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Targeting Female Arts Audiences Online

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Targeting Female Arts Audiences Online Targeting Female Arts Audiences Online Katie Leimbach Drexel University Submitted in partial fulfillment of the Master of Science degree in Arts Administration November 26, 2008 TABLE OF CONTENTS Listing of Tables........................................................................................................................... iii Listing of Figures ......................................................................................................................... iv Abstract...........................................................................................................................................v Statement of Purpose.....................................................................................................................1 TOPIC..........................................................................................................................................................................1 IMPORTANCE TO THE GENERAL PUBLIC .....................................................................................................................1 IMPORTANCE TO THE ARTS ADMINISTRATION FIELD .................................................................................................1 METHODOLOGY..........................................................................................................................................................1 EXPECTED FINDINGS ..................................................................................................................................................2 Literature and Background ..........................................................................................................3 THE ARTS MARKETING FIELD ....................................................................................................................................3 The Development of Arts Marketing .....................................................................................................................4 Challenges in Marketing the Arts .........................................................................................................................5 Strategy in Marketing the Arts ..............................................................................................................................6 Gender...................................................................................................................................................................9 THE FEMALE POPULATION .......................................................................................................................................11 National Population............................................................................................................................................11 Regional Population ...........................................................................................................................................17 FEMALE ARTS PARTICIPATION .................................................................................................................................22 National Arts Participation.................................................................................................................................22 Regional Arts Participation ................................................................................................................................28 THE FEMALE INFLUENCE ON ATTENDANCE..............................................................................................................28 Spousal Influence ................................................................................................................................................29 Role in Viral Marketing ......................................................................................................................................31 THE FEMALE CONSUMER..........................................................................................................................................32 Women’s Internet Usage.....................................................................................................................................33 Targeting Women on the Internet .......................................................................................................................37 Definition of Terms......................................................................................................................43 Procedure......................................................................................................................................46 Limitations of the Study ..............................................................................................................50 Evaluation of 34 Arts Organizations’ Websites in the Greater Philadelphia Region ...........51 EMAIL UTILIZATION .................................................................................................................................................51 INFORMATION AVAILABILITY...................................................................................................................................53 USE OF WOMEN IN IMAGES ......................................................................................................................................62 ONLINE COMMUNITY PRESENCE ..............................................................................................................................65 CONVENIENCE OFFERINGS .......................................................................................................................................68 DEGREE OF HUMANIZED TECHNOLOGY....................................................................................................................71 Summary.......................................................................................................................................76 Conclusions and Implications .....................................................................................................77 Appendices....................................................................................................................................80 A. 2007 PHILADELPHIA CULTURAL LIST COOPERATIVE PARTICIPANT ROSTER.......................................................80 B. 2007 PHILADELPHIA CULTURAL LIST COOPERATIVE COMMON DEMOGRAPHICS REPORT ..................................80 Bibliography .................................................................................................................................81 ii Listing of Tables Table 1: Annual Estimates of the Population by Five-Year Age Groups and Sex for the U.S.: 2000-2006 ............................................................................................................................................................ 11 Table 2: Reclassifying 2006’s National Estimated Female Population from Five-Year Age Groups into Generations......................................................................................................................................... 13 Table 3: Generational Classification of the National Female Population................................................... 14 Table 4: Extracting Adult National Female Population from Five-Year Age Groups for Generation Y... 15 Table 5: Generational Classification of the National Adult Female Population......................................... 15 Table 6: 2006 Population Estimates by Five-Year Age Groups and Sex for Philadelphia's 5-County Region ................................................................................................................................................ 17 Table 7: Reclassifying 2006’s 5-County Female Population from Five-Year Age Groups into Generations ............................................................................................................................................................ 19 Table 8: Generational Classification of the 5-County Female Population ................................................. 20 Table 9: Extracting Adult 5-County Female Population from Five-Year Age Groups for Generation Y.. 21 Table 10: Adult Generational Classification of the 5-County Female Population ..................................... 21 Table 11: Demographic Distribution of U.S. Adults who attend/Visit/Read at Least Once in the 12-Month period ending August 2002 ................................................................................................................ 23 Table 12: Demographic Distribution of Total Attenders at Arts Events: 1997 .......................................... 24 Table 13: Change in Gender Proportions of Art Attenders between 1997 and 2002 ................................. 24 Table 14: Rates at Which U.S. Adults Attend/Visit/Read by Demographic Group, 2002 (Percentage Participating at Least Once in a 12-Month period ending August 2002)........................................... 25 Table 15: Attendance Rates for Arts Events, By Gender, United States, 1997.......................................... 25 Table 16: Change in Female Attendance Rates between 1997 and 2002 ................................................... 26 Table 17: Female Percentage of Total Attendance at Arts Events vs. Female Percentage of Total Attenders: 1997 .................................................................................................................................. 27 Table 18:
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