New Research Reveals Insights into Online Church
I see a pattern developing in online churches. Perhaps it is a trend. The overall pattern is that online ministries of churches are becoming a strategic part of the overall church ministry. They are not viewed today as much as a separate congregation than as an entry point for people ultimately to connect to the physically-gathered church.
The new research is from Vanderbloemen, Pushpay, and Jay Kranda. All of the 176 churches participating in the study have an online church, so we are hearing from those who are presently very active in this ministry.
Definitions for the online church are evolving. Among those surveyed, the definition included an intentional effort to identify and minister to a group of people who are regularly viewing streaming services. The most common name for these digital gatherings were “online campuses” (36%) and “church online” (28%).
These churches typically had a person designated to lead these digital ministries, but the title of that person varied significantly. Only 16 percent of the churches surveyed had a full-time online ministry leader.
What are some of the key findings of this study? Here are nine insights:
- The plurality of churches have a volunteer lead the online ministry. This ministry is led by a volunteer in about four of ten churches. Another 35 percent give the leadership to a full-time staff person who has other responsibilities.
- The dominant broadcast method is live streaming. Among these churches, nine of ten congregations broadcast through live streaming. But over half also have the full service on demand.
- The opportunity to reach local community members is significant. Over four of ten of those attending online are people within a reasonable driving distance of the church. Most of the churches view the online community as a first step to move them toward the in-person gathering.
- Most of these churches do count online attendance. Of the churches surveyed, 72 percent report online attendance, but keep it separate from in-person attendance. Fewer than 10 percent include online attendance as part of the overall total weekly attendance.
- There is little consistency on how churches count online attendance. The most frequent response, but only by 26 percent of the churches, is “concurrent streamers at a given time.”
- There is anecdotal evidence that indicates the online church is actually a growth source for the in-person church. Some of the church leaders see the online church as part of a process that may progress from social media to online church to community groups to in-person worship services.
- Over half of the churches are considering using the online church to launch future churches and sites. Already, 17 percent of the churches are embracing this strategy. In total, over 60 percent are considering this strategy, or they are already doing it.
- More older churches are using an online church strategy than younger churches. For example, churches over 50 years old accounted for nearly 30 percent of the total, while churches under five years old accounted for less than 15 percent of the total.
- Five ministries are offered online by a majority of the churches. They are: prayer (81%); giving opportunities (72%); pastoral care (58%); serving opportunities (54%); and online groups (52%).
I am thankful to Vanderbloemen, Pushpay, and Jay Kranda for providing this information. You can get the full study here.
We will continue to watch the changes and development of the online church. This study is fascinating. But we know there is more yet to come.
This article was originally published at ThomRainer.com on March 11. Thom S. Rainer serves as president and CEO of LifeWay Christian Resources. Among his greatest joys are his family: his wife Nellie Jo; three sons, Sam, Art, and Jess; and seven grandchildren. Dr. Rainer can be found on Twitter @ThomRainer and at facebook.com/Thom.S.Rainer
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