Jordan's market for culture revealed

Jordan's huge potential for cultural audience growth

One in three people in Jordan are in the market for culture and the country has huge untapped potential for audience development, MHM's research for the British Council has found.  

Published in May 2017, the Audience Atlas Jordan is the largest ever benchmarking study into Jordanian culture.  

The findings show 2.2 million people from the kingdom’s 6.6 million population are interested in participating in culture. However, less than two thirds of this potential audience is doing so, suggesting attenders have the potential to grow by up to a million people.  

Even popular artforms such as cinema, literature and visual arts have room for significant expansion amongst Jordan’s mainly young, urban and digitally-active cultural attenders.  Three quarters of the market use Facebook to access information about what’s on and over a million people regularly find information directly from the sector through websites and blogs. The survey found nearly a third of those in the market wish to share experiences with others and value inclusivity.  

As well as offering evidence of the size of potential audiences, the Audience Atlas provides powerful intelligence on how best to connect with them; the data includes a detailed breakdown on motivation and values of the market using MHM’s unique psychographic segmentation system, Culture Segments.  

Steve McNulty, Director of the British Council, Jordan explains: “We believe culture and the arts have the potential to transform communities. We aim to provide the sector with a common language for understanding audiences and equip organisations with the means to target their audiences more accurately, engage with them more meaningfully and develop lasting relationships with them.”

EU Ambassador to Jordan Andrea Matteo Fontana said the study emphasises diversity and cultural dialogue in the Jordanian art scene. Organisers of such events can use analysis and data in order to make the cultural scene more active, dynamic and economically profitable, to also ensure economic growth.

“This is a really significant moment for Jordanian cultural organisations,” said MHM’s Jo Hargreaves. “For the first time, museums, galleries, libraries and performance spaces have the market evidence to support their plans and the practical guidance to deliver them. Audience Atlas offers the cultural sector a really positive and proactive way of harnessing the Jordanian people’s pre-existing support and enthusiasm for the arts. 

Audience Atlas Jordan is a collaboration between the British Council Jordan and the European Union National Institutes for Culture (EUNIC) Cluster Jordan and was co-funded by the European Union.

Find out more about Morris Hargreaves McIntyre's Audience Atlas surveys.

Image: Jo Taylor, Senior Consultant for Morris Hargreaves McIntyre, HE Mr. Andrea Matteo Fontana, Ambassador of the European Union in Jordan and Mr. Steve McNulty, Country Director of British Council Jordan at the launch of Audience Atlas Jordan.

Jo is a founding Director of Morris Hargreaves McIntyre and specialises in strategic planning and...

As a Senior Research Executive, Laura designs, analyses and reports on a variety of research...

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