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In May, we published results of a national survey conducted for Music Canada to explore how the music industry is being impacted by the pandemic through the lens of concert-goers and those who consume live, in-person music. That study found widespread hesitation about returning to live music, given the safety concerns many Canadians were feeling, including those who regularly attend live music events. A few weeks ago, we also published results of a survey of Canadian musicians, exploring the impact of the pandemic through their eyes.

To assess whether perceptions and intentions have changed since that time, Music Canada commissioned us to conduct another national survey in which many of the same questions were re-asked.

Our survey finds that an increasing number of Canadians are concerned about COVID-19, and a growing number of them plan to avoid public events even after restrictions are lifted, resulting in a longer threat to live music.

Most Canadians, including those who regularly attend live music events, remain uncomfortable with returning to live music events in the foreseeable future. Concern about the virus is down but remains elevated. More today think the worst is yet to come than did back in April.

The results also suggest that several safety measures may do little to alleviate fears of infection. Even if live events are allowed to re-open, most consumers will likely stay home, including those who tell us they deeply miss the experience of attending live, in-person music events.

Many Canadians have experienced cancelled or postponed concerts, and among those who have seen those events cancelled, there is a deep sense of loss and frustration. Despite this, music remains a source of comfort and discovery for Canadians during this pandemic.

This second round of research is also a reminder of the importance of live music to Canadians. They continue to report that they value music; they miss going to live music events; and they miss it more than they did in April. While they are discovering new artists and finding more new content from their favourite artists, the vast majority of Canadians agree that digital performances will never replace the feeling of attending live music events.

Here are some additional highlights from the research:

CONCERNS ABOUT COVID-19 REMAIN ELEVATED.

One in three Canadians are extremely worried or worried a lot about COVID-19 today, down slightly from April but still elevated. Concerns cross all age groups and are fairly consistent across the country.

More troubling, more Canadians today believe the worst is still to come with the pandemic than they did in April (44% today vs. 39% in April). These views are even higher among those who regularly attend live music events (those we refer to as Live Music Lovers), with almost half thinking the worst is still to come.

The widespread concern about the pandemic means that few Canadians (18%) want health authorities and governments to move more quickly to allow normal activities to resume. Four in ten want governments to move more slowly than they currently are.

MORE CANADIANS MISS GOING TO CONCERTS THAN IN APRIL AND WHILE THE AVAILABILITY OF DIGITAL CONTENT IS APPRECIATED IT DOESN’T REPLACE THE FEELING OF SEEING LIVE MUSIC.

Millions of Canadians have experienced postponed or cancelled live events over the past few months due to the pandemic, including half of those who regularly go to live music events.

Many Canadians want to get back to enjoying live music when it’s safe to do so. Since April, those who say they really miss going to concerts has increased by 11 percentage points to 88%. Another 77% are upset about cancelled music festivals this summer.

And despite many digital alternatives being available, most say that digital content won’t replace the feeling of seeing live music, including 89% who attend live music events regularly.

That being said, music remains a vital antidote to the stress and anxiety caused by the pandemic. Eight in ten Canadians agree that listening to music is a way to relieve stress. More than half agree they have found new content online about music and musicians they love, and 4 in 10 have discovered new artists during the pandemic.

This is especially true of Live Music Lovers. Almost all of them say they miss live music events and concerts and agree that digital experiences won’t replace the feeling of seeing a concert in person. They want to experience live music again and can’t wait until they feel comfortable to do so.

AS ECONOMIES RE-OPEN, MORE CANADIANS EXPECT TO STAY AWAY FROM LIVE MUSIC EVENTS LONG AFTER PHYSICAL DISTANCING RESTRICTIONS ARE LIFTED.

Among all Canadians, large majorities express hesitation returning to live music events. More than seven in ten say it will take at least six months or more before they feel comfortable going to large or small indoor concerts or music festivals.

