National Railway Museum Visitor Survey - 2004 Results and Trends

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    VISITORS SURVEYVISITORS SURVEY2004 Results & Trends2004 Results & Trends

    Annual Survey carried out for:

    National Railway Museum

    Presented by Paul Vittles

    http://www.nrm.org.uk/html/home_pb/menu.asp
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    Methodology & objectivesMethodology & objectives 425 face-to-face, exit interviews

    23rd - 29th August 2004 annual survey with trends back to 1992

    examines: profile & behaviour of visitors

    influences on the decision-making process

    satisfaction with visit and the experiencenew developments and initiatives

    purchasing behaviour

    introduction of the Flying Scotsman

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    Visitor profileVisitor profile

    Base: All

    Age

    24 23 18 19

    50 50

    40 41

    5054 52

    17 1518

    11

    23

    9

    212222161319

    22

    9 91118

    1998 1999 2000 2001 2002 2003 2004

    %

    Under 35 35-54 55-64 65+

    Gender

    62 63 66 62 60 57 62

    34 3840 42

    383738

    1998 1999 2000 2001 2002 2003 2004

    %

    Man Woman

    Socio-Economic Group

    28

    31

    29

    33 33

    27 27

    33

    28 28 2930

    3532

    3028 24 22 24

    11 1013 13 13 12 12

    2827

    1998 1999 2000 2001 2002 2003 2004

    AB C1 C2 DE

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    6160

    524642

    1 9 9 2

    - 1 9 9

    4

    1 9 9 5

    - 1 9 9

    7

    1 9 9 8

    - 2 0 0

    0

    2 0 0 1

    - 2 0 0

    3 2 0

    0 4

    %

    Visiting with childrenVisiting with childrenTrend

    Base: All

    42% with children aged under 5

    59% with children aged 5 - 10

    31% with children aged 11 - 16

    Base: Those with children (259 in 2004)

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    15

    33

    34

    17

    20

    34

    22

    23

    19

    30

    29

    20

    22

    28

    26

    23

    Very interested in railways

    Quite interested in railways

    Not really interested in railways but I likevisiting museums like the NRM

    Not really interested in railways, justcame for a day out

    %

    2004

    2003

    1998-2002

    1993-1997

    TypologyTypology

    Base: All

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    48

    47

    4

    48

    45

    7

    46

    44

    8

    50

    42

    8

    Day trip from home

    On holiday in oroutside York

    Live in York

    %

    2004

    2003

    20021998-2001

    Nature of visit to YorkNature of visit to York

    Base: All

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    20

    71

    10

    29

    60

    12

    39

    51

    7

    47 48

    4

    38

    55

    6

    Yorks & Humber Other UK Outside UK

    %

    1992-1995

    1996-2000

    2001-2002

    2003

    2004

    Where visitors come fromWhere visitors come from

    Base: All

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    2

    5

    5

    12

    15

    17

    40

    0

    0 5 10 15 20 25 30 35 40 45

    Road Train

    Organised coach trip

    Car to York, then parked in the City Centre

    Standard bus / coach service

    Car to York, then Park & Ride

    Train to York

    Walked / live in York / staying in York

    Car to Museum, parked at Museum

    %

    Method of transportMethod of transport

    Base: All

    Significant decrease from9% in 2003 and lowest on

    record so far

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    8281

    86

    86

    88

    82

    84

    87

    88

    84

    86

    85

    87

    83 85

    87

    85

    90

    1996 1997 1998 1999 2000 2001 2002 2003 2004

    %

    Very satisfied Very likely to recommend to friend

    Satisfaction with visitSatisfaction with visit

    Base: All

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    69 67 6772

    6560 58 60

    1993-97 1998 1999 2000 2001 2002 2003 2004

    Its not just about trainsIts not just about trains

    % Agree

    Base: All

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    9196 94 97

    89

    96 97 96

    1993-97 1998 1999 2000 2001 2002 2003 2004

    Plenty for all the family to seePlenty for all the family to see% Agree

    Base: All

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    63

    7175

    8183

    74 7276

    1993-97 1998 1999 2000 2001 2002 2003 2004

    More opportunity for interactionMore opportunity for interaction

    than expectedthan expected% Agree

    Base: All

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    21

    43

    35

    2

    37

    45

    16

    0

    Uncomfortablycrowded

    Very busy but notcrowded

    Fairly busy

    Not busy at all

    %

    2003 2004

    Base: All

    CapacityCapacity

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    47

    60

    53

    60

    5357 57

    60

    1993-97 1998 1999 2000 2001 2002 2003 2004

    Too much to see in one visitToo much to see in one visit

    % Agree

    31% strongly agree in 2004 (record high)

    Base: All

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    23

    27

    36 37

    2001 2002 2003 2004

    % saying they will return within the next 12 months

    When will they return to NRMWhen will they return to NRM

    Base: All

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    34

    4244 45

    34

    23

    33

    1994-98 1999 2000 2001 2002 2003 2004

    %

    Dwell timeDwell time

    % more than 3 hours

    Base: All Visitors who stay longer than 3 hours tend to:

    be very satisfied with their visit (91% in 2004) and spend more money (41% spent more than 15)

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    4

    3032

    19

    12

    36

    31

    39

    14

    7

    24

    3330

    21

    10

    2

    Less than 1hour

    1 - 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours More than5 hours

    20022003

    2004

    Dwell time (contd)Dwell time (contd)

    Average Dwell TimeMean dwell time per visitor:

    (2002: 2:41 hrs)(2003: 2:25 hrs)(2004: 2:34 hrs )

    %

    Base: All

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    34

    49

    17

    27

    40

    32

    22

    39 39

    31

    43

    26

    Went on Steam /Diesel Train Ride

    Knew it was therebut didn't go on it

    Didn't know it wasthere

    %

    2001

    2002

    2003

    2004

    Steam / Diesel Train RideSteam / Diesel Train Ride

    Base: All

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    11

    61

    28

    Went on SimulatorRide

    Knew it was therebut didnt go on it

    Didn't know it wasthere

    %

    Simulator RideSimulator Ride

    Base: All

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    0

    1

    1

    4

    4

    5

    8

    10

    12

    13

    14

    17

    Didn't look safe

    It was full of children

    Been on it before

    Children too young

    Don't like enclosed spaces

    Not interested in rides

    Ride broken / not working / not open

    Dont like things that move around

    Price / Too expensive

    Too old / no kids

    Not enough time

    There was a queue

    %Base: Those who were

    aware of the Simulator Ride but did not go on it (259)

    Reasons for not going onReasons for not going on

    Simulator RideSimulator Ride

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    52

    32

    2023

    32 32

    25

    43

    24

    1517

    3239

    2628

    1998 1999 2000 2001 2002 2003 2004

    Miniature Railway Ride Steam / Diesel Train Ride Simulator Ride

    % not aware of ride

    Not aware of ridesNot aware of rides

    Base: All

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    14

    59

    2725

    51

    24

    4136

    22

    Went on it Knew it was

    there but didntgo on it

    Didn't know it

    was there

    %

    Simulator Ride

    Miniature Railway RideSteam / Diesel TrainRide

    Base: Those with children (259 in 2004)

    What about the families?What abo