APT 2002 Asia-Pacific Triennial of Contemporary Art, Brisbane, Australia : Report

VISITOR PROFILE Occupation 37.2% of visitors surveyed were in full time employment, 19.9% were students, 14.3% were retired, 6.5% were artists and 5.9% performed home duties. Age 35% of visitors surveyed were aged between 26-45 years. 45-54 is the dominant age group (26.8%) to visit an art gallery in Australia according to Australian Bureau of Statistics 1995. Residence 58.5% of visitors were from Brisbane, 16.3% regional Queensland, 11.4% interstate and 13.7% overseas. Of visitors who were from Brisbane, a high proportion lived in the following suburbs: New Farm, West End, Holland Park, Coorparoo, St Lucia, Toowong, Taringa, Indooroopilly, Clayfield, Chapel Hill and East Brisbane. More visitors were from Melbourne, than from Sydney. Transport 37.6% of visitors travelled to the Gallery by car, 21.5% walked, 19% by bus, 16.9% by train, 4% by ferry, 0.6% by taxi and 0.4% by bike. Visitors’ relationship to Asia 68% of visitors to APT2002 had travelled to parts of the Asia-Pacific region. The most popular destinations being Singapore, New Zealand, Thailand and Malaysia. Frequency of visits 20.1% visit the Gallery more than 5 times per year, 24.1% were first time visitors to the Gallery. QGOMA 41.2% of visitors were aware of the plans for QGOMA. PROMOTIONAL TRIGGERS Visitors attended APT 2002 due to the following prompts: 29.1% Word of mouth 24.2% Newspaper (75.9% of these stated The Courier Mail) 10.9% Television 4.1% Poster (includes Adshel campaign) 4.1% Flyer 3.1% Preview 1.9% Radio 0 2 4 6 8 10 12 14 16 18 20 > 16 16 - 18 19 - 25 26 -35 36 -45 46 -55 56 -65 66 - 75 75 + Age Group 9