“Life Would Be Boring Without It”:
What Do Kids Really Think About the Arts?
Conducted For:
National Assembly of State Arts Agencies
(NASAA)
Presented by:
Marc R. Scheer, Ph.D.
Senior Associate, Youth and Education Research
December 5, 2003
www.harrisinteractive.com
Copyright 2003, Harris Interactive Inc. All rights reserved.
Session Outline
1. Harris Interactive Capabilities
2. How Do Youth Perceive Creative People and Themselves?
3. What Are Young People’s Favorite Activities, and Why?
4. Where Do Youth Participate in Creative Activities?
5. Which Artistic Events Do Youth Attend?
6. How Do Youth Find Out About Things to Do?
7. Summary and Conclusions
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Who We Are and What We Do:
Harris Interactive Capabilities
www.harrisinteractive.com
Copyright 2003, Harris Interactive Inc. All rights reserved.
Harris Interactive Inc.

The “Harris Poll”
– America’s trusted barometer of public
opinion

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Online Research & Traditional
Capabilities
Youth and Education Research on
Behalf of:
–
–
–
–
–
–
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K-12 Educators
Higher Education Institutions
Academics
Foundations/Non Profits
Media/Press
Youth Marketers
Harris Interactive Inc.
Youth Team Expertise
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
Survey research where…
– Respondents are kids, tweens,
teens, or college students
– The study involves surveying
educators, or...
Work where the subject area is…
– Family and parenting
– Education
– Marketing to young people
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The Echo Boom is Loud!
Number of US Births
5.0
(In Millions)
Generation Y
(1977-1994?)
4.5
Generation X
(1965-1976)
4.0
3.5
3.0
Boomers
(1946-1964)
2.5
Births
Source: US Census Bureau
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Harris Interactive Inc.
1999
1997
1995
1993
1991
1989
1987
1985
1983
1981
1979
1977
1975
1973
1971
1969
1967
1965
1963
1961
1959
1957
1955
1953
1951
1949
1947
1945
2.0
Kids Have a Unique Perspective
I paint what I see.
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Survey Methodology
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Survey questions were fielded as part of 3 waves of
YouthQuery, a monthly omnibus survey of 1100 8-18 year
olds.
An online interview method was utilized.
Survey was conducted in August, September and October,
2003.
Sample was drawn from Harris Interactive’s multimillion
member Harris Poll Online Panel.
Data were weighted to be representative of all U.S.
children aged 8-18.
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How Do Kids Perceive Creative People and
Themselves?
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Copyright 2003, Harris Interactive Inc. All rights reserved.
What Do Today’s Youth Think About Creative
People?
Are Creative People…
– Fun?
– Successful?
– Popular?
– Happy?
– Smart?
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Eight in Ten Youth Believe It is Fun to Be With
Creative People
It’s fun to be with creative people.
Agree
78%
Disagree
5%
Q706 Base: All qualified respondents
(n=1202)
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Neither
Agree Nor
Disagree
17%
Almost Eight in Ten Youth Believe That Creativity
Helps People Succeed
Being creative helps a person succeed in life.
Agree
75%
Disagree
7%
Q706 Base: All qualified respondents
(n=1202)
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Neither
Agree Nor
Disagree
18%
Six in Ten Youth Think That Creative People
Are Smart
Creative people are smart.
Agree
60%
Neither
Agree Nor
Disagree
30%
Disagree
10%
Q706 Base: All qualified respondents
(n=1202)
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Six in Ten Youth Believe That Creative People
Do Well in School
Creative people do well in school.
Agree
60%
Neither
Agree Nor
Disagree
29%
Disagree
11%
Q706 Base: All qualified respondents
(n=1202)
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Half of Young People Believe That Creative People
Are Happy
Creative people are happy.
Agree
53%
Neither
Agree Nor
Disagree
34%
Disagree
13%
Q706 Base: All qualified respondents
(n=1202)
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Only One-third of Youth Believe That Creative
People Are Popular
Creative people are popular.
Agree
32%
Neither
Agree Nor
Disagree
41%
Disagree
27%
Q706 Base: All qualified respondents
(n=1202)
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Tweens Are More Likely Than Teens to Believe That Art
Is A Positive Influence and Creativity Is a Positive
Quality
How much do you agree with the following statements?