Even most of those who regularly attend live events report say it will take a long time before they are comfortable returning. 55% say they will wait at least six months or longer to attend a music festival after physical restrictions end – and for large concert venues, it is 60%. Perceptions of risk for attending these types of events are rising over time instead of declining. Ultimately, Canadians are more resistant to returning to live music events today than they were three months ago.

SAFETY PROCEDURES AT VENUES WILL DO LITTLE TO REDUCE PERCEPTIONS OF RISK ASSOCIATED WITH RETURNING TO LIVE MUSIC EVENTS.

While Canadians miss attending live music events, many suggested safety protocols or procedures do little to make them feel more comfortable returning to live events.

When we tell respondents that a venue has reduced the number of attendees that can go to a concert, only 15% of all Canadians and 32% of Live Music Lovers say they are certain to or likely to attend a concert.

Moreover, other safety measures such as mandatory mask-wearing and hand sanitization or physically distanced seating only get 19% to 24% of people saying they would be more likely to attend an indoor concert. Even those most likely to attend live events remain resistant, even with these measures in place.

All this suggests that even if venues put in place procedures that reduce the risk of infection, concert-goers will continue to be hesitant to return, and potentially for a number of months. Just because people can attend a concert with these new measures, it doesn’t mean they will.

UPSHOT

The COVID-19 pandemic continues to elicit widespread worry and anxiety for millions of Canadians. The threat of the virus has not subsided, and if anything, the longer the pandemic lasts, the more people recognize that the disruption to their lives will last far longer than many expected when the pandemic started.

Our survey for Music Canada clearly demonstrates that even if concerts are allowed to re-open, audiences will be slow to return, even among those who regularly attend these kinds of events and genuinely miss them during this extended pandemic.

Safety measures will make some people more comfortable and reduce the potential risk of infection, but the data suggests it may not be enough to make these events viable. Not only will most measures – like mask-wearing, distancing, and hand sanitizing – not be enough to bring back most back, but they could have a negative impact on the overall experience. These measures are likely to repel as many concert-goers as they attract back.

All in all, these results paint a bleak picture for the artists, technicians, and others who depend on live music to make a living. While Canadians value their craft and miss the live music experience more as the pandemic continues, their elevated concerns about the virus make them more hesitant to return to live events. Even when live music events return, fans may not at the level needed for venues and live events to be economically viable. Until the risk of infection drops substantially, the threat to live, in-person music remains real and profound.

METHODOLOGY

Our survey was conducted online with 2,000 Canadians aged 18 and over from July 13 to 17, 2020. A random sample of panellists was invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 19 times out of 20. The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

ABOUT MUSIC CANADA

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

The COVID-19 pandemic has had a profound impact on the lives and incomes of Canada’s professional musicians. Not only have live events been cancelled or postponed this year, but the outlook for 2021 is not promising.

According to a national survey of over 700 professional musicians commissioned by Music Canada, most professional musicians say that the number of bookings so far for 2021 is lower than usual, and many don’t expect a quick return to the stage – either because of government restrictions or personal discomfort performing while the risk of the virus exists.

Most professional musicians in Canada have relied on government emergency aid to get by. But as those programs expire, the outlook for professional musicians is quite dire. Professional musicians are feeling anxious, scared, uncertain, and worried about the future.

1. Live music is the lifeblood for Canada’s professional musicians.

It is how they make their living and, more important to them; it is what motivates them as artists. The pandemic feels like a choice – between making a living and keeping them and their family safe. A choice that makes them very uncomfortable.

Canadian professional musicians perform, on average, 96 times a year, travelling across Canada and the globe to performance. The revenue they generate from live performances helps support, on average, another 11.5 other people like band members and those who go on tour with them.

2. The pandemic has had a severe impact on Canada’s professional musicians’ ability to earn a living.

85% agree that if they can’t perform live, they will have a difficult time making a living as a professional musician. To underscore the impact of the pandemic, for the rest of 2020, the average number of bookings is eight, down from last year’s average of 87. More than half of the musicians surveyed have zero performances booked for the remainder of the year.

