If you’ve got a specific research question in your head, or you just want to get started on finding out about your audiences, the first step is seeing what research has already been done.

To help, we’ve rounded up the most useful websites for finding audience data and insight. These cover general demographic information about people’s daily lives and their attitudes to a broad range of topics, along with more arts-specific research, and the best places to find information on online audiences.

NI Demographic Information

Young Person Behaviour and Attitudes Survey – A school-based survey of 11-16 year-olds. Topics include smoking, drinking, physical activity, sexual health, and emotional well-being.

Online Research Bank – The Online Research Bank contains bibliographies and summaries of research focused on the lives of adults and children in Northern Ireland.

NI Statistics and Research Agency – The NISRA site has lots of demographic information and infographics on people across Northern Ireland.

Life and Times Survey – This survey covers the attitudes of people in NI to a wide range of social policy issues.

It’s also broken down by age group:

• The Life and Times survey for teenagers in NI.
• The Life and Times survey of children in NI.

UK Demographic Information

British Social Attitudes Survey – This report explores trends across Britain including attitudes to the EU, immigration, a mix of personal issues, benefits and tax, the role of government and civil liberties.

Opinions and Lifestyle Survey – A monthly survey which asks basic demographic information, along with changing questions on attitudes to social and lifestyle issues. Past topics have included disability, well-being, transport, and financial capability.

Understanding Society – This yearly longitudinal survey of UK households covers subjects such as health, work, education, income, family, and social life – with some arts and wellbeing research too.

Growing up in Scotland – Tracks the lives of children in Scotland from birth through to the teenage years and beyond.

Arts and Cultural Research

Taking Part – The Taking Part survey collects data on engagement in arts, museums and galleries, archives, libraries, heritage, and sport across kids, young people, and adults.

Museums Galleries Scotland – Various research reports such as visitor numbers and volunteering rates in galleries and museums.

Arts Council England – Contains a wide range of reports on all art forms in England.

The Audience Agency – The audience development agency for England produces reports on various artforms and their audiences:

• Audiences for Classical Music
• Contemporary Visual Arts Audiences
• Outdoor Audiences

Culture Republic – Culture Republic are the audience development agency for Scotland, and have a set of population profiles for different audience segments on their site.

Family Arts Campaign – Lots of great research and information on family audiences.

Know Your Own Bone – This US-based site contains articles and research findings based on ticketing data for cultural attractions. It covers marketing, revenue and ticketing strategies, and visitor experience.

Communications and Marketing Data

Ofcom – Research reports as well as ‘quick facts’ on internet and TV use in the UK.

Digital Snapshot – Weekly newsletter covering the latest developments in digital and the arts in the UK.

Global Web Index – Research around how different demographics search and purchase online, including marketing to mothers and the power of recommendations on social.

Google Analytics Academy – Useful (and fun!) online training from google that will help you get the most from your analytics account.

Hubspot – A regularly updated blog about all aspects of digital marketing.

Sprout Social – Sprout social has put together a comprehensive guide to social media platform demographics.