Audience 2.0

How Technology Influences 

Arts Participation
2 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 3

Message from 

the Chairman

I

n the arts, we are deeply invested in the primacy of the object and 

the necessity of the live experience. Technology is often seen as our 

nemesis—a cheaper, easier, virtual version of something real. 

Many of us in the arts battle the technology invasion; performing our own 

version of the refrain that those who do not remember their own history are 

condemned to repeat it.

The radio and the record album were once thought to herald the death of live 

music. The VHS tape and cable television were going to end film. Photography 

was going to replace painting, and color catalogues were going to obviate the 

need for museums.

None of these innovations led to the death of the art form, but instead 

contributed to its spread and helped create new audiences.

So now we are faced with the Internet, social media, and other new 

technologies, and I believe the arts field must embrace them and integrate 

them into our work. Not to replace it, but to extend it.

This latest offering from the NEA’s Office of Research and Analysis explores 

the ways that technology and media drive arts participation, and it is meant to 

spark exactly those conversations. 

After you have had a chance to spend some time with this report, I encourage 

you to log on to our Art Works blog atarts.gov, and tell us your thoughts.

Rocco Landesman

Chairman, National Endowment for the Arts

Preface ................................................................................................................................................................... 7

Chapter 1

Executive Summary..........................................................................................................................................9

Executive Summary .............................................................................................................................................10

Conclusions..........................................................................................................................................................14

Chapter 2

Background, Goals and Methods.................................................................................................................19

Objectives of the Present Research....................................................................................................................20

Methodology for the Present Research ..............................................................................................................22

Previous Research ...............................................................................................................................................24

Chapter 3

Electronic and Digital Media Participation in the Arts.......................................................................29

Arts Participation through Electronic Media.......................................................................................................30

Arts Participation by Participant Segment..........................................................................................................38

Electronic Media Participation in Individual Benchmark Arts Activities ............................................................50

Latin Music Participation through Electronic Media...........................................................................................56

Arts Participation through the Internet................................................................................................................59

Literature through Electronic Media....................................................................................................................66

Summary and Implications..................................................................................................................................70

Chapter 4

Comparing Media-Based Arts Participation 

with Participation by Other Means ............................................................................................................75

Arts Participation through Electronic Media and by Other Means....................................................................76

Arts Participation through Electronic Media and 

the Frequency and Breadth of Live Arts Attendance .........................................................................................89

Summary and Implications..................................................................................................................................91

Chapter 5

Recommendations for Future Research...................................................................................................99

Future Research on Arts Participation through Electronic Media ...................................................................100

Methods to Address Future Research Questions ............................................................................................102

Summary ............................................................................................................................................................104

Appendices

A. Chronological Trends in Arts Participation 

through Electronic Media from 1982 to 2002.......................................................................................107

B. 2008 Survey of Public Participation in the Arts (SPPA)...............................................................121

C. Technical Appendix..................................................................................................................................129

Table of Contents
6 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 7

Preface

Audience 2.0 examines how Americans participate in the arts via electronic 

and digital media. This new report is based on the NEA’s 2008 Survey of 

Public Participation in the Arts, which asked more than 18,000 adults about 

their participation in various arts activities over a one-year period.

One of the surprises in this report is that people 

who engage with art through media technologies 

attend live performances or arts exhibits at 

two to three times the rate of non-media arts 

participants.

In 2007-2008, Americans used the Internet to 

view paintings, sculpture, and photography; 

to read literature; to enjoy music, theater, or 

dance performances; and to post their own 

art—including music, films, video, and creative 

writing. They used electronic media, new and 

old, to observe certain kinds of arts events—

jazz, classical music, dance, theater, and opera. 

Whether using a cell phone or another handheld 

device, or just a radio or TV set, they viewed 

or listened to programs about artists, artworks, 

and museums. 

Media technologies connect Americans from 

diverse backgrounds to artworks that otherwise 

might be unavailable to them. This report shows 

that older Americans, rural communities, and 

people from racial or ethnic minority groups are 

more likely to experience certain art forms through 

media than through live attendance. 

Yet the report also shows that half of all Americans 

do not experience these art forms at all—whether 

through live attendance or through media. 

Traditional and media-based arts organizations 

have a mutual imperative: to continue innovating 

new approaches for building audiences, tapping 

each other’s strengths to produce a richer, more 

complex, and ultimately more rewarding arts 

experience for the public.

Not only do such collaborations make good 

business sense—there’s now an empirical reason 

to believe that media-based arts participation 

helps to reinforce other types of arts participation, 

even after accounting for other factors. It’s clear 

now, if it wasn’t before, that electronic media can 

be a gateway and not a barrier to greater arts 

participation.

Sunil Iyengar

Director, Research & Analysis

National Endowment for the Arts
This is an excerpt of a performance from the 

2009 NEA Opera Honors awards ceremony, 

featuring Angela Brown and Gordon Hawkins. The NEA is 

making its audio and video material available to the public for 

free through its website, YouTube, iTunes U, and FaceBook.
Chapter 1

Executive Summary
10 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

The opportunities for arts participation via media are various and constantly 

evolving. New technologies and art forms pose challenges to research methods 

built upon traditional metrics of arts participation. Nevertheless, the NEA’s 

2008 Survey of Public Participation in the Arts (SPPA) permits researchers to study 

American adults’ patterns of arts participation involving a broad range of electronic and 

digital media — radio, TV, CDs/DVDs, the Internet, and portable media devices. 1

The findings in this report focus primarily on 

electronic media use for participation in certain 

“benchmark” arts activities. The NEA tracks 

participation in the benchmark activities as an 

indicator of U.S. adults’ participation in the arts 

overall. Data about participation in those activities 

stem from questions that have been consistently 

included in all or most iterations of the SPPA. 2

The report also examines electronic media use 

for participating in many other kinds of arts 

activity, including Latin music concerts, literary 

reading, and personal performance and creation 

of art. Specific questions about Internet use also 

allowed reporting on certain non-benchmark arts 

activities. 

Our analysis of the 2008 SPPA data on arts 

participation via electronic media (inclusive of 

digital media) yields several key findings.

1. Over half of all U.S. adults (53%, or 

118 million) participate in the arts 

through electronic and digital media.

They did one or more of the following at least 

once in the 12 months prior to May 2008 

(see Figure 1-1):

•	 Used TV, radio, CDs/DVDs, a computer, or a

portable media device to view or listen to an 

arts performance, a program about artists, 

artworks, or museums, or a program about 

books or writers;

•	 Used the Internet to view paintings,

sculptures, photography, or other visual arts;

•	 Used the Internet to view or listen to a

live or recorded music, theater, or dance 

performance;

•	 Used the Internet to read or download a

novel, short story, or poem; or

•	 Created or posted their own art online

(including music, films, video, and creative 

writing).

2. More than one-third of U.S. adults 

(37%) participate in “benchmark” arts 

activities through electronic media.3

•	 The proportion of U.S. adults that visited

art museums and galleries was comparable 

to the proportion that enjoyed visual artworks 

or programs through media (23%; see 

Figure 1-2).

•	 Still, for every type of arts performance

besides theater, adults were more likely to 

view or listen through electronic media than 

to attend live events.

•	 The proportion of adults that viewed or

listened to a music, theater, or dance 

performance online exceeded the proportion 

that viewed visual art on the Internet alone 

(21% vs. 14%). 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 11

0% 20% 40% 60% 80% 100%

Jazz

Latin music

Classical music

Opera

Musical plays

Non-musical plays

Dance (including ballet)

Programs about artists,

artworks or art museums

Programs about

books or writers

Use the Internetto

view visual art online

Use the Internet

to view or download

an arts performance

Use the Internetto

create or post art

Use the Internet

to read novels,

short stories or poetry

Figure 1-1. Percent of U.S. adult population that participated in different arts activities 

through electronic or digital media

14.0%

14.8%

14.9%

14.9%

14.1%

21.0%

15.0%

17.8%

4.9%

5.0%

7.9%

7.9%

6.7%

Source: 2008 Survey of Public Participation in the Arts

National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 11
12 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

3. Higher educated adults and those 

living in metropolitan areas are 

more likely than others to use 

electronic media to experience 

“benchmark” arts activities.

•	 Education had the greatest influence on

arts participation through media, after 

statistically controlling for other demographic 

characteristics. The likelihood of Americans 

with at least some college education to 

engage in the arts through media was 24 

percentage points greater than for Americans 

with only a grade school education.

•	 The likelihood of metropolitan area residents

to participate in the arts through media was 6 

percentage points greater than for rural area 

residents.4

4. For certain art forms, racial or ethnic 

minority groups show higher rates of 

media participation than non-Hispanic 

white adults.

•	 Figure 1-3 shows that 55 percent of

Hispanics (17 million adults) — the largest 

proportion of any racial/ethnic group — used

media to participate in Latin music. 

•	 A larger percentage of African Americans

participated in jazz through media (20%) than 

any other racial/ethnic group.

5. A relatively large proportion of 

adults participate in benchmark arts 

activities through both live attendance 

and electronic media. In aggregate, their 

demographic characteristics resemble those 

of adults who participate only through live 

attendance.

•	 Twenty-two percent of U.S. adults (49 million)

participated in the arts through both media 

and live attendance (see Figure 1-4). The 

rate was substantially higher for metropolitan 

area residents compared with rural residents 

(23% vs. 13%). Also, adults with at least 

some college education participated at a 33 

percent rate, compared with 9 percent for 

adults with a high school education or less.

•	 Thirteen percent of adults (29 million)

attended live arts events or visited art 

museums or galleries but did not use 

media to view and/or listen to the arts.

Again, the rate was higher for metropolitan 

area residents than for rural residents 

(13% vs.10%). It was also higher for adults 

with at least some college education than for 

those with a high school education or less 

(17% vs. 8%).

6. For many adults, electronic media 

represents their sole means of 

viewing or listening to benchmark 

arts activities.

•	 U.S. adults who solely used media to

participate in benchmark art forms were 

more likely to have lower-than-average 

household incomes5

. Approximately 52 

percent of adults who engaged in the arts 

through media alone had annual household 

incomes of $50,000 or less (by comparison, 

only 41 percent of U.S. households earn less 

than $50,000).

•	 Rural residents were as likely as metropolitan

area residents to participate in the arts solely 

through media (15%). 

•	 Racial and ethnic minorities were more likely

than non-Hispanic whites to participate in 

the arts through electronic media alone 

(18% vs. 15%).
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 13

0% 20% 40% 60% 80% 100%

Jazz

Classical music

Latin music

Hispanic American White* African American* Other*

Figure 1-3. Percent of U.S. adult population by racial/ethnic group that observed certain

types of music performance through electronic media

* Does not include Hispanics. 

Source: 2008 Survey of Public Participation in the Arts.

Figure 1-2. Percent of U.S. adult population that observed individual arts activities through 

electronic media or live attendance

0% 20% 40% 60% 80% 100%

Jazz

Classical music

Opera

Musical plays

Non-musical plays

Dance (including ballet)

VisualArts

Media Attendance

14.0%

8.8%

8.7%

14.0%

19.9%

13.4%

12.3%

19.4%

10.9%

10.1%

6.0%

23.4%

55.3%

17.8%

9.3%

4.9%

7.9%

16.7%

22.7%

22.7%

6.7%

9.4%

7.9%

7.0%

2.1%

7.8%

Source: 2008 Survey of Public Participation in the Arts
14 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

•	 Americans 75 years and older were more

likely than younger adults to engage in 

benchmark arts activities through media 

alone (20% vs. 15%).

7. Half of all U.S. adults neither attend 

live events nor use media to engage in 

benchmark arts activities. In general, 

the demographic characteristics of nonparticipants are quite similar to those of 

adults who participate in these art forms 

through electronic media alone.

•	 The non-participant rate was particularly

high for both Hispanics (61%) and African 

Americans (59%).

•	 Rural residents were more likely than

metropolitan area residents to be nonparticipants (62% versus 48%). 

•	 Adults with a high school education or less

were twice as likely as adults with at least 

some college education to not participate 

in the arts through either media or live 

attendance (68% vs. 34%).

8. Arts participation through media 

does not appear to “replace” live 

arts attendance, personal arts 

performance, or arts creation.6 In 

fact, arts engagement through media is 

associated with higher rates of participation 

in those activities, even after statistically 

controlling for demographic traits.

•	 Arts media participants were more likely than

non-participants to attend live arts events, to 

personally perform in the arts, and to create 

art (see Figure 1-5).

•	 As presented in Figure 1-6, Americans

who participated in the arts through media 

reported, on average, attending twice 

as many live arts events as non-media 

participants (6 events vs. 3 events) and in a 

greater variety of live art forms.

•	 After controlling for media arts participation

and other demographic variables, 

metropolitan area residents were more likely 

than rural residents to attend arts events 

(by 7 percentage points), but were no more 

likely to personally perform in the arts or to 

create art. 

9. Relatively large numbers of Americans 

use the Internet or other electronic 

media to read or listen to various forms 

of literature.

•	 Twenty-one percent of Americans (46 million

adults) either read or listened to a novel, short 

story, or poem, and 42 percent (93 million 

adults) read articles, essays, or blogs (see 

Figure 1-7).7

•	 Fifteen percent of Americans (34 million)

used electronic media to view or listen to a 

program about books or writers.

•	 Young adults (18-34 years old) read literature

online at a higher rate than they participate 

in most “benchmark” arts activities through 

media. 

Conclusions

Based on findings from the monograph, several 

conclusions can be made about arts participation 

via electronic and digital media.

•	 Arts participation through media appears to

encourage — rather than replace — live arts 

attendance. There is a strong relationship 

between media arts participation and live 

arts attendance, personal arts performance, 

and arts creation.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 15

Figure 1-5. Rates of live arts attendance, personal arts performance, and arts creation for 

media arts participants and non-participants

Figure 1-6. Mean frequency and breadth of live arts attendance for media arts participants 

and non-participants who reported attending at least one arts event

0% 20% 40% 60% 80% 100%

Live attendance

Personal arts

performance

Arts creation

Media participants Media non-participants

Frequency

Breadth*

Media participants Media non-participants

0 2 4 6 8 10

Source: 2008 Survey of Public Participation in the Arts.

Source: 2008 Survey of Public Participation in the Arts.

* Breath is defined as number of different types of benchmark activities attended.

0% 20% 40% 60% 80% 100%

Bothlive attendance

and media

Media only

Neither attendance

nor media

Live attendance only

Figure 1-4. Percent of U.S. adult population that participated in at least one benchmark 

activity through live attendance, media use, both, or neither

Source: 2008 Survey of Public Participation in the Arts.

21.7%

15.4%

12.9%

50.0%

58.5%

5.76

3.05

2.29

1.51

20.5%

16.3%

31.6%

44.0%

10.7%
16 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figure 1-7. Percent of U.S. adult population 

that participated in literature through 

electronic or digital media

The 2008 SPPA included a question about whether respondents listened 

to any novels, short stories, or poetry, either live or recorded. Although 

the question did not specify that participants had to have used media to 

do so, it was asked within the context of other literature media questions 

and used a similar format. Thus, responses to the question were included 

in analyses of literature participation through media. This measure of 

electronic participation in literature not only includes positive responses to 

the aforementioned question, but also to a second question on using the 

Internet to read or download these same items.

Source: 2008 Survey of Public Participation in the Arts.

Articles, essays or blogs 41.5%

Novels, short stories 

or poetry 20.7%

Programs about 

books or writers 15.0%

•	 After statistically controlling for other

demographic traits, education shows the 

strongest relationship with arts participation 

through electronic media.

•	 A sizeable group of Americans — particularly

racial/ethnic minorities and older adults —

participate in benchmark art forms solely 

through electronic media. For groups who 

face economic or geographic barriers to 

attending arts events, media may provide an 

alternative way to engage in the arts.

•	 The rate of arts participation through

electronic media for different racial/ethnic

groups depends on the art form. For 

example, over half of the U.S. Hispanic 

population uses media to view or listen to 

Latin music — by far more than any other 

racial/ethnic group. However, Hispanics

exhibited some of the lowest media 

participation rates for several other arts 

activities, such as jazz.

•	 Given the relatively high rate of young adults

who engage in literature through media, the 

overall rate of literary participation via media 

may increase markedly in the future.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 17

Notes

1 Throughout this report, the use of any of these technologies 

is characterized as “electronic media” participation. “Portable 

media devices” may have included iPods, cell phones, or 

portable DVD players.

2 Benchmark arts activities include jazz, classical music, opera, 

musical plays, non-musical plays, ballet performances, 

and visual arts. The electronic media measurement of 

participation in those activities includes all dance, and not 

just ballet.

3 Visual arts participation includes those who either observed 

programs about artworks, artists, or museums through 

electronic media and/or who viewed artworks online.

4 Rural is defined as residing outside a metropolitan area. The 

definition of metropolitan areas can be found at: 

http://www.census.gov/population/www/cps/cpsdef.html

5 The May 2008 CPS measure of household/family income

used in this analysis does not include the earnings of 

household members that are not related to the respondent.

6 Among all types of personal arts creation, only photography, 

videography, and filmmaking increased in 2008 compared 

with previous years. Fifteen percent of adults engaged in 

one of these activities in 2008, compared with only 11 percent 

in 1982.

7 The 2008 SPPA included a question about whether 

respondents listened to any novels, short stories, or 

poetry, either live or recorded. Although the question did 

not specify that participants had to have used media to do 

so, it was asked within the context of other literature media 

questions and used a similar format. Thus, responses to the 

question were included in analyses of literature participation 

through media.
Smithsonian Folkways, the nonprofit record label of the 

Smithsonian Institution, has been using the Internet 

to spread the musical cultural legacy of the country 

to the general public. Producing an online interactive 

magazine about the nation’s myriad musical cultures, 

Folkways also produces educational podcasts and 

other video and audio material that is available for 

free on iTunes U, such as this video clip from the 2004 

Smithsonian Folklife Festival of NEA National 

Heritage Fellow José Gutiérrez and his band 

Los Hermanos Ochoa demonstrating their craft.
Chapter 2

Background, Goals, and Methods
20 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Now more than ever, electronic and digital media play a central role in the 

lifestyles and leisure activities of many Americans. Beginning in 1982, 

researchers have used data from the NEA’s Survey of Public Participation 

in the Arts (SPPA) to understand and analyze arts participation through electronic 

media and other means. Since 1982, the NEA has periodically conducted the SPPA in 

partnership with the U.S. Census Bureau. The survey collects self-reported data on 

participation in a broad range of arts activities such as jazz, musical and non-musical 

plays, and visual arts. It represents the largest, most detailed source of arts participation 

data in the country. 

Given recent advancements in electronic media,

the 2008 SPPA provides an opportunity to 

reexamine how people use media to participate 

in the arts. The survey allows researchers to 

understand: 

•	 Who is participating in the arts through

electronic media;

•	 What factors affect arts participation through

electronic media; and

•	 How arts participation through electronic

media relates to activities such as live arts 

attendance, personal art performance, and 

art creation.

Research using SPPA data from previous years 

has examined trends in arts participation via 

electronic media and has identified the following:

•	 Arts participation through electronic media

may increase overall interest in the arts (e.g., 

Andreasen, 1991).1

•	 There is a positive correlation between arts

participation rates through electronic media 

and through live attendance (e.g., DeVeaux, 

1995).2 

•	 In general, there are key demographic

differences between adults who participate in 

the arts through electronic media and those 

who participate through live attendance (e.g., 

Gray, 1995).3

Objectives of the 

Present Research

This monograph builds on previous studies 

to examine current trends in arts participation 

through electronic media. The report further 

explores the relationship between arts 

participation through electronic media and arts 

participation through other means. Starting 

questions include:

•	 Given continuing growth in electronic media

use and accessibility to the Internet, what are 

current national rates of participation in the 

arts through electronic media and how do 

they compare with rates of live attendance? 

In addition, who is participating in the arts 

through electronic media, and what are their 

demographic characteristics? (Chapter 3)

•	 What is the relationship between arts

participation through electronic media and 

arts participation through live attendance, 

personal performance and arts creation? 

(Chapter 4)
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 21

•	 In light of previous studies and the present

research, what are some remaining 

questions about arts participation through 

electronic media? How can the next iteration 

of the SPPA help answer those questions? 

(Chapter 5)

Chapter 3. The 2008 SPPA examined different 

forms of electronic media that Americans used to 

participate in the arts, including:

•	 The Internet;

•	 Television;

•	 Radio;

•	 CDs and DVDs; and

•	 Portable media devices.

Chapter 3 relies on data from the 2008 SPPA to 

determine the extent to which U.S. adults use 

electronic media to participate in the arts and the 

demographic characteristics of adults most likely 

to do so.

Overall participation rates. Chapter 3 presents 

rates of media-based arts participation for 

“benchmark” arts activities — selected arts 

activities that can be viewed as representative of 

arts engagement overall.4

 Rates are presented for 

all benchmark arts activities considered together 

and for individual art forms.

Participant segments. In addition, Chapter 

3 examines rates of benchmark arts through 

electronic media participation for different 

segments of arts participants:

•	 Adults who reported participating in

benchmark arts activities via both electronic 

media and attendance;

•	 Adults who reported participating in

benchmark arts activities via electronic 

media alone;

•	 Adults who reported participating in

benchmark arts activities via attendance 

alone; and 

•	 Adults who reported no participation

in benchmark activities through either 

electronic media or attendance. 

Latin music. For the first time in the SPPA’s 

history, the 2008 survey included questions about 

Latin music participation. Chapter 3 examines 

current rates of participation in Latin music via 

electronic media and live attendance. As with 

benchmark arts activities, rates also appear 

separately for different demographic groups.

Arts participation via Internet. The 2008 SPPA 

included questions about using the Internet to 

participate in various arts activities — for example, 

using the Internet to watch, listen to, or download 

arts performances; viewing visual art; obtaining 

arts information; and posting or creating art online. 

(These questions were separate from those 

related to “electronic media” in general.) Chapter 

3 discusses overall participation rates in these 

Internet-based arts activities and rates for different 

demographic groups.

Chapter 4. In addition to asking about arts 

participation through electronic media, the 

2008 SPPA asked about live arts attendance, 

personal arts performance, and arts creation. 

Chapter 4 explores the relationship between 

arts participation via electronic media and arts 

participation through those other means.

Live attendance, personal arts performance, 

and art creation. Chapter 4 compares rates 

of live attendance, personal performance, and 

arts creation between respondents who used 

electronic media to participate in the arts and 

those who did not. In addition, Chapter 4 presents 
22 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

results of statistical models that predict rates of 

live attendance, personal performance, and arts 

creation. The models explore the independent 

relationships between arts participation through 

electronic media and arts participation through 

those other means, after statistically controlling for 

demographic characteristics of respondents. 

Breadth and frequency of live arts attendance. 

Chapter 4 also examines whether arts 

participation through electronic media is related to 

the number of live arts events (frequency) and the 

number of different art forms (breadth) for which 

people attend activities. Chapter 4 compares 

the mean number of art events and arts forms 

that electronic media arts participants and nonparticipants reported attending in the 2008 SPPA.

In addition, Chapter 4 presents the results of 

statistical models that predict frequency and 

breadth of arts attendance while accounting for 

arts participation through electronic media and 

various demographic characteristics. 

Chapter 5. Chapter 5 suggests possible avenues 

for future research on arts participation through 

electronic media and presents ideas for how the 

2012 SPPA can address new questions related to 

such arts participation. Chapter 5 also discusses 

alternative data collection methods that would 

support future analyses.

Appendix A. Since 1982, each SPPA has 

included questions about arts participation using 

available electronic media. It is informative to 

examine how arts participation through electronic 

media may have changed across the 1982, 1992, 

and 2002 SPPAs.5

Benchmark arts activities. Appendix A presents 

changes in the overall rates of arts participation 

through electronic media across the 1982, 1992, 

and 2002 SPPAs for all benchmark arts activities 

considered together. Trends are presented for 

all adults considered together and for different 

demographic groups.

Individual art forms. Appendix A also reports 

changes in rates for arts participation through 

electronic media for individual benchmark arts 

activities between 1982 and 2002. Trends are 

presented for all adults considered together and 

for different demographic groups.

Methodology for 

the Present Research

This monograph relied on data from the 1982, 

1992, 2002, and 2008 SPPAs to examine 

questions related to arts participation using 

electronic media. 

Survey approach. The U.S. Census Bureau 

surveys approximately 60,000 households per 

month via the Current Population Survey (CPS). 

The 2002 and 2008 SPPAs were conducted as 

supplements to the CPS. The 1982 and 1992 

SPPAs were collected as supplements to the U.S. 

Census Bureau’s National Crime Survey.

Survey sample. The U.S. Census Bureau 

administers the SPPA to a random sample of U.S 

adults, asking respondents for information about 

themselves and, if applicable, about their spouses 

or partners. Using that method for the 2008 

SPPA, interviewers collected arts participation 

information on 18,444 adults. The data consists of 

12,518 self-responses and 5,926 obtained through 

spouses/partners.

Appendices A and B of the 2008 SPPA report and 

the 2008 SPPA User’s Guide provide additional

background about the survey.6

 For an overview 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 23

of the CPS survey methodology, see the U.S. 

Census Bureau’s technical brief.7

Survey questions. The 2008 SPPA asked 

questions about arts participation in the 12 

months ending in May 2008. Each survey 

respondent answered “core” arts participation 

questions along with two of four other survey 

modules, one of which included questions about 

how people use electronic media to participate 

in the arts. Interviewers collected information 

from approximately 5,700 adults for the survey 

module that focused on arts participation through 

electronic media.

The survey also asked questions about 

demographic characteristics including gender, 

income, educational level, age, and race/ethnicity.

The U.S. Census Bureau used that information 

to weight the survey data so that overall results 

corresponded with characteristics of the total U.S. 

adult population in aggregate.

Appendix B of this monograph presents the 

questions included in the 2008 SPPA. 

Comparisons between the 2008 SPPA 

and previous SPPAs. Although the 1982, 1992, 

2002, and 2008 SPPAs were similar in many ways, 

there were a number of key differences between 

the surveys.8

Question content. Unlike previous SPPAs, the 

2008 survey contained questions about Latin 

music participation and detailed questions about 

arts participation via Internet. In addition, the 2008 

SPPA included questions about a broader range 

of electronic media than the 1982, 1992, and 2002 

SPPAs (see Chapter 3).

Question format. The 2008 SPPA differed 

from previous SPPAs in how media-related arts 

participation questions were asked. Rather than 

asking separate questions about each type of 

electronic media for each arts activity, the 2008 

SPPA asked one question for each art form that 

addressed all available types of electronic media.

For example, the 2002 SPPA asked three separate 

questions about using television, compact 

discs, and the Internet to participate in opera. By 

contrast, the 2008 SPPA asked about all available 

types of media with a single question:

During the last 12 months, did you watch or 

listen to a recorded or live broadcasted opera on 

television, radio, or on your computer, including 

watching or listening on a portable media device 

such as an iPod, cell phone or portable DVD 

player? 

Due to the differences across SPPAs in how 

questions about arts participation through 

electronic media were asked, chronological trends 

presented in Appendix A do not include data from 

the 2008 SPPA. 

Exclusions. Some SPPA survey responses were 

excluded from the arts participation analyses in 

this report as they were in the 2008 SPPA report 

referenced earlier.

Live attendance data. Data from participants 

who failed to give a response (or responded “I 

don’t know”) to any question about participating 

in benchmark arts activities through live 

attendance were excluded from calculations 

of live attendance rates. Thus, live attendance 

rates for benchmark arts activities included data 

only from those participants who responded 

“yes” or “no” to each question about attending a 

benchmark art form.

Data on arts participation through electronic 

media. Data from participants who failed to give 

a response (or responded “I don’t know”) to any 
24 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

questions about participating in benchmark arts 

activities through live attendance or through 

electronic media were excluded from analyses 

involving arts participation. 

Latin music, Internet-based arts activities, 

and literature. Analyses from the 2008 SPPA 

related to participation in Latin music, Internetbased arts activities, and literature excluded data 

from respondents who did not give a response 

(or responded “I don’t know”) to the particular 

question involved in the analysis.

Appendix C provides more information about 

how respondent samples were defined and 

how arts participation rates were computed for 

the monograph. 

Previous Research

A great deal of past research has addressed 

various questions related to arts participation 

through electronic media. Some of that 

research focused on a single art form, whereas 

other research examined overall trends in arts 

participation through electronic media.

Do people who participate in the arts 

through media differ demographically 

from those who participate through 

attendance? Previous research has shown 

key demographic differences between people 

who engage in arts activities through electronic 

media and those who attend live arts events. For 

example, using 1982 and 1992 SPPA data, Gray

(1995) explored the relationship between multiple 

demographic variables — such as education 

level and location — and arts-participation rates 

through media and attendance. Several interesting 

findings emerged.

•	 Both education and income levels were

positively correlated with arts participation 

through attendance, but only education was 

positively correlated with arts participation 

though media. 

•	 Although metropolitan area residents were

substantially more likely than rural residents 

to attend live arts performances, geographic 

location was unrelated to arts participation 

through electronic media. 

Gray’s findings indicate that different demographic

characteristics predict arts participation through 

electronic media than through live attendance. 

He concluded that electronic media may enable 

different types of people to engage in the arts 

than typically do through live attendance.

Is arts participation through media 

related to live attendance? Andreasen (1991) 

argued that an interest in art develops as part of 

a multistage process that eventually leads to live 

attendance. Andreasen examined the role that 

electronic media plays in cultivating a broader 

interest in the arts.

•	 Andreasen observed a positive correlation

between arts participation through electronic 

media and through live attendance.

•	 Andreasen’s study could not determine

whether arts participation electronic media 

was a causal factor in live arts attendance.

Ateca-Amestoy (2009) also studied whether 

there is a relationship between arts participation 

via electronic media and live attendance, but 

did so after statistically controlling for various 

demographic variables, including sex, age, 

ethnicity and geographic location.9

 AtecaAmestoy observed a number of interesting 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 25

relationships between arts participation through 

electronic media, personal arts performance, and 

live attendance.

•	 Participating in the arts through electronic

media was related to higher rates of arts 

participation through live attendance.

•	 Arts participation through personal

performance was also related to live 

arts attendance.

•	 Individuals who reported participating in

the arts through electronic media were less 

likely to report never participating in the arts 

through live attendance. 

Is arts participation through electronic 

media related to live attendance for 

individual art forms? The question of whether 

there is a relationship between attending arts 

events and using electronic media to engage in 

the arts has been studied for several individual 

arts activities. For example, DeVeaux (1995) used 

data from the 1982 and 1992 SPPA to investigate 

the relationship between arts participation 

through attendance and through electronic media, 

showing that attendance at jazz performances 

was associated with jazz participation through 

electronic media.

•	 Overall, more people reported participating

in jazz through electronic media than through 

live attendance.

•	 Adults who attended a jazz performance

were substantially more likely than those who 

had not to report participating in jazz through 

electronic media.

Ateca-Amestoy (2008) relied on data from 

the 2002 SPPA to examine whether theater 

participation through electronic media is related 

to live theater attendance.10 After statistically 

controlling for individual characteristics — 

including art preferences, financial constraints, 

and exposure to the arts — Ateca-Amestoy 

observed a number of relationships between 

theater attendance and other participation 

in theater:

•	 Participation in plays through media and

personal performance was positively 

correlated with live theater attendance.