3. Despite loving to perform, many worry about the health risks associated with COVID-19 if performances restart.

They worry about their safety, the safety of their loved ones who might be exposed to the virus they could contract, their fans and audiences, and the impact distancing restrictions will have on the experience performing. While some safety protocols, like limited audience size or temperature checks, make some feel more comfortable, there is no silver bullet. The risk of COVID-19 is still too high for most musicians.

4. The pandemic has also had an impact on professional musicians’ ability to create music.

Most professional musicians surveyed report that their ability to create music or songs been negatively impacted by the pandemic. The pandemic has isolated them from other artists. Physical distancing at home and not being able to access creative spaces is distracting and affects their creativity and productivity.

5. Going digital isn’t an easy solution for most professional musicians.

The technical aspects and isolation make performing difficult, and the income replacement is nowhere near enough to make up for in-person performances. Many musicians report steep learning curves with technology and dissatisfaction with the lack of connection a digital experience creates between them and their audiences.

6 As long as physical distancing requirements continue and live performances are limited, professional musicians in Canada will find it hard to make a living.

This will hurt their livelihoods, impact their families, and those who are supported by the revenue generated from their live performances (band members, managers, technicians, and others in the industry). It may also have a long-term impact on their creativity and music they produce.

Download the full the report

METHODOLOGY

On behalf of Music Canada, Abacus Data conducted a national survey of 723 Canadian professional musicians and a 90-minute online focus group with 12 professional musicians to explore the impact the COVID-19 pandemic was having on their careers, emotional and financial well-being, and the impressions of the music industry in Canada.

An exploratory focus group was conducted before the survey on May 28, while the survey was conducted from June 11 to 23, 2020.

Respondents were invited via the Connect platform and using snowball sampling from Music Canada’s Advisory Council.

The margin of error for the survey is + 3.7%, 19 times out of 20.

ABOUT MUSIC CANADA

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

When asked to assess the speed at which different governments are moving to return to normal activities, most Canadians say the current pace is appropriate or things are going to fast. Few think the federal or provincial governments are moving too slowly. Most think the Trump Administration is moving too quickly.

Only 10% of respondents in our latest national survey think the federal government is moving too slowly to “return to more normal activities”, while three times as many people say the pace is too quick. The majority (61%) say things are going at about the right pace. In no province do more than 15% want things speeded up. The cautious instinct crosses party lines, with only 18% of Conservatives, 3% of Liberals, 13% of Bloc voters and 7% of New Democrats in favour of speeding up.

Responses are similar when people are asked about the pace of return to normal by their provincial government. Only 7% say the pace is too slow, compared to 29% who say too fast, and a majority (64%) say the pace is about right. In no part of the country do more than 11% want their provincial government to move more quickly and those in Alberta, SK/MB, and Ontario are more likely to want their governments to slow down the reopening.

These results contrast sharply with how Canadians see things going in the United States. Two in three (68%) Canadians think the Trump Administration is moving too quickly, while 15% say the right pace and 17% say America should move more quickly. The majority of supporters of all the political parties in Canada say the US should move more slowly.

Based no doubt in part on how they feel about the need for ongoing caution, and the perception that there is too little of that south of the border, Canadians are overwhelmingly of the view (89%) that the border should remain closed longer.

UPSHOT

COVID fatigue may be real, but there’s not much appetite in Canada for speeding up economic recovery if it means greater health risks.

Canadians are mostly content with the pace set by their governments, or a bit anxious as re-opening unfolds, and watching new infection records and deaths rising again in the US will likely only make people more tentative about how they approach a return to a more normal life.

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,500 Canadian residents from June 26 t0 30, 2020. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.8%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

In our last national survey, we asked Canadians to what extent the pandemic has impacted different aspects of their lives.

Here’s what we found:

Almost as many Canadians report the pandemic has had a negative impact on their mental health as those who say it has had a negative impact on their financial well-being. 40% say the pandemic has had a negative impact on their finances compared with 37% who say the pandemic has negatively impacted their mental health.

