Arts audiences in Finland Seppo Suominen HaagaHelia University

Arts audiences in Finland Seppo Suominen Haaga-Helia University of Applied Sciences Helsinki, Finland 1 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. -24. 6. 2016

Arts audiences in Finland § § § Introduction Relevant literature A model Data and prescriptive statistics Empirical results Conclusions 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

Introduction § § Main goal of this paper is to identify the determinants of participation level overall and the determinants of each category in arts consumption in Finland. First the overall participation level is studied by employing multiple choice and ordered logit and probit models as well as a bivariate probit model. It draws a picture of cultural consumption in Finland with regards to various socioeconomic background variables such as age, educational level, gender and incomes. there are some separate and some overlapping segments in the cultural consumption pattern. 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

Relevant literature § § § Finnish consumers are rather omnivore as shown by Virtanen (2007). The inactive or univore group is dominated by male consumers. This observation is in line with the presumption of Di. Maggio and Useem (1978) who argue that women use cultural consumption as a substitute for the ownership of economic capital Income is one of the most important determinants of cultural activities attendance identified in numerous studies. When attendance is a normal good, incomes increase attendance. However, this positive influence might be offset by the high opportunity cost of time. The effects of income on attendance reflect the net outcome of joint influences of pure income effect and a leisure-price substitution effect (Withers 1980). The leisure-price substitution effect is important in time-intensive activities (Zieba 2009 or Wen and Cheng 2013). 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

A model § 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

A model § 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

Data and prescriptive statistics § § The survey conducted in 2013 by the Finnish Cultural Foundation studied Finnish views on and thoughts about culture and its consumption. The respondents aged 15 or over living in Finland (excluding Åland Islands) were first asked which cultural facilities and events they had visited in the previous 6 months, in the previous 24 months, less often and which facilities and events they had never visited (e. g. theatres, museum, opera, cinema). Background variables included, among others, the respondent's age, municipality of residence, region (NUTS 2), gender, education level, household's gross annual income, personal gross annual income. Four area dummies are used: Uusimaa (includes the Helsinki metropolitan area), Southern Finland except Uusimaa region, Eastern Finland, Western Finland, zero (reference value) is Northern Finland. 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

n= 7859 Inactive # of activiti es Share Theatr e Museu m Art Exh Classi c Inact. , 0 1 29. 4 % 21. 5 % 23. 9 % 15. 4 % 6. 7 % 2. 9 % 2 17. 4 % 38. 9 % 38. 8 % 21. 1 % 3 12. 8 % 4 Opera Pop Folk Dance Movie Horiz ontal sum 0. 8 % 15. 5 % 1. 1 % 1. 8 % 31. 9 % 100 % 7. 4 % 3. 1 % 31. 8 % 3. 5 % 7. 3 % 46. 1 % 200 % 56. 6 % 64. 9 % 48. 1 % 13. 3 % 4. 6 % 39. 6 % 6. 1 % 12. 1 % 54. 7 % 300 % 8. 7 % 68. 3 % 80. 8 % 69. 9 % 28. 5 % 11. 0 % 46. 8 % 8. 4 % 17. 9 % 68. 4 % 400 % 5 5. 7 % 82. 9 % 90. 5 % 84. 5 % 46. 6 % 18. 2 % 53. 7 % 15. 1 % 30. 2 % 78. 5 % 500 % 6 2. 7 % 88. 9 % 94. 0 % 93. 5 % 66. 7 % 35. 2 % 61. 6 % 25. 5 % 49. 1 % 85. 7 % 600 % 7 1. 1 % 89. 8 % 97. 7 % 85. 2 % 48. 9 % 72. 7 % 43. 2 % 75. 0 % 89. 8 % 700 % 8 0. 5 % 100 % 94. 7 % 97. 4 % 57. 9 % 89. 5 % 71. 1 % 92. 1 % 97. 4 % 800 % All 9 0. 2. % 100 % 900 % Univore Omnivore 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 100 % 100 % Seppo Suominen Arts audiences in Finland

