Museum mobile survey 2013

Mobile survey October 2013

Respondent profile

Total number of respondents: 175

Type of organisation Historic house/site 5% Independent museum 37% Local authority museum 27% National museum 11% University museum 7% Volunteer-run museum 3% Freelance/consultant 2% Other 7%

Region/nation Channel Islands 1% East Midlands 5% East of England 7% London 19% North East 2% North West 13% Northern Ireland 2% Scotland 11% South East 13% South West 12% Wales 2% West Midlands 5% Yorkshire 6%

Number of visitors Less than 10,000 18% 10,000 – 25,000 14% 25,001 – 50,000 13% 50,001 -100,000 10% 100,001 – 250,000 10% 250,001 – 500,000 6% 500,001 – 750,000 3% 750,001 – 1,000,000 5% More than 1,000,000 7% Don’t know 6% No answer 9%

19%

15% 14%

11% 11%

6%

3%

5%

8%

7%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Less than10,000

10,000 -25,000 25,001 -50,000

50,001 -100,000

100,001 -250,000

250,001 -500,000

500,001 -750,000

750,001 -1,000,000

More than1,000,000

Don't Know

1. Approximately how many on-site visitors did you have last year?

50%

19%

31%

0%

10%

20%

30%

40%

50%

60%

Yes No - but plan to within the next 12 months No - and no plans to within the next 12 months

2. Do you currently have a mobile offer? (Mobile technologies include handheld devices provided by the museum and visitors' personal devices, such as mobile phones)

20%

40%

17%

44%

26%

22%

20%

9%

63%

11%

13%

3%

6%

9%

1%

9%

14%

3%

1%

3%

4%

0% 10% 20% 30% 40% 50% 60% 70%

Mobile phone-guided audio tours

Museum-provided device, audio only tour

Museum-provided device, multimedia tour

Mobile-optimised website

Smartphone app (for Apple)

Smartphone app (for Android)

Mobile Giving

Augmented reality

QR Codes

Mobile phone wayfinding/GPS

iPad tour

3. What mobile technologies does your museum currently provide to visitors?

Free

Paid

Both

11%

7%

26%

33%

17%

13%

28%

67%

8%

68%

18%

24%

18%

27%

0% 10% 20% 30% 40% 50% 60% 70% 80%

As part of education programme

Received funding for mobile project

To allow visitor participation

To attract new visitors

To generate income

To keep up with museum peers

To keep up with visitor demand

To provide a more engaging visitor experience

To provide access for people with a foreign language

To provide additional content to visitors

To provide primary interpretation to visitors

To provide visitor information (eg opening times)

To raise our public profile/marketing

To widen access for people with special needs (eg visually-impaired visitors)

4. What are your main objectives in offering mobile technologies? (Select up to three)

17%

33%

75%

8%

2%

5%

7%

2%

8%

9%

2%

19%

13%

13%

17%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Adults between 35 and 60

Adults under 35

All visitors

Foreign visitors

Friends of the museum

Potential donors

Retired visitors: 60 and over

School groups Key Stage 1



Specific social economic groups

Teenagers

University students/academics

Visitors with special needs (eg visually-impaired visitors)

Young children/families

5. What demographic groups would you most like to target with your mobile offer? (Select up to three)

31%

36%

22%

69%

39%

43%

38%

29%

66%

26%

20%

5%

1%

8%

10%

9%

6%

3%

6%

1%

4%

1%

3%

1%

5%

5%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Mobile phone-guided audio tours

Museum-provided device, audio only tour

Museum-provided device, multimedia tour

Mobile-optimised website

Smartphone app (for Apple)

Smartphone app (for Android)

Mobile Giving

Augmented reality

QR Codes

Mobile phone wayfinding/GPS

iPad tour

6. What mobile technologies does your museum plan to provide to visitors within the next 12 months?

Free

Paid

Both

23%

60%

22%

23%

3%

50%

41%

30%

0% 10% 20% 30% 40% 50% 60% 70%

Insufficient knowledge of mobile

Insufficient staff time

Lack of visitor demand/unsure of visitor demand

Mobile is not an institutional priority

Mobile technology is not suited to institution

No dedicated budget for mobile

Too expensive

Venue has structural barriers that constrain the use ofmobile technologies

7. What are the barriers to increasing your mobile offer? (Tick up to three)

37%

61%

33%

31%

6%

55%

47%

16%

0% 10% 20% 30% 40% 50% 60% 70%

Insufficient knowledge of mobile

Insufficient staff time

Lack of visitor demand/unsure of visitor demand

Mobile is not an institutional priority

Mobile technology is not suited to institution

No dedicated budget for mobile

Too expensive

Venue has structural barriers that constrain the use ofmobile technologies

8. If you don't offer any mobile technologies and have no plans to within the next 12 months, please state the main reasons why:

(Tick up to three)

56%

19%

25%

0%

10%

20%

30%

40%

50%

60%

No Yes - across the entire building Yes - in certain areas

9. Does your organisation currently offer free wifi for visitors?

43% 43%

14%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Yes No N/A

10. If yes, is it open access (ie no log-in required)

5%

15%

21%

59%

0%

10%

20%

30%

40%

50%

60%

70%

6 months 12 months 1-5 years No plans

11. If no, do you plan to start offering wifi within the next:

67%

33%

58%

70%

48%

45%

56%

17%

58%

25%

20%

17%

11%

11%

17%

8%

17%

10%

35%

44%

33%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Volunteer-run

University

Other

National

Local Authority

Independent

Historic house/site

Mobile technology offer by organisation type


42%

30%

41%

40%

47%

65%

82%

60%

44%

93%

17%

30%

7%

24%

16%

20%

9%

20%

44%

0%

42%

39%

52%

36%

37%

15%

9%

20%

11%

7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Don't Know

Less than 10,000

10,000 -25,000

25,001 - 50,000

50,001 - 100,000

100,001 - 250,000

250,001 - 500,000

500,001 - 750,000

750,001 - 1,000,000

More than 1,000,000

Mobile technology offer by organisation type


Museum mobile survey 2013

Technology

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