% were between 35-44
• About ¼ of the total respondents were in the age group 45-64
• Only 2.7% of Artomatic visitors were persons 65 years old and over, compare to a DC average of 11.9%, and a national average of 12.8%
Source: U.S. Census Bureau, http://quickfacts.census.gov/qfd/states/11000.html
6 SocialCompact| www.socialcompact.org
Visitors EducationArtomatic 2009 Visitor Survey
Highlights: Education:
• Artomatic 2009’s visitors were on average highly educated, most survey respondents had some form of higher education degree (80%)
• About 14% of respondents had some college education or an Associates degree
4.19%13.72%
80.23%
1.86%0.00%
10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%
100.00%
High school or less
Some college or associates
degree
Undergraduate or graduate
degree
Other (please specify)
7 SocialCompact| www.socialcompact.org
Visitors Employment StatusArtomatic 2009 Visitor Survey
Highlights: Employment:
• 75% of Artomatic 2009 visitors were either self-employed or employed by someone else
• 24% of those were self-employed• 76% of those were employed by
someone else• 12% were students
75.3%
2.6% 4.3%
12.2%
5.6% Full-time employed
Homemaker or stay-at-home parent
Retired
Student
Unemployed or disabled
8 SocialCompact| www.socialcompact.org
Visitors OccupationArtomatic 2009 Visitor Survey
Highlights: Occupation:
• Artomatic 2009 visitors’ occupations were similarly distributed among the following sectors:
• Business: 22%• Government & Education: 18%• Other: 21%• Arts: 15%• Non-profit: 11%• Student: 9%
15.0%22.4% 17.9%
1.2%11.2%
21.0%
2.4%8.8%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
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33.3%
12.5%
41.7%
12.5%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Primary/middle school
Highschool College or university
Part-time
33.3%
12.5%
41.7%
12.5%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Primary/middle school
Highschool College or university
Part-time
What kind of Educator are you?Artomatic 2009 Visitor Survey
Highlights: Educators:
• The survey respondents who work in Education reported to be employed at:
• College or university: 41.7%• Primary/middle school: 33.3%• High school: 12.5%• Part-time: 12.5%among the
10 SocialCompact| www.socialcompact.org
10.3% 9.2%
34.3%28.4%
17.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
< $35,000 $35,000 -$49,999
$50,000 -$99,999
> $100,000 Decline to answer
10.3% 9.2%
34.3%28.4%
17.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
< $35,000 $35,000 -$49,999
$50,000 -$99,999
> $100,000 Decline to answer
What is your household income?Artomatic 2009 Visitor Survey
Highlights: Household Income:
• About a third of survey respondents reported their household income to be between $50K and $99k
• 28% of respondents have a household income of more than $100K
11 SocialCompact| www.socialcompact.org
Own a house, 42.9%
Own a condo, 10.6%
Rent an apartment or
condo or house, 31.8%
Other (homeless),
0.7%
Dorm, 1.4%
Rent a room (group home,
etc.), 3.5%
Live at home (rent free),
9.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Own a house, 42.9%
Own a condo, 10.6%
Rent an apartment or
condo or house, 31.8%
Other (homeless),
0.7%
Dorm, 1.4%
Rent a room (group home,
etc.), 3.5%
Live at home (rent free),
9.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Do you own/rent?Artomatic 2009 Visitor Survey
Highlights: Living Situation:
• 42% of survey respondents own a house• 32% rent an apartment, condo or house• 11% own a condo• 9% live at home• 1.4% live in a dorm
12 SocialCompact| www.socialcompact.org
DC35%
MD29%
VA28%
DC MD VA PA
NY CA NC NJ
FL IL CT MA
TX LA MO TN
WA WV Colombia GA
IN KY MI MN
MS NE New Zealand OH
OK OR Puerto Rico WI
ZIP CodesArtomatic 2009 Visitor Survey
Highlights: Distribution by State:
• 93% of survey respondents who shared their ZIP code were from either DC, VA or MD
• A total of 32 different states/countries were represented in this survey
13 SocialCompact| www.socialcompact.org
Getting to Artomatic
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50.4%
1.8%
62.8%
2.7% 3.4%8.2%
1.5%0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Car Taxi Metro Bus Bike Walked Other (please specify)
What mode(s) of transportation did you use to get to Artomatic 2009?