Data and prescriptive statistics § § § About 30 % have been totally inactive during the last 6 months. The share of univore or rather univore, who have been attending one, two or three different cultural activities, was a slightly more than 50 % (21. 5 % + 17. 4 % + 12. 8 %). The main cultural activities that they have attended were theatre (56. 6%), museum (64. 9%), art exhibitions (48. 1%), pop music concerts (39. 6%) and movies at a cinema (54. 7%) in the case of three activities. They have least attended opera (4. 6%), folk music concerts (6. 1%) and dance events (12. 1%). The share of moderately omnivore, who has been attending four to six different cultural activities within last 6 months, was about 17 % (8. 7 % + 5. 7 % + 2. 7 %). The cultural consumption structure of the less omnivore is similar than the rather univore group. Opera, folk music and dance have the lowest attendance figure among the moderately omnivore consumers. Only 13 persons (0. 2 % in the sample) have visited all 9 different cultural activities within the last 6 months. 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

Empirical results Ordered Probit Act = 0 Act = 1 Act = 2 Act = 3 Act = 4 Act = 5 Act = 6 Act = 7 Act = 8 Act = 9 Coeff 0. 049* Marg. E -0. 0164 Marg. E -0. 0031 Marg. E 0. 0024 Marg. E 0. 0047 Marg. E 0. 0048 Marg. E 0. 0040 Marg. E 0. 0022 Marg. E 0. 0009 Marg. E 0. 0004 Marg. E 0. 0002 Distance Vocational 0. 058 * -0. 0194 -0. 0038 0. 0028 0. 0055 0. 0057 0. 0047 0. 0026 0. 0011 0. 0005 0. 0002 0. 408 *** -0. 1370 -0. 0248 0. 0200 0. 0386 0. 0393 0. 0328 0. 0179 0. 0037 0. 0014 Bachelor Master Age 15_24 Age 25_34 Age 45_54 Age 55_64 Age 65> Uusimaa Southern F 0. 735 *** -0. 2099 -0. 0714 0. 0061 0. 0530 0. 0695 0. 0689 0. 0440 0. 0223 0. 0120 0. 0054 1. 025 *** -0. 2687 -0. 1073 -0. 0089 0. 0586 0. 0898 0. 0980 0. 0682 0. 0374 0. 0218 0. 0112 0. 491 *** -0. 1402 -0. 0499 0. 0036 0. 0363 0. 0477 0. 0470 0. 0296 0. 0148 0. 0078 0. 0034 0. 013 -0. 0045 -0. 0009 0. 0006 0. 0013 0. 0011 0. 0006 0. 0003 0. 0001 0. 0000 0. 021 -0. 0070 -0. 0013 0. 0010 0. 0020 0. 0017 0. 0009 0. 0004 0. 0002 0. 0001 0. 073 (*) -0. 0243 -0. 0049 0. 0034 0. 0069 0. 0072 0. 0060 0. 0033 0. 0015 0. 0007 0. 0003 0. 305 *** -0. 0978 -0. 0232 0. 0111 0. 0275 0. 0300 0. 0262 0. 0149 0. 0068 0. 0033 0. 0013 0. 356 *** -0. 1093 -0. 0312 0. 0088 0. 0300 0. 0351 0. 0321 0. 0190 0. 0045 0. 0018 0. 130 *** -0. 0429 -0. 0090 0. 0057 0. 0122 0. 0128 0. 0108 0. 0060 0. 0027 0. 0013 0. 0005 Eastern F Western F Log HH inc 0. 070 (*) -0. 0234 -0. 0047 0. 0032 0. 0067 0. 0069 0. 0058 0. 0032 0. 0014 0. 0007 0. 0002 0. 154 *** -0. 0506 -0. 0107 0. 0066 0. 0144 0. 0151 0. 0128 0. 0071 0. 0032 0. 0015 0. 0006 0. 118 *** -0. 0395 -0. 0074 0. 0058 0. 0113 0. 0115 0. 0095 0. 0052 0. 0023 0. 0011 0. 0004 Female Constant 0. 352 *** -0. 1179 -0. 0218 0. 0170 0. 0334 0. 0341 0. 0284 0. 0156 0. 0069 0. 0032 0. 0012 µ 1= 0. 609 *** µ 2= 1. 099** µ 3= 1. 537 *** µ 4= 1. 955 *** µ 5= 2. 411 *** µ 6= 2. 840 *** µ 7= 3. 226 *** µ 8= 3. 685 *** Expensive 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