•	 Reading plays and attending drama classes

were also related to live theater attendance.

•	 Economic and time constraints were related

to lower rates of live theater attendance.

DeVeaux’s (1995) and Ateca-Amestoy’s (2008) 

findings indicate a relationship between arts 

participation through attendance and arts 

participation through electronic media for 

individual art forms. More broadly, their research 

suggests that similar relationships may exist for 

other arts forms such as classical music, ballet 

and visual arts. 

It is unclear from previous work — such as 

Andreasen (1991) and Ateca-Amestoy (2008) 

— whether participating in the arts through 

electronic media directly leads to live attendance 

at arts events. Previous research raises other 

possibilities:

•	 Live attendance leads to arts participation

through electronic media;

•	 Arts participation through electronic media

and arts participation through other means 

reinforce one another; and

•	 Other factors — such as arts education

or personal arts creation — help explain 

those relationships.
26 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Does electronic media participation 

increase overall involvement in the arts?

At least one study has explored arts participation 

through electronic media from the perspective 

of artists. Madden (2004) queried artists about 

whether electronic media has cultivated a greater 

interest in the arts overall.11 She also assessed 

artists’ attitudes about how the Internet has 

affected their careers. For example, did the 

Internet increase the exposure of artists to 

the public?

Relying on data from a national survey of artists 

and from an online survey of musicians, Madden 

found that, in general, artists believe that the 

Internet has increased the public’s involvement in 

the arts. According to Madden:

•	 The Internet improves connections between

artists, art communities, and audiences.

•	 The Internet improves artists’ ability to reach

audiences. 

•	 Very few artists reported that the Internet has

hurt their careers.

Madden’s findings suggest that the Internet has 

helped to cultivate public interest in the arts and 

allows artists to reach a broader range of potential 

participants. It is reasonable to ask whether public 

interest in the arts has increased even more 

during the past decade with greater accessibility 

to the Internet. 

What role does electronic media play in 

the lives of U.S. adults and children? The 

Kaiser Family Foundation (2010) examined how 

and to what degree children and young adults 

between the ages of 8 and 18 use electronic 

media in their everyday lives. Overall, the study 

found that electronic media use has increased 

dramatically over the past five years. Average 

daily usage among children and young adults 

increased substantially — in some cases by as 

much as 50 percent — for nearly all forms of 

electronic media. The Kaiser study also found 

that children and young adults are using a larger 

variety of electronic devices, with large increases 

in the use of portable devices and the Internet. 

The Pew Internet & American Life Project (2005) 

examined how the Internet affects families, 

communities, education, politics and other 

aspects of people’s lives.13 Between 2000 and 

2004, the number of American adults that 

used the Internet on a typical day increased by 

approximately 37 percent. The study described 

how that increase has affected Americans’ lives. 

For example, the study found that widespread 

Internet use increased the dissemination of 

information and increased opportunities for 

participation in various community activities.

Another important finding from the study related 

to how high-speed Internet access influences

online behavior. About 21 percent of broadband 

Internet users reported having viewed videos or 

listening to audio clips online, compared to only 9 

percent of dial-up Internet users. As high-speed 

Internet access has continued to expand in recent 

years, one would expect that even more people 

use the Internet to view or listen to recorded or live 

arts performances.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 27

Notes

1 Andreasen, Alan R. Expanding the Audience for the 

Performing Arts. National Endowment for the Arts. Research 

Report #24, 1991.

 2 DeVeaux, Scott. Jazz in America: Who’s listening. National 

Endowment for the Arts. Research Report #31, 1995.

3	 Gray, Charles M. Turning On and Tuning In: Media 

Participation in the Arts. National Endowment for the Arts. 

Research Report #33, 1995.

4 Benchmark arts activities include jazz, classical 

music, opera, musical plays, non-musical plays, ballet 

performances, and visual arts.

5 Because the 2008 SPPA included questions that differed 

substantially from previous surveys, more recent data on 

arts participation through electronic media could not be 

compared.

6 The full 2008 SPPA report can be found online at: 

http://www.nea.gov/research/2008-SPPA.pdf 

The 2008 SPPA User’s guide can be found online at:

http://arts.endow.gov/research/SPPA/users-guide.pdf

7 The U.S. Census Bureau’s technical brief on the CPS can be 

found online at: http://www.bls.census.gov /cps/tp/tp63.htm

8 The U.S. Census Bureau encourages researchers to exercise 

caution when comparing population data across surveys, as 

changes in estimates may differ by more than what could be 

attributed to actual changes in the population.

9 Ateca-Amestoy, Victoria.“Participation through media 

and through practice as complements to live attendance.” 

University of the Basque Country, 2009.

10 Ateca-Amestoy, Victoria. “Determining heterogeneous 

behavior for theatre attendance.” Journal of Cultural 

Economics (2008) 32: 127-151.

11 Madden, Mary. “Arts, Musicians, and the Internet.” Pew 

Internet and American Life Project, 5 December 2004.

12 Generation M2: Media in the Lives of 8- to 18-Year-Olds. The 

Kaiser Family Foundation. January 2010.

13 “How the Internet has woven itself into American life.” Pew 

Internet and American Life Project. January 2005.
The New York Public Library, opened in 1911 and one of the most 

extensive public libraries in the country with 89 locations and 

four research centers, has been making use of the Internet to 

disseminate its vast collections, especially in the performing arts. 

The library provides free access to its photographs, videos, audio 

recordings in a variety of ways, from its website to YouTube to 

iTunes U, where this clip of NEA Jazz Master Milt Hinton

explaining a bass-playing technique is available. 
Chapter 3

Arts Participation through 

Electronic Media
30 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

The NEA’s Survey of Public Participation in the Arts (SPPA) has tracked arts 

participation through electronic and digital media since its inception in 1982. 

Over the past three decades, the NEA has expanded the types of electronic 

media considered in the SPPA to reflect the new forms of electronic media participation 

that have emerged during that time. 

As shown in Figure 3-1, the 2008 SPPA addressed 

more types of arts media than any prior SPPA. 

The survey examined how people use radio, 

television, the Internet, and other electronic media 

to engage in various arts activities (see Appendix 

B for a full list of 2008 survey questions about arts 

media participation). Based on results from the 

2008 SPPA, Chapter 3 reports rates at which U.S. 

adults reported using electronic media to view or 

listen to various art forms in the 12 months ending 

in May 2008.

Arts Participation through 

Electronic Media

The analyses in Chapter 3 focus on the degree 

to which U.S. adults use electronic media to 

participate in — that is, view or listen to — 

“benchmark” art activities, which include art 

forms addressed by the SPPA’s core questions 

(see Figure 3-2). Since 1982, the principal focus 

of most analyses based on SPPA data has been 

participation in benchmark activities.

As shown in Figure 3-2, benchmark activities fall 

into one of two categories: arts performances and 

visual arts. Arts performances include a range of 

performance-based activities, such as theater and 

ballet. Visual arts include art forms typically found 

in art museums or galleries, such as paintings and 

sculptures. 

Chapter 3 examines rates of electronic media 

participation for all benchmark arts activities 

considered together and also separately for arts 

performances and visual arts. 

As one of its primary goals, this report compares 

and contrasts four segments of benchmark arts 

participants: 

1. Respondents who participated in benchmark 

activities through both electronic media and 

live attendance;

2. Respondents who participated in benchmark 

activities through electronic media but not 

through live attendance;

3. Respondents who did not participate in 

benchmark activities through electronic 

media but did participate through live 

attendance; and

4. Respondents who did not participate in a 

benchmark activity through either electronic 

media or live attendance.

To provide an appropriate context for 

comparisons between participant segments, 

Chapter 3 first examines overall rates at which 

U.S. adults used electronic media to view or listen 

to benchmark art forms.1 

Participation in benchmark activities.

Figure 3-3 shows the percent of U.S. adults that 

used electronic media to participate in benchmark 

arts activities and the percent of adults that 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 31

 Figure 3-1. Type of electronic media 

considered in the arts participation questions 

in the 1982, 1992, 2002 and 2008 SPPAs

Electronic Media

SPPA

1982 1992 2002 2008

Radio • • • •

Audio recordings • • • •

Television • • • •

Video recordings • • •

Internet • •

Portable media 

devices •

Source: 1982, 1992, 2002, and 2008 Surveys of Public Participation 

in the Arts.

Figure 3-2. Categories of arts activities

Note: * Analyses of ballet participation through electronic media were based 

on a 2008 SPPA question that asked whether respondents had used media 

to participate in ballet or other dance performances, such as modern or tap. 

Although measures of media participation in benchmark activities included 

ballet and other dance performances, attendance measures of benchmark 

activities only included ballet.

**Categories of arts activities discussed in this section or described in this 

table do not include participation in Latin, Spanish, or salsa music through 

live attendance and electronic media. As a non-“benchmark” arts activity, it 

was excluded from most analyses in this chapter.

Source: 2008 Survey of Public Participation in the Arts.

Figure 3-3. Percent of U.S. adult population that observed at least one benchmark 

arts activity through electronic media or attendance

0% 20% 40% 60% 80% 100%

Benchmark activities

Arts performances

Visual arts

Media Attendance

Source: 2008 Survey of Public Participation in the Arts.

Arts category Activities

Benchmark activities Jazz

Classical music

Opera

Musical plays

Non-musical plays

Ballet and other dance*

Visual arts such as paintings, 

sculptures, or photgraphy

Programs about artists, art 

works, or art museums

Arts performances Jazz

Classical music

Opera

Musical plays

Non-musical plays

Ballet and other dance

Visual arts Visual arts such as paintings, 

sculptures or photography

Programs about artists, art 

works or art museums

37.2%

34.7%

29.7%

27.0%

22.7%

22.7%
32 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Live 

attendance

Media participation

All benchmark activities Arts performances Visual arts

All adults 34.7 % 37.2 % 29.7 % 22.7 %

Gender

Male 32.4 % 35.6 % 27.8 % 21.9 %

Female 36.9 38.6 31.4 23.5

Location

Metro 36.8 % 38.7 % 31.0 % 23.8 %

Rural 24.4 28.6 22.5 16.8

Race and ethnicity

Hispanic 21.1 % 29.2 % 23.9 % 15.7 %

White* 39.8 39.6 30.6 25.8

African American* 21.6 33.3 30.5 12.2

Other* 31.9 35.0 29.4 22.5

Age

18-24 32.6 % 36.9 % 27.1 % 25.9 % 

25-34 36.1 36.0 26.9 24.5

35-44 37.5 35.2 26.6 23.6

45-54 36.3 38.1 30.0 22.7

55-64 37.0 42.6 35.4 25.4

65-74 33.6 37.7 35.3 17.1

75 and over 21.2 32.2 30.1 12.3

Education

Grade school 6.5 % 20.4 % 16.1 % 9.0 %

Some high school 14.5 20.2 16.4 10.9

High school graduate 19.1 25.7 20.7 12.1

Some college 38.1 41.6 32.0 25.8

College graduate 57.8 53.4 42.9 36.4

Graduate school 67.6 60.6 50.3 45.1

Income

Less than $10K 16.2 % 33.0 % 25.9 % 18.2 %

$10K to $20K 16.7 24.9 21.5 12.4

$20K to $30K 19.3 31.9 28.3 14.7

$30K to $40K 27.1 30.9 24.9 16.6

$40K to $50K 31.7 39.1 31.3 23.4

$50K to $75K 36.3 38.1 29.3 23.3

$75K to $100K 46.6 45.5 35.9 29.5

$100K to $150K 55.2 47.7 36.7 35.5

$150K and over 68.3 58.1 44.3 41.4

Figure 3-4. Percent of U.S. adult population (by demographic group) that observed at least 

one benchmark arts activity through attendance or electronic media

* Does not include Hispanics.

Source: 2008 Survey of Public Participation in the Arts. 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 33

reported attending benchmark arts events.2 Data 

are shown for all benchmark activities considered 

together and separately for arts performances 

and visual arts.

Respondents were considered to have 

participated in a benchmark arts activity through 

electronic media if they used electronic media to 

view or listen to a recorded or live broadcasted 

jazz, classical music, opera or dance (including 

ballet) performance; a musical or non-musical 

play; a program about artists, art works, or art 

museums; or used the Internet to view visual 

art online.3

As shown in Figure 3-3, 37 percent of U.S. adults 

reported having used television, computers, the 

Internet or other media to view or listen to at least 

one benchmark art form in the 12 months ending 

in May 2008 — just slightly higher than the rate of 

attendance at benchmark arts events during the 

same time period (35%).4

Participation in arts performances.

Respondents were considered to have used 

electronic media to participate in performancebased benchmark activities if they reported using 

electronic media to view or listen to a recorded or 

live broadcasted jazz, classical music, opera, or 

dance performance (including ballet), or a musical 

or non-musical play.

More U.S. adults viewed or listened to arts 

performances through electronic media than 

through live attendance (30% versus 27%). 

Participation in visual arts. Respondents 

were considered to have participated in visual arts 

through electronic media if they used the Internet 

to view visual arts online or used electronic media 

to view or listen to a program about artists, art 

works, or art museums in the 12 months ending in 

May 2008.

As shown in Figure 3-3, the same percentage of 

U.S. adults reported using electronic media to 

participate in visual arts as adults who reported 

attending art museums or galleries (23%).5

Demographic characteristics of people 

who viewed or listened to the arts through 

electronic media. Understanding who uses 

electronic media to participate in the arts is 

important in examining whether electronic 

media is changing how people do so. Figures 

3-4 and 3-5 show demographic information 

about U.S. adults who reported using electronic 

media to participate in benchmark activities, arts 

performances, and visual arts in the 2008 SPPA.

Figure 3-4 presents overall rates of arts 

participation through electronic media by 

demographic group. For example, it answers the 

question: what percent of the male population 

used media to view or listen to at least one 

benchmark art form? The answer: 36%. 

Figure 3-5 shows demographic distributions of 

U.S. adults who reported participating in each 

type of benchmark arts activity. For example, 

it answers the question: of U.S. adults who 

used media to view or listen to at least one 

benchmark art form, what percent were male? 

That answer: 46%.

Location. As shown in Figure 3-4, U.S. 

metropolitan area residents were more likely 

than rural residents to participate in benchmark 

activities through electronic media (39% versus 

29%). This result was found when all benchmark 

activities were considered together and when 

arts performances and visual arts were 

considered separately.
34 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

U.S. 

population

Gender

Male 48.3 % 

Female 51.7 

Total 100.0 % 

Location

Metro 83.9 % 

Rural 16.1 

Total 100.0 % 

Race and ethnicity

Hispanic 13.5 % 

White* 68.7 

African American* 11.4 

Other* 6.4 

Total 100.0 % 

Age

18-24 12.8 % 

25-34 17.7 

35-44 18.6 

45-54 19.5 

55-64 14.8 

65-74 8.8 

75 and over 7.6 

Total 100.0 % 

Education

Grade school 5.0 % 

Some high school 9.8 

High school graduate 30.4 

Some college 27.3 

College graduate 18.3 

Graduate school 9.1 

Total 100.0 % 

Income

Less than $10K 5.8 % 

$10K to $20K 9.6 

$20K to $30K 11.7 

$30K to $40K 11.3 

$40K to $50K 9.3 

$50K to $75K 20.3 

$75K to $100K 13.5 

$100K to $150K 10.7 

$150K and over 8.0 

Total 100.0 % 

Figure 3-5. Demographic distribution 

of U.S. adult population that observed 

at least one benchmark arts activity 

through attendance or electronic media

Source: 2008 Survey of Public Participation in the Arts. 

* Does not include Hispanics.

Photo courtesy of 

Clark County Parks 

and Recreation 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 35

Live 

attendance

Media participation

All benchmark activities Arts performances Visual arts

45.1 % 46.4 % 45.4 % 46.6 %

54.9 53.6 54.6 53.4

100.0 % 100.0 % 100.0 % 100.0 %

88.7 % 87.9 % 88.0 % 88.4 %

11.3 12.1 12.0 11.6

100.0 % 100.0 % 100.0 % 100.0 %

8.1 % 10.4 % 10.6 % 9.1 %

78.9 73.2 71.1 78.2

7.0 10.3 11.9 6.2

5.9 6.1 6.4 6.4

100.0 % 100.0 % 100.0 % 100.0 %

11.9 % 12.6 % 11.6 % 14.5 %

18.4 16.6 15.5 18.4

20.2 18.6 17.6 20.4

20.4 20.9 20.7 20.3

15.9 16.3 16.9 15.8

8.6 8.7 10.2 6.5

4.7 6.4 7.5 4.0

100.0 % 100.0 % 100.0 % 100.0 %

0.9 % 2.5 % 2.5 % 1.8 %

4.1 5.5 5.6 4.9

16.7 21.8 22.0 16.8

29.9 30.5 29.5 31.0

30.6 25.3 25.5 28.2

17.8 14.2 14.8 17.3

100.0 % 100.0 % 100.0 % 100.0 %

2.6 % 4.7 % 4.7 % 4.2 %

4.5 6.3 6.8 5.1

6.3 9.4 10.5 7.1

8.6 9.4 9.5 8.2

8.2 9.4 9.5 9.2

20.6 20.2 19.5 20.1

17.5 17.0 16.8 18.0

16.5 12.2 11.8 14.9

15.2 11.3 10.9 13.2

100.0 % 100.0 % 100.0 % 100.0 %
36 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Finding that people from metropolitan areas 

participate in the arts via electronic media at 

a higher rate than people from rural areas is 

consistent with live attendance data from the 

2008 SPPA; metropolitan area residents reported 

participating in the arts via live attendance at a 

higher rate than rural residents.

Race and ethnicity. Non-Hispanic white adults 

(40%) were more likely than African-American 

(33%) and Hispanic (29%) adults to report using 

electronic media to view or listen to benchmark art 

forms. Adults of “other” races or ethnicities (35%) 

did not differ significantly from non-Hispanic white 

adults in terms of arts media participation.

African-American, Hispanic, and “other” adults 

were all more likely to report having participated in 

the arts through electronic media than through live 

attendance.

Age. As shown in Figure 3-4, U.S. adults between 

the ages of 55 and 64 (43%) were more likely 

than several other age groups — both younger 

and older — to report having participated in 

benchmark activities through electronic media. 

When considering arts performances and visual 

arts separately, the relationship between age 

and arts participation through electronic media 

differed for the two types of arts activities. For arts 

performances, participation through electronic 

media tended to increase with age. For visual arts, 

participation through electronic media tended to 

decrease with age.

Education. The 2008 SPPA showed a strong 

relationship between educational attainment 

and arts participation through electronic media 

— respondents with more education tended 

to show higher rates of arts electronic media 

participation. Live arts attendance exhibited a 

similar relationship with education.

Further comparisons between education and 

participation through electronic media indicated 

that adults with college or graduate degrees 

were less likely to use electronic media to view 

or listen to benchmark activities than to attend 

benchmark arts events. However, people without 

college degrees were more likely to participate 

in benchmark activities through electronic media 

than through live attendance.

Income. As with education, arts participation 

through electronic media appears to be strongly 

related to income — respondents who reported 

higher incomes tend to show higher rates of 

arts participation through electronic media than 

respondents with lower incomes.

Comparisons between attendance and media 

participation show that people with household 

incomes of $75,000 or more were less likely 

to participate in benchmark activities through 

electronic media than through live attendance. 

People with incomes of less than $75,000 

were more likely to participate in benchmark 

activities through electronic media than through 

attendance. 

Statistical relationships between arts 

participation through electronic media 

and various demographic factors. The 

demographic differences in arts participation 

through electronic media suggest that certain 

respondent characteristics predict the degree to 

which people use electronic media to engage in 

arts activities. To further examine whether these 

relationships exist, a regression analysis was 

conducted in which arts media participation was 

predicted from the demographic variables shown 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 37

in Figures 3-4 and 3-5. The model measured 

the independent relationship between arts 

participation through electronic media and each 

demographic characteristic, after statistically 

controlling for other demographic factors included 

in the model.6

Figure 3-6 presents the independent impact 

of various demographic characteristics on 

arts participation through electronic media. 

Demographic characteristics with a marginal 

impact of 0.0 represent a baseline against which 

the relative impact of other related characteristics 

should be compared.7

 For example, the likelihood 

to report having engaged in the arts through 

electronic media was 3 percentage points 

lower for men than for women, after statistically 

controlling for other demographic factors included 

in the model.8

Several interesting findings emerged:

•	 The likelihood to use electronic media to

participate in the arts was 6 percentage 

points higher for metropolitan area residents 

than for rural residents.

•	 Race/ethnicity had no impact on arts

participation through electronic media after 

statistically controlling for other demographic 

characteristics included in the model.

•	 Compared to respondents between the ages

of 18 and 24, the likelihood to use electronic 

media to participate in the arts was lower for 

respondents between the ages of 25 and 34 

and respondents between the ages of 35 

and 44 (marginal impact of -8 percentage 

points in both cases).

•	 Consistent with differences in overall rates of

arts participation through electronic media, 

respondents with at least some college 

Figure 3-6. Marginal impact of demographic 

characteristics on arts participation through 

electronic media

Media participation

Gender

Male -3.0 %

Female 0.0

Location

Metro 5.9 % **

Rural 0.0

Race and ethnicity

Hispanic 0.4 %

White* 0.0

African American* 1.7

Other* -4.3

Age

18-24 0.0 % 

25-34 -7.7 **

35-44 -8.3 **

45-54 -5.2

55-64 -1.8

65-74 1.1

75 and over 1.2

Education

Grade school 0.0 %

Some high school 1.7

High school graduate 8.9

Some college 24.0 **

College graduate 34.9 **

Graduate school 40.3 **

Income

Less than $10K 0.0 %

$10K to $20K -10.2 **

$20K to $30K -3.5

$30K to $40K -5.9

$40K to $50K -0.3

$50K to $75K -2.7

$75K to $100K 1.9

$100K to $150K 0.2

$150K and over 8.0

* Does not include Hispanics.

** Indicates a statistically significant marginal impact compared to the 

baseline group at the 95 percent confidence level.

Source: 2008 Survey of Public Participation in the Arts. 
38 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

education were more likely than respondents 

with a grade school education to have used 

electronic media to participate in the arts.

•	 Income had little impact on arts participation

through electronic media after statistically 

controlling for other demographic 

characteristics included in the model. 

Arts Participation 

by Participant Segment

As discussed earlier, 2008 SPPA respondents 

can be grouped into four distinct participant 

segments:

1. Respondents who participated in benchmark 

arts activities through both electronic media 

and live attendance; 

2. Respondents who participated in benchmark 

arts activities through electronic media alone 

and not through live attendance;

3. Respondents who participated in benchmark 

arts activities through live attendance alone 

and not through electronic media; and

4. Respondents who did not participate in 

a benchmark arts activity through either 

electronic media or live attendance.

Examining the four participant segments 

provides important information about adults 

who are inclined (or disinclined) to participate 

in the arts through media, live attendance, or 

both. Figures 3-7 through 3-12 present overall 

rates and demographic information about the 

four participant segments. Figure 3-7 shows 

the percent of respondents by demographic 

group that fell into each of the four participant 

segments for all benchmark activities considered 

together, and Figure 3-8 shows corresponding 

demographic distributions. 

Figure 3-9 presents the percent of respondents 

by demographic group that reported participating 

in benchmark arts performances through 

electronic media alone or through live attendance 

alone (demographic distributions are shown in 

Figure 3-10). Figure 3-11 shows the percent of 

respondents by demographic group that reported 

participating in visual arts through electronic 

media alone or through live attendance alone 

(demographic distributions are shown in 

Figure 3-12).9

1. Respondents who participated in 

benchmark arts activities through 

both electronic media and live 

attendance. Figure 3-7 presents the 

percent of U.S. adults that viewed or listened 

to benchmark art forms through electronic 

media and that also attended an arts event, 

according to the 2008 SPPA.

Participation rates. Respondents were 

considered to have participated in a benchmark 

activity through both electronic media and live 

attendance if they reported that, in the 12 months 

ending in May 2008, they had:

•	 Used electronic media to view or listen to a

recorded or live broadcasted jazz, classical 

music, opera, or dance performance 

(including ballet); a musical or non-musical 

play; a program about artists, art works, or 

art museums; or used the Internet to view 

visual art online; and

•	 Attended a jazz, classical music, opera, or

ballet performance, a musical or non-musical 

play, or visited an art museum or gallery.

As illustrated in Figure 3-7, 22 percent of 2008 

SPPA respondents reported having participated 

in at least one benchmark activity though both 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 39

electronic media and live attendance in the 

12 months ending in May 2008.

Demographic characteristics. Figures 3-7 

shows that the percent of respondents that 

participated in benchmark activities through 

both electronic media and live attendance varied 

substantially across demographic groups. 

Location. As shown in Figure 3-7, more 

respondents living in metropolitan areas (23%) 

reported participating in benchmark activities 

through both electronic media and live attendance 

than respondents living in rural areas (13%).

Race and ethnicity. More non-Hispanic white 

adults (25%) reported participating in benchmark 

activities through both electronic media and live 

attendance than other racial/ethnic groups.

Age. U.S. adults 75 and older reported 

participating in benchmark activities through both 

electronic media and live attendance at a lower 

rate than adults between the ages of 18 and 64.

Education and income. People with more 

education and income tended to show higher 

rates of participation in benchmark arts activities 

through both electronic media and attendance 

than people with less education and income. 

2. Respondents who participated in 

benchmark activities arts through 

electronic media alone and not live 

attendance. Figure 3-13 presents the 

percent of U.S. adults that reported viewing 

or listening to benchmark art forms through 

electronic media alone and not through live 

attendance.

Participation rates. Respondents were 

considered to have participated in a benchmark 

activity through electronic media but not live 

attendance if they reported that, in the 12 months 

ending in May 2008, they had:

•	 Used electronic media to view or listen to a

recorded or live broadcasted jazz, classical 

music, opera, or dance (including ballet) 

performance; a musical or non-musical play; 

a program about artists, art works, or art 

museums; or used the Internet to view visual 

art online; but

•	 Did not attend a jazz, classical music,

opera, or ballet performance, a musical 

or non-musical play, or visit an art museum 

or gallery.

Figure 3-13 shows that 15 percent of 2008 SPPA 

respondents reported participating in at least 

one benchmark activity through electronic media 

only. Overall, 12 percent of respondents reported 

participating in an arts performances activity 

through electronic media only, whereas 8 percent 

reported participating in a visual arts activity 

through media only.

Demographic characteristics. The percent 

of U.S. adults that reported participating in 

benchmark arts activities through electronic 

media alone varied substantially by demographic 

group. 

Location. As illustrated in Figure 3-7, metropolitan 

area residents were no more likely than rural area 

respondents participate in benchmark activities 

through electronic media alone. Approximately 

15 percent of respondents from both groups 

reported viewing or listening to at least one 

benchmark art form through electronic media but 

not through live attendance.

Race and ethnicity. Non-Hispanic white adults 

were less likely than other racial/ethnic groups
40 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

1. Both live attendance and media 

All adults 21.7 % 

Gender

Male 20.6 % 

Female 22.8 

Location

Metro 23.3 % 

Rural 13.4 

Race and ethnicity

Hispanic 12.8 % 

White* 25.1 

African American* 14.1 

Other* 17.8 

Age

18-24 21.1 % 

25-34 22.0 

35-44 20.4 

45-54 24.4 

55-64 25.2 

65-74 21.3 

75 and over 12.6 

Education

Grade school 2.9 % 

Some high school 6.9 

High school graduate 10.2 

Some college 24.0 

College graduate 39.9 

Graduate school 46.9 

Income

Less than $10K 10.7 % 

$10K to $20K 10.4 

$20K to $30K 12.5 

$30K to $40K 17.2 

$40K to $50K 19.8 

$50K to $75K 21.4 

$75K to $100K 29.1 

$100K to $150K 35.1 

$150K and over 48.9 

Figure 3-7. Percent of U.S. adult 

population (by demographic group) 

that observed at least one benchmark 

activity through: 1) both live attendance 

and electronic media, 2) electronic media 

only, 3) live attendance only, or 4) neither 

live attendance nor electronic media

Note: Row totals may not add to exactly to 100 due to rounding.

Source: 2008 Survey of Public Participation in the Arts.

* Does not include Hispanics. Photo by Michal Daniel
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 41

Participant segment

2. Media only 3. Live attendance only 4. Neither attendance nor media Total

15.4 % 12.9 % 50.0 % 100.0 %

15.0 % 11.9 % 52.5 % 100.0 %

15.9 13.8 47.6 100.0

15.4 % 13.4 % 47.9 % 100.0 %

15.2 9.8 61.5 100.0

16.4 % 9.7 % 61.2 % 100.0 %

14.5 14.4 46.1 100.0

19.2 8.1 58.7 100.0

17.2 11.8 53.2 100.0

15.8 % 13.3 % 49.8 % 100.0 %

14.1 12.8 51.2 100.0

14.8 13.6 51.2 100.0

13.7 14.5 47.4 100.0

17.4 13.3 44.1 100.0

16.4 10.1 52.1 100.0

19.6 8.0 59.8 100.0

17.5 % 3.7 % 75.9 % 100.0 %

13.3 5.5 74.3 100.0

15.6 9.3 65.0 100.0

17.6 15.7 42.7 100.0

13.5 20.0 26.6 100.0

13.7 15.6 23.7 100.0

22.4 % 5.5 % 61.5 % 100.0 %

14.5 7.8 67.3 100.0

19.4 6.8 61.3 100.0

13.7 11.2 57.9 100.0

19.2 12.9 48.0 100.0

16.8 15.1 46.8 100.0

16.4 16.5 38.0 100.0

12.6 22.7 29.6 100.0

9.1 16.2 25.8 100.0
42 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

U.S. population

1. Both l

Gender

Male 48.3 % 

Female 51.7 

Total 100.0 % 

Location

Metro 83.9 % 

Rural 16.1 

Total 100.0 % 

Race and ethnicity

Hispanic 13.5 % 

White* 68.7 

African American* 11.4 

Other* 6.4 

Total 100.0 % 

Age

18-24 12.8 % 

25-34 17.7 

35-44 18.6 

45-54 19.5 

55-64 14.8 

65-74 8.8 

75 and over 7.6 

Total 100.0 % 

Education

Grade school 5.0 % 

Some high school 9.8 

High school graduate 30.4 

Some college 27.3 

College graduate 18.3 

Graduate school 9.1 

Total 100.0 % 

Income

Less than $10K 5.8 % 

$10K to $20K 9.6 

$20K to $30K 11.7 

$30K to $40K 11.3 

$40K to $50K 9.3 

$50K to $75K 20.3 

$75K to $100K 13.5 

$100K to $150K 10.7 

$150K and over 8.0 

Total 100.0 % 

Figure 3-8. Demographic distributions 

of U.S. adult population that observed 

at least one benchmark activity through: 

1) both live attendance and electronic 

media, 2) electronic media only, 3) 

live attendance only, or 4) neither live 

attendance nor electronic media

Note: Column totals may not add to exactly to 100 due to rounding.

Source: 2008 Survey of Public Participation in the Arts. 

* Does not include Hispanics.