Artomatic 2009 Visitor Survey
Highlights: Method of Transportation:
• Half of the survey respondents reported traveling by car
• Most Artomatic visitors (63%) traveled to the event by Metro
• A back of the envelope calculation shows that Artomatic contributed to:
• 63% of 76,000 visitors x $2.50 for an average Metro ride= $119, 000 incremental revenue for WMATA
15 SocialCompact| www.socialcompact.org
Is Metro Accessibility Important?Artomatic 2009 Visitor Survey
Highlights: Metro Accessibility:
• For the majority (76%) of Artomatic visitors Metro Accesibility is important
75.46%
24.54%
Yes No
16 SocialCompact| www.socialcompact.org
87.7%
12.3%
Yes No
Did you come with friends or family?Artomatic 2009 Visitor Survey
Highlights: Friends or Family:
• Most Artomatic visitors came with their friends or family
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At Artomatic and Beyond
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75.8%
12.6%21.5%
6.4%
21.0%11.6% 7.0%
29.9%39.7%
10.5%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
What drew you to Artomatic 2009?Artomatic 2009 Visitor Survey
Highlights: Reasons for Visit:
• The majority (76%) of Artomatic visitors were drawn to the event by the Visual Arts
• 30% were there to support a friend, and about 40% visited to “just browse”
19 SocialCompact| www.socialcompact.org
18.0%10.1% 4.0% 2.9%
10.6%
65.4%
5.4%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
What Artomatic activities did you attend? Artomatic 2009 Visitor Survey
Highlights: Activities Attended:
• Most visitors (65.4%) did not attend any activities
• The most popular activity among visitors who attended one was “Meet the Artists Night”, visited by 18.0% of survey respondents
• The second most attended activities were the Workshops
20 SocialCompact| www.socialcompact.org
2.5%
50.4% 47.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
None Once More than once
How many times did you visit Artomatic 2009? Artomatic 2009 Visitor Survey
Highlights: Times Visited:
• 50.4% of survey respondents were one-time visitors
• 47.2% visited Artomatic more than once
21 SocialCompact| www.socialcompact.org
22.7%
25.5%
14.1%
51.9%
43.1%
23.8%
Weekday afternoons Weekday evenings Weekday nights
Weekend afternoons Weekend evenings Weekend nights
Which time of the week did you visit Artomatic?Artomatic 2009 Visitor Survey
Highlights: Time of Week:
• About half of the survey respondents visited Artomatic visitors on a weekend afternoon
• 43.1% visited on a weekend evening• 25.5% visited on a weekday night
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56.3%
43.7%
Yes No
Do you think it’s important for Artomatic to be open on weekdays during the day?
Artomatic 2009 Visitor Survey
Highlights: Open Weekdays:
• 56% of visitors think that it’s important that Artomatic is open during the day on weekdays
23 SocialCompact| www.socialcompact.org
How many floors did you visit?Artomatic 2009 Visitor Survey
Highlights: Floors Visited:
• About half of the survey respondents visited 3 or more floors
• Almost 40% visited all floors• Only 6% visited only 1 -2 floors
39.8%
6.3%
53.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
All 1 to 2 floors 3 or more floors
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37.6%
56.1%
6.3%
Less than 2 hours 3 to 5 hours More than 5 hours
On average, how much time did you spend as a visitor at Artomatic 2009 on each visit?