Empirical results § § The leisure-price substitution effect can be verified from the marginal effects of household incomes. The effect is largest if the consumer attends four or five different activities. With a lower or a higher number of activities the marginal effect of household incomes is lower. The positive influence is seen with a lower number of activities and the negative leisure-price effect is valid with a higher (than five) number of activities. For example the marginal effect of a person having a master’s degree instead of having only elementary school education increases the probability of going to five different activities by 9. 8 %. Equivalently a master’s degree instead of having only elementary school decreases the probability of being inactive (act = 0) by 26. 87 %. 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

Empirical results Multivariate Logit Expensive Distance Vocational Bachelor Master Age 15_24 Age 25_34 Age 45_54 Age 55_64 Age 65> Uusimaa Southern F Eastern F Western F Log HH inc Female Constant Share = 29. 4% Share = 21. 5% Share = 30. 2% Share = 14. 4% Share = 4. 5% Act = 0 Coeff Act = 1 Coeff 0. 159* 0. 141* 0. 506*** 0. 651*** 0. 758*** 0. 672** 0. 255(*) 0. 007 -0. 109 0. 058 0. 470** 0. 235* 0. 129 0. 252* 0. 238*** 0. 319*** -1. 682*** Act = 2 or 3 Coeff Marg. E 0. 285*** 0. 044 *** 0. 299 0. 047 0. 703*** 0. 059 1. 152*** 0. 094 1. 536*** 0. 131 0. 833*** 0. 262* 0. 035 -0. 137 -0. 036 -0. 239* -0. 060 0. 278** 0. 489*** 0. 245** 0. 012 0. 233* 0. 324*** 0. 037 *** 0. 545 0. 041 -2. 048*** Act = 4 or 5 Coeff Marg. E 0. 178* 0. 190* 1. 033*** 0. 069 1. 973*** 0. 149 2. 650*** 0. 203 1. 571*** 0. 119 0. 117 0. 070 0. 208 0. 034 0. 838*** 0. 078 *** 1. 037 0. 078 0. 444*** 0. 032 0. 259(*) 0. 023 0. 466*** 0. 033 0. 301*** 0. 012 *** 0. 951 0. 071 -4. 080*** Act = 6, 7, 8, or 9 Coeff Marg. E -0. 115 -0. 009 -0. 068 -0. 008 1. 128*** 0. 022 2. 151*** 0. 047 3. 068*** 0. 071 1. 340*** 0. 024 -0. 145 0. 229 0. 614** 0. 024 1. 098*** 0. 031 *** 1. 370 0. 033 0. 403(*) 0. 401(*) 0. 645** 0. 016 0. 284*** 1. 162*** 0. 027 -5. 675*** Marg. E -0. 042 -0. 043 -0. 147 -0. 243 -0. 320 -0. 192 -0. 043 -0. 072 -0. 128 -0. 058 -0. 062 -0. 059 -0. 118 Marg. E -0. 047 -0. 084 -0. 045 -0. 022 Reference group: Elementary school, age between 35 – 44, living in Northern Finland 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

Empirical results § The coefficients and marginal effects of each variable are mainly similar in table 4 (multivariate logit) and table 3 (ordered probit) except that the marginal effects of age cohorts 45 – 54 and 55 – 64 are negative in the multivariate logit analysis and the number of activities visited is 2 or 3 and positive in the ordered probit analysis. The effect of consumers saying that the cultural participation is too expensive or the distance is too long are negative if a consumer is inactive (act = 0) or omnivore (act 6 to 9). § Since cultural consumers have in this sample 9 different alternatives where to go, it is important to see how any participation is correlated with the other alternatives. The Spearman correlation coefficient is used. § Based on correlation coefficients it turns out that there are four separate groups: 1) popular music and movies at a cinema 2) dance and folk music, 3) museum and art exhibitions and 4) opera and classical music -- Theatre attendance is a uniform species § International Within groups negative. 19 th Conferencemutual on Culturalcorrelation positive and (between groups) outside Seppo Suominen Economics, Universidad de Valladolid, 21. 24. 6. 2016 Arts audiences in Finland