% Agree
It's fun to be
with creative
people
81%
75%
74%
Creative people
are smart
47%
Creative people
do well in
school
73%
49%
71%
Creative people
are happy
Creative people
are popular
36%
48%
17%
Q706 Base: All qualified respondents
(n=1202)
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Ages 8-12
Ages 13-18
Majority of Young People Describe Themselves
As Creative People
I am a creative person.
Agree
78%
Disagree
10%
Q706 Base: All qualified respondents
(n=1202)
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Neither
Agree Nor
Disagree
12%
Careers in the Arts (Coupled With Fame) Are High
in Young People’s Aspirations
Career
Ages 8-12
Ages 13-21
Be a millionaire
64%
65%
Star in movies/TV
34%
47%
Make movies
32%
43%
Famous athlete
31%
24%
Be a musician/singer
28%
46%
Cure a disease
27%
43%
Start a big company
22%
37%
Be president of U.S.
22%
18%
Be a famous writer
22%
33%
Win Nobel Prize
20%
28%
Source: Harris Interactive Youthpulse
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Majority of Young People Think That Artistic Activities
Make the World A Better Place to Live
Art, music, dance and theater make the world a better place
to live.
Agree
70%
Disagree
11%
Q706 Base: All qualified respondents
(n=1202)
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Neither
Agree Nor
Disagree
19%
What Are Kids’ Favorite Activities And Why?
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Copyright 2003, Harris Interactive Inc. All rights reserved.
If You Had a Whole Day to Do Something That
Used Your Imagination, What Would You Do?
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“Drawing, painting, photography, computers” (9 year old
boy)
“Write a song on the guitar, and write a movie or book”
(15 year old girl)
“I would…design a brand new world, characters,
storylines for new movies, T.V shows, books, comics,
[and] video games” (16 year old boy)
“Act in a play, learn to rap or freestyle” (16 year old boy)
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If You Had a Whole Day to Do Something That
Used Your Imagination, What Would You Do?
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“I'd see my room in a whole new way and then go out
and make it look like how I imagined it and then do the
same with every other room in my house.” (16 year old
girl)
“Design web pages” (17 year old boy)
“Draw something out of the ordinary. Make up a game
that entertains.” (18 year old boy)
“I would create a fun skit, or make a piece of artwork.”
(18 year old girl)
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Eight in Ten Youth Enjoy Creative Activities
What are your favorite things to do?
Creative/Artistic
Activities (Net)
Other Activities
(Net)
Q705 Base: All qualified respondents
(n=1230)
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79%
99%
Creative Activities Include Music, Dance, Art
Other Activities
(99% Net)
Creative/Artistic Activities
(79% Net)
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Draw, paint or sculpt
Sing
Write (creatively)
Dance
Take photos or make videos
Play a musical instrument
Make crafts, jewelry or clothes
Act or perform on stage
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Spend time with friends
Listen to music
Watch TV
Watch videos or DVDs
Go to the movies
Play video or computer games
Read
Surf the Internet
Spend time with family
Play sports
Go shopping
Go to a concert or live music
performance
Drawing/Painting/Sculpting Tops List of Youth’s
Favorite Creative Activities
What are your favorite things to do?
37%
Draw, paint or sculpt
Sing
34%
Write (creatively)
33%
Dance
32%
Take photos or make
videos
Play a musical instrument
23%
Make crafts, jewelry or
clothes
23%
Act or perform on stage
Q705 Base: All qualified respondents
(n=1230)
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25%
Harris Interactive Inc.
19%
Tweens Are More Likely Than Teens to Enjoy Art; Teens Are
More Likely Than Tweens to Enjoy Writing, Music and
Photography
What are your favorite things to do?
49%
Draw, paint or
sculpt
25%
Write (stories,
poetry, songs,
in a journal, etc.)
Take photos or
make videos
Play a musical
instrument
Make crafts,
jewelry or
clothes
29%
38%
15%
35%
19%
27%
32%
14%
Q705 Base: All qualified respondents
(n=1230)
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Ages 8-12
Ages 13-18
Most Young People Like Artistic Activities Because of
the Way It Makes Them Feel
Why do you like to do these activities?