Artomatic 2009 Visitor Survey
Highlights: Time Spent:
• 56.1% of the survey respondents spent 3 to 5 hours at Artomatic
• 37.6% spent more than 5 hours• 6.3% spent less than 2 hours
25 SocialCompact| www.socialcompact.org
88.6%
8.5%
2.9%
High or very high Average Low or very low
How do you rate Artomatic 2009?Artomatic 2009 Visitor Survey
Highlights: Visitor Rating:
• The majority (88.6%) of Artomatic 2009 visitors gave the event a “High” or “Very High” rating
• Only 2.9% of visitors rated the event as “Low” or “Very Low”
26 SocialCompact| www.socialcompact.org
16.4%
0.9%
21.0%
51.9%
9.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Too big Too small Adequate Perfect Other (please specify)
How would you rate the size of Artomatic 2009?Artomatic 2009 Visitor Survey
Highlights: Size Rating:
• More than half (52%) of the visitors considered the size of Artomatic 2009 “Perfect”
• 21% considered it “Adequate”• 17% thought it was “Too big”• Fewer than 1% of respondents thought it was
“Too small”
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91.6%
1.4%7.0%
Yes No Not sure/Do not know
91.6%
1.4%7.0%
Yes No Not sure/Do not know
Would you attend future Artomatic events?Artomatic 2009 Visitor Survey
Highlights: Future Attendance:
• 91.6% of Artomatic 2009 visitors said that they would attend future Artomatic events
• About 7% were not sure/didn’t know• Only 1.4% said that they would not attend a
future event
28 SocialCompact| www.socialcompact.org
In which year(s) did you attend Artomatic?Artomatic 2009 Visitor Survey
Highlights: Artomatic Through the Years:
• Almost half (47.4%) of the respondents to the Visitor Survey attended Artomatic 2009
• About 20% attended Artomatic 2008
1.7% 5.8% 7.2% 8.0% 10.5%19.4%
47.4%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
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23.0%22.0%13.0%
21.5%24.0%18.4%
41.4%
20.7%12.8%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
What suggestions do you have for future programming during Artomatic?
Artomatic 2009 Visitor Survey
Highlights: Programming Suggestions:
• 41% suggested closer access to local restaurants, coffee shops ,etc
• 24% suggested better outreach programs• 23% suggested better networking events• 22% suggested additional workshops• 22% suggested exhibit tours
30 SocialCompact| www.socialcompact.org
43.7%
15.1%6.4% 5.2% 5.6% 1.9%
10.1% 12.1%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
Noti
ce fr
om
parti
cipa
nt/f
rien
d/w
orth
of …
Inte
rnet
Art
omati
c e-
new
slett
er
Flye
rs
Ads
TV/R
adio
New
s co
vera
ge (n
ewsp
aper
, bl
ogs,
etc
.)
Oth
er (P
leas
e sp
ecify
)
43.7%
15.1%6.4% 5.2% 5.6% 1.9%
10.1% 12.1%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
Noti
ce fr
om
parti
cipa
nt/f
rien
d/w
orth
of …
Inte
rnet
Art
omati
c e-
new
slett
er
Flye
rs
Ads
TV/R
adio
New
s co
vera
ge (n
ewsp
aper
, bl
ogs,
etc
.)
Oth
er (P
leas
e sp
ecify
)
How did you hear about Artomatic 2009?Artomatic 2009 Visitor Survey
Highlights: Sources of Information:
• Most visitors (44%) heard about Artomatic from a friend, participant, or word of mouth
• Around 15% heard about the event through the Internet, while about 10% found out about Artomatic through news coverage
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89.5%
3.6% 2.0%
20.1%
2.9% 5.1% 5.9%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
Did you visit the Artomatic 2009 websites?Artomatic 2009 Visitor Survey
Highlights: Online Presence:
• The majority (89.5%) of the survey respondents had visited the official Artomatic website at some point during the event
• 20.1% reported to have visited the Artomatic 2009 Facebook page
32 SocialCompact| www.socialcompact.org
Merchandising at Artomatic 2009
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29.4%
14.7%
34.3%
7.7% 6.3% 7.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Under $50 $51 to $100
$101 to $500
$501 to $1,000
$1,000 or more
Prefer not to answer
10.9%
89.1%
Yes No
Did you buy Art at Artomatic?Artomatic 2009 Visitor Survey
Bought Art: Spent on Art:
• 10.9% of survey respondents said that they bought art at Artomatic 2009
