Popularity Of UK Museums

The Museums & Galleries Commission (MGC) today unveiled the first in a major series of annual research reports into museum and gallery visitors. Conducted by MORI, with financial support from the Campaign for Museums, the research revealed that thirty five percent of all adults have been to a museum within the last year. This is a higher proportion than those who attend historical buildings or stately homes (32 per cent), artistic events such as theatre, opera, or ballet (30 per cent) and even more than theme parks (28 per cent). They attract a significantly higher proportion than those who attend pop and classical concerts, 16 and 12 per cent. Museums and galleries are socially inclusive, attracting people from all walks of life and they are seen to represent good value for money. Both those who visit museums and those who do not believe that museums are of social and educational value.

Timothy Mason, Director of the Museums & Galleries Commission, commented: "This research shows the popularity of our museums. Museums are more than just a form of entertainment, they are socially inclusive and they play a vital educational role. Our museums are valued and enjoyed by both visitors and non-visitors. It is particularly encouraging that museums are evolving to meet the needs of society and are competing successfully against other leisure attractions."

MGC Commissioner and Chairman of the Campaign for Museums, Loyd Grossman added: "This research proves a key message of the Campaign for Museums - that this country's museums and galleries are exciting and popular places to visit. While we have been aware of the number of visits made to museums each year; this is the first time that we have information about who is visiting museums. The research will not only help museums to know their public better but also enable museum staff to target areas of the population who are not visiting museums. Hopefully more and more people will learn that that the United Kingdom has museums for everyone."

Who goes to Museums?

Museums are socially inclusive. Only one in a hundred say that they feel intimidated by museums and galleries. Among those interviewed the proportion of ethnic minorities who have visited a museum in the past year is the same as that of the whole population.

The average number of museum visits per annum is just under three. However 24 per cent of museum-goers visit on five or more occasions each year.

Museums are perceived as a 'sociable' outing. More than half of all visitors go with their partners, 53 per cent. One in three go with their children, 35 per cent. Just under 20 per cent go with friends and one in six, 16 per cent, go alone.

Most museum and gallery goers are aged between 35 and 64.

Science and technology museums are particularly attractive to young people, 41 per cent of those aged 15 to 24 have visited them. Although young people are least likely to attend museums, they are the most likely to use them as information sources.

More people go to museums, 35 per cent, than to pop concerts, 16 per cent.

Why do people go/not go to museums?

The main reason for a specific museum visit is interest in the collection, 40 per cent. Whereas the main reason for not going is 'there is nothing in particular I want to see', 33 per cent.

Increased leisure time also encourages museum visits. Fifty-five per cent visit while on a short break or holiday. Fifty two per cent visit when there is a special exhibition/event which interests them. Six per cent now visit museums on line.

Good communication can affect visits. Fifteen per cent of visitors say that their most recent visit was encouraged by advertising, another 15 per cent cited personal recommendation as a factor and 10 per cent found out through tourist information.

Admission charges

Fourteen per cent cite high admission charges as a barrier to museum visits. This increases to 20 per cent for respondents with children. There are no significant differences between social classes and the ages of respondents giving this response.

The majority of visitors have paid to visit a museum, 63 per cent. Of this group 56 per cent felt that their visit represented very good value for money, and another 33 per cent said it was 'fairly good value'.

Access

Nineteen per cent of professional people say they do not visit museums because they are too busy or the opening hours do not suit them.

One in eight claim that poor public transport or long distances prevent them from visiting museums and galleries. Transport is a particular issue in Wales, where 27 per cent cite this as a barrier to museum visits.

Qualitative Research

The qualitative research examined the public's perception of museums in more depth.

All the respondents, whether or not they visit museums, agree that they play an important social and educational role. Hence they believe that museums and galleries are important institutions which should be preserved and publicly funded.

None of the sample was aware that the display of original objects is a key criterion for museums and galleries. Although originals are preferred, most said that they would be happy for museums to contain copies as long as these were clearly marked.

Museums and the Future

Respondents foresee an increased use of technology for the presentation of information, such as screens, gadgets, and virtual reality. They also anticipate more museum information on the Internet although this is not seen as a threat to actual visits.

Some respondents saw the increase of in-home entertainment resulting in a reluctance to leave the home to visit museums.

Some respondents also anticipated that smaller museums might get fewer visitors in future, resulting in some consolidation in the sector. The perceived value for money is lower for smaller museums than larger ones.

This research is first in what will be an annual programme to establish a profile of museum visitors, their preferences and dislikes, their visiting and spending patterns. Ultimately this will create an authoritative picture of audience trends and attitudes to museums in the United Kingdom.

Copies of this report, Visitors to Museums and Galleries in the UK, priced 16315 plus 1631.25 p&p, are available from MGC Publications: 16 Queen Anne's Gate, London, SW1H 9AA.

Alternatively, e-mail [email protected] or telephone 020-7233 4200. Cheques should be made payable to the Museums & Galleries Commission.

The MGC is the national advisory body for museums in the United Kingdom. It provides expert advice to museums and advises the Government on museum policy. Visit the MGC website at www.museums.gov.uk

Technical details

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This research was carried out by MORI and supported by a steering committee which included the following: Stuart Davies, Museum Policy Advisor, HLF; Ylva French, Campaign for Museums; Loyd Grossman, MGC Commissioner and Chairman of the Campaign for Museums; Sam Mullins, Director, London Transport Museum; Sandy Nairne, Tate Gallery; Tony Travers, Director, Greater London Group, LSE; Julie Taylor, Head of Public Affairs, MGC; Jeremy Warren, Assistant Director, MGC and Andrew Wilson, DCMS.

The research was organised in two phases; a quantitative survey of the UK population, followed by a number of in-depth interviews. Omnibus questions were placed on MORI's and UMS' (Ulster Marketing Surveys) Omnibus surveys. In Great Britain a nationally representative sample of 1,845 adults was interviewed. In Northern Ireland 610 adults were interviewed. This took place between 19-22 February 1999. The qualitative research comprised 20 in-depth telephone interviews between 29 March-9 April.

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