Brussels cultural consumption (July 2023)

This study was conducted between 3 and 18 July 2023 by research agency iVOX on behalf of visit.brussels.

The study was conducted online using the CAWI (COMPUTED ASSISTED WEB INTERVIEWING) method,

among a sample of:

-          900 inhabitants of the Brussels-Capital Region aged 18+.

-          300 inhabitants of Belgium aged 18+.

-          300 residents aged 18+ of border regions in France (100), Germany (100) and the Netherlands (100), with > 0% probability of visiting Brussels in the next five years.

Representative sample by region, sex, age and education.

To study their consumption habits for cultural activities in Brussels and their evaluation of a new ticketing platform.

Profile of culture consumers from Brussels, Belgium and abroad

Brussels

-          34% of Brussels residents take part in cultural activities or events in Brussels at least once a month.

-          Dutch speakers, men and 19- to 34-year-olds are significantly more likely to go out.

-          80% of Brussels residents would like to take part in cultural activities or events in Brussels in the future.

-          78% of Brussels residents are aware of the visit.brussels website and 50% have already used it (especially Dutch speakers, men and 19- to 34-year-olds).

Belgium

-          Consumption of culture in Brussels is mostly annual or less among Belgians (68%) (more for specific events).

-          Flemish visitors and those aged 55+ go out significantly less in Brussels.

-          48% of Belgians would like to take part in cultural activities or events in Brussels in the future (Flemish visitors and those aged 55+ go out significantly less).

-          50% of Belgians are aware of the visit.brussels website and 21% have already used it (especially French-speakers).

International

-          Consumption of culture in Brussels is predominantly annual or less among international visitors (68%) (40% less often than annual).

-          The Dutch go out significantly less in Brussels.

-          57% of international visitors would like to take part in cultural activities or events in Brussels in the future (the Dutch go out significantly less in Brussels).

-          25% of international visitors are aware of the visit.brussels website and 10% have already used it (especially French-speakers).

·         Consumers search for specific information on one type of event in particular, rather than general information.

·         Desired filters (how to customise information effectively): Filter by event category/type (31%) and Filter by price range (20%).

·         Price sensitivity (most important information, reassured by official price, dissuaded by the lack of price transparency).

·         Information sources:

·         Single tickets purchased online (48%) rather than at the door, 21%.

·         Timescales for planning cultural outings:

Brussels: more last minute, one week or less ahead of their visit (41%).

Belgians and International visitors: mostly more than a week ahead of their visit.

21% of Belgians "more than two months" and 26% of international visitors "from one week to one month" ahead of their visit.