31% report negative impacts on their physical fitness. In contrast, 53% report positive impacts on their appreciation of nature – birds, hiking, gardening, etc.

40% Canadians say that the Covid-19 pandemic has had a negative effect on their financial well-being, while 15% say there has been a positive effect and 45% say they do not see any real effect. Women are slightly more likely (+3) more likely than men to say their financial well being has been harmed. Financial harm is more prevalent west of Quebec and less common in Quebec and Atlantic Canada.

Those in households making less than $50,000 a year are 13-points more likely to report negative impacts on their financial well-being than those earning more than $100,000.

Almost as many (37%) say the pandemic has had a negative effect on their mental health, while 17% a positive impact Those under 45 are more likely than those over that age to cite mental health drawbacks. Quebecers are well under the national average in terms of citing mental health impacts, with 24% saying they feel a positive impact and 24% negative

Three out of ten (31%) say their physical fitness has suffered, while 23% say their fitness has improved. Among those under 30, as many say their fitness has improved as saying it has deteriorated. Among those 60 and older, people are two times more likely to say their fitness has deteriorated as improved.

On the positive side of things, 53% say living through the pandemic has had a positive effect on their appreciation of nature, while 4% say it has had the opposite effect. Women are 14-points more likely than men to feel this way, and those under 30 are considerably more likely to feel this way compared to those over 60.

UPSHOT

Millions of Canadians are feeling financial and mental health challenges from the Covid-19 pandemic. One in ten (9%) say the financial impact has been very negative, which equates to almost 3 million people. Almost as many (7%) report very negative mental health impacts and those under 30 are twice as likely to say this.

The impact on physical fitness is less pronounced, but still, on the whole, a negative impact. If there is a bright side, it’s that many people find themselves in a circumstance where they can appreciate nature more than before.

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,500 Canadian residents from June 26 t0 30, 2020. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.8%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

Last week in a national survey of 1,500 Canadian adults we asked some questions about wearing masks as a way to prevent the spread of COVID-19.

Here’s what we found:

A third of Canadians always wear a mask when they enter a public place like a retail outlet and a quarter never do.

Men are significantly less likely to wear masks compared to women. Mask wearing is more common among the youngest and older adults, and resistance to wearing masks is highest among those in the 45-59 age group.

Mask wearing is most common in Ontario and least common in Saskatchewan, Manitoba and Atlantic Canada. 40% of rural-dwelling Canadians never wear a mask. Conservative voters are about 9 to 10 percentage points more likely than Liberals and New Democrats to say they never wear a mask.

Six in ten (60%) would prefer that mask-wearing “in an indoor area where there are other people, such as a retail store” should be mandatory, while 31% prefer that it be left up to individual choice. The preference for a mandatory approach is highest in Ontario (71%) while opinion is equally divided in Atlantic Canada and a majority in Saskatchewan and Manitoba prefer mask-wearing to be left up to the individual.

If governments decide to make mask-wearing mandatory, there would be little opposition, however. Only 14% would oppose such a move, while 62% would support it and another 24% would go along with it. Across party lines, only 24% of Conservatives, 9% of Liberals and 5% of New Democrats would be against such laws/regulations.

Regionally, a majority support making mask-wearing mandatory in all regions or provinces, except in Manitoba or Saskatchewan although more than 80% would support or go along with the policy if it was implemented. In the Greater Toronto Area, 71% support making mask-wearing mandatory.

UPSHOT

Mask wearing is common but far from universal in Canada. However, hesitation to use masks seems more a function of where one lives, social conditioning, and population density than a philosophical or political barrier.

While there is some variation along partisan lines, it would be an exaggeration to see these differences as implying a deep political culture divide – while 42% of Conservatives prefer a personal choice over a mandatory approach, actual opposition to mandated masks is only about a quarter of Conservatives.

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,500 Canadian residents from June 26 t0 30, 2020. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.8%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.