It makes me
feel good
69%
I can use my
imagination
67%
62%
I'm good at it
I can be
myself
54%
I can express
my feelings
53%
Q710 Base: Enjoy creative/arts (n=964)
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Few Young People Choose to Do Creative
Activities Just to Be Popular
Why do you like to do these activities?
I can express my individuality
48%
Being creative is cool
46%
43%
I can be with friends
I want to be a star or famous
some day
33%
People tell me that they like it
when I do this
30%
28%
I can meet new people
I like to be around people
who are artistic or creative
It makes me popular with
other people my age
Q710 Base: Enjoy creative/arts (n=964)
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25%
8%
Why Do You Like to Do These Activities?
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“Because it makes me feel alive” (10 year old girl)
“Cause I can express how I’m feeling in my stories”
(12 year old boy)
“It is very spiritual” (13 year old girl)
“It gives me a sense of independence” (15 year old
boy)
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Why Do You Like to Do These Activities?
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“It is a stress reliever” (15 year old girl)
“It helps me express myself in different ways than just
speaking” (16 year old girl)
“It helps me release my depression and anger” (16
year old boy)
“Because life would be boring without it” (17 year old
girl)
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Teens Like Artistic Activities Because They Can
Express Themselves; Tweens Emphasize Using Their
Imagination and Feeling Competent
Why do you like to do these activities?
72%
I can use my imagination
62%
67%
I'm good at it
58%
48%
I can be myself
60%
42%
I can express my feelings
63%
38%
I can express my individuality
58%
51%
Being creative is cool
People tell me that they like it
when I do this
I can meet new people
Q710 Base: Enjoy creative arts (n=964)
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Harris Interactive Inc.
42%
35%
25%
Ages 8-12
23%
33%
Ages 13-18
Overall, Top 10 Favorite Activities Do Not Include
the Arts
What are your favorite things to do?
TOP 10 LIST
Spend time with friends
78%
Listen to music
76%
Watch TV
73%
Watch videos or DVDS
72%
Go to the movies
70%
Play video or computer
games
Read
52%
Surf the Internet
51%
Spend time with family
47%
Play sports
46%
Q705 Base: All qualified respondents
(n=1230)
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65%
Harris Interactive Inc.
Where Do Kids Participate In Creative
Activities?
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Copyright 2003, Harris Interactive Inc. All rights reserved.
Most Youth Have Participated In Music or Art
Activities During the Past 12 Months
During the past 12 months, have you participated in the following activities in school or
outside of school?
% Participated in any location
A music or singing class or
program
62%
An art class or program
61%
A music or singing
performance
59%
43%
A play
31%
An acting class or program
A dance class or program
20%
A dance performance
20%
A video or movie-making class
or program
A photography class or
program
20%
13%
Q711 Base: All qualified respondents
(n=1221)
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Participation in Music or Arts Is More Common
Among Tweens Than Teens
During the past 12 months, have you participated in the following activities in school or
outside of school?
% Participated in any location
A music or singing class or
program
76%
51%
81%
An art class or program
44%
68%
A music or singing performance
52%
47%
39%
A play
28%
35%
An acting class or program
A video or movie-making class or
program
A photography class or program
Q711 Base: All qualified respondents
(n=1221)
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12%
27%
6%
19%
Ages 8-12
Ages 13-18
More Than Half of Youth Participate in Music and
Art Programs in School
During the past 12 months, have you participated in the following activities in school or
outside of school?
% Participated in school
A music or singing class or
program
54%
An art class or program
54%
A music or singing
performance
49%
34%
A play
23%
An acting class or program
A video or movie making
class or program
12%
A dance performance
11%
A dance class or program
9%
A photography class or
program
8%
Q711 Base: All qualified respondents
(n=1221)
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Majority of Tweens Participate in Music or Singing
Performance in School
During the past 12 months, have you participated in the following activities in school or
outside of school?
% Participated in school
An acting class or program
19%
27%
68%
A music or singing class or
program
42%
61%
A music or singing
performance
A photography class or
program
A video or movie-making class
or program
Q711 Base: All qualified respondents
(n=1221)
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40%
4%
11%
7%
16%
Ages 8-12
Ages 13-18
Two in Ten Youth Participate in Music or Singing
Programs Outside of School
During the past 12 months, have you participated in the following activities in school or
outside of school?
