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MTM Digital Culture 2019 Launch Presentation


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Key findings from the Digital Culture 2019 report conducted on behalf of Nesta and Arts Council England. This presentation was shown at the launch event of the Digital Culture 2019 report.

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MTM Digital Culture 2019 Launch Presentation

  1. 1. 1 1 Digital Culture 2019 February 2020
  2. 2. 2 This is the fifth iteration of the Digital Culture Study conducted on behalf of Nesta and Arts Council England Digital Culture 2013 2014 2015 2016 2017 2018 2019 1 2 3 4 5 Digital Culture Digital Culture Digital Culture Digital Culture DCMS Culture is Digital NPO funding cycle 2012-2015 NPO funding cycle 2015-2018 NPO funding cycle 2018-2022 Digital R&D Fund for the Arts
  3. 3. 3 This year’s report focuses on four key areas to understand the role and impact of digital technology on the arts and culture sector Business models & income generation Research & development Audience development & data use Enablers & barriers to achieving digital aspirations
  4. 4. 4 Business models is the only area in which digital technology is considered more important now than in 2013 2013 35% 2019 49% Proportion of organisations agreeing that technology is essential / important …
  5. 5. 5 However, fewer organisations think digital technology is important to business models than other aspects of their work The importance of digital technology to different business areas, 2019 66% 50% 46% 30% 25% 27% 22% 25% 28% 28% 25% 22% Marketing Operations Preserving & archiving Creation Distribution & exhibition Business models Essential Important 88% 75% 74% 58% 50% 49%
  6. 6. 6 In 2019 22% of organisations report that digital technology has a major positive impact on revenues and profitability… … vs. 11% in 2013 Notes: Source:
  7. 7. 7 Yet, over time there hasn’t been significant growth in the adoption of revenue-generating activities 2013 2019 Selling tickets online 45% 48% Collecting donations online 35% 41% Our JustGiving page and the donation button on our website enables simple online donations and independent fundraising on our behalf. It doesn’t bring in huge amounts but it’s worthwhile and easy to administer. Aldaterra (small combined arts organisation) Proportion of organisations undertaking activities
  8. 8. 8 Proportion of organisations reporting a major positive impact from digital technology Audience development has not seen a greater impact from digital technology than in previous years 20192013 46%47% 26%26%34%32% Engaging more extensively with existing audiences Reaching a more diverse audience Reaching a younger audience
  9. 9. 9 …from 33% in 2013 …to 28% in 2019 We have created a series of podcasts around mental health and a spoken word project that has enabled us to share the voices of marginalised groups to an international audience. Take Art Ltd (small combined arts organisation & NPO) The proportion of organisations reporting a major impact from digital technology on reaching international audiences has fallen
  10. 10. 10 The use of data by arts and cultural organisations can have dramatic positive effects, but the behaviour is not yet mainstream Our cinema has increased revenue by 36% since we used Audience Finder and found out that ‘Facebook families’ are a segment of the audience that book tickets, and a segment that could grow further. Customs House Trust Ltd (large combined arts organisation & NPO) Proportion of organisations undertaking data-led activities – 3 examples 41% Using data to develop online strategy 14% Using data to model future trends 43% Using data to understand audiences through segmentation / profiling
  11. 11. 11 Organisations are becoming more risk-averse towards digital technology, and less likely to undertake Research & Development Organisations agreeing that they engage in experimentation and take risks with digital… 2014 33% 2019 27%
  12. 12. 12 We are still playing catch up in digital display / exhibition technology so I think we can let other organisations test the water before we do! Hampshire County Council Museums and Archives Services (large heritage organisation)
  13. 13. 14 Support from senior and experienced staff can drive up digital skills, enable digital aspirations and help overcome barriers Factors considered important by arts and cultural organisations for raising skill levels Support from senior members of the team Training sessions delivered by existing members of staff Support from funding bodies e.g. Arts Council, Nesta, The Space etc. Organisations with basic skills Organisations with advanced skills 65% 36% 8% 7% 32% 65% 48% 60% Recruitment of staff with specific skills / knowledge platforms
  14. 14. 15 There are growing disparities between the digital engagement of large and small organisations Increase in the proportion of organisations reporting a major positive impact from digital technology (between 2013 and 2019)… +29pp +3pp Large organisations Small organisations
  15. 15. 16 NPOs are ahead in terms of digital activities and R&D, which should offer collaborative learning opportunities across the sector NPOs are more likely to be engaging in R&D behaviours, and sharing this knowledge with the wider sector… NPOs 2019 Sector 2019 “We partner with other arts and culture organisations on projects with a digital component” 45% 28% “We evaluate the impact of digital work on our overall mission” 46% 26%