In this month's Barómetro ao Milômetro we look at how respondents obtain information about cultural activities in Portugal.
In this field, preferences remain the same as in the previous year, with social networks seeing their importance grow more and more. Recommendations from friends and family remain in second place, demonstrating once again the importance of word of mouth, followed by the internet.
When we look at how different generations access information related to cultural practices, it makes sense to highlight certain classic formats: TV, radio and street advertising are still relevant for older age groups, but are not very popular among younger people. The same trend applies to newspapers and magazines, although in these cases the figures are all relatively low.
Social networks, however, have the opposite behavior, with an extraordinarily significant presence, above 80%, for those interviewed up to 34 years old, falling to around 50% for the older segment. However, it is worth highlighting that, even this last segment, continues to present quite relevant values. Social networks are, therefore, the right place to invest in cultural communication.
Facebook and Instagram have a very clear presence, although their user numbers are decreasing compared to 2021. LinkedIn is growing significantly, despite maintaining low values, and TikTok is up around 10 percentage points, the biggest growth, starting to reveal itself as a relevant network, made up, above all, of young people up to 25 years old.
WhatsApp is used almost universally, but it has limitations as a cultural communication tool, since it does not have advertising. On the other hand, YouTube also has a very high penetration among the population, and could be a very interesting solution for advertising cultural initiatives and spaces.
Returning to the assessment of how interviewees obtain information to choose the cultural events they participate in, it is interesting to highlight that the word of friends and family is the most important means for those with initial education.
On the other hand, the opinion of specialist critics and leaflets and posters in cultural spaces are the tools most used by the more educated public. This is, in fact, a very distinctive characteristic between different levels of education.
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Every month we dive into the Culture Barometer to bring you new analyses on the relationship between the Portuguese population and culture.
The Culture Barometer is an annual study that analyzes the opinions of the Portuguese people on culture. Conducted for the first time in 2019, this year's questionnaire focused mainly on the consequences of the pandemic on society and culture. Learn more about the 2022 report here and request your full report here.
Summary Technical Sheet
The study universe consists of individuals aged 15 or over, residing in mainland Portugal and the islands. The sample, with 1.200 validated interviews, was stratified by region, sex and age group, in mainland Portugal, and by islands, and distributed in each stratum according to the distribution of the target population in each stratum. The interviews were conducted from March 22 to April 19, 2022, through an online questionnaire using the CAWI (Computer Assisted Web Interview) method. The results are presented with a 95% confidence level. The margin of error for the mean on a scale of 1 to 10 is 0,14 points and the margin of error for the proportion is 3,13 percentage points.