Photo by Tom Roster
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 43

Media participation

live attendance and media 2. Media only 3. Live attendance only 4. Neither attendance nor media

46.0 % 47.0 % 44.7 % 50.9 %

54.0 53.0 55.3 49.1

100.0 % 100.0 % 100.0 % 100.0 %

90.3 % 84.5 % 87.9 % 80.6 %

9.7 15.5 12.1 19.4

100.0 % 100.0 % 100.0 % 100.0 %

7.8 % 14.0 % 9.9 % 16.1 %

79.4 64.5 76.9 63.4

7.5 14.4 7.3 13.6

5.3 7.2 6.0 6.9

100.0 % 100.0 % 100.0 % 100.0 %

12.4 % 13.0 % 13.2 % 12.7 %

17.3 15.6 17.0 17.5

18.4 18.8 20.8 20.1

22.8 18.2 23.0 19.4

16.4 16.0 14.7 12.5

8.4 9.1 6.7 8.9

4.3 9.4 4.6 8.9

100.0 % 100.0 % 100.0 % 100.0 %

0.6 % 5.3 % 1.3 % 7.0 %

3.2 8.8 4.3 15.1

14.8 31.8 22.8 41.0

30.2 31.1 33.5 23.3

32.4 15.4 27.5 9.4

18.8 7.7 10.6 4.1

100.0 % 100.0 % 100.0 % 100.0 %

2.6 % 7.7 % 2.3 % 7.1 %

4.5 8.9 5.7 13.6

6.3 13.8 5.8 14.6

8.9 10.0 9.9 14.1

8.1 11.2 9.0 9.3

19.4 21.5 23.3 19.9

18.5 14.8 17.9 11.4

15.4 7.8 16.9 6.1

16.3 4.3 9.2 4.0

100.0 % 100.0 % 100.0 % 100.0 %
44 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figure 3-9. Percent of U.S. adult 

population (by demographic 

group) that observed at least one 

benchmark arts performance through 

either electronic media only or live 

attendance only

Participant segment

Media 

only

Live 

attendance 

only

All adults 11.8 % 9.5 %

Gender

Male 10.9 % 8.5 %

Female 12.7 10.4

Location

Metro 11.9 % 9.8 %

Rural 11.1 7.7

Race and ethnicity

Hispanic 12.4 % 5.9 %

White* 10.4 10.9

African American* 17.9 5.8

Other* 14.6 8.7

Age

18-24 9.8 % 9.0 %

25-34 9.7 8.9

35-44 10.1 9.5

45-54 11.2 11.2

55-64 14.3 10.1

65-74 15.1 8.0

75 and over 18.1 7.4

Education

Grade school 13.2 % 1.7 %

Some high school 10.4 4.0

High school graduate 12.1 7.2

Some college 12.9 10.6

College graduate 10.7 15.9

Graduate school 10.5 11.5

Income

Less than $10K 17.7 % 3.4 %

$10K to $20K 12.4 5.6

$20K to $30K 17.1 3.6

$30K to $40K 10.3 9.0

$40K to $50K 14.3 10.5

$50K to $75K 12.8 11.5

$75K to $100K 11.7 10.3

$100K to $150K 8.1 17.9

$150K and over 5.6 13.1

Source: 2008 Survey of Public Participation in the Arts. 

Photo by Tom Pich * Does not include Hispanics.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 45

considered together to participate in the arts 

through electronic media (15% versus 18%).

Age. Adults 75 and older were more likely 

than adults between the ages of 18 and 74 to 

participate in benchmark art forms through 

electronic media alone (18% versus 15%). 

As shown in Figures 3-9 through 3-12, when 

considering arts performances and visual arts 

separately, different relationships emerged 

between age and arts participation through 

electronic media alone. Participation in arts 

performances through electronic media alone 

tended to increase with respondent age, 

but participation in visual arts through 

electronic media alone tended to decrease with 

respondent age.

Education. There was no relationship between 

level of education and arts participation through 

electronic media alone, either when benchmark 

arts activities were considered together or 

when arts performances and visual arts were 

considered separately. However, people who did 

not graduate high school were substantially more 

likely to participate in the arts through electronic 

media alone than through both electronic media 

and attendance or through attendance alone.

Income. The 2008 SPPA showed a strong 

inverse relationship between income and arts 

participation through electronic media alone — 

people with lower incomes tended to show higher 

rates of viewing or listening to benchmark art 

forms through electronic media alone than people 

with higher incomes. 

3. Respondents who participated in 

benchmark arts activities through live 

attendance alone and not electronic 

media. Figure 3-14 presents the percent 

of U.S. adults that reported attending at 

least one benchmark arts event but did 

not use electronic media to participate in a 

benchmark art form in the 12-month period 

ending in May 2008.

Participation rates. Respondents were 

considered to have participated in a benchmark 

activity through live attendance but not through 

electronic media if they had: 

•	 Attended a jazz, classical music, opera, or

ballet performance, a musical or non-musical 

play, or visited an art museum or gallery; but

•	 Did not use electronic media to view or

listen to a recorded or live broadcasted jazz, 

classical music, opera, or dance (including 

ballet) performance; a musical or nonmusical play; a program about artists, art 

works, or art museums; and did not use the 

Internet to view visual art online.

As shown in Figure 3-14, 13 percent of 2008 SPPA 

respondents participated in benchmark activities 

through live attendance alone and did not use 

electronic media to view or listen to benchmark art 

forms. More non-media arts participants attended 

live performances than visual arts activities (10% 

versus 6%).

Demographic characteristics. Figures 3-7 

through 3-12 present demographic information 

about U.S. adults who reported participating in 

benchmark activities through live attendance but 

not through electronic media. 

Location. Figure 3-7 shows that metropolitan 

area residents were more likely than rural 

residents to report participating in benchmark 

activities through live attendance alone and not 

through media (13% versus 10%). Figure 3-11 

shows a similar pattern for visual arts (7% versus 

4%), but the same pattern was not observed for 

arts performances.
46 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figure 3-10. Demographic 

distributions of U.S. adult 

population that observed at 

least one benchmark arts 

performance through either 

electronic media only or live 

attendance only

Column totals may not add to exactly to 

100 due to rounding.

Source: 2008 Survey of Public Participation 

in the Arts. 

U.S. 

population

Participant segment

Media only Live attendance only

Gender

Male 48.3 % 44.5 % 43.2 %

Female 51.7 55.5 56.8

Total 100.0 % 100.0 % 100.0 %

Location

Metro 83.9 % 85.2 % 87.2 %

Rural 16.1 14.8 12.8

Total 100.0 % 100.0 % 100.0 %

Race and ethnicity

Hispanic 13.5 % 13.8 % 8.2 %

White* 68.7 60.7 78.8

African American* 11.4 17.5 7.1

Other* 6.4 8.0 6.0

Total 100.0 % 100.0 % 100.0 %

Age

18-24 12.8 % 10.5 % 12.1 %

25-34 17.7 14.1 16.0

35-44 18.6 16.8 19.8

45-54 19.5 19.2 24.1

55-64 14.8 17.1 15.1

65-74 8.8 10.9 7.2

75 and over 7.6 11.3 5.8

Total 100.0 % 100.0 % 100.0 %

Education

Grade school 5.0 % 5.2 % 0.8 %

Some high school 9.8 8.9 4.3

High school graduate 30.4 32.3 24.1

Some college 27.3 29.9 30.7

College graduate 18.3 16.0 29.5

Graduate school 9.1 7.8 10.6

Total 100.0 % 100.0 % 100.0 %

Income

Less than $10K 5.8 % 8.0 % 1.9 %

$10K to $20K 9.6 9.9 5.6

$20K to $30K 11.7 16.0 4.2

$30K to $40K 11.3 9.8 10.8

$40K to $50K 9.3 10.9 10.0

$50K to $75K 20.3 21.4 24.2

$75K to $100K 13.5 13.8 15.3

$100K to $150K 10.7 6.6 18.2

$150K and over 8.0 3.4 9.7

Total 100.0 % 100.0 % 100.0 %

* Does not include Hispanics.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 47

Figure 3-11. Percent of U.S. 

adult population (by demographic 

group) that observed at least one 

benchmark visual arts activity 

through either electronic media 

only or live attendance only 

Participant segment

Media only Live attendance only

All adults 7.6 % 6.3 %

Gender

Male 7.8 % 5.8 %

Female 7.4 6.7

Location

Metro 7.6 % 6.7 %

Rural 7.2 3.9

Race and ethnicity

Hispanic 7.9 % 5.1 %

White* 7.8 7.1

African American* 4.8 3.5

Other* 9.6 5.0

Age

18-24 10.5 % 7.7 %

25-34 7.9 6.0

35-44 9.0 7.2

45-54 5.2 7.1

55-64 8.9 6.7

65-74 4.5 3.7

75 and over 5.5 1.9

Education

Grade school 8.4 % 2.5 %

Some high school 6.6 2.0

High school graduate 6.6 3.8

Some college 8.7 8.0

College graduate 7.3 9.3

Graduate school 8.7 10.9

Income

Less than $10K 12.4 % 2.4 %

$10K to $20K 5.5 3.2

$20K to $30K 6.7 4.5

$30K to $40K 5.9 4.3

$40K to $50K 9.4 5.0

$50K to $75K 7.7 7.1

$75K to $100K 8.8 9.3

$100K to $150K 9.2 10.9

$150K and over 6.3 10.1

Source: 2008 Survey of Public Participation in the Arts. 

* Does not include Hispanics.

Photo by Joe McCary
48 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

U.S. 

population

Participant segment

Media only

Live attendance 

only

Gender

Male 48.3 % 49.8 % 45.1 %

Female 51.7 50.2 54.9

Total 100.0 % 100.0 % 100.0 %

Location

Metro 83.9 % 85.0 % 90.3 %

Rural 16.1 15.0 9.7

Total 100.0 % 100.0 % 100.0 %

Race and ethnicity

Hispanic 13.5 % 13.8 % 10.7 %

White* 68.7 70.7 77.7

African American* 11.4 7.3 6.5

Other* 6.4 8.2 5.2

Total 100.0 % 100.0 % 100.0 %

Age

18-24 12.8 % 17.7 % 15.7 %

25-34 17.7 17.8 16.2

35-44 18.6 23.4 22.6

45-54 19.5 14.0 23.0

55-64 14.8 16.6 15.2

65-74 8.8 5.0 5.0

75 and over 7.6 5.4 2.2

Total 100.0 % 100.0 % 100.0 %

Education

Grade school 5.0 % 5.2 % 1.8 %

Some high school 9.8 8.8 3.2

High school graduate 30.4 27.6 19.0

Some college 27.3 31.5 34.7

College graduate 18.3 16.9 26.0

Graduate school 9.1 10.0 15.2

Total 100.0 % 100.0 % 100.0 %

Income

Less than $10K 5.8 % 8.8 % 2.0 %

$10K to $20K 9.6 6.9 4.8

$20K to $30K 11.7 9.9 7.8

$30K to $40K 11.3 8.8 7.7

$40K to $50K 9.3 11.2 7.1

$50K to $75K 20.3 20.4 22.1

$75K to $100K 13.5 16.3 20.4

$100K to $150K 10.7 11.7 16.5

$150K and over 8.0 6.1 11.6

Total 100.0 % 100.0 % 100.0 %

Figure 3-12. Demographic 

distributions of U.S. adult 

population that observed at 

least one visual arts activity 

through either electronic media 

only or live attendance only

Note: Column totals may not add to exactly 

to 100 due to rounding.

Source: 2008 Survey of Public Participation 

in the Arts. 

* Does not include Hispanics.

Photo courtesy of Metropolitan Museum of Art
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 49

Race and ethnicity. Non-Hispanic white 

adults (14%) were more likely than Hispanics 

(10%) and African Americans (8%) to report 

participating in benchmark arts activities through 

live attendance alone. Adults of other races and 

ethnicities (12%) reported having participated 

in benchmark activities via attendance alone at 

a rate comparable with that of non-Hispanic 

white adults.

Age. About 9 percent of U.S. adults 65 and older 

reported participating in benchmark arts activities 

through live attendance alone and not through 

electronic media, a lower rate than for adults 

between the ages of 18 and 64 (14%). Results for 

specific age groups are shown in Figure 3-7.

Education and income. Data from the 2008 

SPPA indicate that people with more education 

and higher incomes tend to exhibit higher rates 

of arts participation through live attendance 

alone than people with less education and lower 

incomes. This pattern was observed when 

considering all benchmark arts activities together 

and when considering arts performances and 

visual arts separately.

4. Respondents who did not participate 

in benchmark arts activities through 

either electronic media or live 

attendance. A relatively large number 

of U.S. adults did not participate in the 

benchmark arts through either electronic 

media or live attendance according to the 

2008 SPPA. Respondents were considered 

to have not participated in a benchmark 

activity through either electronic media or 

attendance if they: 

•	 Did not use electronic media to view or

listen to a recorded or live broadcasted jazz, 

classical music, opera, or dance (including 

ballet) performances; a musical or nonmusical play; a program about artists, art 

works, or art museums; and did not use the 

Internet to view visual art online; and

•	 Did not attend a jazz, classical music,

opera, or ballet performance, a musical 

or non-musical play, or visit an art museum 

or gallery. 

Fifty percent of respondents reported that they 

did not participate in a benchmark arts activity 

through either electronic media or live attendance.

Demographic characteristics. Figures 3-7 and 

3-8 present demographic information about 

U.S. adults who did not participate in benchmark 

arts activities through either electronic media 

or attendance.

Location. As shown in Figure 3-7, a higher 

percentage of adults from rural areas than 

metropolitan areas reported that they neither used 

electronic media to view or listen to benchmark art 

forms nor attended a benchmark arts event (62% 

versus 48%).

Race and ethnicity. A relatively high proportion 

of Hispanic (61%) and African-American (59%) 

adults reported not having participated in 

benchmark activities through either electronic 

media or live attendance in the 12 months ending 

in May 2008. Non-Hispanic white Americans 

(46%) exhibited a lower non-participation rate than 

both groups.

Age. U.S. adults 65 and older were more likely 

than younger age groups to report not having 

participated in benchmark activities through either 

electronic media or live attendance. 
50 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figures

Education and income. People with lower levels 

of education and income were generally more 

likely than people with higher levels of education 

and income to report that they did not participate 

in any benchmark activities through either 

electronic media or live attendance. 

Electronic Media 

Participation in Individual 

Benchmark Arts Activities

Considering the relatively large number of art 

forms that make up benchmark activities, it is 

instructive to examine the rates at which U.S. 

adults used electronic media to view or listen 

to individual benchmark art forms according to 

the 2008 SPPA. Although many of the patterns 

Figure 3-13. Percent of U.S. adult population 

that observed at least one benchmark activity 

through electronic media alone and not 

through live attendance

Figure 3-14. Percent of U.S. adult population 

that observed at least one benchmark 

activity through live attendance alone and not 

through electronic media

Source: 2008 Survey of Public Participation in the Arts.

Benchmark activities 15.4%

Arts performances 11.8%

Visual arts 7.6%

Benchmark activities 12.9%

Arts performances 9.5%

Visual arts 6.3%

Source: 2008 Survey of Public Participation in the Arts.

observed for individual benchmark activities are 

similar to those observed for benchmark activities 

considered together, key differences emerged.

Participation rates. Figure 3-15 presents 

the percent of U.S. adults that reported having 

used electronic media to view or listen to each 

benchmark activity in the 2008 SPPA. For 

reference, Figure 3-15 also shows live attendance 

rates for each art form.

For performance-based arts activities, 

respondents were considered to have participated 

through electronic media if they reported viewing 

or listening to a recorded or live broadcasted 

performance of the art form in the 12-month 

period ending in May 2008. 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 51

For visual arts, respondents were considered to 

have participated through electronic media if they 

reported viewing or listening to a recorded or live 

program about artists, art works, or art museums, 

or if they reported using the Internet to view art 

online.10 

Jazz. Figure 3-15 shows that 14 percent of 

U.S. adults reported using electronic media to 

participate in jazz — almost twice as high as 

the percentage of adults that attended a jazz 

performance (8%).

Classical music. Similar to jazz, nearly twice as 

many respondents reported having participated 

in classical music through electronic media than 

through live attendance (18% versus 9%).

Figure 3-15. Percent of U.S. adult population that observed individual benchmark arts 

activities through electronic media

Source: 2008 Survey of Public Participation in the Arts.

Visual arts

Dance

(including ballet)

Non-musical plays

Musical plays

Opera

Classical

Jazz

Attendance Media

0% 20% 40% 60% 80% 100%

Opera. A smaller percentage of people reported 

using electronic media to participate in opera 

(5%) than in any other benchmark activity. 

Nevertheless, more than twice as many people 

reported participating in opera through electronic 

media than through live attendance (2%).

Musical plays. As shown in Figure 3-15, 

fewer than half as many people reported using 

electronic media to view or listen to musical plays 

than through live attendance (8% versus 17%).

Non-musical plays. As with musical-plays, fewer 

people used electronic media to participate in 

non-musical plays than attended non-musical 

plays (7% versus 9%).

22.7%

22.7%

7.0%

7.9%

9.4%

6.7%

16.7%

7.9%

2.1%

4.9%

9.3%

17.8%

7.8%

14.0%
52 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Jazz 

All adults 14.0 % 

Gender

Male 14.7 % 

Femaie 13.3 

Location

Metro 14.4 % 

Rural 11.8 

Race and ethnicity

Hispanic 8.8 % 

White* 14.0 

African American* 19.9 

Other* 13.4 

Age

18-24 14.2 % 

25-34 13.1 

35-44 13.2 

45-54 15.1 

55-64 15.9 

65-74 13.7 

75 and over 11.2 

Education

Grade school 6.1 % 

Some high school 8.7 

High school graduate 9.0 

Some college 15.2 

College graduate 20.8 

Graduate school 24.7 

Income

Less than $10K 13.2 % 

$10K to $20K 9.8 

$20K to $30K 13.9 

$30K to $40K 11.5 

$40K to $50K 12.4 

$50K to $75K 14.1 

$75K to $100K 17.0 

$100K to $150K 16.7 

$150K and over 21.4 

Figure 3-16. Percent of U.S. adult 

population (by demographic group) that 

observed individual benchmark arts 

activities through electronic media 

Source: 2008 Survey of Public Participation in the Arts. 

* Does not include Hispanics.

Photo by Marty Sohl
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 53

Benchmark activities

Classical Opera Musical plays Non-musical plays Dance Visual arts

17.8 % 4.9 % 7.9 % 6.7 % 7.9 % 22.7 %

16.7 % 4.2 % 6.5 % 5.7 % 5.9 % 21.9 %

18.8 5.5 9.3 7.7 9.8 23.5

18.6 % 5.2 % 8.4 % 6.9 % 7.8 % 23.8 %

13.5 2.9 5.4 5.7 8.6 16.8

12.3 % 3.6 % 5.7 % 6.9 % 4.1 % 15.7 %

19.4 5.4 8.8 6.4 8.9 25.8

10.9 2.5 7.0 8.5 6.7 12.2

23.4 5.7 5.3 6.3 7.2 22.5

17.1 % 4.0 % 6.8 % 8.4 % 7.6 % 25.9 %

14.4 3.7 6.3 5.7 5.4 24.5

14.7 2.8 7.8 5.0 5.9 23.6

17.1 4.4 8.3 7.1 8.8 22.7

24.7 8.7 9.8 7.0 9.6 25.4

19.5 6.8 9.7 8.3 12.2 17.1

21.2 6.3 7.7 6.9 9.2 12.3

8.4 % 3.3 % 4.2 % 4.5 % 4.5 % 9.0 %

8.7 2.4 3.7 4.1 3.2 10.9

9.6 2.3 4.0 4.9 5.2 12.1

18.8 4.7 9.6 7.7 9.5 25.8

27.9 7.5 14.2 9.0 10.7 36.4

39.1 12.8 11.1 9.3 14.7 45.1

11.1 % 5.3 % 6.5 % 5.9 % 8.9 % 18.2 %

12.7 4.1 5.1 5.4 6.3 12.4

14.4 3.9 7.4 8.2 8.5 14.7

14.1 2.3 4.1 5.9 6.5 16.6

18.3 4.3 9.2 6.5 9.4 23.4

16.8 4.8 8.2 6.1 7.1 23.3

21.7 5.3 8.6 7.7 8.6 29.5

25.7 7.4 12.4 6.7 11.2 35.5

32.4 8.9 13.6 10.4 9.6 41.4
54 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

U.S. Population

Jazz 

Gender

Male 48.3 % 50.8 % 

Female 51.7 49.2 

Total 100.0 % 100.0 % 

Location

Metro 83.9 % 86.8 % 

Rural 16.1 13.2 

Total 100.0 % 100.0 % 

Race and ethnicity

Hispanic 13.5 % 8.3 % 

White* 68.7 69.1 

African American* 11.4 16.4 

Other* 6.4 6.2 

Total 100.0 % 100.0 % 

Age

18-24 12.8 % 12.9 % 

25-34 17.7 16.0 

35-44 18.6 18.6 

45-54 19.5 22.0 

55-64 14.8 16.1 

65-74 8.8 8.4 

75 and over 7.6 6.0 

Total 100.0 % 100.0 % 

Education

Grade school 5.0 % 2.0 % 

Some high school 9.8 6.3 

High school graduate 30.4 20.4 

Some college 27.3 29.6 

College graduate 18.3 26.2 

Graduate school 9.1 15.4 

Total 100.0 % 100.0 % 

Income

Less than $10K 5.8 % 5.1 % 

$10K to $20K 9.6 6.7 

$20K to $30K 11.7 11.0 

$30K to $40K 11.3 9.4 

$40K to $50K 9.3 8.0 

$50K to $75K 20.3 20.1 

$75K to $100K 13.5 17.0 

$100K to $150K 10.7 11.5 

$150K and over 8.0 11.2 

Total 100.0 % 100.0 % 

Figure 3-17. Demographic distribution 

of U.S. adult population that observed 

individual benchmark arts activities 

through electronic media

Note: Column totals may not add to exactly to 100 due to rounding.

Source: 2008 Survey of Public Participation in the Arts.

* Does not include Hispanics.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 55

Benchmark activities

Classical Opera Musical plays Non-musical plays Dance Visual arts

45.5 % 41.5 % 39.8 % 41.0 % 36.1 % 46.6 %

54.5 58.5 60.2 59.0 63.9 53.4

100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 %

88.0 % 90.6 % 89.4 % 86.6 % 82.9 % 88.4 %

12.0 9.4 10.6 13.4 17.1 11.6

100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 %

9.1 % 9.7 % 9.4 % 13.5 % 6.8 % 9.1 %

75.3 76.6 76.0 65.7 77.5 78.2

7.1 6.0 10.2 14.7 9.8 6.2

8.5 7.6 4.4 6.1 5.9 6.4

100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 %

12.3 % 10.4 % 10.9 % 16.0 % 12.2 % 14.5 %

13.9 13.0 13.5 14.7 11.6 18.4

16.2 11.1 19.2 14.6 14.6 20.4

19.7 18.3 21.3 21.6 22.6 20.3

19.7 25.5 17.5 14.8 17.2 15.8

9.4 12.0 10.4 10.7 13.2 6.5

8.8 9.6 7.2 7.6 8.6 4.0

100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 %

2.2 % 3.2 % 2.5 % 3.1 % 2.6 % 1.8 %

5.0 5.0 4.8 6.3 4.1 4.9

17.0 15.1 15.8 23.2 20.6 16.8

28.9 26.6 33.2 31.5 32.7 31.0

27.7 27.1 31.6 23.8 23.9 28.2

19.2 23.0 12.2 12.1 16.2 17.3

100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 %

3.3 % 5.9 % 4.4 % 4.7 % 6.0 % 4.2 %

6.7 8.1 6.1 7.7 7.4 5.1

9.0 9.0 10.2 13.6 11.8 7.1

9.0 5.5 5.8 10.0 9.3 8.2

9.2 8.0 10.4 8.8 10.6 9.2

18.7 19.9 20.5 18.2 17.7 20.1

17.0 15.4 15.1 16.1 15.0 18.0

13.8 14.7 15.0 9.5 13.5 14.9

13.3 13.5 12.5 11.3 8.8 13.2

100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 %
56 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Dance (including ballet). Eight percent of U.S. 

adults reported having participated in dance 

performances (including ballet) through media, 

slightly higher than the percentage of adults that 

participated in dance performances through live 

attendance (7%).

Visual arts. As shown in Figure 3-15, more 

respondents reported having used electronic 

media to participate in visual arts (23%) than in 

any other benchmark arts activity. 

Two activities made up visual arts participation 

through media — viewing art online and viewing 

or listening to a recorded or live program about 

artists, art works, or art museums. A comparable 

percentage of respondents reported participating 

in each activity (14% and 15%, see Figure 1-1).

Demographic characteristics. Figures 3-16 and 

3-17 present demographic information about U.S. 

adults who reported using electronic media to 

view or listen to individual benchmark art forms 

in the 2008 SPPA. Figure 3-16 shows the percent 

of adults that reported participating in each 

benchmark activity through electronic media by 

demographic group, and Figure 3-17 shows the 

demographic distribution of adults who reported 

participating in each activity. 

Location. Figure 3-16 shows that metropolitan 

area residents were more likely than rural 

residents to report having used electronic media 

to view or listen to classical music, opera, musical 

plays, and visual arts. The groups did not differ 

significantly for jazz, non-musical plays, or dance 

performances (including ballet). 

Race and ethnicity. African Americans were 

more likely than other racial/ethnic groups to

report using electronic media to participate in 

jazz (20%). Non-Hispanic white adults were more 

likely than all other racial/ethnic groups considered

together to participate in musical plays through 

electronic media (9% versus 6%).

Age. U.S. adults 55 and older were more likely 

than younger adults to report electronic media 

participation in classical music, opera, and dance 

performances. Compared to other age groups, a 

relatively high number of adults between the 

ages of 18 and 24 reported using electronic 

media to participate in jazz (14%) and non-musical 

plays (8%). 

Education. For each benchmark arts activity 

shown in Figure 3-16, respondents with more 

education tended to show higher rates of arts 

participation through electronic media than 

respondents with less education.

Income. Respondents with higher incomes 

were more likely than respondents with lower 

incomes to report having used electronic 

media to participate in each art form. However, 

that relationship was not observed for dance 

performances.

Latin Music Participation 

through Electronic Media

Partly to address the growing Hispanic-American 

population and the growing popularity of a 

distinctive art form, the 2008 SPPA asked 

respondents whether they had attended Latin, 

salsa, or Spanish music events and whether 

they had viewed or listened to such music via 

electronic and digital media.11

Participation rates. Figure 3-18 shows 

the percent of U.S. adults that reported using 

electronic media to view or listen to Latin music in 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 57

the 12 months ending in May 2008, as well as the 

percent of adults that reported attending a Latin 

performance. 

As shown in Figure 3-18, three times as many 

adults reported participating in Latin music 

through electronic media than through attendance 

(15% versus 5%).

Demographic characteristics. Figures 3-19 

and 3-20 present demographic information about 

U.S. adults who reported observing Latin music 

though electronic media or live attendance. Figure 

3-19 shows the percent of adults that reported 

participating in Latin music by demographic 

group, and Figure 3-20 shows the demographic 

distributions of adults who reported doing so.12

Location. Nearly twice as many respondents 

from metropolitan areas reported observing Latin 

Figure 3-18. Percent of U.S. adult population 

that observed Latin music through electronic 

media or live attendance

Source: 2008 Surveys of Public Participation in the Arts.

Media participation 14.9%

Live attendance 4.9%

Figure 3-19. Percent of U.S. adult population (by 

demographic group) that observed Latin music 

through live attendance or electronic media

Latin music participation

Live attendance Electronic media

All adults 4.9 % 14.9 %

Gender

Male 4.8 % 15.8 %

Female 4.9 14.0

Location

Metro 5.5 % 16.2 %

Rural 1.7 8.1

Race and ethnicity

Hispanic 17.4 % 55.2 %

White* 3.1 8.8

African American* 1.6 9.9

Other* 2.7 6.0

Age

18-24 7.0 % 18.8 %

25-34 5.9 19.0

35-44 6.1 16.1

45-54 4.4 13.6

55-64 4.6 12.7

65-74 2.0 10.2

75 and over 0.8 8.3

Education

Grade school 8.5 % 25.8 %

Some high school 5.5 18.7

High school graduate 3.3 11.6

Some college 4.0 14.5

College graduate 6.8 15.0

Graduate school 5.8 17.5

Income

Less than $10K 6.7 % 13.8 %

$10K to $20K 3.4 16.9

$20K to $30K 5.5 20.0

$30K to $40K 6.1 14.6

$40K to $50K 5.9 15.7

$50K to $75K 4.8 13.1

$75K to $100K 4.2 17.4

$100K to $150K 5.6 11.7

$150K and over 5.3 14.9

* Does not include Hispanics.

Source: 2008 Survey of Public Participation in the Arts.
58 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Note: Column totals may not add to exactly to 

100 due to rounding.

Source: 2008 Survey of Public Participation in the Arts.

U.S. 

population

Latin music participation

Live 

attendance

Electronic 

media

Gender

Male 48.3 % 47.9 % 51.5 %

Female 51.7 52.1 48.5

Total 100.0 % 100.0 % 100.0 %

Location

Metro 83.9 % 94.4 % 91.6 %

Rural 16.1 5.6 8.4

Total 100.0 % 100.0 % 100.0 %

Race and ethnicity

Hispanic 13.5 % 48.7 % 49.2 %

White* 68.7 43.9 40.5

African American* 11.4 3.7 7.7

Other* 6.4 3.7 2.6

Total 100.0 % 100.0 % 100.0 %

Age

18-24 12.8 % 18.2 % 16.4 %

25-34 17.7 21.8 21.8

35-44 18.6 24.0 21.1

45-54 19.5 17.5 18.6

55-64 14.8 13.8 12.1

65-74 8.8 3.6 5.9

75 and over 7.6 1.2 4.1

Total 100.0 % 100.0 % 100.0 %

Education

Grade school 5.0 % 9.0 % 7.9 %

Some high school 9.8 11.0 12.8

High school graduate 30.4 20.7 24.8

Some college 27.3 22.5 26.6

College graduate 18.3 26.0 17.7

Graduate school 9.1 10.8 10.2

Total 100.0 % 100.0 % 100.0 %

Income

Less than $10K 5.8 % 7.6 % 5.0 %

$10K to $20K 9.6 6.1 10.7

$20K to $30K 11.7 12.3 15.0

$30K to $40K 11.3 13.4 11.2

$40K to $50K 9.3 10.6 9.5

$50K to $75K 20.3 18.5 17.3

$75K to $100K 13.5 11.3 16.5

$100K to $150K 10.7 12.1 7.5

$150K and over 8.0 8.1 7.4

Total 100.0 % 100.0 % 100.0 %

Figure 3-20. Demographic 

distribution of U.S. adult 

population observing Latin 

music through live attendance 

or electronic media

* Does not include Hispanics.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 59

music through electronic media than respondents 

from rural areas (16% versus 8%), consistent with 

live attendance data.

Race and ethnicity. Fifty-five percent of 

Hispanic adults viewed or listened to Latin 

music through electronic media in the 12 months 

ending in May 2008. No other racial/ethnic

group showed a media participation rate in Latin 

music above 10 percent. Only 17 percent of 

Hispanic adults observed Latin music through 

live attendance during the same time period (still 

a substantially larger percentage than all other 

racial/ethnic groups).

