20 years of heritage days 2008 results of the public survey nobody’s unpredictable october 2008...
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20 years of Heritage Days
2008
RESULTS OF THE PUBLIC SURVEY
Nobody’s Unpredictable
October 2008
IPSOS BELGIUM Waterloo Office Park
Drève Richelle, 161 – Building J 1410 Waterloo – Belgium
Phone 32-2-642.47.11Fax 32-2-648.34.08
E-mail [email protected]
20 years of Heritage Days | October 2008 2 2
CONTENTS
1. PROFILE
2. PARTICIPATION
3. HERITAGE DAYS IN OTHER EUROPEAN COUNTRIES
4. PROFILE OF THE 2008 THEMES
5. INFORMATION SOURCES ON THE 2008 HERITAGE DAYS
6. INFORMATION SOURCES ON THE ACTIVITIES
7. REASONS FOR NOT PARTICIPATING
8. WHAT DO THE HERITAGE DAYS REPRESENT?
9. CONCLUSIONS
20 years of Heritage Days | October 2008 3 3
Yes90%
No10%
PROFILE
Have you already heard of the Heritage Days?
9 BELGIANS OUT OF 10 HAVE ALREADY HEARD
ABOUT THE HERITAGE DAYS
Basis : Belgium 18-70 years old – n=2100
20 years of Heritage Days | October 2008 4 4
WHO ARE THEY ?
85%83%
94%
95%90%90%
79%
100%90%89%90%18-34 years old
35-44 years old45-64 years old65-70 years old
Primary educationLower secondary educationHigher scondary education
Higher education
FlandersBrusselsWallonia
ALL AGES
ALL LEVELS OF EDUCATION BUT FEWER PEOPLE WITH ONLY PRIMARY EDUCATION
MORE FLANDERS THAN BRUSSELS OR WALLONIA
20 years of Heritage Days | October 2008 5 5
No68%
Yes32%
No10%
Yes90%
Basis : Know the Heritage Days – n=1890
PARTICIPATION : Have you already participated in the Heritage Days in Belgium?
PARTICIPATION
32% OF BELGIANS WHO KNOW THE HERITAGE DAYS HAVE ALREADY PARTICIPATED IN THEM
PROFILE : Have you already heard of the Heritage Days?
20 years of Heritage Days | October 2008 6 6
WHO ARE THE PARTICIPANTS ?
39%38%
27%
41%33%
23%22%
35%33%33%
29%18-34 years old35-44 years old45-64 years old65-70 years old
Primary educationSecondary lower education
Secondary higherHigher education
FlandersBrussels
Wallonia and GC
ALL AGES BUT FEWER 18-34 YEAR-OLDS
HIGHER EDUCATION LEVELS
MORE BRUSSELS AND WALLONIA THAN FLANDERS
20 years of Heritage Days | October 2008 7 7
REGIONS VISITED
Basis : The participants– n=599
FLANDERS WAS VISITED MORE OFTEN
BELGIANS PARTICIPATE IN THE HERITAGE DAYSIN THEIR OWN REGION
PLACE OF RESIDENCE
REGION VISITED BELGIUM FLANDERS
WALLONIA AND GC
BRUSSELS
FLANDERS 53% 96% 3% 11%
WALLONIA AND THE GERMAN-SPEAKING COMMUNITY
46% 11% 97% 43%
BRUSSELS 24% 14% 23% 92%
In which part(s) of Belgium have you already participated in the Heritage Days ?
20 years of Heritage Days | October 2008 8 8
40%
40%
34%
32%
25%
22%
11%
9%
1%
3%
69%
Historical significance of a monument
A guided visit
The theme of the Heritage Days
Architectural significance of a monument
A special activity
The proximity of a monument
The educational interest for children
A visit linked to a weekend trip
For free or at a special rate
Another reason
REASONS FOR PARTICIPATING
Basis : The participants– n=599
A MONUMENT THAT USUALLY ISN’T OPEN
20 years of Heritage Days | October 2008 9 9
26%
14%
14%
4%
3%
38%Visit a fixed number of places and participate
in guided visits and activities
Decide on the day itself
Decide on the basis of the reason for the visit
Visit places without participating in guidedvisits or proposed activities
Visit as many places as possible
Participate only in activities such as walks,tours
HOW DO THEY PLAN THEIR VISITS ?