• About a third of the visitors who bought art, spent under $50, another third spent $101 to $500
34 SocialCompact| www.socialcompact.org
24.7%
75.3%
Yes No
47.9%
52.1%
Yes No
Did you visit the Artomatic Store?Artomatic 2009 Visitor Survey
Visited: Made a Purchase:
• About 48% of survey respondents visited the Artomatic 2009 store
• A quarter of those who visited the store made a purchase
35 SocialCompact| www.socialcompact.org
50.8%
3.8%
28.1%
17.3%
Did not know it was there Could not find it
Was not interested Other (please specify)
Why did you not visit the Artomatic store?Artomatic 2009 Visitor Survey
Highlights: Reasons for Not Visiting Store:
• Out of the respondents who did not visit the Artomatic store, the majority (51%) said that they did not know it was there
• 28% were not interested in the store• 3.8% said they could not find the store
36 SocialCompact| www.socialcompact.org
2.6%
14.1%2.1%1.0%
2.1%3.1%
2.1%3.1%
1.6%1.0%
8.9%11.5%
3.6%0.0%
0.5%1.0%
12.5%
47.4%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
Art
Bag
Book
Brac
elet
Butt
ons
Cap
Post
card CD
Food
Jew
elry
Mug
Peep
s
Pin
Post
er
Raffl
e Ti
cket
Soda
Stick
er
T-sh
irt
What did you purchase at the Artomatic store?Artomatic 2009 Visitor Survey
Highlights: Items Purchased:
• The most popular items at the Artomatic store were T-shirts
• Other items that were frequently purchased were stickers, tote bags, mugs, and Peeps
37 SocialCompact| www.socialcompact.org
50.9%
6.8%
42.3%
Was not interested in merchandise
Too expensive
Other (please specify)
Why did you not make a purchase at the Artomatic store?
Artomatic 2009 Visitor Survey
Highlights: Reasons for No Purchase:
• Out of the 75% of Artomatic store visitors who did not make a purchase, 51% cited that they were not interested in the merchandise
• About 7% said it was too expensive
38 SocialCompact| www.socialcompact.org
21.8%
39.6% 45.4% 45.7% 41.7%
22.9% 26.2%33.1%
23.6%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
What would you like to see at the Artomatic Store next year?
Artomatic 2009 Visitor Survey
Highlights: Store Items:
• The items most requested by survey respondents for the Artomatic 2010 store are:
• Postcards of art at Artomatic (46%)• Courier/shoulder bags (45%)• T-shirts (42%)• Planners/notebooks (40%)• Snacks (33%)
39 SocialCompact| www.socialcompact.org
29.5%
19.2% 21.5%28.8%
4.7%
31.8%
17.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Beer Wine Sodas Water Red Bull None Other (please specify)
Which of the following did you consume at Artomatic?
Artomatic 2009 Visitor Survey
Highlights: On Site Consumption:
• 68% of survey respondents consumed a beverage at Artomatic 2009
• The most popular beverages were:• beer (30%)• water (29%)• soda (22%)• wine (19%)• Red Bull (5%)
• 32% reported to not have consumed any beverages on site of the event
40 SocialCompact| www.socialcompact.org
44.5%
12.3%
43.2%
Yes No It's irrelevant
Would more opportunities to purchase food make you more likely to attend Artomatic events?
Artomatic 2009 Visitor Survey
Highlights: Importance of Food:
• 43% of survey respondents think that opportunities to purchase food are irrelevant to their likelihood to attend Artomatic events
• 45% responded that food would make them more likely to attend Artomatic events
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30.1%
48.8%
69.9%
17.3%
0.0%
33.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Had visited before Likely to visit in the future
Yes No Not sure
Had you visited/are you likely to visit businesses near the Artomatic site?
Artomatic 2009 Visitor Survey
Highlights: Visits to Local Businesses:
• Before attending Artomatic, 70% of respondents had not visited any businesses near the site
• After attending Artomatic, 49% of survey respondents said they are likely to visit businesses near the site (to shop, eat, look for housing or office space)
42 SocialCompact| www.socialcompact.org
Social Compact738 7th St., SE, Washington, DC 20003
smallbiz@socialcompact.org
Analysis and Presentation by Mila Adamova
Artomatic 2009 Visitor Survey
June, 2010
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