Age. Figure 3-19 shows strong, inverse 

relationships between age and Latin music 

participation through electronic media and 

attendance — older adults tended to show lower 

rates of Latin music participation than younger 

adults. 

Education. Respondents who did not graduate 

high school were more likely than those with 

a high school or college degree to report 

using electronic media to observe Latin music 

(21% versus 14%).

Income. As shown in Figure 3-19, U.S. adults 

with incomes between $20,000 and $50,000 were 

more likely than adults with higher incomes to 

report having used electronic media to participate 

in Latin music (17% versus 14%).

Arts Participation 

through the Internet

In addition to questions that addressed many 

forms of arts media together, the 2008 SPPA 

included several questions about using the 

Internet in particular to participate in various 

arts activities:

•	 Viewing or listening to arts performances;

•	 Viewing visual art;

•	 Obtaining arts-related information; and

•	 Creating art.

Figure 3-21 shows the percent of U.S. adults that 

participated in Internet-based arts activities as 

well as the percent of adults who used the Internet 

overall (70%).

Arts performances. The 2008 SPPA asked 

respondents whether they had used the Internet 

to view, listen to, or download a live or recorded 

music, theater, or dance performance in the 

12-month period ending in May 2008. As shown 

in Figure 3-21, 21 percent of U.S adults used 

Figure 3-21. Percent of U.S. adult population 

that using the Internet to participate in the arts

Source: 2008 Survey of Public Participation in the Arts.

Overall internet use 69.9%

Arts performances 21.0%

Visual arts 14.1%

Arts information 24.3%

Arts creation 5.0%
60 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Overall 

Internet use

All adults 69.9 % 

Gender

Male 70.2 % 

Female 69.6 

Location

Metro 71.6 % 

Rural 60.8 

Race and ethnicity

Hispanic 51.6 % 

White* 76.0 

African American* 53.7 

Other* 72.2 

Age

18-24 86.7 % 

25-34 81.2 

35-44 77.9 

45-54 72.7 

55-64 68.6 

65-74 43.4 

75 and over 18.6 

Education

Grade school 11.1 % 

Some high school 46.2 

High school graduate 57.9 

Some college 82.1 

College graduate 90.0 

Graduate school 92.8 

Income

Less than $10K 46.8 % 

$10K to $20K 40.9 

$20K to $30K 49.9 

$30K to $40K 60.7 

$40K to $50K 71.4 

$50K to $75K 78.1 

$75K to $100K 88.9 

$100K to $150K 95.3 

$150K and over 95.1 

Figure 3-22. Percent of U.S. adult 

population (by demographic group) 

that participated in Internet-based 

arts activities

Source: 2008 Survey of Public Participation in the Arts.

* Does not include Hispanics.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 61

Internet-based arts activity

Arts performances Visual arts Arts information Arts creation

21.0 % 14.1 % 24.3 % 5.0 %

23.0 % 13.6 % 24.4 % 5.6 %

19.1 14.5 24.3 4.5

22.4 % 15.0 % 26.1 % 5.3 %

13.5 9.6 14.9 3.7

18.0 % 7.4 % 15.2 % 3.7 %

22.3 16.4 28.3 5.4

16.4 7.9 13.9 3.1

21.7 14.6 19.7 7.6

42.3 % 20.1 % 30.5 % 10.9 %

33.2 19.2 33.5 7.6

23.4 16.5 28.6 5.6

15.7 12.9 24.7 2.7

11.5 12.0 21.2 3.5

4.4 5.5 10.0 1.9

1.3 2.7 3.3 0.2

1.6 % 1.1 % 1.1 % 0.0 %

15.1 5.1 8.1 2.7

12.8 5.9 11.6 2.4

27.3 17.3 29.7 6.6

29.3 24.0 42.6 8.3

31.0 31.1 47.9 8.5

19.5 % 10.2 % 11.8 % 6.4 %

7.9 5.5 10.4 2.2

15.9 8.1 12.1 4.5

15.6 10.2 15.9 3.2

20.6 14.7 19.1 3.4

21.3 14.0 27.7 6.0

28.7 20.7 35.0 7.1

38.4 23.9 46.5 8.0

34.6 29.1 50.0 6.6
62 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Note: Column totals may not add to exactly to 100 due to rounding.

Source: 2008 Survey of Public Participation in the Arts. 

U.S. Population Overall Int

Gender

Male 48.3 % 

Female 51.7 

Total 100.0 % 1

Location

Metro 83.9 % 

Rural 16.1 

Total 100.0 % 1

Race and ethnicity

Hispanic 13.5 % 

White* 68.7 

African American* 11.4 

Other* 6.4 

Total 100.0 % 1

Age

18-24 12.8 % 

25-34 17.7 

35-44 18.6 

45-54 19.5 

55-64 14.8 

65-74 8.8 

75 and over 7.6 

Total 100.0 % 1

Education

Grade school 5.0 % 

Some high school 9.8 

High school graduate 30.4 

Some college 27.3 

College graduate 18.3 

Graduate school 9.1 

Total 100.0 % 1

Income

Less than $10K 5.8 % 

$10K to $20K 9.6 

$20K to $30K 11.7 

$30K to $40K 11.3 

$40K to $50K 9.3 

$50K to $75K 20.3 

$75K to $100K 13.5 

$100K to $150K 10.7 

$150K and over 8.0 

Total 100.0 % 1

Figure 3-23. Demographic distribution 

of U.S. adult population that participated 

in Internet-based arts activities

* Does not include Hispanics.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 63

ternet use

Internet-based arts activity

Arts performances Visual arts Arts information Arts creation

48.7 % 53.0 % 46.9 % 48.5 % 53.7 %

51.3 47.0 53.1 51.5 46.3

100.0 % 100.0 % 100.0 % 100.0 % 100.0 %

86.5 % 90.0 % 89.4 % 90.5 % 88.5 %

13.5 10.0 10.6 9.5 11.5

100.0 % 100.0 % 100.0 % 100.0 % 100.0 %

9.8 % 11.4 % 7.0 % 8.2 % 9.6 %

74.7 73.0 79.9 80.0 73.6

8.9 9.0 6.4 6.6 7.1

6.6 6.7 6.6 5.2 9.8

100.0 % 100.0 % 100.0 % 100.0 % 100.0 %

16.1 % 26.0 % 18.4 % 16.2 % 28.0 %

20.0 27.0 23.2 23.4 25.9

21.7 21.8 22.9 22.9 21.7

21.0 15.2 18.6 20.6 11.0

13.9 7.8 12.1 12.4 9.9

5.3 1.8 3.4 3.5 3.3

2.0 0.5 1.4 10.2 0.3

100.0 % 100.0 % 100.0 % 100.0 % 100.0 %

0.7 % 0.3 % 0.4 % 0.2 % 0.0 %

6.8 7.3 3.6 3.4 5.4

26.1 19.2 13.2 15.0 14.8

32.1 35.7 33.5 33.5 35.9

22.8 24.7 30.2 30.8 29.3

11.5 12.8 19.1 17.1 14.6

100.0 % 100.0 % 100.0 % 100.0 % 100.0 %

3.6 % 4.8 % 3.7 % 2.5 % 6.6 %

5.6 3.4 3.6 4.0 4.0

8.0 8.2 6.2 5.4 9.6

10.0 8.2 8.0 7.3 7.1

9.3 8.6 9.2 6.9 6.0

22.2 19.3 18.9 21.8 22.9

18.1 18.8 20.1 19.7 19.4

13.1 17.0 15.7 17.8 14.9

10.1 11.7 14.7 14.7 9.4

100.0 % 100.0 % 100.0 % 100.0 % 100.0 %
64 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

the Internet to download, watch or listen to arts 

performances online.

Visual arts. The 2008 SPPA also asked 

respondents whether they had used the Internet 

to view visual art online, including paintings, 

sculpture, and photography. Figure 3-21 shows 

that 14 percent of U.S. adults reported viewing 

visual arts online.

Arts creation. Respondents were asked 

whether they had used the Internet to create 

or post art online, including design, music, 

photography, films, videos, and creative writing 

(outside of school or work). As illustrated in Figure 

3-21, 5 percent of U.S. adults reported having 

used the Internet to create or post art online in the 

12-month period ending in May 2008.

Arts information. The SPPA included a 

question concerning the use of the Internet 

to obtain information about a music, theater, 

dance performance, or an art exhibit (including 

purchasing tickets online). Almost one-quarter of 

respondents indicated that they used the Internet 

to obtain such information — more than any other 

Internet activity shown in Figure 3-21. 

Demographic characteristics of people 

who participated in the arts through 

the Internet. Figures 3-22 and 3-23 present 

demographic information about U.S. adults who 

reported participating in Internet-based arts 

activities. Figure 3-22 shows the percent of adults 

by demographic group that reported participating 

in Internet-based arts activities, and Figure 

3-23 presents the corresponding demographic 

distributions.

Location. Figure 3-22 shows that people living in 

metropolitan areas were more likely than people 

living in rural areas to participate in Internet-based 

arts activities, mirroring Internet use overall.

Race and ethnicity. Non-Hispanic white adults 

were generally more likely than African-American 

and Hispanic adults to report using the Internet to 

participate in the arts. The only exception to that 

pattern was for arts creation — African Americans 

(3%) and Hispanic adults (4%) reported creating 

art online at a rate comparable to non-Hispanic 

white adults (5%). Non-Hispanic white adults 

and other-race adults also generally showed 

comparable participation rates for Internet-based 

arts activities.

Age. In general, the older the respondent, the less 

likely he or she was to report having participated 

in Internet-based arts activities (or to use the 

Internet at all). For example, 42 percent of 18-24 

year olds used the Internet to download, watch, 

or listen to arts performances in the 12 months 

ending in May 2008. By contrast, fewer than 4 

percent of adults 65 or older reported doing so.

Education and income. People with more 

education and income tended to show higher 

rates of participation in Internet-based arts 

activities than people with less education and 

lower income.

Frequency of participation in Internetbased arts activities. For respondents who 

reported participating in Internet-based arts 

activities, the 2008 SPPA also asked how often 

they did so. Figure 3-24 shows the frequency of 

participation for those respondents who reported 

that they had participated in an Internet-based 

arts activity. 

As shown in Figure 3-24, nearly three-fourths of 

adults who reported using the Internet, reported 

doing so at least once a day. More than half of the 

respondents who reported participating in arts 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 65

performances via Internet (52%) reported doing so 

at least once a week. Approximately two-thirds or 

more of respondents who reported having used 

the Internet to view visual arts (65%), obtain arts 

information (84%), or create arts (71%) reported 

doing so once a month or less. 

Statistical relationship between mediabased arts participation and Internet use.

A potential predictor of arts participation through 

electronic media is the degree of people’s access 

to that electronic media. This section asks: to 

what extent does Internet use predict benchmark 

arts participation through electronic media in 

general?

Forty-six percent of respondents who reported 

using the Internet in the 12-month period ending 

in May 2008 also reported having used electronic 

media to participate in benchmark arts activities, 

compared with only 22 percent of respondents 

who reported not using the Internet.

To further examine the relationship between 

Internet use and arts participation through 

electronic media, a regression analysis was 

conducted in which media arts participation was 

predicted from whether respondents reported 

using the Internet and the demographic variables 

shown in Figure 3-6. 

Figure 3-24. Frequency of participation for respondents that used the Internet to 

participate in the arts

0% 20% 40% 60% 80% 100%

Overall internet use

Arts performances

Visual arts

Arts information

Arts creation

Once a day Once a week Once a month Less than once a month

Source: 2008 Survey of Public Participation in the Arts.

72%

52%

56%

20%

29%

35%

32%

33%

30%

35%

36%

19%

16%

28%

4%

3%
66 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

The results of the model indicated that, after 

statistically controlling for demographic 

characteristics, the likelihood of participating in the 

arts through electronic media was 20 percentage 

points higher for Internet users than for non-users. 

That finding is consistent with the difference in 

overall arts media participation rates between 

Internet users and non-users. It is also consistent 

with the idea that greater access to electronic 

media is related to increased arts participation 

through electronic media.

Literature through 

Electronic Media

In 2008, respondents were asked whether they 

had used electronic media to read or listen 

to different types of literature or programs 

about literature. The SPPA assessed whether 

participants used the Internet or other types of 

electronic media to read, view or listen to:

•	 Articles, essays or blogs;

•	 Novels, short stories or poetry13; or

•	 Programs about books or writers.

Participation rates. Figure 3-25 shows the 

percent of U.S. adults that reported using 

electronic media to participate in literature. A 

relatively high percentage of respondents reported 

participating in literature via electronic media — 42 

percent reported that they used electronic media 

to read articles, essays, or blogs; 21 percent 

reported that they used electronic media to read 

or listen to novels, short stories, or poetry; and 15 

percent reported having used electronic media to 

view or listen to a program about books or writers.

Demographic characteristics. Figures 3-26 

and 3-27 present demographic information about 

U.S. adults who reported participating in literature 

through electronic media. Figure 3-26 shows the 

percent of adults by demographic group that 

reported participating in literature via electronic 

media, and Figure 3-27 shows the corresponding 

demographic distributions.

Location. Metropolitan area residents were 

more likely than rural residents to report having 

used electronic media to read articles, essays, 

or blogs (43% versus 37%) and to view or listen 

to programs about books or writers (16% versus 

12%). However, the two groups did not differ 

significantly in using electronic media to read 

or listen to novels, short stories, or poetry (21% 

versus 19%). 

Figure 3-25. Percent of U.S. adult 

population that engaged with literature 

through electronic media

Source: 2008 Survey of Public Participation in the Arts.

Articles, essays or blogs 41.5%

Novels, short stories 

or poetry 20.7%

Programs about 

books or writers 15.0%
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 67

Figure 3-26. Percent of U.S. adult population (by demographic group) that engaged with literature 

through electronic media 

Note: * Does not include Hispanics.

Source: 2008 Survey of Public Participation in the Arts.

Literature through Media

Articles, essays or blogs Novels, short stories or poetry Program about books or writers

All adults 41.5 % 20.7 % 15.0 %

Gender

Male 42.7 % 19.1 % 13.8 %

Female 40.5 22.1 16.1

Location

Metro 42.5 % 21.1 % 15.5 %

Rural 37.1 18.6 11.9

Race and ethnicity

Hispanic 24.6 % 14.6 % 8.3 %

White* 46.6 23.0 17.1

African American* 31.9 15.3 10.8

Other* 39.5 18.1 14.0

Age

18-24 49.3 % 23.7 % 14.9 %

25-34 53.2 27.1 12.8

35-44 49.5 21.0 14.1

45-54 41.1 20.2 15.7

55-64 37.8 19.9 18.2

65-74 26.1 16.7 16.8

75 and over 8.1 6.8 12.3

Education

Grade school 4.6 % 3.8 % 4.9 %

Some high school 23.2 13.4 6.2

High school graduate 26.6 12.7 6.7

Some college 48.2 22.4 17.0

College graduate 63.6 32.4 24.5

Graduate school 66.5 35.3 35.4

Income

Less than $10K 24.6 % 12.7 % 11.5 %

$10K to $20K 23.0 13.6 9.5

$20K to $30K 25.8 14.1 10.9

$30K to $40K 33.1 14.7 13.3

$40K to $50K 42.5 19.5 14.8

$50K to $75K 46.6 22.0 13.1

$75K to $100K 52.1 23.9 19.7

$100K to $150K 63.5 30.6 25.8

$150K and over 61.9 37.8 24.3
68 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

U.S. population

Gender

Male 48.3 % 

Female 51.7 

Total 100.0 % 

Location

Metro 83.9 % 

Rural 16.1 

Total 100.0 % 

Race and ethnicity

Hispanic 13.5 % 

White* 68.7 

African American* 11.4 

Other* 6.4 

Total 100.0 % 

Age

18-24 12.8 % 

25-34 17.7 

35-44 18.6 

45-54 19.5 

55-64 14.8 

65-74 8.8 

75 and over 7.6 

Total 100.0 % 

Education

Grade school 5.0 % 

Some high school 9.8 

High school graduate 30.4 

Some college 27.3 

College graduate 18.3 

Graduate school 9.1 

Total 100.0 % 

Income

Less than $10K 5.8 % 

$10K to $20K 9.6 

$20K to $30K 11.7 

$30K to $40K 11.3 

$40K to $50K 9.3 

$50K to $75K 20.3 

$75K to $100K 13.5 

$100K to $150K 10.7 

$150K and over 8.0 

Total 100.0 % 

Figure 3-27. Demographic distribution 

of U.S. adult population that engaged 

with literature through electronic media 

Note: Column totals may not add to exactly to 100 due to rounding.

Source: 2008 Survey of Public Participation in the Arts.

* Does not include Hispanics.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 69

Literature through Media

Articles, essays or blogs Novels, short stories or poetry Program about books or writers

49.7 % 44.9 % 44.9 %

50.3 55.1 55.1

100.0 % 100.0 % 100.0 %

85.5 % 85.4 % 87.6 %

14.5 14.6 12.4

100.0 % 100.0 % 100.0 %

7.7 % 9.3 % 7.4 %

76.7 76.0 78.3

8.7 8.4 8.3

6.8 6.3 6.0

100.0 % 100.0 % 100.0 %

15.6 % 15.0 % 12.8 %

22.4 22.9 14.6

22.0 18.8 18.3

19.4 19.2 21.3

13.3 14.1 17.4

5.8 7.5 9.6

1.4 2.4 6.0

100.0 % 100.0 % 100.0 %

0.6 % 1.0 % 1.5 %

5.4 6.3 4.2

19.3 18.4 14.2

31.0 28.9 30.9

29.1 29.8 28.7

14.6 15.6 20.5

100.0 % 100.0 % 100.0 %

3.5 % 3.6 % 4.0 %

5.3 6.3 5.9

7.2 7.9 7.8

8.4 7.5 10.0

9.2 8.4 8.9

21.8 20.7 17.0

16.2 15.0 18.3

16.7 16.2 16.1

11.7 14.3 11.9

100.0 % 100.0 % 100.0 %
70 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Race and ethnicity. Non-Hispanic white adults 

were more likely than all other racial/ethnic groups

to report having used electronic media to read 

articles, essays, or blogs and to read or listen to 

novels, short stories, or poetry. They were also 

more likely than all other racial/ethnic groups to

report having used electronic media to view or 

listen to a program about books or writers.

Age. Respondents 65 and older were less likely 

than respondents between the ages of 18 and 64 

to report using electronic media to read articles, 

essays, or blogs or to read or listen to novels, 

short stories, or poetry.

Education and income. The 2008 SPPA showed 

a strong relationship between education and 

income and using electronic media to electronic 

participate in literature — people with more 

education and income tended to show higher 

rates of literature participation through electronic 

media than people with less education and 

income. That pattern was observed for all of the 

literature-related activities shown in Figure 3-26. 

Summary and Implications

The 2008 SPPA provides important information 

about how U.S. adults use electronic media to 

participate in various arts activities, including the 

performing arts, visual arts, and literature. Key 

findings and their implications are summarized 

below.

Overall arts participation through 

electronic media. Thirty-seven percent of U.S. 

adults used electronic media to view or listen to a 

benchmark arts activity in the 12 months ending 

in May 2008, slightly more than the percentage of 

adults that attended a benchmark activity (35%) 

during the same time period. 

In general, U.S. adults who participated in 

benchmark activities through electronic media 

resembled those who attend live benchmark arts 

events. Both groups tended to be comprised of:

•	 Metropolitan area residents;

•	 Non-Hispanic white and other-race adults;

•	 Adults who attended college; and

•	 Adults with incomes greater than $100,000.14 

Implications. Findings from the 2008 SPPA 

have important implications for anyone trying to 

understand who participates in the arts through 

electronic and digital media.

•	 Overall, people are participating in the

arts through electronic media at higher 

rates than through live attendance. This 

pattern especially holds for demographic 

groups such as African Americans, adults 

75 and older, and adults with relatively low 

incomes.15 Although these groups typically 

have low live attendance rates, among those 

participating solely through electronic media 

their rates are among the highest. These 

findings suggest that arts participation for 

many U.S. adults would not occur without 

electronic media.

•	 Demographic differences in arts participation

rates appear much smaller when considering 

participation through electronic media 

than live attendance. This finding is further 

evidence that electronic media provides 

alternative ways for certain groups who do 

not typically attend arts events to still engage 

in arts activities.

•	 Several segments of the population exhibit

low rates of arts participation through 

electronic media overall. Further efforts 

should be made to determine why those 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 71

groups — including Hispanics, older 

Americans, and adults who did not attend 

college — do not use electronic media to 

participate in the arts as much as others. 

Overall arts participation by different 

participant segments. Individuals who were 

most likely to report participating in benchmark 

activities through both live attendance and 

electronic media were similar to those who 

reported arts participation through live attendance 

alone. Both groups tended to be:

•	 Metropolitan area residents;

•	 Non-Hispanic white or other-race adults;

•	 Younger than 65 years of age;

•	 Adults with relatively high levels of education;

and

•	 Adults with relatively high levels of income.

By contrast, people who participated in the arts 

through electronic media alone were much more 

similar to people who did not participate in the 

arts through either media or live attendance. They 

were more likely to be:

•	 Rural area residents;

•	 Racial and ethnic minorities;

•	 Older adults;

•	 Adults with relatively low levels of

education; and

•	 Adults with relatively low levels of income.

Implications. Data regarding arts participation 

through electronic media alone indicate that 

certain groups — including racial and ethnic 

minorities, older adults, rural residents, and adults 

with relatively low incomes — have an interest in 

participating in the arts but may be disinclined to 

attend arts events or face barriers in doing so. 

Research efforts might examine potential barriers 

to attending arts events such as those associated 

with ticket prices or accessibility. In addition, 

certain electronic media — such as television and 

the Internet — could be used to encourage arts 

participation among demographic groups who are 

less likely to attend arts events.

Participation in individual arts activities 

through electronic media. There are a 

number of benchmark and other arts activities 

in which people participate through electronic 

media at a higher rate than through attendance, 

including jazz, classical music, opera, and Latin 

music. However, there are other activities — such 

as musical and non-musical plays and visual 

arts — for which attendance rates are as high 

or higher than rates of participation through 

electronic media.

An examination of electronic media participation 

in various individual arts activities revealed several 

differences:

•	 Although African Americans exhibited

relatively low overall rates of arts participation 

through electronic media (see Figure 3-4), 

they showed higher media participation rates 

than all other racial/ethnic groups for jazz.

•	 Rural residents did not differ from

metropolitan area residents in media 

participation in dance performances 

(including ballet) through electronic 

media, despite the fact that metropolitan 

residents were more likely to report using 

electronic media to participate in every 

other arts activity.

•	 More than 50 percent of Hispanic

respondents reported using electronic media 

to participate in Latin music, more than five 
72 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

times the proportion of any other race and 

ethnicity group.

•	 A relatively large proportion of Americans

reported participating in literature through 

electronic media, consistent with findings 

from a NEA report that showed an increase 

in reading rates among U.S. adults between 

2002 and 2008.16

Implications. Findings from the 2008 SPPA 

regarding electronic media participation in 

individual arts activities have implications for 

understanding current levels of participation and 

for developing future research.

•	 People are more likely to participate in certain

arts activities — such as jazz, classical 

music and opera — through electronic 

media and in other arts activities — such as 

musical and non-musical plays — through 

live attendance. Those findings suggest 

that there may be certain characteristics 

of arts activities — for example, degree of 

accessibility through electronic media and 

cost of attendance — that make participation 

through electronic media more or less likely. 

Further efforts should be made to determine 

why people are more likely to participate in 

certain arts activities through media than 

others.

•	 Several different demographic groups —

such as African Americans, Hispanics, older 

adults and rural area residents — show 

relatively low overall rates of arts participation 

through media but nonetheless exhibit 

relatively high rates of media participation 

for specific arts activities. Those findings 

suggest that such groups still have an 

interest in the arts and that their interest 

should be further explored.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 73

Notes

1 Chapter 3 also provides information about live attendance 

rates as a reference point against which to compare 

participation rates through electronic media. For a more 

detailed discussion of live attendance data, see the Arts 

Participation 2008: Highlights from a National Survey. The full 

2008 SPPA report can be found online at: 

http://www.nea.gov/research/2008-SPPA.pdf 

2 Unless otherwise noted, differences discussed in text of 

Chapter 3 are statistically significant.

3 The 2008 SPPA included a question that asked whether 

respondents had used the Internet to watch, listen to 

or download live or recorded music, theater or dance 

performances (without specifying types of performance). 

That question was not included in the benchmark activities 

category (or the arts performances category) because it 

was too broad to compare with live attendance questions. 

Responses to the question are analyzed in the “Arts 

Participation through the Internet” section of Chapter 3.

4 The rate of arts media participation reported in the 

monograph differs from the arts media participation rate 

reported in 2008 Survey of Public Participation in the Arts 

Research Report #49 (41%). Whereas the monograph 

includes only benchmark arts activities in its arts media 

participation rate, the 2008 SPPA report also included Latin 

music and literary participation and did not include viewing 

visual arts online.

5 Note that participation rates for arts performances and visual 

arts do not sum to participation rates for all benchmark 

arts activities because many respondents who reported 

participating in benchmark activities participated in both arts 

performances and visual arts.

6 For model specifications, see Appendix C.

7 A factor with a “marginal impact of 0.0” is the point of 

comparison for other demographic groups. It does not 

indicate that the factor has no impact on the arts participation 

measure.

8 The marginal impact of being male on arts media 

participation did not differ significantly from zero.

9 To be included in the segment of respondents who 

participated in the arts through both media and live 

attendance, respondents could have reported participating 

in the same benchmark activity through both media and 

attendance or reported participating in one activity through 

media and a different activity through attendance. As a result 

of that definition, arts performances and visual arts were not 

separately analyzed for that participant segment.

10 Visual arts data are also presented in Figures 3-4 and 3-5.

11 From 2002 to 2008, the number of Hispanic-American adults 

grew by 33 percent (to 30.4 million adults), compared with a 

10 percent growth rate for all adults.

12 Many of the differences in Latin music participation by 

demographic group reflect the demographic profile of

Hispanic Americans.

13 The 2008 SPPA included a question about whether 

respondents listened to any novels, short stories, or poetry, 

either live or recorded. Although the question did not specify 

that participants had to have used electronic media to do 

so, it was asked within the context of other literature media 

questions and used a similar format. Thus, responses to 

the question were included here in analyses of literature 

participation through media.

14 Note that the effects of race and income were found to be 

minimal after controlling for other demographic traits.

15 Note that the effects of race and income were found to be 

minimal after controlling for other demographic traits.

16 For a more detailed discussion of reading data, see the 

Reading on the Rise: A New Chapter in American Literacy. 

The full report can be found online at: 

http://www.arts.gov/research/readingonRise.pdf
Higher Education Channel Television (HEC-TV) is 

the education, arts, and cultural channel for St. Louis, 

Missouri. In addition to providing access to the arts 

via television, HEC-TV makes good use of the Internet, 

creating apps for iPhone and iPad use and making its videos 

accessible for free through iTunes U, such as the above clip 

about the Slightly Askew Theatre Ensemble’s allfemale production of Shakespeare’s Macbeth. 
Chapter 4

Comparing Media-Based 

Arts Participation with 

Participation by Other Means 
76 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

One of the key findings from the 2008 SPPA summary report was that rates 

of live attendance at arts events had fallen substantially since 2002 for most 

benchmark arts activities. Longer-term declines persisted for classical 

music, theater, and ballet. At the same time, dramatic growth occurred in the variety, 

quality, and affordability of electronic media options available to arts participants and 

the quality of those options (cf.., Kaiser Family Foundation, 2010; Pew Internet and 

American Life Project, 2005).

A critical question regarding media-based arts 

participation is whether such activity is related 

to arts participation through live attendance, as 

well as through other means such as personal 

arts performance and arts creation. Given the

improvements in electronic media in recent years, 

it is possible that people rely more heavily on 

electronic media to engage in arts activities at 

the expense of arts participation through other 

means. That is, greater levels of arts participation 

through electronic media may be “replacing” other 

types of arts engagement.1

 

Many previous studies have shown strong 

correlations between arts participation through 

electronic media and through live attendance, 

indicating that perhaps using electronic media 

to participate in the arts leads to increased

involvement in the arts overall (for a review, see 

Chapter 2). However, recent improvements in the 

quality and accessibility of electronic media give 

reason to reexamine the relationship between 

participation through electronic media and arts 

participation through other means, based on the 

most current arts participation data from the 2008 

SPPA.

Arts Participation 

through Electronic Media 

and Other Means 

As a first step in exploring the relationship 

between media-based participation and arts 

participation through other means, it is instructive 

to revisit the overall rate at which U.S. adults 

reported using electronic media to participate in 

benchmark arts activities in the 2008 SPPA. As 

shown in Figure 3-3 of Chapter 3, overall, more 

than one-third of all respondents reported using 

electronic media to view or listen to benchmark 

arts forms (37%). 

Figure 4-1 shows overall rates of arts participation 

through electronic media and non-participation 

by demographic group, and Figure 4-2 shows the 

demographic distributions of those respondents.2

 

Key findings include3

:

•	 Adults with at least a college degree were

more likely to report having used electronic 

media to participate in the arts than to report 

not having done so. 

•	 Nearly 80 percent of respondents who

did not graduate from high school reported 

not using electronic media to participate in 

the arts.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 77

•	 Rural residents were less likely than

metropolitan area residents to report 

having used electronic media to participate 

in the arts.

Differences between arts participants 

through electronic media and nonparticipants in arts engagement through 

other means. In examining the relationship 

between participation in the arts through 

electronic media and through other means, it is 

useful to compare rates at which media-based 

arts participants and non-media-based arts 

participants engage with art through live arts 

attendance, personal arts performance, and art 

creation.

Participation rates. Figure 4-3 shows the 

percent of media-based arts participants through 

electronic media and non-media-based arts 

participants that reported engaging with art 

through live attendance, personal performance 

and creation. 

Live attendance. Respondents were considered 

to have participated in the arts through live 

attendance if they reported that, in the 12 months 

ending in May 2008, they attended a jazz, 

classical music, opera, or ballet performance, 

a musical or non-musical play, or visited an art 

museum or gallery.

As shown in Figure 4-3, more than twice as many 

arts participants through electronic media as nonparticipants reported attending an arts event (59% 

versus 21%). Consistent with previous research, 

this finding indicates that arts participation 

through electronic media may predict arts 

participation through live attendance.

Personal arts performance. Respondents were 

considered to have personally performed in the 

arts if they reported that, in the 12-month period 

ending in May 2008, they:

•	 Performed or rehearsed jazz, classical music,

opera, or dance (including ballet);

•	 Sang or acted in a musical play or acted in a

non-musical play; 

•	 Sang in a chorale, choir, glee club, or other

vocal group; or

•	 Played a musical instrument.

Rates of personal performance were nearly 

three times higher for arts participants through 

electronic media than non-participants (32% 

versus 11%). Those results further suggest that 

arts participation through electronic media may be 

related to an increase in arts participation through 

other means.

