Page 94 - AC/E's Digital Culture Annual Report 2015

94show slight decreases. In any case, the decreases are much more marked in advertising revenues generated by radio and television” (SGAE, 2014:8).Therefore, although average spending per person is steadily falling, there is room for optimism as despite all the institutional setbacks – in some cases an increase in VAT or cuts in grants awarded to creators – and market trends (CPI, new business models, etc.), consumption levels are still slightly higher than in 2000.8 The bad news, however, is that unless this trend is cor- rected, it will only be a matter of time before we drop below these levels.1.2 The audiences and their habits perspectiveBut apart from expenditure, it is interesting to note which cultural activities are most common among users. In annual terms, in 2010-11these were listening to music (84.4%), reading (58.7%), and going to the cinema (49.1%) (MECD, 2014). “These activities are followedin intensity by visiting monuments, which 39.5 of the population engage in every year, visiting museums or exhibitions (30.6% and 25.7% respectively) or visiting libraries or accessing them via the Internet (20.5%). Every year 40% of the population attend live shows. Prominent among those are modern music concerts (25.9%) and the theatre (19%)” (MECD, 2014).The most common cultural activities among users from 2010 to 2011 were listening to music (84.4%), reading (58.7%) and going to the cinema (49.1%).Another perspective is provided by the report of the Observatorio de la Cultura (2013b), which poses, among others, the open question of which was the most important institution or cultural event of the year. It is surprising to find that the Museo Reina Sofía (up from 48 to 62 mentions) shares top places in the ranking with the Museo del Prado; the third is Matadero Madrid (up one place), followed by the San Sebastián Interna- tional Film Festival (up 6 places), the Museo Thyssen-Bornemisza (down 2), the Teatro Real, Fundación Mapfre, CaixaForum and ARCO (up 6 places); others with more than ten mentions are the MACBA, La Casa Encendida (down 6Graph 4.1. Household spending on cultural goods and services (*)(Average spending per person in euros)(*) Linked series compiled by MECD for years before 2006Cultural business models on the InternetHow to apply Design Thinking (DT) and Lean Startup (LS) to finding new business opportunities for the culture industries of the twenty-first century