It is interesting to note that in the Performing Arts Survey the European respondents are as likely as those from the USA to have seen a performance as a result of WWW information. This result is considered to have significant implications for the marketing of the performing arts. The WWW is a relative newcomer only receiving significant attention, in the UK at least, from about the middle of 1995. While growing rapidly in content and numbers of users, the WWW still contains relatively little performing arts information by comparison with other more traditional media. The first survey provides a snapshot of a restricted sample and it is considered that this aspect should be explored in greater depth and trends monitored in future surveys.
Regional differences are insignificant.
While the take-up is not so high as those going to see performances, it is nevertheless an indication of the potential for businesses marketing products and services. A number of the non-professionals also confirmed that they had commissioned services. However, as this question had been addressed only to professionals these responses have not been considered in this report. As many of the non-professionals appear to be active in the performing arts they are potential purchasers of products and services this question should be addressed to them also in future surveys. Trends in the commissioning of services should be monitored in future surveys.