Probit Vocational Bachelor Master Age 15_24 Age 25_34 Visited theater The 6 Coeff Marg. E (*) 0. 060 0. 022 0. 107*** 0. 039 0. 245*** 0. 088 0. 456*** 0. 172 0. 592*** 0. 225 0. 182(*) 0. 068 -0. 145* -0. 051 The 24 Coeff 0. 063* 0. 110*** 0. 309*** 0. 593*** 0. 896*** 0. 490*** -0. 025 Marg. E 0. 023 0. 041 0. 116 0. 203 0. 286 0. 164 Age 45_54 Age 55_64 Age 65> Uusimaa Southern F Eastern F Western F Log HH inc 0. 200*** 0. 422*** 0. 813*** 0. 228*** 0. 284*** 0. 101*** 0. 344*** 0. 141*** 0. 074 0. 158 0. 305 0. 085 0. 105 0. 037 0. 127 0. 051 0. 199*** 0. 430*** 0. 874*** 0. 323*** 0. 362*** 0. 179*** 0. 406*** 0. 217*** 0. 073 0. 152 0. 292 0. 114 0. 131 0. 065 0. 145 0. 081 Female Constant 0. 455*** -1. 88*** 0. 163 0. 573*** -1. 48*** 0. 212 Mc. Fadden pseudo R 2 0. 081 Expensive Empirical results Distance 0. 114 Fit measures: - Efron 0. 100 0. 145 0. 081 0. 114 Mc. Fadden 19 th International Conference on Cultural - Ben- Universidad 0. 596 de Valladolid, 0. 598 Economics, 21. Akiva 24. 6. 2016 Visited museum Mus 6 Coeff Marg. E 0. 015 0. 075* 0. 028 *** 0. 346 0. 126 0. 656*** 0. 252 0. 960*** 0. 367 0. 255** 0. 097 -0. 037 0. 104(*) 0. 064 0. 157** 0. 058 0. 375*** 0. 141 0. 404*** 0. 155 0. 189*** 0. 070 0. 013 0. 180*** 0. 067 0. 030(*) 0. 011 0. 203*** -1. 38*** 0. 074 Mus 24 Coeff 0. 082** 0. 111*** 0. 392*** 0. 784*** 1. 087*** 0. 443*** -0. 076 0. 050 0. 150** 0. 439*** 0. 425*** 0. 212*** 0. 036 0. 158*** 0. 090*** 0. 222*** 0. 935*** Marg. E 0. 031 0. 042 0. 149 0. 267 0. 345 0. 155 0. 057 0. 161 0. 152 0. 080 0. 060 0. 034 0. 085 Visited Art Exhibition Art. E 6 Art. E 24 Coeff Marg. E Coeff -0. 030 0. 017 0. 094** 0. 030 0. 161*** 0. 404*** 0. 128 0. 463*** 0. 744 0. 264 0. 888*** 1. 101*** 0. 398 1. 247*** 0. 346*** 0. 121 0. 427*** -0. 034 -0. 165** (*) 0. 110 0. 188*** 0. 062 0. 060 *** 0. 400 0. 136 0. 304*** 0. 630*** 0. 216 0. 594*** 0. 232 0. 078 0. 273*** -0. 003 0. 025 -0. 065 -0. 050 -0. 036 -0. 031 -0. 000 0. 029 0. 370*** 1. 741*** 0. 118 0. 414*** 1. 271*** 0. 054 0. 070 0. 076 0. 090 0. 068 0. 054 0. 090 0. 070 0. 089 0. 076 0. 119 0. 090 0. 577 0. 565 0. 642 Marg. E 0. 064 0. 183 0. 335 0. 443 0. 167 -0. 065 0. 121 0. 233 0. 108 0. 164 Seppo Suominen 0. 560 in Finland Arts audiences