Arts creation. Respondents were considered 

to have created art if they reported that, in the 

12-month period ending in May 2008, they:

•	 Made photographs, movies, or videotapes as

an artistic activity;

•	 Weaved, crocheted, quilted, needle-pointed,

or sewed;

•	 Painted, drew, sculpted, or engaged in

printmaking;

•	 Worked with pottery, ceramics, jewelry,

leather, or metal; or

•	 Wrote stories, poems, or plays (outside of

school or work).

As with both live attendance and personal arts 

performance, people who reported having 

participated in the arts through electronic media 

were substantially more likely than people who 

had not reported doing so to have engaged in arts 

creation (48% versus 18%).
78 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Arts media participation

Total

Media 

participants

Media nonparticipants

All adults 37.2 % 62.8 % 100.0 %

Gender

Male 35.6 % 64.4 % 100.0 %

Female 38.6 61.4 100.0

Location

Metro 38.7 % 61.3 % 100.0 %

Rural 28.6 71.4 100.0

Race and ethnicity

Hispanic 29.2 % 70.8 % 100.0 %

White* 39.6 60.4 100.0

African American* 33.3 66.7 100.0

Other* 35.0 65.0 100.0

Age

18-24 36.9 % 63.1 % 100.0 %

25-34 36.0 64.0 100.0

35-44 35.2 64.8 100.0

45-54 38.1 61.9 100.0

55-64 42.6 57.4 100.0

65-74 37.7 62.3 100.0

75 and over 32.2 67.8 100.0

Education

Grade school 20.4 % 79.6 % 100.0 %

Some high school 20.2 79.8 100.0

High school graduate 25.7 74.3 100.0

Some college 41.6 58.4 100.0

College graduate 53.4 46.6 100.0

Graduate school 60.6 39.4 100.0

Income

Less than $10K 33.0 % 67.0 % 100.0 %

$10K to $20K 24.9 75.1 100.0

$20K to $30K 31.9 68.1 100.0

$30K to $40K 30.9 69.1 100.0

$40K to $50K 39.1 60.9 100.0

$50K to $75K 38.1 61.9 100.0

$75K to $100K 45.5 54.5 100.0

$100K to $150K 47.7 52.3 100.0

$150K and over 58.1 41.9 100.0

Note: Row totals may not add exactly to 100 due to rounding.

Source: 2008 Survey of Public Participation in the Arts. 

Figure 4-1. Percent of U.S. 

population (by demographic 

group) that participated or did not 

participate in the benchmark arts 

through electronic media

* Does not include Hispanics.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 79

Figure 4-2. Demographic 

distribution of U.S. adult 

population that participated or did 

not participate in the benchmark 

arts through electronic media 

Note: Column totals may not add exactly to 

100 due to rounding.

Source: 2008 Survey of Public Participation in the Arts. 

U.S. 

population

Arts media participation

Media 

participants

Media nonparticipants

Gender

Male 48.3 % 46.4 % 49.6 %

Female 51.7 53.6 50.4

Total 100.0 % 100.0 % 100.0 %

Location

Metro 83.9 % 87.9 % 82.1 %

Rural 16.1 12.1 17.9

Total 100.0 % 100.0 % 100.0 %

Race and ethnicity

Hispanic 13.5 % 10.4 % 14.9 %

White* 68.7 73.2 66.2

African American* 11.4 10.3 12.3

Other* 6.4 6.1 6.7

Total 100.0 % 100.0 % 100.0 %

Age

18-24 12.8 % 12.6 % 12.8 %

25-34 17.7 16.6 17.4

35-44 18.6 18.6 20.3

45-54 19.5 20.9 20.1

55-64 14.8 16.3 13.0

65-74 8.8 8.7 8.5

75 and over 7.6 6.4 8.0

Total 100.0 % 100.0 % 100.0 %

Education

Grade school 5.0 % 2.5 % 5.9 %

Some high school 9.8 5.5 12.9

High school graduate 30.4 21.8 37.3

Some college 27.3 30.5 25.4

College graduate 18.3 25.3 13.1

Graduate school 9.1 14.2 5.5

Total 100.0 % 100.0 % 100.0 %

Income

Less than $10K 5.8 % 4.7 % 6.0 %

$10K to $20K 9.6 6.3 11.9

$20K to $30K 11.7 9.4 12.7

$30K to $40K 11.3 9.4 13.2

$40K to $50K 9.3 9.4 9.2

$50K to $75K 20.3 20.2 20.6

$75K to $100K 13.5 17.0 12.8

$100K to $150K 10.7 12.2 8.4

$150K and over 8.0 11.3 5.1

Total 100.0 % 100.0 % 100.0 %

* Does not include Hispanics.
80 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Demographic characteristics. Figures 4-4 

through 4-9 present demographic information 

about arts media participants and nonparticipants who reported having engaged in 

the arts through live attendance (Figures 4-4 

and 4-5), personal performance (Figures 4-6 

and 4-7), and arts creation (Figures 4-8 and 

4-9). Even-numbered figures show overall rates 

of participation by demographic group, and 

odd-numbered figures show corresponding 

demographic distributions.

Several interesting patterns emerged from 

examining other forms of arts participation for 

media participants and non-participants by 

demographic group:

•	 For virtually every demographic group, a

larger percentage of arts media participants 

than non-participants reported engaging in 

the arts through live attendance, personal 

performance, and arts creation.

•	 More than 75 percent of arts media

participants with at least a college degree 

or who had incomes of at least $100,000 

reported that they participated in the arts 

through live attendance.

•	 Metropolitan area residents did not differ

significantly from rural residents in either 

personal arts performance or arts creation 

rates, regardless of arts media participation.

Statistical relationships between arts 

participation through electronic media 

and other types of arts participation. The 

differences observed between arts participants 

through electronic media and non-participants in 

live attendance, personal arts performance, and 

arts creation suggest that viewing or listening to 

the arts through electronic media predicts arts 

participation through other means. However, 

certain demographic characteristics may also 

contribute to those differences. To determine 

Figure 4-3. Rates of live arts attendance, personal arts performance, 

and arts creation for arts media participants and non-participants

0% 20% 40% 60% 80% 100%

Arts creation

Live attendance

Personal artsperformance

Media participants Media non-participants

Source: 2008 Survey of Public Participation in the Arts.

58.5%

48.0%

18.1%

20.5%

31.6%

10.7%
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 81

Figure 4-4. Percent of arts participants and non-participants through 

electronic media (by demographic group) that participated in the 

benchmark arts through live attendance

* Does not include Hispanics.

Source: 2008 Survey of Public Participation in the Arts. 

Media participants Media non-participants

All adults 58.5 % 20.5 %

Gender

Male 57.9 % 18.4 %

Female 58.9 22.5

Location

Metro 60.1 % 21.9 %

Rural 46.9 13.8

Race and ethnicity

Hispanic 43.9 % 13.6 %

White* 63.4 23.8

African American* 42.2 12.1

Other* 51.0 18.2

Age

18-24 57.2 % 21.1 %

25-34 60.9 20.0

35-44 58.0 21.0

45-54 63.9 23.4

55-64 59.1 23.1

65-74 56.5 16.3

75 and over 39.2 11.8

Education

Grade school 14.4 % 4.7 %

Some high school 34.0 6.9

High school graduate 39.5 12.5

Some college 57.7 26.9

College graduate 74.8 43.0

Graduate school 77.4 39.7

Income

Less than $10K 32.3 % 8.2 %

$10K to $20K 41.7 10.3

$20K to $30K 39.2 9.9

$30K to $40K 55.7 16.3

$40K to $50K 50.7 21.2

$50K to $75K 56.0 24.4

$75K to $100K 63.9 30.2

$100K to $150K 73.5 43.3

$150K and over 84.3 38.6
82 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figure 4-5. Demographic distribution 

of arts participants and nonparticipants through electronic media 

that participated in the benchmark 

arts through live attendance 

Note: Column totals may not add exactly to 100 due to rounding.

Source: 2008 Survey of Public Participation in the Arts.

Media 

participants

Media nonparticipants

Gender

Male 46.0 % 44.7 %

Female 54.0 55.3

Total 100.0 % 100.0 %

Location

Metro 90.3 % 87.9 %

Rural 9.7 12.1

Total 100.0 % 100.0 %

Race and ethnicity

Hispanic 7.8 % 9.9 %

White* 79.4 76.9

African American* 7.5 7.3

Other* 5.3 6.0

Total 100.0 % 100.0 %

Age

18-24 12.4 % 13.2 %

25-34 17.3 17.0

35-44 18.4 20.8

45-54 22.8 23.0

55-64 16.4 14.7

65-74 8.4 6.7

75 and over 4.3 4.6

Total 100.0 % 100.0 %

Education

Grade school 0.6 % 1.3 %

Some high school 3.2 4.3

High school graduate 14.8 22.8

Some college 30.2 33.5

College graduate 32.4 27.5

Graduate school 18.8 10.6

Total 100.0 % 100.0 %

Income

Less than $10K 2.6 % 2.3 %

$10K to $20K 4.5 5.7

$20K to $30K 6.3 5.8

$30K to $40K 8.9 9.9

$40K to $50K 8.1 9.0

$50K to $75K 19.4 23.3

$75K to $100K 18.5 17.9

$100K to $150K 15.4 16.9

$150K and over 16.3 9.2

Total 100.0 % 100.0 %

* Does not include Hispanics.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 83

Media 

participants

Media nonparticipants

All adults 31.6 % 10.7 %

Gender

Male 34.3 % 10.4 %

Female 29.1 11.0

Location

Metro 31.6 % 10.2 %

Rural 33.0 13.2

Race and ethnicity

Hispanic 25.2 % 8.9 %

White* 33.6 11.4

African American* 29.0 8.1

Other* 25.1 13.4

Age

18-24 58.3 % 12.0 %

25-34 39.5 9.5

35-44 25.2 10.8

45-54 33.9 15.2

55-64 19.4 10.3

65-74 22.1 8.1

75 and over 10.0 4.5

Education

Grade school 1.0 % 4.8 %

Some high school 42.2 8.4

High school graduate 24.5 10.4

Some college 36.0 11.5

College graduate 28.4 11.7

Graduate school 38.5 21.0

Income

Less than $10K 35.5 % 3.5 %

$10K to $20K 18.7 16.2

$20K to $30K 34.2 8.6

$30K to $40K 33.1 9.1

$40K to $50K 31.9 11.2

$50K to $75K 29.4 12.4

$75K to $100K 39.8 12.3

$100K to $150K 31.7 15.9

$150K and over 33.3 12.1

Figure 4-6. Percent of arts 

participants and non-participants 

through electronic media (by 

demographic group) that participated 

in the benchmark arts through 

personal performance

Source: 2008 Survey of Public Participation in the Arts. 

* Does not include Hispanics.

Photo by Mike Manley
84 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Media 

participants

Media nonparticipants

Gender

Male 51.5 % 47.8 %

Female 48.5 52.2

Total 100.0 % 100.0 %

Location

Metro 88.3 % 78.8 %

Rural 11.7 21.2

Total 100.0 % 100.0 %

Race and ethnicity

Hispanic 9.8 % 12.5 %

White* 75.5 72.4

African American* 10.0 8.9

Other* 4.7 6.2

Total 100.0 % 100.0 %

Age

18-24 23.0 % 15.0 %

25-34 21.1 15.7

35-44 14.9 18.2

45-54 23.4 27.5

55-64 9.6 13.3

65-74 6.3 6.7

75 and over 1.8 3.6

Total 100.0 % 100.0 %

Education

Grade school 0.1 % 2.6 %

Some high school 7.5 11.2

High school graduate 15.6 32.8

Some college 35.0 30.7

College graduate 22.8 13.7

Graduate school 19.0 8.9

Total 100.0 % 100.0 %

Income

Less than $10K 4.6 % 1.9 %

$10K to $20K 4.3 15.8

$20K to $30K 9.7 10.3

$30K to $40K 7.9 10.8

$40K to $50K 9.7 8.0

$50K to $75K 17.9 23.7

$75K to $100K 22.1 11.5

$100K to $150K 11.4 11.3

$150K and over 12.4 6.7

Total 100.0 % 100.0 %

Note: Column totals may not add exactly to 100 due to rounding.

Source: 2008 Survey of Public Participation in the Arts. 

Figure 4-7. Demographic distribution 

of arts participants and nonparticipants through electronic media 

that participated in the benchmark arts 

through personal performance

* Does not include Hispanics.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 85

Media 

participants

Media nonparticipants

All adults 48.0 % 18.1 %

Gender

Male 36.1 % 11.2 %

Female 58.7 24.8

Location

Metro 47.2 % 18.5 %

Rural 55.0 15.9

Race and ethnicity

Hispanic 37.3 % 14.5 %

White* 51.4 19.4

African American* 37.0 16.9

Other* 49.5 14.0

Age

18-24 66.0 % 10.4 %

25-34 43.4 18.3

35-44 44.2 20.2

45-54 52.8 25.1

55-64 44.0 11.7

65-74 36.8 23.0

75 and over 45.1 14.6

Education

Grade school 20.9 % 5.4 %

Some high school 53.1 14.7

High school graduate 42.0 15.9

Some college 51.3 20.7

College graduate 48.1 23.1

Graduate school 52.0 32.2

Income

Less than $10K 60.7 % 14.4 %

$10K to $20K 41.2 18.9

$20K to $30K 53.1 12.4

$30K to $40K 41.2 19.0

$40K to $50K 45.0 21.7

$50K to $75K 48.7 19.8

$75K to $100K 51.4 24.4

$100K to $150K 59.8 25.7

$150K and over 39.8 18.5

Figure 4-8. Percent of arts participants 

and non-participants through electronic 

media (by demographic group) that 

participated in the benchmark arts 

through arts creation 

Source: 2008 Survey of Public Participation in the Arts. 

* Does not include Hispanics.
86 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Note: Column totals may not add exactly to 100 due to rounding.

Source: 2008 Survey of Public Participation in the Arts. 

Media 

participants

Media nonparticipants

Gender

Male 35.5 % 30.4 %

Female 64.5 69.6

Total 100.0 % 100.0 %

Location

Metro 87.2 % 84.7 %

Rural 12.8 15.3

Total 100.0 % 100.0 %

Race and ethnicity

Hispanic 9.5 % 12.1 %

White* 75.9 72.7

African American* 8.5 11.2

Other* 6.1 4.0

Total 100.0 % 100.0 %

Age

18-24 17.0 % 7.8 %

25-34 15.2 17.7

35-44 17.2 20.2

45-54 23.9 27.2

55-64 14.2 8.8

65-74 7.0 11.4

75 and over 5.5 7.0

Total 100.0 % 100.0 %

Education

Grade school 1.2 % 1.8 %

Some high school 6.2 11.7

High school graduate 17.7 30.1

Some college 32.7 32.6

College graduate 25.4 15.7

Graduate school 16.8 8.1

Total 100.0 % 100.0 %

Income

Less than $10K 5.4 % 4.5 %

$10K to $20K 6.3 10.9

$20K to $30K 10.2 8.8

$30K to $40K 6.6 13.3

$40K to $50K 9.1 9.3

$50K to $75K 19.7 22.5

$75K to $100K 18.9 13.6

$100K to $150K 14.2 10.7

$150K and over 9.8 6.1

Total 100.0 % 100.0 %

Figure 4-9. Demographic 

distribution of arts participants 

and non-participants through 

electronic media that participated 

in the benchmark arts through 

arts creation 

* Does not include Hispanics.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 87

whether arts participation through electronic 

media is independently related to other types of 

arts participation, it is necessary to statistically 

control for demographic characteristics that may 

affect that relationship.

Regression analyses were conducted in which 

arts participation through live attendance, 

personal performance, and arts creation were 

each predicted from arts participation through 

electronic media and various demographic 

characteristics. The models measured the 

relationship between other types of arts 

participation and arts participation through 

electronic media after statistically controlling 

several for demographic variables — gender, 

location, race/ethnicity, age, education, and

income of respondents.4

Figure 4-10 presents the independent impact 

of arts participation through electronic media 

and demographic characteristics on live arts 

attendance, personal arts performance, and arts 

creation. Factors showing a marginal impact 

of 0.0 represent a baseline against which the 

relative impact of other, related factors should be 

compared.5

 

For example, the likelihood to report having 

engaged in arts creation was 19 percentage 

points lower for males than for females after 

statistically controlling for arts participation 

through electronic media and all other 

demographic characteristics included in the 

model.6

Live attendance. As shown in Figure 4-10, 

the likelihood to report having attended an arts 

event was 30 percentage points higher for arts 

participants through electronic media than for 

non-participants, after statistically controlling 

for demographic characteristics. That finding is 

consistent with the differences observed between 

electronic media participants and non-participants 

in overall rates of live attendance.

Personal arts performance. Arts participants 

through electronic media were also substantially 

more likely than non-participants to report having 

personally performed in the arts (marginal impact 

of 18 percentage points), again supporting 

the idea that viewing or listening to the arts via 

electronic media predicts arts participation 

through other means.

Arts creation. As with both live attendance and 

personal arts performance, the likelihood to report 

having created art was 27 percentage points 

higher for arts participants through electronic 

media than for non-participants, after statistically 

controlling for the demographic variables included 

in the regression model. 

Demographic characteristics. An examination 

of the independent relationships between various 

demographic characteristics and the likelihood of 

participating in the arts through live attendance, 

personal performance, and arts creation revealed 

several interesting patterns after statistically 

controlling for other factors.

•	 Although metropolitan area residents were

more likely than rural residents to report 

attending an arts event, respondent location 

had no impact on personal arts performance 

or on arts creation.

•	 Compared with U.S. adults 25 and older,

adults between the ages of 18 and 24 were 

generally more likely to report attending 

an arts event and more likely to personally 
88 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Note: The relationship between certain 

demographic characteristics and arts 

participation may differ across different 

regression models depending on several 

factors such as the variables included in 

each model and sample size.

Source: 2008 Survey of Public Participation 

in the Arts. 

Figure 4-10. Marginal 

impact of arts participation 

through electronic 

media and demographic 

characteristics on arts 

participation through live 

attendance, personal 

performance, and arts 

creation

Live 

attendance

Personal 

performance Arts Creation

Media arts participation

Media arts participants 29.6 % ** 17.7 % ** 26.9 % **

Media non-participants 0.0 % 0.0 % 0.0 %

Gender

Male -5.4 % ** 1.8 % -18.6 % **

Female 0.0 0.0 0.0

Location

Metro 7.0 % ** -4.3 % -1.2 %

Rural 0.0 0.0 0.0

Race and ethnicity

Hispanic -5.1 % -5.7 % -5.2 %

White* 0.0 0.0 0.0

African American* -8.4 ** -4.3 -5.1

Other* -10.0 ** -0.9 -4.9

Age

18-24 0.0 % 0.0 % 0.0 %

25-34 -6.8 ** -7.7 ** -5.3

35-44 -8.1 ** -11.2 ** -4.1

45-54 -3.6 -7.4 ** 3.2

55-64 -7.2 ** -12.1 ** -9.9 **

65-74 -2.5 -13.6 ** -3.6

75 and over -9.1 ** -16.3 ** -2.4

Education

Grade school 0.0 % 0.0 % 0.0 %

Some high school 7.9 23.7 23.3 **

High school graduate 15.1 ** 20.6 ** 18.0 **

Some college 31.7 ** 24.1 ** 26.4 **

College graduate 46.0 ** 24.0 ** 26.9 **

Graduate school 45.5 ** 36.9 ** 35.1 **

Income

Less than $10K 0.0 % 0.0 % 0.0 %

$10K to $20K 4.9 7.8 -4.7

$20K to $30K 2.2 4.0 -4.6

$30K to $40K 13.6 ** 4.3 -2.6

$40K to $50K 10.9 ** 3.4 -2.7

$50K to $75K 13.5 ** 2.5 -4.2

$75K to $100K 18.1 ** 5.3 -1.9

$100K to $150K 26.8 ** 3.0 3.2

$150K and over 29.4 ** 0.8 -10.3

* Does not include Hispanics.

** Indicates a statistically significant marginal impact compared to the baseline group at the 95 

percent confidence level.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 89

perform in the arts, after statistically 

controlling for arts participation through 

electronic media and other demographic 

characteristics.

•	 There were no independent relationships

between income and personal arts 

performance or between income and 

arts creation.

Arts Participation through 

Electronic Media and the 

Frequency and Breadth of 

Live Arts Attendance

The 2008 SPPA included questions not only 

about the specific art forms in which respondents 

participated, but also about how often 

respondents engaged in such activities through 

live attendance. Due to the importance of live 

attendance as a way to participate in the arts, it 

is useful to examine whether arts participation 

through electronic media predicts the frequency 

and breadth of live arts attendance.

Because arts participants through electronic 

media are more likely than non-participants to 

report having attended an arts event (e.g., see 

Figure 4-4), the following analyses were limited to 

only those respondents who reported that they 

had attended at least one benchmark arts event. 

Differences between arts participants 

through electronic media and nonparticipants in the frequency and 

breadth of live arts attendance. As a first 

step in examining the relationship between arts 

participation through electronic media and the 

frequency and breadth of live arts attendance, 

differences between arts participants through 

electronic media and non-participants in those 

measures were examined among respondents 

who reported attending at least one arts event.

Mean frequency and breadth of live attendance. 

For arts participants through electronic media and 

non-participants who attended at least one arts 

event, Figure 4-11 presents:

•	 Mean number of times that each group

reported attending a benchmark activity 

(frequency); and 

•	 Mean number of art forms in which each

group reported doing so (breadth). 

Compared to non-participants, electronic media 

participants reported attending arts events more 

frequently (5.8 versus 3.1) and for a larger number 

of benchmark art forms (2.3 versus 1.5). 

Demographic characteristics. Figure 4-12 

presents mean frequency and breadth of live 

arts attendance by demographic group for arts 

participants through electronic media and nonparticipants who reported attending at least one 

benchmark arts event.

•	 Non-Hispanic white adults showed a higher

mean frequency of live arts attendance than 

other racial/ethnic groups, regardless of

media participation.

•	 On average, arts participants through

electronic media who attended graduate 

school reported attending benchmark arts 

events approximately eight times during the 

12-month period ending in May 2008, higher 

than any other group.

•	 Metropolitan area residents did not differ

from rural residents in frequency or breadth 

of live arts attendance, regardless of 

electronic media participation.
90 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Statistical relationships between arts 

participation through electronic media 

and frequency and breadth of live 

attendance. Focusing on people who reported 

participating in the arts at least once through live 

attendance, regression analyses were conducted 

to test the statistical relationship between the 

frequency and breadth of live arts attendance and 

arts participation through electronic media after 

statistically controlling for various demographic 

characteristics. Figure 4-13 presents the results of 

those models. 

Interpreting the results in Figure 4-13 differs slightly 

from interpreting the results in Figure 4-10. Rather 

than representing percentage point differences 

between groups in the frequency and breadth 

of live arts attendance, the results presented in 

Figure 4-13 represent unit changes in frequency 

and breadth as a function of arts participation 

through electronic media and demographic 

characteristics. 

For example, Figure 4-13 shows that, compared 

to respondents between the ages of 18 and 

24, respondents between the ages of 25 

and 34 showed a significant reduction in the 

frequency and breadth of live arts attendance 

after statistically controlling for arts participation 

through electronic media and all other 

demographic characteristics included in the 

model.7

Frequency. As shown in Figure 4-13, having 

viewed or listened to the arts through electronic 

media was related to a significant increase in 

the number of times people reported attending 

an arts event, among those respondents that 

reported attending at least one arts event. Thus, 

in addition to being related to an increase in the 

overall likelihood of live arts attendance, arts 

Frequency

Breadth

Media participants Media non-participants

0 2 4 6 8 10

Figure 4-11. Mean frequency and breadth of live arts attendance for arts 

participants through electronic media and non-participants who attended 

at least one benchmark arts event

Note: Frequency refers to the number of benchmark arts events that respondents reported attending; breadth refers to 

the number of different benchmark art forms in which respondents reported participating though live attendance.

Source: 2008 Survey of Public Participation in the Arts.

5.76

3.05

2.29

1.51
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 91

participation through electronic media is related to 

an increase in the frequency of arts attendance.

Breadth. As with frequency, having viewed or 

listened to the arts through electronic media was 

related to a significant increase in the number of 

different benchmark art forms in which people 

reported participating through live attendance. 

This finding suggests that participating in the arts 

through electronic media predicts live attendance 

in a broader range of arts activities.

Demographic characteristics. After statistically 

controlling for other factors, very few demographic 

characteristics were independently related to the 

frequency and breadth of live arts attendance 

when only considering those respondents who 

attended at least one benchmark arts event.

•	 Being male was related to participation in a

larger number of arts activities.

•	 Compared to having only a grade school

education, having graduated college 

(or having a graduate school education) 

was related to a higher number of arts 

attendances in a larger number of arts 

activities.

•	 Adults between the ages of 25 and 34

attended fewer arts events overall and did 

not participate in as many art forms as adults 

between the ages of 18 and 24. Similarly, 

when controlling for other demographic 

traits, adults between the ages of 35 and 44 

did not participate in as many arts events as 

adults between the ages of 18 and 24.

•	 There were no independent relationships

between the frequency and breadth of live 

attendance and respondent location, race/

ethnicity, or income. 

Summary and Implications

Chapter 4 provides information about the 

relationship between arts participation through 

media and arts participation through live arts 

attendance, personal arts performance, and arts 

creation.

Arts participation through media and 

other means. A wealth of previous research 

indicates that participating in the arts through 

electronic media is correlated with live arts 

attendance. Findings from the monograph are 

consistent with that result and show that, in 

addition to being related to live arts attendance, 

arts media participation is strongly related to 

personal arts performance and arts creation.

•	 Adults who reported viewing or listening to

the arts through electronic media showed 

higher rates of live arts attendance, personal 

performance, and arts creation than adults 

who reported not having done so.

•	 Statistical models showed that arts

participation through media predicts live 

attendance, personal arts performance, 

and arts creation, even after statistically 

controlling for various demographic 

characteristics.

Arts participation and the frequency and 

breadth of live arts attendance. Deeper 

examinations of arts participation through 

electronic media showed that participating in the 

arts through media also predicts the frequency 

and breadth of live arts attendance when 

considering respondents who reported attending 

at least one benchmark arts event.
92 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Freque

Media participants 

All adults 5.76 

Gender

Male 5.92 

Female 5.62 

Location

Metro 5.76 

Rural 5.80 

Race and ethnicity

Hispanic 5.33 

White* 6.00 

African American* 4.60 

Other* 4.38 

Age

18-24 5.50 

25-34 5.43 

35-44 5.60 

45-54 5.71 

55-64 6.14 

65-74 6.69 

75 and over 5.55 

Education

Grade school 1.40 

Some high school 4.87 

High school graduate 3.55 

Some college 4.82 

College graduate 6.45 

Graduate school 8.05 

Income

Less than $10K 4.38 

$10K to $20K 4.04 

$20K to $30K 6.98 

$30K to $40K 5.03 

$40K to $50K 5.50 

$50K to $75K 5.83 

$75K to $100K 5.47 

$100K to $150K 6.11 

$150K and over 6.43 

Figure 4-12. Mean frequency and 

breadth of live arts attendance (by 

demographic group) for arts participants 

through electronic media and nonparticipants who attended at least one 

benchmark arts event

Source: 2008 Survey of Public Participation in the Arts. 

Photo by Quinn Farley * Does not include Hispanics.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 93

ency Breadth

Media non-participants Media participants Media non-participants

3.05 2.29 1.51

3.02 2.22 1.44

3.08 2.34 1.58

3.06 2.30 1.51

3.04 2.18 1.52

2.00 1.92 1.26

3.27 2.36 1.56

2.62 2.06 1.58

2.46 1.97 1.29

2.96 2.32 1.47

2.83 2.09 1.41

2.33 2.34 1.43

3.37 2.29 1.58

4.12 2.33 1.72

2.15 2.45 1.44

3.73 2.24 1.53

2.58 1.40 1.33

2.37 1.89 1.37

2.36 1.73 1.44

2.79 2.07 1.36

3.17 2.48 1.52

5.46 2.83 2.22

2.41 2.17 1.07

1.86 1.84 1.24

2.86 2.10 1.47

2.76 2.00 1.48

4.10 2.27 1.57

2.61 2.23 1.46

3.12 2.22 1.56

3.05 2.45 1.53

4.14 2.67 1.88
94 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Frequency Breadth

Media arts participation

Media arts participants 0.49 ** 0.30 **

Media non-participants 0.00 0.00

Gender

Male -0.03 -0.07 **

Female 0.00 0.00

Location

Metro 0.04 0.03

Rural 0.00 0.00

Race and ethnicity

Hispanic -0.13 -0.10 **

White* 0.00 0.00

African American* -0.09 0.01

Other* -0.18 -0.12

Age

18-24 0.00 0.00

25-34 -0.24 ** -0.16 **

35-44 -0.23 ** -0.10

45-54 -0.15 -0.09

55-64 0.01 -0.06

65-74 -0.06 -0.01

75 and over -0.02 -0.04

Education

Grade school 0.00 0.00

Some high school 0.26 0.08

High school graduate 0.18 0.06

Some college 0.34 0.12

College graduate 0.59 ** 0.28 **

Graduate school 0.86 ** 0.43 **

Income

Less than $10K 0.00 0.00

$10K to $20K -0.12 -0.07

$20K to $30K 0.20 0.04

$30K to $40K 0.04 0.01

$40K to $50K 0.16 0.10

$50K to $75K 0.01 0.01

$75K to $100K -0.01 0.01

$100K to $150K 0.02 0.03

$150K and over 0.17 0.16

Note: Regression coefficients reflect logarithmically transformed data.

Source: 2008 Survey of Public Participation in the Arts. 

Figure 4-13. Results of statistical 

models that predicted the frequency and 

breadth of live arts attendance from arts 

participation through electronic media 

and from demographic characteristics

* Does not include Hispanics.

** Indicates a statistically significant regression coefficient compared to the 

baseline group at the 95 percent confidence level.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 95

•	 Arts media participants reported attending

arts events more frequently than nonparticipants and reported attending a larger 

number of art forms.

•	 Statistical models indicated that arts

participation through electronic media was 

related to increases in both the frequency 

and breadth of live arts attendance 

after statistically controlling for various 

demographic characteristics.

Implications. The relationships observed 

between arts participation through electronic 

media and arts participation through other 

means have several implications for the current 

understanding of arts engagement and for 

developing future research.

•	 There are clear relationships between

participating in the arts through electronic 

media and participating in the arts through 

attendance, performance, and creation. 

Those results indicate that encouraging arts 

participation through electronic media may 

lead to greater interest in the arts overall. 

•	 Despite dramatic improvements in

electronic media during the past decade, 

arts participation through electronic media 

does not appear to be “replacing” arts 

participation through other means — at 

least not based on data from the 2008 

SPPA. Higher rates of arts participation 

through electronic media are not related to 

less arts participation through attendance, 

performance, or creation. Although no 

evidence of replacement was found in this 

analysis, it is possible that future analyses 

of arts participation across time could show 

that as the rate of arts participation through 

electronic media increase, rates of arts 

participation through other means decrease.8

•	 The findings presented in Chapter 4 are all

correlative in nature, making it difficult to 

draw firm conclusions about whether:

•	 Arts participation through electronic

media directly leads to arts participation 

through attendance, performance and 

creation;

•	 Participation in the arts through

attendance, performance and creation 

directly leads to arts participation through 

electronic media; 

•	 Arts participation through electronic

media and arts participation through 

attendance, performance and creation 

reinforce one another; or 

•	 Other causal factors are involved that

help explain those relationships. 

