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 East Midlands East of England London North East North West Northern Ireland Scotland South East South West Wales West Midlands Yorkshire
1% 5% 7% 19% 2% 13% 2% 11% 13% 12% 2% 5% 6%
Number of visitors 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 Don’t know No answer
18% 14% 13% 10% 10% 6% 3% 5% 7% 6% 9%
1. Approximately how many on-site visitors did you have last year? 20%
19%
18% 16%
15%
14%
14% 12%
11%
11%
10% 8%
8%
7%
6% 6%
5%
4%
3%
2% 0% 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
Don't Know
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) 60%
50%
50%
40%
31% 30%
19%
20%
10%
0% Yes
No - but plan to within the next 12 months
No - and no plans to within the next 12 months
3. What mobile technologies does your museum currently provide to visitors? iPad tour
13%
Mobile phone wayfinding/GPS
11%
3%
QR Codes
63%
Augmented reality
9%
Mobile Giving
1% 20%
Smartphone app (for Android)
3%
22%
Smartphone app (for Apple)
Paid
14%
26%
Mobile-optimised website
Free
9%
Both 4%
44%
Museum-provided device, multimedia tour
17%
Museum-provided device, audio only tour
1%
9% 40%
Mobile phone-guided audio tours
20% 0%
10%
6%
3% 20%
30%
40%
50%
60%
70%
4. What are your main objectives in offering mobile technologies? (Select up to three)
To widen access for people with special needs (eg visually-impaired visitors)
27%
To raise our public profile/marketing
18%
To provide visitor information (eg opening times)
24%
To provide primary interpretation to visitors
18%
To provide additional content to visitors
68%
To provide access for people with a foreign language
8%
To provide a more engaging visitor experience
67%
To keep up with visitor demand
28%
To keep up with museum peers
13%
To generate income
17%
To attract new visitors
33%
To allow visitor participation
26%
Received funding for mobile project
7%
As part of education programme
11% 0%
10%
20%
30%
40%
50%
60%
70%
80%
5. What demographic groups would you most like to target with your mobile offer? (Select up to three)
Young children/families
17%
Visitors with special needs (eg visually-impaired visitors)
13%
University students/academics
13%
Teenagers
19%
Specific social economic groups
2%
School groups Key Stage 3
9%
School groups Key Stage 2
8%
School groups Key Stage 1
2%
Retired visitors: 60 and over
7%
Potential donors
5%
Friends of the museum
2%
Foreign visitors
8%
All visitors
75%
Adults under 35
33%
Adults between 35 and 60
17% 0%
10%
20%
30%
40%
50%
60%
70%
80%
6. What mobile technologies does your museum plan to provide to visitors within the next 12 months? iPad tour
20%
Mobile phone wayfinding/GPS
1% 3%
26%
6%
QR Codes
66%
Augmented reality
29%
3%
Mobile Giving
38%
Smartphone app (for Android)
6%
43%
Smartphone app (for Apple)
9%
39%
10%
Mobile-optimised website
Free
5%
Paid Both
5%
69%
Museum-provided device, multimedia tour
22%
Museum-provided device, audio only tour
8%
3%
36%
Mobile phone-guided audio tours
1% 1%
31% 0%
10%
5% 20%
1%
30%
4% 40%
50%
60%
70%
80%
7. What are the barriers to increasing your mobile offer? (Tick up to three)
Venue has structural barriers that constrain the use of mobile technologies
30%
Too expensive
41%
No dedicated budget for mobile
50%
Mobile technology is not suited to institution
3%
Mobile is not an institutional priority
23%
Lack of visitor demand/unsure of visitor demand
22%
Insufficient staff time
60%
Insufficient knowledge of mobile
23% 0%
10%
20%
30%
40%
50%
60%
70%
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)
Venue has structural barriers that constrain the use of mobile technologies
16%
Too expensive
47%
No dedicated budget for mobile
55%
Mobile technology is not suited to institution
6%
Mobile is not an institutional priority
31%
Lack of visitor demand/unsure of visitor demand
33%
Insufficient staff time
61%
Insufficient knowledge of mobile
37% 0%
10%
20%
30%
40%
50%
60%
70%
9. Does your organisation currently offer free wifi for visitors? 60% 56%
50%
40%
30% 25%
19%
20%
10%
0% No
Yes - across the entire building
Yes - in certain areas
10. If yes, is it open access (ie no log-in required) 50% 45%
43%
43%
40% 35% 30% 25% 20% 15%
14%
10% 5% 0% Yes
No
N/A
11. If no, do you plan to start offering wifi within the next: 70%
59%
60%
50%
40%
30%
21% 20% 15% 10% 5%
0% 6 months
12 months
1-5 years
No plans
Mobile technology offer by organisation type Historic house/site
11%
56%
Independent
45%
Local Authority
33%
44%
11%
17%
48%
National
35%
70%
Other
25%
58%
University
Volunteer-run
8%
67% 10%
17%
58%
33%
0%
10%
20%
20% Yes
30%
17%
17% 40%
50%
60%
No - but plan to within the next 12 months
70%
80%
90%
No - and no plans to within the next 12 months
100%
Mobile technology offer by organisation type More than 1,000,000
0% 7%
93%
750,001 - 1,000,000 500,001 - 750,000
11%
44%
44%
250,001 - 500,000
20%
20%
60%
100,001 - 250,000
40%
10,000 -25,000
41%
Less than 10,000
10% Yes
52%
7%
39%
30%
20%
42%
17%
42% 0%
36%
24%
30%
Don't Know
37%
16%
47%
25,001 - 50,000
30%
15%
20%
65%
50,001 - 100,000
40%
No - but plan to within the next 12 months
9%
9%
82%
50%
60%
70%
80%
No - and no plans to within the next 12 months
90%
100%