Empirical results § § § The respondents were asked about the costs: “the ticket price is too expensive”. In tables above the binary question is titled “expensive”. It is significantly negative only in the cases of opera and classical music. Otherwise the coefficient is positive (theater, pop music event, dance event or movies at a cinema) or insignificant. the length of the trip to the culture place (“distance”). It is significantly negative only in the cases of opera or movies at a cinema. The effect of education is, as expected, positive. A higher education seems to have a more positive impact on visiting or attending cultural activities. The marginal effect of education for folk music or dance event seem to be milder than for any other event. Women are more active in cultural participation in all categories except pop music concerts Age has a considerable influence on participation. In most of the cultural events, the effect is saucer-shaped 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

Marginal effect of age 0. 4 0. 3 0. 2 0. 1 0 Age 15_24 Age 25_34 Age 35_44 Age 45_54 Age 55_64 Age 65> -0. 1 -0. 2 -0. 3 Theater Museum Art Exh Classical Pop Folk Dance Movies 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Opera Seppo Suominen Arts audiences in Finland

Empirical results § § § Using a bivariate probit approach to the data yields some interesting results. The results for museum attendance together with art exhibition attendance are presented below in the left side of the table. Only the statistically significant marginal effects are shown. The total marginal effect can be divided into direct and indirect marginal effect. For example, the visitor’s education has a positive impact on museum attendance but simultaneously also a positive impact on art exhibition attendance reducing the overall impact. If a person has a bachelor’s degree then the person is more probable (0. 276) than a person without any formal education except comprehensive school to visit a museum but he/she is also more probable to visit art exhibition (0. 195). The overall effect is the difference of these (0. 082). 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

Empirical results Bivariate probit Expensive Distance Vocational Bachelor Master Age 15_24 Age 25_34 Age 45_54 Age 55_64 Age 65> Uusimaa Southern F Eastern F Western F Log HH inc Female Constant ρ Mc. Fadden pseudo R 2 Mus 06 Coeff 0. 013 0. 078 * 0. 342 *** 0. 651 *** 0. 955 *** 0. 255 ** Total Marg. E 0. 041 0. 082 0. 117 -0. 103(*) 0. 065 0. 159 *** 0. 376 *** 0. 402 *** 0. 183 *** 0. 010 0. 177 *** 0. 030 (*) -0. 036 direct Marg. E indirect Marg. E 0. 033 0. 145 0. 276 0. 405 0. 108 -0. 044 -0. 027 -0. 105 -0. 195 -0. 288 -0. 089 0. 032 -0. 048 -0. 104 -0. 165 -0. 060 0. 110 0. 080 0. 068 0. 160 0. 171 0. 078 0. 086 0. 012 0. 075 0. 013 0. 204 *** -1. 377*** 0. 758 *** 0. 087 -0. 098 Art. E 06 Coeff -0. 028 0. 104 ** 0. 399 *** 0. 743 *** 1. 099 *** 0. 341 *** Mus 06 Coeff 0. 015 0. 075 * 0. 345 *** 0. 655 *** 0. 960 *** 0. 254 ** -0. 121(*) -0. 103(*) 0. 183 *** 0. 628 *** 0. 230 *** -0. 007 -0. 065 -0. 041 0. 002 0. 064 0. 156 ** 0. 375 *** 0. 404 *** 0. 189 *** 0. 012 0. 180 *** 0. 031 (*) 0. 130 0. 084 0. 072 0. 073 0. 012 0. 374 *** 0. 204 *** 0. 028 0. 082 -1. 742*** -1. 383*** 0. 396 *** Total Marg. E 0. 025 0. 035 0. 082 0. 155 0. 224 direct Marg. E 0. 030 0. 139 0. 264 0. 387 0. 102 -0. 042 0. 063 0. 151 0. 163 0. 076 indirect Marg. E 0. 019 -0. 057 -0. 109 -0. 164 -0. 053 0. 023 -0. 036 -0. 075 -0. 137 -0. 033 -0. 054 Cla 06 Coeff -0. 127** -0. 032 0. 383 *** 0. 735 *** 1. 103 *** 0. 360 ** -0. 157(*) 0. 244 *** 0. 509 *** 0. 924 *** 0. 224 ** -0. 053 0. 047 0. 003 0. 031 0. 366 *** -2. 454*** 0. 436 *** Fit measures: 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