An area for future inquiry would be to examine 

the causal direction of the relationship between 

arts participation through electronic media and 

arts participation through other means, perhaps 

through quasi-experimental or experimental 

research.
96 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Notes

1 “Replace” in this context is used to mean a quantitative 

replacement — that is, as people participate more in the arts 

through electronic media, do they participate less through live 

attendance, personal performance, and arts creation? This 

question says nothing about the qualitative differences that 

exist between arts participation through electronic media and 

through other means.

2 The demographic rates and distribution shown for arts 

participants through electronic media in Figures 4-1 and 4-2 

are identical to those shown in the second column of Figure 

3-4 and the third column of 3-5, respectively.

3 Unless otherwise noted, differences discussed in the text of 

Chapter 4 are statistically significant. 

4 Models testing the relationship between preferences for an 

art form and participating in the art form via media showed 

a statistically significant relationship between preference for 

the art form and participation via electronic media. Those 

data were not included in the benchmark model because 

preference data were only available for musical art forms. For 

model specifications, see Appendix C.

5 A factor with a “marginal impact of 0.0” is the point of 

comparison for other related groups. It does not indicate that 

the factor has no impact on the arts participation measure.

6 The 2008 SPPA also included a question about whether 

participants used the Internet to create or post their own 

art online. Responses to that question were included 

as an additional predictor in an alternative regression 

model. Although arts creation via the Internet was related 

to “traditional” arts creation, it had little effect on the 

independent relationships between other variables — 

including arts participation through electronic media — and 

“traditional” arts creation.

7 To meet the assumptions of linear regression with a 

continuous dependent variable, data on frequency and 

breadth of live arts attendance were transformed using a 

natural logarithmic transformation before being entered 

into the models. Thus, the results shown in Figure 4-13 

show regression coefficients based on the transformed 

data. Consequently, although it is accurate to conclude that 

being between the ages of 25 and 34 significantly reduces 

the frequency and breadth of live arts attendance, it is not 

accurate to conclude that it does so by 0.24 attendances 

or by 0.16 art forms, respectively. For example, the model 

predicts that the natural logarithm of the frequency of live 

arts attendance would decrease by 0.24 if an individual 

is between the ages of 25 and 34 (compared with 

individuals between the ages of 18 and 24), holding all 

other demographic characteristics constant. For model 

specifications, see Appendix C.

8 As discussed in Chapter 2 and later in Appendix A, the 

questions related to arts participation through media in the 

2008 SPPA were incomparable to previous SPPAs, making 

this analysis impossible using SPPA data.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 97

Photo by Michael G. Stewart, courtesy of the 

National Council for the Traditional Arts
KQED is the public television and radio stations for 

northern California and provides programming on 

the arts as well as science, education, and community 

events. To reach more people, they also use the Internet, 

providing audio and video clips from their programming 

on their website, YouTube, and iTunes U. The above 

clip is from a program on the Klein International 

String Competition in San Francsico, California. 
Chapter 5

Recommendations for 

Future Research
100 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

The research presented in this monograph relied primarily on data from the 2008 

Survey of Public Participation in the Arts (SPPA) to examine arts participation 

through electronic and digital media. Several key findings emerged.

•	 Arts participation through electronic media

is strongly related to arts participation 

through live attendance, personal arts 

performance, and arts creation — increases 

in arts participation through electronic media 

correspond to increases in attendance, 

performance, and creation.

•	 Education is the best predictor of arts

participation through electronic media — just 

as it is for live attendance.

•	 U.S. adults are more likely to use electronic

media to view or listen to the arts than to 

attend a live arts event — a finding that is 

consistent with those of prior SPPAs.

•	 Adults who participate in the arts exclusively

through electronic media are more similar 

demographically to adults who do not 

participate in the arts than to adults who 

attend arts events. They are more likely to 

be rural residents with relatively low levels of 

education and income.

In light of those findings, Chapter 5 presents 

recommendations for future research on arts 

participation through electronic media, including 

potential changes to the SPPA and suggestions 

for alternative research methods that could help 

address new research questions.1

Future Research on 

Arts Participation via 

Electronic Media

Several broad areas for future research exist, 

based on findings from previous research and 

those presented in this monograph.2

Does arts participation through electronic 

media directly lead to arts participation 

through other means? Findings from the 

monograph show a strong relationship between 

participating in the arts via electronic media and 

participating in the arts via other means such as 

live attendance, personal arts performance, and 

arts creation. Determining the causal nature of 

those relationships requires more research.

Although arts participation through electronic 

media may generate a broader interest in the arts 

and thus cause increases in other types of arts 

participation, it is also possible that other types of 

arts participation instead cause arts participation 

through electronic media. Or, some other variable 

may also be involved (e.g., preferences for a 

particular art form). Future studies could further 

explore the causal direction of those relationships, 

perhaps through experimental manipulation. 

Does arts participation through electronic 

media “replace” live attendance? The 

2008 SPPA demonstrates that arts participants 

through electronic media are more likely than 

non-participants to attend arts events, suggesting 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 101

that using electronic media to view or listen to the 

arts does not “replace” live arts attendance. More 

likely, arts participation through electronic media 

increases live arts attendance.

Further evidence for that conclusion could 

come from examining chronological trends 

in the relationship between arts participation 

through electronic media and live attendance. 

For example, as electronic media improved and 

became more available over the past 30 years, did 

arts participation via electronic media increase or 

decrease and did those changes correspond with 

an increase or decrease in live attendance?

Findings presented in Appendix A indicate that 

arts participation through electronic media 

decreased substantially between 1982 and 2002, 

but there was little change in live attendance 

rates. Across time, changes in overall rates of 

arts participation through electronic media may 

have little or no relationship to changes in overall 

rates of live attendance. Considering substantial 

changes in the availability and use of electronic 

media during the 2000s (including the emergence 

of Internet-based arts activities and portable 

media devices), it would be valuable to complete 

a similar analysis that includes more recent 

information.3

Is the gap between arts participation 

through electronic media and live 

attendance becoming smaller? Related to 

the previous question, more adults participated in 

the arts through electronic media than through live 

attendance, according to the 1982, 1992 and 2002 

SPPAs. However, the difference between arts 

participation via electronic media and attendance 

was much smaller in 2002 than in either 1992 

or 1982, driven primarily by decreases in arts 

participation through electronic media. Why did 

rates of arts participation through electronic media 

appear to decrease between 1982 and 2002? Did 

the difference between arts participation through 

electronic media and live attendance continue to 

decrease through the late 2000s and, if so, why? 

Do arts preferences explain the 

relationship between arts participation 

through electronic media and live 

attendance? Preferences for particular art forms 

may partially explain the relationship observed 

between arts participation through electronic 

media and live attendance. Based on data from 

the 2008 SPPA, statistical models were designed 

to predict attendance for certain individual arts 

activities from the following factors:

•	 Electronic media participation in those arts

activities;

•	 Respondents’ musical preferences for those

art forms; and 

•	 Various demographic characteristics.

Results indicated that musical preferences and 

preferences for particular art forms were related to 

an increase in live attendance for those art forms.4 

But even after controlling for musical preferences 

and demographic variables, participation through 

electronic media was still found to be strongly 

related to live attendance. 

The 2008 SPPA examined preferences only 

for particular types of music — which, for arts 

activities considered in this monograph, were 

limited to jazz, classical music, opera, musical 

plays, and Latin music. Future research could 

examine overall preferences (not just music 

preferences) for a broader range of arts activities.
102 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Does media accessibility affect arts 

participation through electronic media?

Lack of access — rather than interest — may 

partially explain lower rates of arts participation 

through electronic media among certain 

demographic groups. Findings from Chapter 

3 suggest that adults who have access to the 

Internet are substantially more likely than those 

without Internet access to participate in the arts 

through any form of electronic media.

Comparing rates of arts participation via electronic 

media between people who have access to 

various forms of electronic media (e.g., cable or 

satellite television and broadband Internet) to 

those who do not have such access would help 

researchers better understand the degree to 

which accessibility affects participation.

Methods to Address Future 

Research Questions

Many of the recommendations for future research 

on arts participation through electronic media may 

require changes to the SPPA or would require 

researchers to use different research methods 

altogether. 

Changes to the SPPA. Future research on arts 

participation through electronic media may benefit 

from changes to current SPPA questions and how 

they are asked. Any changes to the survey would 

have to account for such factors as survey length 

and comparability to prior SPPA questions.

Content changes. Including additional survey 

questions about how adults use electronic media 

to view or listen to various art forms could help 

researchers better understand how electronic 

media use affects arts participation overall. 

Measure of when respondents began 

participating in the arts through electronic 

media and attendance. New questions that 

assess when respondents began participating in 

arts activities via electronic media and attendance 

could help determine whether one type of arts 

participation typically precedes the other. For 

example, after asking whether respondents 

attended a jazz performance in the past 12 

months, future SPPAs could also ask:

At what age did you first attend a 

live jazz performance?

Similar questions could also be asked for jazz 

participation through various forms of electronic 

media (e.g., television, radio and the Internet).

That information could help researchers further 

determine the causal nature of the relationship 

between arts participation via electronic media 

and live attendance. A necessary — but not 

sufficient — condition of causality is for one event 

to precede another. Finding that arts participation 

through electronic media typically precedes 

attendance would further suggest that using 

electronic media to participate in the arts leads to 

arts participation through other means.

Ask questions about electronic media 

accessibility. Arts participation through electronic 

media likely varies depending on the types of 

media to which people have access. Future 

SPPAs could ask respondents to indicate whether 

they have regular access to various forms of 

electronic media, including:

•	 Network and expanded cable/satellite

television;

•	 AM/FM and satellite radio;

•	 Portable electronic devices; and

•	 Dial-up and broadband Internet.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 103

That information could allow researchers to 

compare rates of arts participation through 

electronic media between respondents who have 

limited access to electronic media (e.g., those 

with only network television) and respondents 

with more access (e.g., those with cable or 

satellite television). Information about electronic 

media accessibility will also allow researchers 

to determine whether respondents have access 

to certain forms of electronic media but simply 

choose not to use them to participate in the arts 

(e.g., those who have access to portable media 

devices but do not use them to view or listen to 

the arts).

Account for new forms of electronic media.

The forms of electronic media people use to view 

or listen to different art forms will continue to 

evolve in the coming years. Future SPPAs should 

continue to include questions about new ways in 

which people use electronic media to engage in 

arts activities.

Format changes. Several changes could also 

be made to how questions are asked in future 

SPPAs. Doing so could make it easier to assess 

arts participation through electronic media. 

Ensuring consistency with previous SPPAs.

The format of the SPPA could be changed to 

be more consistent with previous SPPAs, thus 

allowing researchers to analyze chronological 

trends in arts participation via electronic media. 

For example, the 1982, 1992, and 2002 SPPAs all 

included separate questions about participating 

in various arts activities through different forms of 

electronic media (e.g., Did you participate in jazz 

through television? Did you participate in opera 

through radio?). By contrast, the 2008 SPPA 

addressed all forms of electronic media in a single 

question (e.g., Did you participate in jazz through 

television, radio, computers, mobile media or the 

Internet?). 

The different question formats between the 2008 

SPPA and the 1982, 1992, and 2002 SPPAs 

likely led respondents to interpret and answer 

questions in different ways, making it difficult 

to compare responses on the 2008 SPPA to 

previous years. Prior to implementing the next 

SPPA, questions from the 2008 and prior SPPAs 

should be pilot tested to gauge how different 

formats affect measurement of arts participation 

through electronic media. Results from the pilot 

testing could help determine how questions are 

formatted for the next survey.

More clearly define what counts as arts 

participation. Increased availability of electronic 

media and greater access to the arts through 

electronic media have blurred the lines between 

what is and what is not “arts participation.” For 

example, do people consider recording and 

broadcasting videos on YouTube as creating art 

online? Do they consider watching a rendition of 

Etta James’ “At Last” on American Idol as jazz 

participation via media? By the time of the next 

SPPA, determining what activities Americans 

consider as “art” could become even more 

complex.

In the next SPPA, an effort could be made to more 

clearly define what activities respondents should 

consider as “art” and what behaviors they should 

consider as “participation” for the purposes of 

answering survey questions. Doing so will help 

ensure that respondents interpret questions in 

exactly the same way and that future SPPAs 

measure what they intend to measure.
104 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Alternative research methods. Traditional 

surveys such as the SPPA represent one of 

many ways in which researchers can examine 

arts participation. Future research related to arts 

participation through electronic media could also 

benefit from the use of alternative quantitative and 

qualitative research methods.

Focus groups. Focus groups could help 

researchers obtain qualitative information about 

issues related to arts participation through 

electronic media. For example, discussions with 

arts participants and non-participants about 

current SPPA topics may give researchers a 

deeper understanding of how people interpret 

SPPA questions and what activities they consider 

to be “arts” activities and how they view different 

forms of “participation.” 

Case studies and in-depth interviews.

Similar to focus groups, case studies and indepth interviews could allow researchers to 

obtain rich information about arts participation 

through electronic media from select groups 

of people such as arts participants and nonparticipants, leaders of arts organizations, and 

artists. Conducting in-depth interviews could help 

researchers understand dynamic and complex 

relationships that would be difficult to assess via 

quantitative methods alone. 

For example, questions about why some groups 

participate in the arts only through electronic 

media may be better suited for case studies 

and in-depth interviews than for surveys or 

experimental paradigms.

Experimental paradigms. Designing and 

conducting experiments or quasi-experiments 

that isolate and test the effects of different 

variables on arts participation would be the 

clearest way to examine some of the possible 

causal relationships discussed earlier. For 

example, to test whether arts participation 

through electronic media leads to arts attendance, 

researchers could randomly assign school-aged 

children to different groups that vary in terms 

of their exposure to the arts through electronic 

media. The children could then be assessed 

across time in terms of the degree to which they 

show an interest in attending arts events.

If arts participation through electronic 

media leads to live arts attendance, then 

one would expect that children who receive 

more exposure to the arts through electronic 

media would exhibit higher rates of live arts 

attendance across time than children who 

receive less exposure.

Summary

Chapter 5 outlines potential future directions in 

examining arts participation through electronic 

media, offers recommendations for changes to 

the SPPA, and discusses alternative research 

methods. Considering the trends observed 

regarding arts participation through electronic 

media, there are many questions for future 

research to address:

•	 Does arts participation through electronic

media lead to live arts attendance?

•	 Is the gap between arts participation through

electronic media and live attendance 

becoming smaller?

•	 What role do arts preferences play in the

relationship between arts participation 

through electronic media and live 

attendance?
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 105

•	 To what degree does access to different

forms of electronic media affect arts 

participation?

Many of the suggestions for future research 

may require changes to the SPPA or the 

use of alternative research methods. Key 

recommendations include:

•	 Changing the format of SPPA questions to

be more consistent with those of previous 

SPPAs;

•	 Adding questions to the SPPA that provide

more information about when respondents 

began using electronic media to participate 

in the arts and to what forms of electronic 

media they have access; 

•	 More clearly defining what respondents

should consider as “arts participation” for the 

purposes of answering SPPA questions; and

•	 Using alternative methods such as focus

groups and in-depth interviews and designs 

such as experiments or quasi-experiments 

to address new questions about arts 

participation through electronic media.

Notes

1 The authors of this report — BBC Research & Consulting — 

have made the recommendations presented in Chapter 5.

2 For a review of previous research, see Chapter 2.

3 As discussed in Chapter 2 and Appendix A, the format 

of the questions in the 2008 SPPA having to do with arts 

participation through electronic media differed substantially 

from those in the 1982, 1992 and 2002 SPPAs, making it 

difficult to compare media participation rates between the 

2008 SPPA and SPPAs from prior years.

4 Models testing the relationship between preferences for an 

art form and participating in the art form via media showed 

a statistically significant relationship between preference for 

the art form and participation via electronic media. Those 

data were not included in the benchmark model because 

preference data were only available for musical art forms. For 

model specifications, see Appendix C.
The Metropolitan Museum of Art in New York City is one 

of the world’s largest fine arts museums, including more 

than two million works of art spanning five thousand years 

of world culture. The museum keeps its feet firmly in the 

present, however, making good use of technology and the 

Internet to further its mission, providing a special section on 

its website directed toward kids and families and using sites 

like Flickr and iTunes U to enhance the museum experience, 

such as this video gallery tour of the exhibition, 

Vermeer’s Masterpiece The Milkmaid. 
Appendix A

Chronological Trends in Arts 

Participation through 

Media from 1982 to 2002
108 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Each SPPA since 1982 has included questions about arts participation through 

electronic and digital media. Reflective of the times in which they were 

conducted, the 1982, 1992, and 2002 SPPAs differed in the types of electronic 

media that they addressed.1

 Figure A-1 presents the types of electronic media about 

which questions were asked in each SPPA. As shown in Figure A-1, each survey since 

1982 has included questions about a broader range of electronic media.

Trends in Arts Participation 

through Electronic Media

Examining chronological trends in arts 

participation through electronic media is 

informative in determining how increased use and 

availability of electronic media affects overall arts 

participation today.

Participation in benchmark activities. 

Figure A-2 presents the percent of U.S. adults that 

reported having used electronic media to view or 

listen to benchmark art forms, according to the 

1982, 1992, and 2002 SPPAs. Figure A-2 also 

shows rates of live attendance for each of those 

years.

Respondents were considered to have 

participated in benchmark arts activities through 

electronic media if they reported using available 

electronic media to view or listen to a recorded or 

live broadcasted jazz, classical music, opera, or 

dance (including ballet) performance; a musical 

or non-musical play; a program about artists, art 

works, or art museums; or used media to view 

visual art.2

As shown in Figure A-2, more adults used 

electronic media to participate in benchmark 

activities in 1992 (64%) than in 1982 (59%). 

Comparing the 1992 and 2002 SPPAs, U.S. adults 

were far less likely to use electronic media to 

Figure A-1. Types of electronic media 

addressed by the 1982, 1992 and 2002 

SPPAs

Electronic Media

SPPA

1982 1992 2002

Radio • • •

Audio recordings • • •

Television • • •

Video recordings • •

Internet •

Source: 1982, 1992 and 2002 Surveys of Public Participation in the Arts.

participate in the arts in 2002 (52%) than in 1992. 

In fact, arts participation rates through electronic 

media were lower in 2002 than they were in 1982.3

In contrast, rates of arts participation through live 

attendance did not differ substantially between 

the SPPAs in 1982 (39%), 1992 (41%), and 2002 

(38%). In each of those years, rates of arts 

participation through live attendance were lower 

than through electronic media.

Demographic characteristics of people 

who participated in the arts through 

electronic media. To better understand the 

overall decline in arts participation through 

electronic media between 1982 and 2002 

— particularly since 1992 — it is informative 

to examine differences in demographic 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 109

characteristics of people who reported using 

available electronic media to engage in arts 

activities across SPPAs.4

Figure A-3 shows the rates by demographic 

group at which U.S. adults reported participating 

in benchmark arts activities through electronic 

media in the 1982, 1992, and 2002 SPPAs. 

Location. Analogous location data were not 

available from the 1982 or 1992 SPPAs, so Figure 

A-3 only presents data for 2002.5

 As shown in 

Figure A-3, a larger percentage of metropolitan 

area residents than rural residents reported using 

electronic media to participate in benchmark arts 

activities (55% versus 39%).

Race and ethnicity. Every racial/ethnic group

was substantially less likely to use electronic 

media to participate in benchmark activities 

in 2002 than in earlier years. For example, 55 

percent of Hispanic adults used electronic media 

to participate in the arts in 1992, but only 37 

percent reported doing so in 2002. 

Age. As with race/ethnicity, every age group

showed lower rates of arts participation through 

electronic media in 2002 than in 1992. For many 

age groups — particularly younger adults — rates 

of arts participation through electronic media were 

lower in 2002 than in 1982.

Education. Respondents of every education level 

were less likely to report having participated in 

the arts through electronic media in 2002 than in 

1992. Furthermore, every education group except 

respondents with grade school education showed 

significantly lower rates of arts participation 

through electronic media in 2002 than in 1982.

Income. Similar to education, respondents 

of every income group were less likely to use 

electronic media to participate in benchmark 

activities in 2002 than in 1992. Every income 

group except respondents with incomes of less 

than $10,000 also showed significantly lower rates 

of arts participation through electronic media in 

2002 than in 1982.

Figure A-2. Percent of U.S. adult population that reported participating 

in at least one benchmark activity through electronic media or attendance

Source: 1982, 1992 and 2002 Surveys of Public Participation in the Arts.

0% 20% 40% 60% 80% 100%

2002

1982

1992

Media Attendance

5.86

3.92

6.35

4.12

5.19

3.84
110 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Trends in Electronic Media 

Participation in Individual 

Arts Activities

In order to further examine declines in arts 

participation through electronic media between 

1982 and 2002, it is useful to consider changes 

in participation rates and demographic 

characteristics for individual benchmark activities 

during that time.

Participation rates. Figure A-4 shows the 

percent of U.S. adults that reported having 

used available electronic media to participate in 

individual benchmark activities according to the 

1982, 1992, and 2002 SPPAs.

As shown in Figure A-4, for each individual 

benchmark activity, U.S. adults showed lower 

rates of participation through electronic media in 

2002 than in 1992. For several arts activities — 

such as opera, musical and non-musical plays, 

and dance performances (including ballet) — 

2002 electronic media participation rates were 

also substantially lower than in 1982. 

Demographic characteristics. Figures A-5 

through A-11 show the percent of U.S. adults 

by demographic group that reported using 

electronic media to participate in individual 

benchmark activities in the 1982, 1992, and 2002 

SPPAs. There were a number of key differences 

for individual arts activities in terms of the 

demographic groups with the greatest declines 

in arts participation through electronic media 

between 1982 and 2002.

Jazz. Figure A-5 shows that people were less 

likely to report participating in jazz through 

electronic media in 2002 (30%) than in 1992 

(38%). However, electronic media participation 

Figure A-3. Percent of U.S. adult population 

by demographic group that reported 

participating in at least one benchmark arts 

activity through electronic media

1982 1992 2002

All adults 58.6 % 63.5 % 51.9 %

Gender

Male 56.9 % 62.8 % 47.9 %

Female 60.2 64.0 55.5

Location

Metro - - 55.0 %

Rural - - 38.5

Race and ethnicity

Hispanic 49.3 % 54.5 % 37.1 %

White* 58.9 64.2 54.5

African American* 57.8 64.4 50.7

Other* 71.6 64.6 49.4

Age

18-24 61.4 % 58.1 % 43.0 %

25-34 65.0 63.5 51.0

35-44 58.7 65.8 53.5

45-54 58.5 66.1 56.5

55-64 59.8 64.1 55.0

65-74 49.4 65.4 51.8

75 and over 39.1 56.3 47.6

Education

Grade school 26.7 % 35.8 % 22.7 %

Some high school 43.6 43.5 28.6

High school graduate 55.8 56.2 40.9

Some college 71.5 73.4 58.3

College graduate 78.9 80.9 71.0

Graduate school 88.6 88.4 79.4

Income

Less than $10K 44.9 % 46.8 % 40.4 %

$10K to $20K 57.0 55.5 39.8

$20K to $50K 66.4 65.5 48.0

$50K and over 84.1 78.9 62.1

* Does not include Hispanics.

Note: “-”indicates that data for the demographic category were not available.

Source: 1982, 1992, and 2002 Survey of Public Participation in the Arts. 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 111

0% 20% 40% 60% 80% 100%

Jazz

Classical

Opera

Musical plays

Non-musical plays

Non-musical plays

Visual arts

1982 1992 2002

Figure A-4. Percent of U.S. adult population that reported participating in individual 

benchmark activities through electronic media

Source: 1982, 1992 and 2002 Surveys of Public Participation in the Arts.
112 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

rates for jazz did not differ greatly between the 

1992 and 1982 SPPAs. 

•	 Aside from other-race adults, every

racial/ethnic group was much less likely

to report having used electronic media to 

participate in jazz in 2002 than in 1992. 

•	 Adults between the ages of 18 and 44

showed considerably lower participation 

rates through electronic media for jazz 

in 2002 than in 1992, but adults 35 and 

older did not.

•	 Except for respondents with incomes of less

than $10,000, every education and income 

group showed substantially lower rates of 

participation through electronic media in jazz 

in 2002 than in 1992.

Classical music. U.S. adults were less likely to 

report having used electronic media to participate 

in classical music in the 2002 SPPA (33%) than in 

either the 1992 (43%) or 1982 (37%) SPPAs (see 

Figure A-6).

•	 Every racial/ethnic group was less likely

to report having used electronic media to 

participate in classical music in 2002 than in 

1992. 

•	 Among the different age groups, only adults

65 and older did not show a significant 

decline in their electronic media participation 

rates between 1982 and 2002.

•	 Every education and income group showed

lower rates of electronic media participation 

in classical music in 2002 than in 1992.

Opera. As shown in Figure A-7, fewer people 

reported using electronic media to participate in 

opera in the 2002 SPPA (11%) than in either the 

1992 (18%) or 1982 (17%) SPPAs.

Figure A-5. Percent of U.S. adult population 

by demographic group that reported 

participating in jazz through electronic media

 * Does not include Hispanics.

Note: “-”indicates that data for the demographic category were not available.

Source: 1982, 1992, and 2002 Survey of Public Participation in the Arts. 

1982 1992 2002

All adults 31.7 % 37.5 % 30.1 %

Gender

Male 33.5 % 39.5 % 30.0 %

Female 30.1 35.7 30.3

Location

Metro - - 32.9 %

Rural - - 18.0

Race and ethnicity

Hispanic 29.8 % 32.2 % 19.9 %

White* 29.4 35.5 29.9

African American* 49.7 56.1 41.8

Other* 35.4 34.7 30.1

Age

18-24 40.0 % 37.7 % 22.1 %

25-34 40.7 42.7 29.3

35-44 30.7 42.8 34.5

45-54 29.0 37.1 36.6

55-64 30.7 34.4 31.0

65-74 18.7 29.2 26.1

75 and over 5.9 20.6 19.9

Education

Grade school 11.5 % 14.4 % 7.7 %

Some high school 20.8 20.5 15.1

High school graduate 29.6 29.5 20.6

Some college 39.3 46.5 34.8

College graduate 44.4 54.8 46.0

Graduate school 56.1 60.8 50.4

Income

Less than $10K 24.0 % 25.6 % 22.7 %

$10K to $20K 30.9 31.0 20.8

$20K to $50K 36.2 38.8 26.9

$50K and over 44.5 51.1 38.0
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 113

•	 With the exception of other-race adults

and respondents with incomes of less than 

$10,000, every demographic group was less 

likely to report using electronic media to 

participate in opera in 2002 than in 1992.

•	 Many groups — such as African Americans

and respondents with incomes of $50,000 

or more — exhibited electronic mediaparticipation rates for opera in 2002 that 

were half of those observed in 1992.

Musical plays. Figure A-8 shows that fewer U.S. 

adults reported having used electronic media to 

participate in musical plays in 1992 (21%) than in 

1982 (26%), and still fewer adults reported doing 

so in 2002 (14%).

•	 As with opera, nearly every demographic

group was significantly less likely to use 

electronic media to participate in musical 

plays in 2002 than in 1992.

•	 Respondents with graduate school

educations showed relatively large declines 

in electronic media-participation rates in 

musical plays in each subsequent year of the 

SPPA between 1982 and 2002.

Non-musical plays. Fewer people participated in 

non-musical plays through electronic media with 

each subsequent year of the SPPA between 

1982 and 2002. Note that the percentage of 

people that reported doing so in 2002 (11%) 

was less than half of the rate observed in 1982 

(27%) (see Figure A-9).

•	 Every demographic group apart from otherrace adults showed lower electronic media 

participation rates for non-musical plays in 

2002 than in either 1992 or 1982.

Figure A-6. Percent of U.S. adult population 

by demographic group that reported 

participating in classical music through 

electronic media

* Does not include Hispanics.

Note: “-”indicates that data for the demographic category were not available.

Source: 1982, 1992, and 2002 Survey of Public Participation in the Arts. 

1982 1992 2002

All adults 36.9 % 42.8 % 32.8 %

Gender

Male 34.9 % 41.4 % 29.0 %

Female 38.7 44.2 36.2

Location

Metro - - 34.9 %

Rural - - 23.5

Race and ethnicity

Hispanic 34.2 % 32.4 % 20.3 %

White* 37.8 45.5 36.7

African American* 26.9 30.5 18.7

Other* 57.6 48.3 34.9

Age

18-24 28.2 % 34.3 % 21.2 %

25-34 38.9 39.0 29.9

35-44 40.3 44.5 31.6

45-54 42.1 47.9 37.6

55-64 43.6 47.8 38.3

65-74 32.7 48.9 38.3

75 and over 25.2 38.2 35.1

Education

Grade school 17.4 % 18.7 % 11.3 %

Some high school 20.8 21.8 12.9

High school graduate 31.8 33.0 21.4

Some college 44.3 51.2 36.4

College graduate 59.9 62.3 51.1

Graduate school 71.8 76.6 63.2

Income

Less than $10K 24.4 % 27.4 % 22.2 %

$10K to $20K 35.7 34.5 23.4

$20K to $50K 42.3 43.4 29.1

$50K and over 62.8 60.7 41.5
114 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

•	 Several groups showed very large declines

in electronic media participation rates for 

non-musical plays across the 1982, 1992, 

and 2002 SPPAs, including younger adults, 

college-educated adults and adults with 

incomes of $20,000 or more.

Dance (including ballet). Figure A-10 shows that 

more adults participated in dance performances 

(including ballet) through electronic media in the 

1982 (17%) and 1992 (20%) SPPAs than in the 

2002 SPPA (13%). 

•	 Similar to non-musical plays, every

demographic group showed lower electronic 

media participation rates for dance 

performances in 2002 than in either 1992 or 

1982.

•	 People with a college education or more

were substantially less likely to participate in 

dance performances through media in 2002 

than in either 1992 or 1982.

Visual arts. People were more likely to report 

having participated in visual arts through 

electronic media in the 2002 SPPA (27%) than in 

the 1982 (23%) SPPA, but people were most likely 

to do so in 1992 (33%) (see Figure A-11).

•	 Other-race adults showed comparable

electronic media participation rates for visual 

arts in the 1982, 1992 and 2002 SPPAs.

•	 Every education and income group was less

likely to participate in visual arts through 

electronic media in 2002 than in 1992.

•	 Adults 75 and older were not significantly

less likely to use electronic media to 

participate in visual arts in 2002 than in 1992.

Figure A-7. Percent of U.S. adult population 

by demographic group that reported 

participating in opera through electronic 

media 

* Does not include Hispanics.

Note: “-”indicates that data for the demographic category were not available.

Source: 1982, 1992, and 2002 Survey of Public Participation in the Arts. 