% Participated outside of school
23%
A music or singing performance
A music or singing class or
program
A play
14%
A dance class or program
14%
An acting class or program
13%
A dance performance
13%
An art class or program
13%
A video or movie-making class or
program
A photography class or program
Q711 Base: All qualified respondents
(n=1221)
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19%
Harris Interactive Inc.
10%
6%
Teens Are More Likely Than Younger Children to
Participate in Several Creative Activities Outside of
School
During the past 12 months, have you participated in the following activities in school or
outside of school?
% Participated outside of school
A music or
singing
performance
A
photography
class or
program
18%
26%
3%
A video or
moviemaking class
or program
Q711 Base: All qualified respondents
(n=1221)
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Ages 8-12
Ages 13-18
9%
6%
14%
Outside of School, Artistic or Creative Activities Are
Most Often Experienced At Home or At A Place of
Worship
Where did you participate in these artistic or creative activities?
47%
My home
Church or place of
worship
40%
A school for art, music,
dance, etc.
30%
26%
Camp
Youth group or program
Recreation or
community center
Theater or museum
Someplace else
Q715 Base: Participated in program
outside of school (n=601)
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22%
18%
13%
23%
Teens Are More Likely Than Tweens to Do Arts At
Home
Where did you participate in these artistic or creative activities?
38%
My
home
54%
Ages 8-12
Ages 13-18
Church
or place
of
worship
50%
33%
Q715 Base: Participated in program
outside of school (n=601)
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Which Artistic Events Do Kids Attend?
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Copyright 2003, Harris Interactive Inc. All rights reserved.
Two-thirds of Youth Have Seen A Play in the Past Year;
Three in Ten Have Seen An Orchestra Or Dance
Performance
During the past year, have you gone to any of the following either at school or someplace else?
% Yes
Non-art museum
66%
A play
64%
Non-orchestra
concert
61%
39%
Art museum
Orchestra/symphony
Ballet/dance
performance
Q721 Base: All qualified respondents
(n=1230)
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31%
26%
Teens Are More Likely Than Tweens to Attend Arts
Performances
During the past year, have you gone to any of the following either at school or someplace else?
% Yes
57%
71%
A play
Non-orchestra
concert
Orchestra/symphony
Ballet/dance
performance
Q721 Base: All qualified respondents
(n=1230)
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46%
75%
25%
38%
21%
31%
Ages 8-12
Ages 13-18
How Do Kids Find Out About Things to Do?
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Copyright 2003, Harris Interactive Inc. All rights reserved.
Friends Are the Main Source of Recreation Information
for Youth; Look to TV More Than to Parents For
Recreation Ideas
Where do you find out about fun things to do after school and on weekends?
83%
My friends
59%
TV
51%
My parents
43%
Internet
39%
Radio
37%
Magazine or newspaper
32%
My brothers or sisters
27%
Posters or billboards
Teachers
25%
Church or place of worship
25%
Someplace else
I don't know where to find out
about fun things to do
13%
2%
Q700 Base: All qualified respondents
(n=1221)
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Tweens’ Top Source of Info Is Parents; Teens
Overwhelmingly Look to Friends
Where do you find out about fun things to do after school and on weekends?
74%
My friends
My parents
26%
13%
Teachers
18%
7%
17%
Q700 Base: All qualified respondents
(n=1221)
Page 48
53%
26%
Magazine or newspaper
Someplace else
57%
21%
Radio
Posters or billboards
78%
28%
Internet
Harris Interactive Inc.
91%
47%
40%
33%
Ages 8-12
Ages 13-18
Summary and Conclusions
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Copyright 2003, Harris Interactive Inc. All rights reserved.
Summary
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Youth believe that art is a positive influence and
creativity is a positive quality.
Majority of youth count creative or artistic activities
among their favorite pastimes.
Youth participate in a wide range of creative activities.
Majority of young people like artistic activities
because they feel good, use imagination, feel
competent, express themselves.
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Summary (cont’d)
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School is the primary location for music and arts
programs for most students.
Outside of school, creative activities are most often
experienced at home or place of worship.
Friends are the main source of recreation information
for youth, and TV is also important.
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Thank You!
For more information, please contact:
Marc R. Scheer, Ph.D.
Senior Associate, Youth and Education Research
212-539-9750 or mscheer@harrisinteractive.com
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