Empirical results § The bivariate probit approach for the possibility that attitudes towards two cultural events are jointly determined, rather than a result of independent processes. With bivariate probit analysis, we get an estimate of the interrelatedness of the two decisions considered. A statistically significant error covariance estimate indicates that the participation decisions are interrelated, and the coefficient estimates are describing better the behaviour than those generated by the use of traditional binomial approach. § The correlation coefficient of error terms (ρ) is positive in all estimations in which museum attendance is considered together with some other cultural event indicating that all cultural events are interrelated. The largest positive correlation coefficient of error terms is in the case of museum and art exhibition attendance (ρ = 0. 758). § They are all significantly positive indicating that the decisions to participate any cultural event are interrelated any attendance is determined jointly. § A positive direct marginal effect is usually with a negative indirect marginal effect indicating that these two cultural activities are interrelated (substitutes? ) but there is 19 th International Conference on Cultural Seppo Suominen Economics, de Valladolid, 21. Arts audiences in Finland one Universidad exception: movies 24. 6. 2016

Empirical results Bivariate probit Expensive Distance Vocational Bachelor Master Age 15_24 Age 25_34 Age 45_54 Age 55_64 Age 65> Uusimaa Southern F Eastern F Western F Log HH inc Female Constant ρ Mc. Fadden pseudo R 2 Fit measures: Mus 06 Coeff 0. 016 0. 076 * 0. 347 *** 0. 658 *** 0. 961 *** 0. 246 ** -0. 105(*) 0. 059 0. 152 ** 0. 371 *** 0. 403 *** 0. 190 *** 0. 014 0. 182 *** 0. 031 (*) 0. 203 *** -1. 384*** Total Marg. E direct Marg. E 0. 043 0. 118 0. 225 0. 335 0. 032 0. 145 0. 274 0. 400 0. 102 -0. 044 -0. 072 0. 039 0. 095 0. 190 0. 123 0. 066 0. 063 0. 154 0. 168 0. 079 0. 076 0. 013 0. 085 indirect Marg. E -0. 015 0. 011 -0. 027 -0. 049 -0. 066 -0. 080 -0. 029 0. 014 0. 032 0. 036 -0. 045 -0. 013 -0. 011 -0. 013 -0. 015 -0. 019 Movie 06 Coeff 0. 143 *** -0. 111*** 0. 264 *** 0. 481 *** 0. 641 *** 0. 777 *** 0. 279 *** -0. 140** -0. 311*** -0. 352*** 0. 436 *** 0. 132 ** 0. 107 * 0. 126 ** 0. 145 *** 0. 183 *** -1. 090*** 0. 346 *** 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

Conclusions § We show significant and positive correlations across different cultural categories using a bivariate probit model indicating that the internal motivation to attend these events is similar among consumers but only after the socio-economic factors have been taken into account. § However, the distribution of state subsidises is far from equal. Highly educated women in southern Finland seem to receive a larger share of subsidises in the form of lower ticket prices. § Incomes, education and learning experiences accumulated and associated with age are important factors in the demand for arts, however, there are exceptions in Finland. § The demand for folk music cannot be explained by differences in household’s incomes. § Folk music category is more separated and not very popular among Finnish consumers. § The data available does not enable us to study the complementarity or 19 th International Conferenceissue on Cultural Seppo Suominen substitutability Economics, Universidad de Valladolid, 21. 24. 6. 2016 Arts audiences in Finland

Conclusions § § § However, highly educated wealthy women are more omnivore than less educated men who more frequently belong to the univore or inactive group. Roughly half of the consumers in the sample have visited only one cultural event or no events at all during the last 6 months. This inactive or univore group is dominated by male consumers. 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland

Thank you for your attention 19 th International Conference on Cultural Economics, Universidad de Valladolid, 21. 24. 6. 2016 Seppo Suominen Arts audiences in Finland