1982 1992 2002

All adults 17.4 % 18.2 % 10.8 %

Gender

Male 15.5 % 17.1 % 9.2 %

Female 19.0 19.1 12.3

Location

Metro 11.6 11.6 11.6 %

Rural 7.2 7.2 7.2

Race and ethnicity

Hispanic 12.9 % 14.7 % 8.1 %

White* 17.7 19.0 11.5

African American* 13.6 15.0 6.9

Other* 31.1 18.3 15.4

Age

18-24 9.1 % 10.3 % 5.3 %

25-34 13.4 12.7 9.0

35-44 18.5 17.0 9.0

45-54 24.2 23.0 12.2

55-64 26.5 26.4 14.8

65-74 18.3 24.6 14.8

75 and over 16.6 21.9 14.6

Education

Grade school 8.7 % 7.6 % 4.1 %

Some high school 10.7 8.3 3.2

High school graduate 14.0 12.5 6.4

Some college 21.0 22.0 11.3

College graduate 28.2 24.5 17.0

Graduate school 35.6 40.9 26.2

Income

Less than $10K 11.1 % 10.3 % 8.7 %

$10K to $20K 15.0 15.1 7.8

$20K to $50K 21.8 17.7 9.7

$50K and over 30.5 26.0 12.9
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 115

Figure A-8. Percent of U.S. adult population 

by demographic group that reported 

participating in musical plays through 

electronic media

* Does not include Hispanics.

Note: “-”indicates that data for the demographic category were not available.

Source: 1982, 1992, and 2002 Survey of Public Participation in the Arts. 

1982 1992 2002

All adults 25.5 % 20.8 % 14.0 %

Gender

Male 23.6 % 19.2 % 11.1 %

Female 27.3 22.3 16.8

Location

Metro - - 15.0 %

Rural - - 9.9

Race and ethnicity

Hispanic 21.8 % 14.1 % 8.4 %

White* 26.4 22.2 15.4

African American* 20.0 16.0 9.7

Other* 28.1 21.5 16.4

Age

18-24 20.0 % 15.2 % 9.2 %

25-34 27.0 16.9 12.0

35-44 27.1 21.2 13.9

45-54 30.9 24.6 16.6

55-64 27.2 25.9 15.1

65-74 23.6 25.2 17.7

75 and over 19.1 21.1 15.2

Education

Grade school 10.4 % 8.6 % 4.5 %

Some high school 13.2 9.4 5.2

High school graduate 20.3 15.3 8.2

Some college 33.1 24.8 16.1

College graduate 42.2 30.6 22.3

Graduate school 55.2 42.0 28.7

Income

Less than $10K 16.3 % 12.3 % 9.9 %

$10K to $20K 22.1 17.4 9.8

$20K to $50K 31.8 21.1 12.4

$50K and over 48.2 29.3 17.9

1982 1992 2002

All adults 27.2 % 19.4 % 10.5 %

Gender

Male 26.2 % 18.4 % 9.3 %

Female 28.1 20.3 11.5

Location

Metro - - 11.2 %

Rural - - 7.0

Race and ethnicity

Hispanic 16.8 % 15.2 % 8.5 %

White* 29.0 20.2 10.8

African American* 19.5 17.9 9.6

Other* 22.4 16.5 11.6

Age

18-24 22.8 % 13.6 % 7.6 %

25-34 31.0 15.3 8.6

35-44 28.2 19.5 9.7

45-54 31.2 23.5 11.5

55-64 28.3 24.9 12.9

65-74 23.3 24.4 13.9

75 and over 17.9 18.5 11.7

Education

Grade school 7.4 % 8.1 % 3.6 %

Some high school 12.8 10.7 5.0

High school graduate 24.5 14.7 7.2

Some college 34.1 21.8 11.4

College graduate 45.1 28.5 15.5

Graduate school 56.5 38.0 20.4

Income

Less than $10K 17.6 % 12.3 % 9.0 %

$10K to $20K 24.4 15.0 10.2

$20K to $50K 33.2 20.5 8.6

$50K and over 55.4 26.3 12.5

Figure A-9. Percent of U.S. adult population 

by demographic group that reported 

participating in non-musical plays through 

electronic media

* Does not include Hispanics.

Note: “-”indicates that data for the demographic category were not available.

Source: 1982, 1992, and 2002 Survey of Public Participation in the Arts. 
116 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figure A-10. Percent of U.S. adult 

population by demographic group that 

reported participating in dance (including 

ballet) through electronic media

* Does not include Hispanics.

Note: “-”indicates that data for the demographic category were not available.

Source: 1982, 1992, and 2002 Survey of Public Participation in the Arts. 

1982 1992 2002

All adults 16.5 % 20.1 % 12.5 %

Gender

Male 12.3 % 17.3 % 9.1 %

Female 20.2 22.6 15.7

Location

Metro - - 13.4 %

Rural - - 8.7

Race and ethnicity

Hispanic 15.6 % 21.2 % 11.4 %

White* 17.0 19.9 13.1

African American* 10.6 19.4 9.6

Other* 26.5 24.6 12.7

Age

18-24 10.8 % 15.3 % 8.7 %

25-34 16.3 17.0 10.0

35-44 18.4 20.4 13.0

45-54 19.7 21.4 13.9

55-64 20.4 26.6 15.0

65-74 16.0 22.8 14.7

75 and over 13.1 20.9 13.8

Education

Grade school 7.6 % 11.7 % 5.1 %

Some high school 9.3 13.2 6.0

High school graduate 12.7 15.6 8.8

Some college 20.2 23.8 15.0

College graduate 29.9 26.9 17.0

Graduate school 34.5 33.8 21.2

Income

Less than $10K 11.0 % 15.0 % 9.3 %

$10K to $20K 14.3 19.0 9.7

$20K to $50K 20.5 19.5 11.6

$50K and over 28.3 25.9 15.0

1982 1992 2002

All adults 23.1 % 33.0 % 26.5 %

Gender

Male 23.3 % 33.2 % 23.6 %

Female 23.0 32.8 29.1

Location

Metro - - 28.1 %

Rural - - 19.5

Race and ethnicity

Hispanic 16.8 % 24.9 % 18.3 %

White* 23.8 35.1 28.9

African American* 20.3 25.8 19.3

Other* 24.8 26.5 25.3

Age

18-24 19.1 % 28.6 % 23.9 %

25-34 26.4 32.9 27.2

35-44 24.5 35.5 26.9

45-54 26.6 38.4 30.3

55-64 25.5 34.6 27.7

65-74 19.6 30.9 24.3

75 and over 11.1 21.6 18.8

Education

Grade school 5.1 % 13.7 % 8.2 %

Some high school 13.4 19.1 10.0

High school graduate 21.0 27.0 18.3

Some college 30.5 40.6 30.9

College graduate 35.2 44.4 39.7

Graduate school 43.5 53.4 46.9

Income

Less than $10K 14.7 % 22.4 % 17.4 %

$10K to $20K 19.8 26.8 18.5

$20K to $50K 30.0 34.4 24.2

$50K and over 44.2 44.0 33.7

Figure A-11. Percent of U.S. adult 

population by demographic group that 

reported participating in visual arts through 

electronic media

* Does not include Hispanics.

Note: “-”indicates that data for the demographic category were not available.

Source: 1982, 1992, and 2002 Survey of Public Participation in the Arts. 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 117

Summary and Implications

Examining chronological trends in arts 

participation through electronic media across the 

1982, 1992, and 2002 SPPAs revealed important 

information about changes in rates of arts 

participation through electronic media and about 

the makeup of electronic media audiences.

Trends in overall arts participation 

through electronic media. Whereas rates 

of arts participation through live attendance 

remained relatively stable between the 1982 and 

2002 SPPAs, rates of arts participation through 

electronic media declined substantially. This trend 

was observed despite the increase in accessibility 

of electronic media between 1982 and 2002. 

An analysis of demographic characteristics 

across the 1982, 1992, and 2002 SPPAs revealed 

that virtually every demographic group showed 

declines in arts participation through electronic 

media during that time. Several demographic 

groups exhibited especially large declines in arts 

participation through electronic media between 

1992 and 2002, including:

•	 Hispanic and other-race adults;

•	 Adults between the ages of 65 and 74; and

•	 Respondents with less education.

Trends in arts participation through 

electronic media for individual arts 

activities. From 1992 to 2002, U.S. adults 

showed declines in arts participation through 

electronic media for every individual benchmark 

activity. For activities such as classical music, 

opera, musical and non-musical plays, and dance 

performances (including ballet), electronic media 

participation rates in 2002 were also lower than 

in 1982.

An examination of the demographic characteristics 

of respondents who participated in individual 

benchmark activities through electronic media 

in the 1982, 1992, and 2002 SPPAs revealed a 

number of interesting findings:

•	 Nearly every demographic group was less

likely to report using electronic media to 

participate in individual benchmark activities 

in 2002 than in 1992.

•	 Several demographic groups such as

younger adults and racial and ethnic 

minorities consistently showed rates of 

electronic media participation for individual 

arts activities in 2002 that were substantially 

lower than those observed in 1982. 

•	 Some groups did not show lower electronic

media participation rates for certain 

benchmark activities in 2002 compared to 

previous years of the SPPA, such as adults 

75 and over for jazz and other-race adults for 

opera, musical and non-musical plays, and 

visual arts.

Implications. The trends observed in arts 

participation through electronic media across 

the 1982, 1992, and 2002 SPPAs provide useful 

information about arts participation today.

•	 People appear to be less likely in recent

years to make use of available electronic 

media to engage in arts activities. In fact, 

arts participation through electronic media 

declined by almost 20 percent from 1992 to 

2002.

•	 All racial/ethnic groups were less likely to

report using electronic media to participate in 

the arts in 2002 than in 1982, but the decline 

in arts participation through electronic 

media over that time appeared to be most 
118 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

pronounced for Hispanics. Across the three 

SPPAs included in the present analyses, 

Hispanic Americans in 2002 were the only 

racial/ethnic group to show a rate of arts

participation through electronic media 

considerably less than 50 percent. Efforts 

should be made to explore why Hispanics 

participate in the arts through electronic 

media less than they have in the past and 

less than other racial/ethnic groups.

•	 The oldest U.S. adults — that is, adults 75

and older — showed higher rates of arts 

participation through electronic media in 

2002 than in 1982. No other age group 

showed an increase in arts participation 

through electronic media during that time 

period. This finding suggests that using 

electronic media may be an increasingly 

important way for older U.S. adults to remain 

engaged in arts activities.

Notes

1 As discussed in Chapter 2, the format of the questions in the 

2008 SPPA having to do with arts participation through media 

differed substantially from those in the 1982, 1992, and 2002 

SPPAs, making it difficult to compare arts participation rates 

between the 2008 SPPA and prior years. As a result, data 

from the 2008 SPPA were not considered in the analyses 

presented in Appendix A.

2 Only the 1982 SPPA included questions specifically about 

participation in ballet through electronic media. Both the 

1992 and 2002 SPPAs included questions about media 

participation in ballet or other dance performances, such as 

modern or tap. 

3 The 1982, 1992, and 2002 SPPAs were conducted during 

different times of the year. Because television use is typically 

highest in the fall and winter months, the month in which the 

SPPA was conducted could have an effect on the percent of 

respondents that reported using television (and thus media) 

to view or listen to the arts. However, an examination of 1982, 

1992, and 2002 SPPA data by month revealed no significant 

differences in rates of media arts participation.

4 Certain demographic categories were either not included 

in all of the SPPAs or included in such a way as to make 

them incomparable across years. In those cases, either 

the demographic categories were redefined to allow 

comparisons across years or data from certain years were 

excluded from the analyses.

5 Whereas the Census Bureau provided information on 

“metropolitan status,” for the 2002 SPPA , for the 1982 

and 1992 SPPA’s, Census provided information only on 

respondents’ “land use” — that is, whether it was defined as 

urban or rural — which may not reflect place of residence.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 119

Photo by Tom Pich
The Walker Art Center in Minneapolis, Minnesota, 

began as a public art gallery but today is considered a 

singular model of a multidisciplinary arts organization 

known for its innovative approaches to audience 

engagement. One of the ways it engages with the 

public is through the Internet—its website, as well 

as its channels on YouTube and iTunes U, provides 

conversations with artists and views of its exhibitions 

and performances, such as this excerpt of a 

discussion of Pierre Huyghe’s Wind Chime 

(After Dream) from the center’s exhibition 

The Quick and the Dead. 
Appendix B

2008 Survey of Public 

Participation in the Arts (SPPA) 
122 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

The following is a reader-friendly interpretation of the 2008 SPAA. Questions 

that were new for 2008 are identified with an asterisk (*) at the end of the 

question. For questions that ask, “Did you (or your spouse/partner) ... ,” two 

separate questions were actually asked in the survey. In addition, question about the 

number of times the respondent participated in an art form were asked separately from 

the primary question about whether the respondent participated at all.

Core Questions: Participation 

via Attendance

This month we are asking additional questions 

concerning public participation in the arts. The 

following questions are about your (and your 

spouse/partners’) activities during the last 12

months between May (current day), 2007 and May 

(current day), 2008. 

1. [With the exception of elementary or high 

school performances] Did you (or your spouse/

partner) go to a live jazz performance during the 

last 12 months? If yes, how many times did you 

(or your spouse/partner) do this during the last 12

months? 

2. [With the exception of elementary or high 

school performances] Did you (or your spouse/

partner) go to a live Latin, Spanish, or Salsa music 

performance during the last 12 months? If yes, 

how many times did you (or your spouse/partner)

do this during the last 12 months?

3. [With the exception of elementary or high 

school performances] Did you (or your spouse/

partner) go to a live classical music performance 

such as symphony, chamber, or choral music 

during the last 12 months? If yes, how many times 

did you (or your spouse/partner) do this during the

last 12 months?

4. [With the exception of elementary or high 

school performances] Did you (or your spouse/

partner) go to a live opera during the last 12 

months?* If yes, how many times did you (or 

your spouse/partner) do this during the last 12

months?*

5. [With the exception of elementary or high 

school performances] Did you (or your spouse/

partner) go to a live musical stage play during the 

last 12 months? If yes, how many times did you 

(or your spouse/partner) do this during the last 12

months?

6. [With the exception of elementary or high 

school performances] Did you (or your spouse/

partner) go to a live performance of a non-musical 

stage play during the last 12 months? If yes, how 

many times did you (or your spouse/partner) do

this during the last 12 months?

7. [With the exception of elementary or high 

school performances] Did you (or your spouse/

partner) go to a live ballet performance during the 

last 12 months? If yes, how many times did you 

(or your spouse/partner) do this during the last 12

months?

8. [With the exception of elementary or high 

school performances] Did you (or your spouse/

partner) go to a live dance performance other than 

ballet, such as modern, folk, tap or Broadway 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 123

style during the last 12 months? If yes, how many 

times did you (or your spouse/partner) do this

during the last 12 months?

9. [During the last 12 months] Did you (or your 

spouse/partner) visit an art museum or gallery?

If yes, how many times did you (or your spouse/

partner) do this during the last 12 months?

10a. [During the last 12 months] Did you (or your 

spouse/partner) visit a crafts fair or a visual arts

festival?

10b. [During the last 12 months] Did you (or your 

spouse/partner) visit an outdoor festival that

featured performing artists?*

11. [During the last 12 months] Did you (or your 

spouse/partner) visit a historic park or monument,

or tour buildings or neighborhoods for their 

historic or design value?

12. With the exception of books required for work 

or school, did you (or your spouse/partner) read

any books during the last 12 months? About how 

many books did you (or your spouse/partner) read

during the last 12 months?

13. During the last 12 months did you (or your 

spouse/partner) read any:

•	 Novels or short stories?

•	 Poetry?

•	 Plays?

Module A: Additional 

Reading Questions and 

Music Preference

a1a. During the last 12 months, with the exception 

of required reading for work or school, did you 

read any articles, essays, or blogs either on the 

Internet or downloaded from the Internet?*

a1b. During the last 12 months, with the exception 

of required reading for work or school, did you 

read any novels, short stories, or poetry either on 

the Internet or downloaded from the Internet?*

a2. During the last 12 months, did you listen to 

any novels, short stories, or poetry, either live or 

recorded?

a3. Please tell me if you like to read each of the 

following. Do you like to read (* All questions 

below were new):

•	 Mysteries?

•	 Thillers?

•	 Romance?

•	 Science Fiction or Fantasy?

•	 Other Fiction?

•	 Health, Fitness, or Self-Improvement books?

•	 Religious texts or books about Religion or

Spirituality?

•	 History or Political books?

•	 Biographies or Memoirs?

•	 Other Non-Fiction?

•	 Anything Else I have not mentioned?

a4. For each type of music I read, please tell me if 

you like to listen to it. Do you like to listen to:

•	 Classical or Chamber Music?

•	 Opera?

•	 Broadway musicals or Show tunes?

•	 Jazz?

•	 Classic Rock or Oldies?

•	 Contemporary Rock?*

•	 Rap or Hip-hop?

•	 Blues or Rhythm and Blues?

•	 Latin, Spanish or Salsa?*

•	 Country?

•	 Bluegrass?

•	 Folk Music?
124 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

•	 Hymns or Gospel Music?

•	 Anything Else I have not mentioned?

a5. Of those music types that you mention 

listening to, which do you like best? 

•	 Classical or Chamber Music?

•	 Opera?

•	 Broadway musicals or Show tunes?

•	 Jazz?

•	 Classic Rock or Oldies?

•	 Contemporary Rock?*

•	 Rap or Hip-hop?

•	 Blues or Rhythm and Blues?

•	 Latin, Spanish or Salsa?*

•	 Country?

•	 Bluegrass?

•	 Folk Music?

•	 Hymns or Gospel Music?

•	 Other?

Module B: Participation via 

Internet and Other Media

b1a. During the last 12 months, did you use the 

Internet?

b1b. How often did you usually access the 

Internet?*

b2. During the last 12 months, did you use the 

Internet to watch, listen to, or download live or 

recorded music, theater or dance performances? 

Is this something that you usually do?

b3. During the last 12 months, did you use the 

Internet to view visual art online, such as paintings, 

sculpture, or photography? Is this something that 

you usually do?

b4. During the last 12 months, did you use the 

Internet to obtain information about music, theater 

or dance performances or art exhibits including 

purchasing tickets online?* Is this something that 

you usually do?*

b5. During the last 12 months, did you use the 

Internet to create or post your own art online 

including design, music, photography, films, video, 

or creative writing?* Is this something that you 

usually do?*

b6. During the last 12 months did you watch 

or listen to any recorded or live broadcasted 

arts performances on your television, radio, 

or on your computer, including watching or 

listening on portable media devices such as an 

iPod, cell phone, or portable DVD player? Arts 

performances include:

•	 Jazz?

•	 Latin, Spanish, or Salsa music?*

•	 Classical music?

•	 Opera?

•	 Musical stage play?

•	 Non-musical stage play (with the exception

of movies, sitcoms, or TV series)?

•	 Ballet, modern, folk, tap, or Broadway style

dance performances (with the exception of 

music videos)?

•	 A program about artists, art works, or art

museums?

•	 A program about books or writers?*

Module C: Leisure Activities

c1. Approximately, how many hours of television 

do you (or your spouse/partner) watch on an

average day?

c2. During the last 12 months, did you (or your 

spouse/partner) go out to the movies?
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 125

c3. During the last 12 months, did you (or 

your spouse/partner) attend an elementary,

middle, or high school music, theater, or dance 

performance?*

c4. During the last 12 months, did you (or your 

spouse/partner) attend a theatre or dance

performance at a church, synagogue or other 

religious institution?*

c5. With the exception of youth sports, did 

you (or your spouse/partner) go to any amateur

or professional sports events during the last 

12 months?

c6. During the last 12 months, did you (or 

your spouse/partner) jog, lift weights, walk, or

participate in any other exercise program?

c7. During the last 12 months, did you (or your 

spouse/partner) participate in any sports activity,

such as softball, basketball, golf, bowling, skiing, 

or tennis?

c8. During the last 12 months, did you (or your 

spouse/partner) participate in any outdoor

activities, such as camping, hiking, or canoeing? 

c9. During the last 12 months, did you (or your 

spouse/partner) work with indoor plants or do any

gardening for pleasure?

c10. During the last 12 months, did you (or your 

spouse/partner) work with pottery, ceramics,

jewelry, or do any leatherwork or metalwork?

c11. During the last 12 months, did you (or your 

spouse/partner) do any weaving, crocheting,

quilting, needlepoint, or sewing?

c12. During the last 12 months, did you (or your 

spouse/partner) make photographs, movies, or

video tapes as an artistic activity?

c13. During the last 12 months, did you (or 

your spouse/partner) do any painting, drawing,

sculpture, or printmaking activities?

c14. With the exception of work or school, did you 

(or your spouse/partner) do any creative writing

such as stories, poems, or plays during the last 12 

months?

c15. Do you (or your spouse/partner) own any

original pieces of art, such as paintings, drawings, 

sculpture, prints, or lithographs? Did you (or your 

spouse/partner) purchase or acquire any of these

pieces during the last 12 months?

c16a. During the last 12 months, did you (or your 

spouse/partner) play a musical instrument?*

c16b. During the last 12 months, did you (or your 

spouse/partner) perform or rehearse any jazz

music?

c16c. During the last 12 months, did you (or your 

spouse/partner) perform or rehearse any classical

music?

c17. During the last 12 months, did you (or your 

spouse/partner) sing any music from an opera?

c18. During the last 12 months, did you (or your 

spouse/partner) sing or act in a musical play?

c19. During the last 12 months, did you (or your 

spouse/partner) act in a non-musical play?

c20. During the last 12 months, did you (or your 

spouse/partner) sing with a chorale, choir, or glee

club or other type of vocal group?

c21. During the last 12 months, did you (or your 

spouse/partner) dance ballet, or other dance such

as modern, folk, tap, or Broadway style dance?

c25. During the last 12 months, did you (or your 

spouse/partner) participate in any community

activities, meetings, or events?*
126 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

c26. During the last 12 months, did you (or your 

spouse/partner) do any volunteer or charity work?

c27. Did you (or your spouse/partner) vote in the

last 2004 presidential election?*

Module D: Arts Learning

d1a. Have you ever taken lessons or classes 

in music — either voice training or playing an 

instrument?

d1b. If yes, did you take these lessons or classes 

when you were:

•	 A child under 18?

•	 An adult 18 or older?

•	 Or both as an adult and child?

d1c. Excluding lessons or classes offered in 

elementary or high school, were any of the music 

lessons or classes you took as a child private 

lessons?

d1d. Did you take any of these lessons or classes 

in the past year?

d2a. Have you ever taken lessons or classes 

in visual arts such as sculpture, painting, 

printmaking, graphic design, photography, or film 

making?

d2b. If yes, did you take these lessons or classes 

when you were:

•	 A child under 18?

•	 An adult 18 or older?

•	 Or both as an adult and child?

d2c. Excluding lessons or classes offered in 

elementary or high school, were any of the visual 

arts lessons or classes you took as a child private 

lessons?

d2d. Did you take any of these lessons or classes 

in the past year?

d3a. Have you ever taken lessons or classes in 

acting or theater?

d3b. If yes, did you take these lessons or classes 

when you were:

•	 A child under 18?

•	 An adult 18 or older?

•	 Or both as an adult and child?

d3c. Excluding lessons or classes offered in 

elementary or high school, were any of the acting 

lessons or classes you took as a child private 

lessons?

d3d. Did you take any of these lessons or classes 

in the past year?

d4a. Have you ever taken lessons or classes in 

dance including ballet, or other dance such as 

modern, folk, tap, or Broadway style?

d4b. If yes, did you take these lessons or classes 

when you were:

•	 A child under 18?

•	 An adult 18 or older?

•	 Or both as an adult and child?

d4c. Excluding lessons or classes offered in 

elementary or high school, were any of the dance 

lessons or classes you took as a child private 

lessons?

d4d. Did you take any of these lessons or classes 

in the past year?

d5a. Have you ever taken lessons or classes in 

creative writing?

d5b. If yes, did you take these lessons or classes 

when you were:

•	 A child under 18?

•	 An adult 18 or older?

•	 Or both as an adult and child?
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 127

d5c. Excluding lessons or classes offered in 

elementary or high school, were any of the 

creative writing lessons or classes you took as a 

child private lessons?

d5d. Did you take any of these lessons or classes 

in the past year?

d6a. Have you ever taken lessons or classes in art 

appreciation or art history?

d6b. If yes, did you take these lessons or classes 

when you were:

•	 A child under 18?

•	 An adult 18 or older?

•	 Or both as an adult and child?

d6c. Excluding lessons or classes offered in 

elementary or high school, were any of the art 

history lessons or classes you took as a child 

private lessons?

d6d. Did you take any of these lessons or classes 

in the past year?

d7a. Have you ever taken lessons or classes in 

music appreciation?

d7b. If yes, did you take these lessons or classes 

when you were:

•	 A child under 18?

•	 An adult 18 or older?

•	 Or both as an adult and child?

d7c. Excluding lessons or classes offered in 

elementary or high school, were any of the music 

appreciation lessons or classes you took as a 

child private lessons?

d7d. Did you take any of these lessons or classes 

in the past year?

Additional Demographic 

Questions

x1. What is the highest degree or level of school 

your Father completed?

•	 Less than 9th grade?

•	 Some high school?

•	 High school graduate (or GED)?

•	 Some college?

•	 College graduate (BA, AB, BS)?

•	 Advanced or graduate degree (Masters,

Professional, Doctoral)?

x2. What is the highest degree or level of school 

your Mother completed?

•	 Less than 9th grade?

•	 Some high school?

•	 High school graduate (or GED)?

•	 Some college?

•	 College graduate (BA, AB, BS)?

•	 Advanced or graduate degree (Masters,

Professional, Doctoral)?

x3. How many children do you have between the 

ages 5 and 17 years of age?*

x4a. With the exception of lessons or classes 

offered in their school, have any of your schoolaged children ever taken any private art lessons 

or classes?*

x4b. Were any of these private lessons or classes 

taken in the past year?*

x5. With the exception of elementary, middle, or 

high school performance, did any of your school 

aged children attend a live music, theater or dance 

performance during the last 12 months?*
PBS has nearly 360 member stations across the country 

that broadcast programming on the arts, science, history, 

nature, and public affairs, reaching more than 110 million 

people. It also reaches another 19 million people online, 

using its website as well as YouTube and iTunes to 

disseminate material, such as this clip of the Great 

Performances series, the Broadway production 

of Stephen Sondheim’s musical Company. 
Appendix C

Technical Appendix
130 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Appendix C describes how 2008 SPPA data were used to compute arts 

participation rates and how relationships between those rates and other 

variables were examined. Appendix C details:

•	 Survey questions on which each rate

was based;

•	 Definitions of the numerator and

denominator for each rate; and

•	 Statistical models used to assess

relationships between rates and 

demographic variables.

Survey Questions

The monograph includes information about arts 

participation rates in benchmark and other arts 

activities. Data from different survey questions 

were used to compute those rates. 

Benchmark arts participation. Most analyses 

in the monograph examine participation in 

“benchmark” arts activities. Figure C-1 presents 

the survey questions on which measures of 

benchmark participation were based. 

Rates of benchmark arts participation through 

electronic media were based on the eight 

questions presented in the top half of the figure, 

and rates of live attendance at benchmark arts 

events were based on the seven questions in the 

bottom half.

Other arts participation. Other analyses 

examined participation in art forms that are not 

considered to be benchmark arts activities, 

such as personal arts performance and arts 

creation. Some analyses examined participation 

in single arts activities. For example, the rate of 

media participation in Latin music was based on 

responses to question peb7: 

During the last 12 months did you watch or 

listen to any recorded or live broadcasted Latin, 

Spanish, or Salsa music?

Figure C-2 shows the survey questions on which 

rates of arts participation in these other arts 

activities were based.

Questions from previous SPPAs. Appendix A 

includes analyses of trends in benchmark arts 

participation since 1982. Figure C-3 shows the 

1982, 1992, and 2002 SPPA questions used to 

measure benchmark arts participation via media 

and live attendance.

Calculating rates

Figures C-4, C-5, and C-6 provide the following 

information about how each arts participation rate 

was computed in the monograph:

•	 Figure. The figure in which the rates appear.

•	 Question set for sample. The set of questions

for which respondents must have provided 

a valid response (either “yes” or “no”) to be 

included in the sample.

•	 Numerator question set. The question(s) to

which respondents had to have responded 

“yes” to be considered as having engaged in 

that form of arts participation.

Figure C-4 presents definitions for the rates in 

Chapter 3; Figure C-5 presents definitions for 

the rates in Chapter 4; and Figure C-6 presents 

definitions for the rates in Appendix A.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 131

Figure C-1. 2008 SPPA survey questions used to measure benchmark arts participation 

through electronic media and live attendance in the monograph

Participation type Question number Question 

Benchmark 

media *

peb3a

During the last 12 months, did you use the Internet to 

view visual art online, such as paintings, sculpture, or 

photography? 

peb6 During the last 12 months did you watch or listen to any 

recorded or live broadcasted jazz?

peb8 During the last 12 months did you watch or listen to any 

recorded or live broadcasted classical music?

peb9 During the last 12 months did you watch or listen to any 

recorded or live broadcasted Opera?

peb10 During the last 12 months did you watch or listen to a 

recorded or live broadcasted musical stage play?

peb11 During the last 12 months did you watch or listen to a 

recorded or live broadcasted nonmusical stage play?

peb12

During the last 12 months did you watch or listen to any 

recorded or live broadcasted ballet, modern, folk, tap, or 

Broadway style dance performances?

peb13 During the last 12 months did you watch or listen to a 

program about artists, artworks, or art museums?

Benchmark live

peq1a Did you go to a live jazz performance during the last 12 

months?

peq3a

Did you go to a live classical music performance such as 

symphony, chamber, or choral music during the last 12 

months? 

peq4a Did you go to a live opera during the last 12 months?

peq5a Did you go to a live musical stage play during the last 12 

months?

peq6a Did you go to a live performance of a non-musical stage play 

during the last 12 months?

peq7a Did you go to a live ballet performance during the last 12 

months?

peq9a Did you visit an art museum or gallery?

Note: * Media participation questions were preceded by a description of types of media to which the questions referred — television, radio, computer, 

and portable media devices.

Source: 2008 Survey of Public Participation in the Arts.
132 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figure C-2. 2008 SPPA questions used to measure participation in other arts activities 

through electronic media or live attendance in the monograph

Participation type Question number Question 

Personal 

performance

pec16a During the last 12 months, did you play a musical instrument?

pec16b During the last 12 months, did you perform or rehearse 

any jazz music?

pec16c During the last 12 months, did you perform or rehearse 

any classical music?

pec17a During the last 12 months, did you sing any music from 

an opera?

pec18a During the last 12 months, did you sing or act in a 

musical play?

pec19a During the last 12 months, did you act in a non-musical play?

pec20a During the last 12 months, did you sing with a chorale, choir, 

or glee club or other type of vocal group?

pec21a During the last 12 months, did you dance ballet, or other 

dance such as modern, folk, tap, or Broadway style dance?

Arts creation

pec10a During the last 12 months, did you work with pottery, 

ceramics, jewelry, or do any leatherwork or metalwork?

pec11a During the last 12 months, did you do any weaving, crocheting, 

quilting, needlepoint, or sewing?

pec12a During the last 12 months, did you make photographs, movies, 

or video tapes as an artistic activity?

pec13a During the last 12 months, did you do any painting, drawing, 

sculpture, or printmaking activities?

