Indians Rarely Make Time For Arts and Culture

One of India’s leading private museums, the Museum of Art & Photography (MAP) Bengaluru, has released new primary research conducted by the ReReeti Foundation, on audience behaviour in India’s cultural sector.

While more than half of the respondents thought the arts and culture are essential, they rarely manage to make time for it. The majority (60.6 per cent), mostly young people under 30, felt Indian museums could present more engaging content, and most perceived culture as anthropological/ sociological. Of the diverse categories included, music emerged as the most popular cultural activity.

The report is based on a survey of 500 people, which included school and college students, professionals across sectors, homemakers and senior citizens. The first initiative of its kind in the cultural space, the report shares valuable insights into the behaviour and expectations of Indian audiences engaging with a broad range of cultural activities. As part of MAP’s mission to foster meaningful connections between communities and the cultural sector globally, which includes its innovative digital programme Museums Without Borders, the report shares a wealth of insights that can help museums across the country understand their audiences better.

Speaking on the recent report, Kamini Sawhney, Director, Museum of Art & Photography (MAP), said, “MAP is focused on changing the notion of a museum in India, by enabling more relevant and inclusive programming, both online and in our space in Bengaluru. The audience research commissioned by MAP, and conducted by the ReReeti Foundation, provides valuable, and actionable insights which we hope will help museums across the country better understand their consumer base, improve decision making and deepen social impact.”

As much as 62.3 per cent college students and 47.6 per cent professionals/homemakers perceive culture as anthropological and sociological. Music was the most popular cultural event likely to be attended, followed by heritage tours and plays/comedy shows for Indian audiences. Over 70 per cent of college students visit museums with family and friends; working professionals, homemakers and senior citizens also predominantly visit with groups/ spouses (indicating a need to focus on increased group programming/facilitation). As much as 68 per cent of people were optimistic about going outdoors for activities and events in 2021. As much as 60.6 per cent said Indian museums are not experimental enough, and can do more to create engaging content that is also relevant to surrounding communities.