Basis : The participants– n=599
20 years of Heritage Days | October 2008 10 10
36%
8%
27%
29%
Basis : The participants– n=599
MOBILITY
GO TO ANOTHER BOROUGH
GO TO ANOTHER TOWN
GO TO THE COUNTRYSIDE
STAY IN THEIR BOROUGH
20 years of Heritage Days | October 2008 11 11
26%
65%
9%
THE HD ELSEWHERE IN EUROPE
Basis : The participants– n=599
DON’T KNOW THAT THE HERITAGE DAYS ALSO TAKE
PLACE ELSEWHERE IN EUROPE
KNOW THAT THE HD ALSO TAKE PLACE ELSEWHERE IN EUROPE
HAVE ALREADY PARTICIPATED IN THE HD ELSEWHERE IN EUROPE
HAVE NEVER PARTICIPATED IN THE HD ELSEWHERE IN
EUROPE
20 years of Heritage Days | October 2008 12 12
PROFILE OF THE 2008 HD THEMES
None of the 3 themes
94%
2 themes1%
1 theme5%
94% OF BELGIANS DON’T KNOW ANY OF THE 3 THEMES OF THE 2008 HD
Basis : Know the HD – n=1890
20 years of Heritage Days | October 2008 13 13
40% 33% 28% 21% 5% 5% 4% 18%
TV Réseauinformel
Presse Radio BrochureInternet Affiches NSP
INFORMATION SOURCES ON THE 2008 HD
Basis : Know the Heritage Days – n=1890
TV
INF
OR
MA
L N
ET
WO
RK
PR
ES
S
RA
DIO
BR
OC
HU
RE
INTE
RN
ET
PO
ST
ER
S
DK
TELEVISION IS THE MAIN INFORMATION SOURCE WHEN PEOPLE WANT TO FIND OUT MORE ABOUT THE HERITAGE DAYS
20 years of Heritage Days | October 2008 14 14
74% 12% 9% 4% 5%
N'ont pas prisconnaissancedes activités
Magazine ouJournal local
Site InternetBrochure Autrement
INFORMATION SOURCES ON THE ACTIVITIES
Basis : Know the Heritage Days – n=1890
NO
NE
LOC
AL
MA
GA
ZIN
E
INTE
RN
ET
BR
OC
HU
RE
OTH
ER
S
74% OF BELGIANS DON’T LOOK FOR INFORMATION ON THE ACTIVITIES IN ADVANCE
20 years of Heritage Days | October 2008 15 15
50%
18%
9%
6%
6%
5%
5%
2%
2%
2%
1%
1%
1%
2%
9%
1%
No interest
Don't know with whom I can participate
Don't have the means
No means of transportation
Difficult with children
No monuments to visit in my vicinity
During working hours
No attractive monuments
Disabled
Not informed about them on time
No time
Always bad timing
Too many people, too many queues
Other reasons
DK
WHY DID THEY NOT PARTICIPATE ?
Basis : The non-participants – n=1291
DIDN’T YET HAVE THE OPPORTUNITY
20 years of Heritage Days | October 2008 16 16
59%
67%
77%
78%
65%
67%
67%
71%18-34 years old
35-44 years old
45-64 years old
65-70 years old
Primary education
Lower secondary education
Higher secondary education
Higher education
MAINLY 18-34 YEAR-OLDS
THE LOWER LEVELS OF EDUCATION
WHO WERE THE NON-PARTICIPANTS ?
20 years of Heritage Days | October 2008 17 17
85%
83%
82%
79%
76%
75%
72%
61%
56%
50%
46%
40%
19%
8%
7%
an opportunity to visit otherwise inaccessible places
an opportunity for free visits
a good idea
an informative and educational event
numerous opportunities for visits
an event for all
an opportunity for a family excursion
makes you want to visit monuments
makes you want to participate in other events
a better knowledge of the communities
good use of taxpayers' money
should get better funding
only for some people
an uninteresting event
an old-fashioned event
WHAT DO THE HD REPRESENT ?
Basis : Know the Heritage Days – n=1890
20 years of Heritage Days | October 2008 18 18
GENERAL CONCLUSIONS
90% of Belgians know the Heritage Days
All age categories participate in the Heritage Days, although fewer 18-34 year-olds participate
The profile of visitor’s levels of education is less clear-cut. Although visitors are from all levels of education, those with a higher level of education are better represented
The main reason for participating in the Heritage Days is to visit a monument that usually isn’t open to the public
When Belgians participate in the Heritage Days, they prefer to visit a fixed number of places and to participate in activities and guided visits
The Heritage Days offer an opportunity to visit monuments both in one’s own borough and outside of it, while staying in one’s region
20 years of Heritage Days | October 2008 19 19
GENERAL CONCLUSIONS
35% of Belgians who have already participated in the Heritage Days in Belgium are also aware that these days also take place each year in other European countries; and 9% of Belgians have already participated in them
94% of Belgians do not know any of the three themes of the 2008 Heritage Days
In addition to the traditional media (television, radio and press), informal networks are an important information source on the Heritage Days
74% of Belgians don’t look in advance for information on the activities that take place during the Heritage Days
Belgians don’t give any particular reasons for not participating in the Heritage Days.
Non-participants are found mainly among the 18-34 year-olds and those with a lower level of education
The Heritage Days are popular with Belgians, of whom 82% think that this event’s organisation is a good idea
20 years of Heritage Days | October 2008 20 20
GENERAL CONCLUSIONS
THE HERITAGE DAYS HAVE A HIGH PROFILE IN BELGIUM AND ARE POPULAR WITH BELGIANS
A THIRD OF THE RESPONDENTS HAVE ALREADY PARTICIPATED IN THE EVENT
THE OTHERS DID NO GIVE ANY MAJOR REASON FOR NOT PARTICIPATING IN THE HERITAGE DAYS
HOWEVER, THE EVENT IS MORE ASSOCIATED WITH PEOPLE WHO ARE AT LEAST 35 YEARS OLD AND WHO HAVE A HIGHER LEVEL OF
EDUCATION
THANK YOU FOR YOUR ATTENTION
Ipsos Belgium
Corinne Descamps – Senior Research Executive
Operation Office & Postal Address: Waterloo Office Park, Building J, Drève Richelle 161 – 1410 Waterloo - Belgium
02-642.47.11 − 02-648.34.08
Nobody’s Unpredictable