Latin media peb7 During the last 12 months did you watch or listen to any 

recorded or live broadcasted Latin, Spanish or Salsa music?

Latin live peq2a Did you go to a live Latin, Spanish, or Salsa music 

performance during the last 12 months?
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 133

Note: * Media participation questions were preceded by a description of types of media to which the questions referred — television, radio, computer, and 

portable media devices.

Source: 2008 Survey of Public Participation in the Arts.

Participation type Question number Question 

Articles, essays 

or blogs online pea1a

During the last 12 months, with the exception of required 

reading for work or school, did you read any articles, essays, 

or blogs either on the Internet or downloaded from the 

Internet?*

Novels, short 

stories or poetry 

via media

pea1b

During the last 12 months, with the exception of required 

reading for work or school, did you read any novels, short 

stories, or poetry either on the Internet or downloaded from 

the Internet?*

pea2 During the last 12 months, did you listen to any novels, short 

stories, or poetry, either live or recorded?

Literature media peb14 During the last 12 months did you watch or listen to a program 

about books or writers?

Use Internet peb1a During the last 12 months, did you use the Internet?

Arts 

performances 

online

peb2a

During the last 12 months, did you use the Internet to watch, 

listen to, or download live or recorded music, theater or dance 

performances?

Visual arts online peb3a During the last 12 months, did you use the Internet to view 

visual art online, such as paintings, sculpture, or photography? 

Arts information 

online peb4a

During the last 12 months, did you use the Internet to obtain 

information about music, theater or dance performances or art 

exhibits including purchasing tickets online?

Arts creation 

online peb5a

During the last 12 months, did you use the Internet to create or 

post your own art online including design, music, photography, 

films, video, or creative writing? 
134 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

The second column in Figures C-4, C-5, and 

C-6 specifies the set of survey questions used to 

determine the sample for each participation rate. 

Samples are based on different combinations of 

the question sets in Figures C-1, C-2, and C-3. 

For their data to be included in the calculation of 

a particular rate, survey respondents must have 

provided a valid response — either “yes” or “no” 

— to every question of every set included in the 

second column.

In some cases, the second column includes the 

questions sets used to calculate the denominator 

for a particular analysis. For example, the 

denominator when calculating the live benchmark 

participation rate (see Figure 3-3) included 

respondents who answered “no” to each of 

the “Benchmark live” questions. In some cases 

(particularly in Chapter 4), the second column 

includes the question sets used for determining 

the population, rather than the denominator, 

Figure C-3. 1982, 1992, and 2002 SPPA survey questions used to measure benchmark arts 

participation through electronic media and live attendance in the monograph

Source: 1982, 1992 and 2002 Surveys of Public Participation in the Arts.

Participation type

SPPA Year

1982 1992 2002

Benchmark media

TVJAZZ, RADJAZZ, 

RECJAZZ, TVMUSIC, 

RMUSIC, TMUSIC, 

TVOPERA, RAOPERA, 

TOPERA, TVMUSICAL, 

RMUSICAL, 

TMUSICAL, TVPLAY, 

RADPLAY, TVBALLET, 

and TVART

V157, V159, V160, V161, 

V163, V164, V165, 

V167, V168, V169, V171, 

V172, V173, V175, V176 

and V178

PESB4, PESB4BA 

PESB4BB, PESB5 

PESB5BA, PESB5BB 

PESB6, PESB6BA 

PESB6BB, PESB7 

PESB7BA, PESB7BB 

PESB8, PESB8B, 

PESB9, PESB10A and 

PESG1C

Benchmark live

JAZZ, MUSIC, OPERA, 

MUSICAL, PLAY, 

BALLET and ART

V141, V142, V143, V144, 

V145, V146 and V148

PESA1A, PESA2A, 

PESA3A, PESA4A, 

PESA5A, PESA6A and 

PESA8A

considered in a particular analysis. For example, 

when calculating the rate for participation in live 

attendance by U.S. adults who participated in 

the arts via electronic media (the first column in 

Figure 4-4), the study team considered only those 

who provided a valid response to each question 

included in each set shown in the second column.

However, the denominator for calculating the rate 

only included respondents who answered “yes” 

to a survey question about arts participation 

using electronic media. Thus, the denominator 

included those who had a valid response to each 

of the “Benchmark live” and “Benchmark media” 

questions and who participated in a benchmark 

art form using electronic media.

The third column in Figures C-4, C-5, and 

C-6 specifies the survey questions that were 

part of each numerator. For a particular rate, 

if participants responded “yes” to any of the 
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 135

questions included in the numerator, they were 

counted as having engaged in that form of arts 

participation.

For example, for their data to be considered in the 

benchmark arts live attendance rate presented 

in Figure 3-2, participants must have provided a 

valid response to each of the questions included 

in the “benchmark live” question set (i.e., survey 

questions peq1a, peq3a, peq4a, peq5a, peq6a, 

peq7a and peq9a). If respondents answered 

“yes” to any of those survey questions, then their 

data were included in the numerator as having 

attended a benchmark arts event.

Statistical Model 

Specifications

Multivariate regression models were used in 

Chapters 3 and 4 of the monograph to explore 

the statistical relationships among different arts 

participation rates and various demographic 

variables. Each analysis provided estimates of 

the relationships between an arts participation 

measure (the dependent variable) and each 

independent variable included in the model, while 

statistically controlling for all other independent 

variables.

Independent variables. Each regression 

model presented in the monograph included 

several independent variables from which 

the dependent variable was predicted. The 

independent variables used in the regression 

models were all “dummy” variables. That is, each 

independent variable was assigned a binary value 

for each participant to indicate the presence (value 

of “1”) or absence (value of “0”) of the variable.

For example, a regression model was used in 

Chapter 3 to predict arts media participation 

from various demographic variables (see 

Figure 3-5). Participants were assigned a series 

of binary values to indicate the presence or 

absence of various demographic characteristics 

before their data were entered into the model. 

Figure C-7 shows demographic values for a 

hypothetical survey respondent with the following 

characteristics:

•	 Male;

•	 Metropolitan-area resident;

•	 Other-race adult;

•	 Between the ages of 25 and 34;

•	 Attended graduate school; and

•	 Has an income between $50,000 and

$75,000.

For independent variables with two levels (e.g., 

gender and location), the level arbitrarily assigned 

a value of “0” served as the “reference level” 

against which the model coefficient of the other 

level was compared. For independent variables 

with more than two levels (e.g., race/ethnicity and

age), each level was coded separately for each 

participant, and one level was excluded from 

the model to serve as the reference level. For 

example, an other-race adult was coded as “1” for 

other-race, “0” for African American, and “0” for 

Hispanic. Non-Hispanic white was left out of the 

model as the reference level. 

Figure C-8 presents the reference level that was 

used for each demographic category.

Model types. Two types of regression models 

were used in the monograph depending on 

characteristics of the dependent variable.
136 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figure Denominator 

question set * Numerator question set

Figures 3-3 (Overall benchmark participation)

Benchmark activities - 

media participation

Benchmark live and 

Benchmark media

“Yes” to one or more of the following: peb3a, 

peb6, peb8, peb9, peb10, peb11, peb12 or peb13

Benchmark activities - 

live attendance

Benchmark live “Yes” to one or more of the following: peq1a, 

peq3a, peq4a, peq5a, peq6a, peq7a or peq9a

Arts performances - 

media participation

Benchmark live and 

Benchmark media

“Yes” to one or more of the following: peb6, 

peb8, peb9, peb10, peb11 or peb12 

Arts performances - 

live attendance

Benchmark live “Yes” to one or more of the following: peq1a, 

peq3a, peq4a, peq5a, peq6a or peq7a

Visual arts - 

media participation

Benchmark live and 

Benchmark media

“Yes” to one or more of the following: peb3a 

or peb13

Visual arts - 

live attendance

Benchmark live “Yes” to peq9a

Figure 3-7 (Benchmark participation by population segment)

Both live attendance 

and media

Benchmark live and 

Benchmark media

“Yes” to one or more of the following: peq1a, 

peq3a, peq4a, peq5a, peq6a, peq7a or peq9a 

AND “Yes” to one or more of the following: 

peb3a, peb6, peb8, peb9, peb10, peb11, peb12 

or peb13

Media only Benchmark live and 

Benchmark media

“No” to all of the following: peq1a, peq3a, peq4a, 

peq5a, peq6a, peq7a and peq9a 

AND “Yes” to one or more of the following: 

peb3a, peb6, peb8, peb9, peb10, peb11, peb12 

or peb13

Live attendance only Benchmark live and 

Benchmark media

“Yes” to one or more of the following: peq1a, 

peq3a, peq4a, peq5a, peq6a, peq7a or peq9a 

AND “No” to all of the following: peb3a, peb6, 

peb8, peb9, peb10, peb11, peb12 and peb13

Neither attendance 

nor media

Benchmark live and 

Benchmark media

“No” to all of the following: peq1a, peq3a, peq4a, 

peq5a, peq6a, peq7a and peq9a 

AND “No” to all of the following: peb3a, peb6, 

peb8, peb9, peb10, peb11, peb12 and peb13

Figure 3-9 (Arts performances participation by population segment)

Media only Benchmark live and 

Benchmark media

“No” to all of the following: peq1a, peq3a, peq4a, 

peq5a, peq6a, peq7a and peq9a 

AND “Yes” to one or more of the following: peb6, 

peb8, peb9, peb10, peb11 or peb12

Live attendance only Benchmark live and 

Benchmark media

“Yes” to one or more of the following: peq1a, 

peq3a, peq4a, peq5a, peq6a or peq7a 

AND “No” to all of the following: peb3a, peb6, 

peb8, peb9, peb10, peb11, peb12 and peb13

Figure C-4. Numerator and denominator (or sample) definitions for the figures that 

appear in Chapter 3
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 137

Figure Denominator 

question set * Numerator question set

Figure 3-11 (Visual arts participation by population segment)

Media only Benchmark live and 

Benchmark media

“No” to all of the following: peq1a, peq3a, peq4a, 

peq5a, peq6a, peq7a and peq9a AND “Yes” to 

one or more of the following: peb3a or peb13

Live attendance only Benchmark live and 

Benchmark media

“Yes” to one or more of the following: peq9a AND 

“No” to all of the following: peb3a, peb6, peb8, 

peb9, peb10, peb11, peb12 and peb13

Figure 3-13 (Benchmark participation through media only)

Benchmark activities Benchmark live and 

Benchmark media

“No” to all of the following: peq1a, peq3a, peq4a, 

peq5a, peq6a, peq7a and peq9a AND “Yes” to 

one or more of the following: peb3a, peb6, peb8, 

peb9, peb10, peb11, peb12 or peb13

Arts performances Benchmark live and 

Benchmark media

“No” to all of the following: peq1a, peq3a, peq4a, 

peq5a, peq6a, peq7a and peq9a AND “Yes” to 

one or more of the following: peb6, peb8, peb9, 

peb10, peb11 or peb12

Visual Arts Benchmark live and 

Benchmark media

“No” to all of the following: peq1a, peq3a, peq4a, 

peq5a, peq6a, peq7a and peq9a AND “Yes” to 

one or more of the following: peb3a or peb13

Figure 3-14 (Benchmark participation through live attendance only)

Benchmark activities Benchmark live and 

Benchmark media

“Yes” to one or more of the following: peq1a, 

peq3a, peq4a, peq5a, peq6a, peq7a or peq9a 

AND “No” to all of the following: peb3a, peb6, 

peb8, peb9, peb10, peb11, peb12 and peb13

Arts performances Benchmark live and 

Benchmark media

“Yes” to one or more of the following: peq1a, 

peq3a, peq4a, peq5a, peq6a or peq7a AND 

“No” to all of the following: peb3a, peb6, peb8, 

peb9, peb10, peb11, peb12 and peb13

Visual Arts Benchmark live and 

Benchmark media

“Yes” to one or more of the following: peq9a AND 

“No” to all of the following: peb3a, peb6, peb8, 

peb9, peb10, peb11, peb12 and peb13

Figures 3-15 and 3-16 (Participation in individual benchmark activities)

Jazz - 

media participation

Benchmark live and 

Benchmark media

“Yes” to the following: peb6

Jazz - 

live attendance

Benchmark live and 

Benchmark media

“Yes” to the following: peq1a

Classical - 

media participation

Benchmark live and 

Benchmark media

“Yes” to the following: peb8

Continued on next page
138 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figure Denominator 

question set * Numerator question set

Classical - 

live attendance

Benchmark live and 

Benchmark media

“Yes” to the following: peq3a

Opera - 

media participation

Benchmark live and 

Benchmark media

“Yes” to the following: peb9

Opera - 

live attendance

Benchmark live and 

Benchmark media

“Yes” to the following: peq4a

Musical play - 

media participation

Benchmark live and 

Benchmark media

“Yes” to peb10

Musical play - 

live attendance

Benchmark live and 

Benchmark media

“Yes” to peq5a

Non-musical play - 

media participation

Benchmark live and 

Benchmark media

“Yes” to peb11

Non-musical play - 

live attendance - 

media participation

Benchmark live and 

Benchmark media

“Yes” to peq6a

Dance - 

media participation

Benchmark live and 

Benchmark media

“Yes” to peb12

Dance - 

live attendance

Benchmark live and 

Benchmark media

“Yes” to peq7a

Visual Arts - 

media participation

Benchmark live and 

Benchmark media

“Yes” to peb13

Visual Arts - 

live attendance

Benchmark live and 

Benchmark media

“Yes” to peq9a

Figures 3-18 and 3-19 (Latin music participation)

Media participation Latin media “Yes” to peb7

Live attendance Latin live “Yes” to peq2a

Figure C-4. Numerator and denominator (or sample) definitions for the figures that 

appear in Chapter 3 (continued)
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 139

Figure Denominator 

question set * Numerator question set

Figures 3-21 and 3-22 (Participation in Internet-based arts activities)

Overall internet use Use internet “Yes” to peb1a

Arts performances Arts performance 

online

“Yes” to peb2a

Visual Arts Visual arts online “Yes” to peb3a

Performance or exhibit 

information

Arts information online “Yes” to peb4a

Arts creation Arts creation online “Yes” to peb5a

Figure 3-24 (Frequency of Internet participation)

Overall internet use Use internet1 Valid response to peb1b

Arts performances Arts performance 

online1

Valid response to peb2b

Visual Arts Visual arts online1 Valid response to peb3b

Performance or exhibit 

information

Arts information 

online1

Valid response to peb4b

Arts creation Arts creation online1 Valid response to peb5b

Figures 3-25 and 3-26 (Literature participation)

Articles, essays, or blogs Articles, essays, or 

blogs online

“Yes” to pea1a

Novels, short stories, 

or poetry

Novels, short stores, 

or poetry via media

“Yes” to one or more of the following: pea1b or 

pea2

Programs about books 

or writers

Literature media “Yes” to peb14

Note: * The question sets for the sample are combinations of the questions sets presented in Figures C-1, C-2, and C-3.

1

 To be included in the calculation of this rate, participants had to have responded “yes” to the question about the particular Internet activity.

Source: 2008 Survey of Public Participation in the Arts.
140 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figure C-5. Numerator and denominator (or sample) definitions for the figures that appear 

in Chapter 4

Figure Denominator 

question set * Numerator question set

Figure 4-1 (Benchmark participation by media participation)

Media participants Benchmark live and 

Benchmark media

"Yes" to one or more of the following: peb3a, 

peb6, peb8, peb9, peb10, peb11, peb12 or peb13

Media non-participants Benchmark live and 

Benchmark media

"No" to all of the following: peb3a, peb6, peb8, 

peb9, peb10, peb11, peb12 and peb13

Figure 4-3 (Other arts engagement by media participation)

Live attendance - 

media participants

Benchmark live and 

Benchmark media1

"Yes" to one or more of the following: peq1a, 

peq3a, peq4a, peq5a, peq6a, peq7a or peq9a

Live attendance - 

media non-participants

Benchmark live and 

Benchmark media2

"Yes" to one or more of the following: peq1a, 

peq3a, peq4a, peq5a, peq6a, peq7a or peq9a

Personal arts 

performances - 

media participants

Benchmark media and 

Personal performance1

"Yes" to one or more of the following : pec10a, 

pec11a, pec12a or pec13a

Personal arts 

performances - 

media non-participants

Benchmark media and 

Personal performance2

"Yes" to one or more of the following : pec10a, 

pec11a, pec12a or pec13a

Arts creation - 

media participants

Benchmark media and 

Arts creation1

"Yes" to one or more of the following: pec16a, 

pec16b, pec16c, pec17a, pec18a, pec19a, pec20a 

or pec21a

Arts creation - 

media non-participants

Benchmark media and 

Arts creation2

"Yes" to one or more of the following: pec16a, 

pec16b, pec16c, pec17a, pec18a, pec19a, pec20a 

or pec21a

Figure 4-4 (Live arts attendance by media participation)

Media participants Benchmark live and 

Benchmark media1

"Yes" to one or more of the following: peq1a, 

peq3a, peq4a, peq5a, peq6a, peq7a or peq9a

Media non-participants Benchmark live and 

Benchmark media2

"Yes" to one or more of the following: peq1a, 

peq3a, peq4a, peq5a, peq6a, peq7a or peq9a
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 141

Figure Denominator 

question set * Numerator question set

Figure 4-6 (Personal performance by media participation)

Media participants Benchmark media and 

Personal performance1

"Yes" to one or more of the following : pec10a, 

pec11a, pec12a or pec13a

Media non-participants Benchmark media and 

Personal performance1

"Yes" to one or more of the following : pec10a, 

pec11a, pec12a or pec13a

Figure 4-6 (Personal performance by media participation)

Media participants Benchmark media and 

Arts creation1

"Yes" to one or more of the following: pec16a, 

pec16b, pec16c, pec17a, pec18a, pec19a, pec20a 

or pec21a

Media non-participants Benchmark media and 

Arts creation2

"Yes" to one or more of the following: pec16a, 

pec16b, pec16c, pec17a, pec18a, pec19a, pec20a 

or pec21a

Figure 4-11 & 4-12 (Mean frequency and breadth by media participation)3

Breadth - 

media participants

Benchmark live and 

Benchmark media1

Sum of responses to the following: peq1a, peq3a, 

peq4a, peq5a, peq6a, peq7a and peq9a

Breadth - 

media non-participants

Benchmark live and 

Benchmark media2

Sum of responses to the following: peq1a, peq3a, 

peq4a, peq5a, peq6a, peq7a and peq9a

Frequency - 

media participants

Benchmark live and 

Benchmark media1

Sum of responses to the following: peq1b, 

peq3b, peq4b, peq5b, peq6b, peq7b and peq9b

Frequency - 

media non-participants

Benchmark live and 

Benchmark media2

Sum of responses to the following: peq1b, 

peq3b, peq4b, peq5b, peq6b, peq7b and peq9b

Note: * The question sets for the sample are combinations of the questions sets presented in Figures C-1, C-2, and C-3.

1

 To be included in the calculation of this rate, participants had to have responded “yes” to at least one question in the “benchmark media” question set and 

responded either “yes” or “no” to all remaining questions.

2

 To be included in the calculation of this rate, participants had to have responded “no” to all questions in the “benchmark media” question set.

3

 The terms “denominator” and “numerator” do not apply to mean frequency and breadth of live attendance, because those measures do not represent 

rates but rather the average number of times live attendees attended arts events and the average number of arts activities in which they reported doing so.

Source: 2008 Survey of Public Participation in the Arts.
142 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figure C-6. Numerator and denominator (or sample) definitions for the figures that appear 

in Appendix A

Figure Denominator 

question set * Numerator question set

Figures A-2 and A-3 (Overall benchmark participation)

1982 - media participation Benchmark live and 

Benchmark media

"Yes" to one or more of the following: TVJAZZ, 

RADJAZZ, RECJAZZ, TVMUSIC, RMUSIC, 

TMUSIC, TVOPERA, RAOPERA, TOPERA, 

TVMUSICAL, RMUSICAL, TMUSICAL, TVPLAY, 

RADPLAY, TVBALLET or TVART

1982 - live attendance Benchmark live "Yes" to one or more of the following: JAZZ, 

MUSIC, OPERA, MUSICAL, PLAY, BALLET or 

ART

1992 - media participation Benchmark live and 

Benchmark media

"Yes" to one or more of the following: V157, V159, 

V160, V161, V163, V164, V165, V167, V168, V169, 

V171, V172, V173, V175, V176 or V178

1992 - live attendance Benchmark live "Yes" to one or more of the following: V141, V142, 

V143, V144, V145, V146 or V148

2002 - media participation Benchmark live and 

Benchmark media

"Yes" to one or more of the following: PESB4, 

PESB4BA, PESB4BB, PESB5, PESB5BA, 

PESB5BB, PESB6, PESB6BA, PESB6BB, PESB7, 

PESB7BA, PESB7BB, PESB8, PESB8B, PESB9, 

PESB10A or PESG1C

2002 - live attendance Benchmark live "Yes" to one or more of the following: PESA1A, 

PESA2A, PESA3A, PESA4A, PESA5A, PESA6A 

or PESA8A

Figure A-4 (Participation in individual benchmark activities)

Jazz (1982) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: TVJAZZ, 

RADJAZZor RECJAZZ

Jazz (1992) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: V157, V159 

or V160

Jazz (2002) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: PESB4, 

PESB4BA or PESB4BB

Classical (1982) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: TVMUSIC, 

RMUSIC or TMUSIC

Classical (1992) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: V161, V163 

or V164

Classical (2002) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: PESB5, 

PESB5BA or PESB5BB

Opera (1982) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: TVOPERA, 

RAOPERA or TOPERA,

Opera (1992) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: V165, V167 

or V168
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 143

Figure Denominator 

question set * Numerator question set

Opera (2002) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: PESB6, 

PESB6BA or PESB6BB

Musical play (1982) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: 

TVMUSICAL, RMUSICAL or TMUSICAL

Musical play (1992) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: V169, V171 

or V172

Musical play (2002) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: PESB7, 

PESB7BA or PESB7BB

Non-musical play (1982) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: TVPLAY or 

RADPLAY

Non-musical play (1992) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: V173 or 

V175

Non-musical play (2002) Benchmark live and 

Benchmark media

"Yes" to one or more of the following: PESB8 or 

PESB8B

Dance (1982) Benchmark live and 

Benchmark media

"Yes" to TVBALLET

Dance (1992) Benchmark live and 

Benchmark media

"Yes" to V176

Dance (2002) Benchmark live and 

Benchmark media

"Yes" to PESB9

Visual Arts (1982) Benchmark live and 

Benchmark media

"Yes" to TVART

Visual Arts (1992) Benchmark live and 

Benchmark media

"Yes" to V178

Visual Arts (2002) Benchmark live and 

Benchmark media

"Yes" to PESB10A or PESG1C

Figure A-5 (Jazz participation via media)

1982 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: TVJAZZ, 

RADJAZZor RECJAZZ

1992 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: V157, V159 

or V160

2002 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: PESB4, 

PESB4BA or PESB4BB

Continued on next page
144 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figure Denominator 

question set * Numerator question set

Figure A-6 (Classical music participation via media)

1982 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: TVMUSIC, 

RMUSIC or TMUSIC

1992 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: V161, V163 

or V164

2002 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: PESB5, 

PESB5BA or PESB5BB

Figure A-7 (Opera participation via media)

1982 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: TVOPERA, 

RAOPERA or TOPERA,

1992 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: V165, V167 

or V168

2002 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: PESB6, 

PESB6BA or PESB6BB

Figure A-8 (Musical play participation via media)

1982 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: 

TVMUSICAL, RMUSICAL or TMUSICAL

1992 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: V169, V171 

or V172

2002 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: PESB7, 

PESB7BA or PESB7BB

Figure C-6. Numerator and denominator (or sample) definitions for the figures that appear 

in Appendix A (continued)
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 145

Figure Denominator 

question set * Numerator question set

Figure A-9 (Non-musical play participation via media)

1982 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: TVPLAY or 

RADPLAY

1992 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: V173 or 

V175

2002 Benchmark live and 

Benchmark media

"Yes" to one or more of the following: PESB8 or 

PESB8B

Figure A-10 (Dance participation via media)

1982 Benchmark live and 

Benchmark media

"Yes" to TVBALLET

1992 Benchmark live and 

Benchmark media

"Yes" to V176

2002 Benchmark live and 

Benchmark media

"Yes" to PESB9

Figure A-11 (Visual arts participation via media)

1982 Benchmark live and 

Benchmark media

"Yes" to TVART

1992 Benchmark live and 

Benchmark media

"Yes" to V178

2002 Benchmark live and 

Benchmark media

"Yes" to the following: PESB10A or PESG1C

Note: * The question sets for the sample are combinations of the questions sets presented in Figures C-1, C-2, and C-3.

Source: 1982, 1992, and 2002 Survey of Public Participation in the Arts. 
146 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Multiple probit regression. Probit regression 

models were used when the dependent variable 

was on a binary scale (i.e., a respondent either 

engaged in the arts activity or did not) and the 

data were binomially distributed. For example, a 

probit model was used in Chapter 3 to measure 

the relationships between benchmark arts 

participation via media and various demographic 

variables. Participants who responded “yes” to 

at least one of the questions in the “benchmark 

media” set were coded as having engaged 

in arts media participation (i.e., coded as “1”). 

Participants who responded “no” to all of the 

questions in the “benchmark media” set were 

coded as having not engaged in arts media 

participation (i.e., coded as “0”). The data were 

then entered into the model as the dependent 

variable and predicted from each respondent’s 

demographic characteristics.

Interpretation of results. When reference levels 

are used, the coefficients of a multiple probit 

regression model are expressed as the likelihood 

change of the dependent variable as a function of 

Figure C-7. Regression coding of 

demographic characteristics of a 

hypothetical survey respondent

Figure C-8. Reference levels of 

demographic variables 

Demographic factor Independent 

variable code

Gender

Male 1

Location

Metro 1

Race and ethnicity

Hispanic 0

African American * 0

Other * 1

Age

25-34 1

35-44 0

45-54 0

55-64 0

65-74 0

75 and over 0

Education

Some high school 0

High school graduate 0

Some college 0

College graduate 0

Graduate school 1

Income

$10K to $20K 0

$20K to $30K 0

$30K to $40K 0

$40K to $50K 0

$50K to $75K 1

$75K to $100K 0

$100K to $150K 0

$150K and over 0

Demographic category Reference level

Gender Female

Location Rural

Race and ethnicity White

Age 18-24

Education Grade school

Income Less than $10K

Note: * One level from each demographic category was left out of the 

model as a “reference” level against which the regression coefficients of 

other levels were compared.

Source: BBC Research & Consulting.

Source: BBC Research & Consulting.
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 147

moving from the reference level of an independent 

variable to another level of the same independent 

variable, while holding all other variables constant.

As an illustration, Figure 3-5 in Chapter 3 presents 

the results of the probit regression model 

predicting benchmark arts participation through 

media from various demographic variables. Figure 

3-5 shows that metropolitan area residents were 6 

percentage points more likely than rural residents 

to engage in arts media participation, after 

statistically controlling for all other demographic 

variables included in the model.

Multiple linear regression. Linear regression 

models were used when the dependent 

variable was on a continuous scale — one that 

includes all values between -∞ or +∞ — and 

did not violate assumptions of normality. For 

example, a linear regression model was used in 

Chapter 4 to measure the relationships between 

frequency of live arts attendance and benchmark 

arts participation through media and various 

demographic variables. The total number of 

times that participants reported attending an 

arts event was recorded and entered into the 

model as the dependent variable. Frequency 

of live arts attendance was predicted from each 

respondent’s status as a media arts participant 

and demographic variables.

Interpretation of results. The results of a linear 

regression model are similar to those of a probit 

regression, except that a coefficient in linear 

regression is expressed as the unit change of the 

dependent variable as a function of moving from 

the reference level of an independent variable to 

another level of the same independent variable.

As an illustration, Figure 4-13 in Chapter 4 

presents the results of the linear regression 

model predicting frequency of live attendance 

from benchmark arts media participation and 

various demographic variables. As shown in 

Figure 4-13, media arts participants attended 

more live arts events than non-participants, after 

all demographic variables included in the model 

were held constant. 

Models in the monograph. Figure C-9 

provides the following information about each 

of the six regression models presented in the 

monograph:

•	 Chapter. The chapter in which the model is 

presented.

•	 Figure. The figure in which the results of the 

model appear.

•	 Model type. Whether the model was a probit 

regression model or linear regression model.

•	 Data transformation. How the data for 

the dependent variable were transformed, if 

applicable.

•	 Dependent variable. The arts participation 

rate that the model attempted to predict.

•	 Independent variables. The variables from 

which the dependent variable was predicted. 

At a minimum, each model included various 

demographic characteristics as independent 

variables, which are presented in Figure C-7.

•	 Question sets. The question sets to which 

respondents had to have provided valid 

responses for their data to be included in 

the model (i.e., either “yes” or “no” to every 

question included in each set). 
148 National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation

Figure C-9. Specifications of the regression models presented in the monograph

Chapter Figure Model type

Data 

transformation

Dependent 

variable

Independent 

variables Question sets *

3 3-6 Multiple probit 

regression

NA Media 

participation

Demographic 

variables

Benchmark live 

and Benchmark 

media

4 4-10 Multiple probit 

regression

NA Live 

attendance

Media participation 

variable

Benchmark live 

and Benchmark 

media Demographic 

variables

4 4-10 Multiple probit 

regression

NA Personal 

performance

Media participation 

variable

Benchmark live, 

Benchmark 

media, and 

Personal 

performance

Demographic 

variables

4 4-10 Multiple probit 

regression

NA Arts creation Media participation 

variable

Benchmark live, 

Benchmark 

media, and Arts 

creation Demographic 

variables

4 4-13 Multiple linear 

regression

Log Frequency 

of live 

attendance

Media participation 

variable

Benchmark live 

and Benchmark 

media Demographic 

variables

4 4-13 Multiple linear 

regression

Log Breadth 

of live 

attendance

Media participation 

variable

Benchmark live 

and Benchmark 

media

Note: * The question sets are combinations of the questions sets presented in Figures C-1, C-2, and C-3.

“Demographic variables” are those specified in Figure C-7.

Source: BBC Research and Consulting
National Endowment for the Arts • Audience 2.0: How Technology Influences Arts Participation 149

Credits

Research Report #50 

June 2010

National Endowment for the Arts

1100 Pennsylvania Avenue, NW

Washington, DC 20506-0001

Telephone: 202-682-5400

Prepared for the Office of Research & Analysis by Sameer Bawa, Kevin Williams, and William 

Dong, BBC Research & Consulting, Denver, CO 

Produced by the Office of Research & Analysis

Sunil Iyengar, Director

Tom Bradshaw, Senior Research Officer

Bonnie Nichols, Research Analyst

Other staff contributors: Sarah Sullivan, Nona Milstead, Kelli Rogowski, and Ellen Grantham

Editorial and publication assistance by Don Ball

Designed by Fletcher Design, Washington, DC

Produced in the United States of America 

202-682-5496 Voice/TTY

(a device for individuals who are deaf or hearing-impaired)

A downloadable PDF version of this report is available free of charge at www.arts.gov, 

the website of the National Endowment for the Arts.
1100 Pennsylvania Avenue, NW

Washington, DC 20506-0001

202/682-5400

www.arts.gov