V&A Home Page User Survey - Victoria and Albert Museummedia.vam.ac.uk/media/documents/legacy_documents/file... · 2011-02-16 · V&A Home Page User Survey July 2003 eDigitalResearch.com

V&A Home Page User Survey July 2003eDigitalResearch.com30 July 2003

Data Summary Page 1

V&AHome Page User Survey

July 2003


Data Summary Page 2

Report Contents

Survey Scope

Browser and OS Profiles– V&A versus UK profile

Data Summary– Executive Summary

– General DemographicsGender

Age

Location

Occupation

Ethnic Group Identification

Education

– Internet Access

– Website Visit Frequency

– Reason for Visiting

– Visit Frequency vs Why Visiting

– Museum Visits and Frequency

– Age/Gender/Museum Visit Split

– Detailed Demographics

Appendices– Word Document Verbatim comments

– Survey copy


Data Summary Page 3

Survey ScopeHome Page Survey served on www.vam.ac.ukComplete Stats:

First collection: Jul 08th 2003 12:06pm

Last collection: Jul 16th 2003 10:03am Total hits in period: 82,087

New user hits (shown survey): 5,940 (7.2%)

New user hits (not shown survey): 9,781

Returning user hits (shown survey): 3,606 (4.3%)

Returning user hits (not shown survey): 62,760

Responses collected in period: 1000 (Collection rate 10.48%)

Average collection rate: 5.3 per hour (126.3 per day)NB The charts in this provide both percentages (calculated from the number of respondents to each question) and raw numbers.

The later may not sum to 1000 as not all questions were mandatory in this survey


Data Summary Page 4

Browser

21%

60%

0%

1%0%2%

16%

IE 4.x IE 5.x IE 5.5x IE 6.xNetscape 4.x Netscape 6.x Other

Operating System

26%

0%

7%

1% 28%

4%

25%

9%

Windows 95 Windows 98 Windows MEWindows NT Windows 2000 Windows XPMac UNIX/Linux/Other

Colour Depth

2%

4%0%

42%0%

10%

42%

Monochrome 16 Colour 256 ColourHi-Colour True Colour (24bit) True Colour (32bit)Unknown

Screen Resolution

40%

0%5%

0%49%

0%

1%

1%4%

640x480 800x6001024x768 1280x10241600x1200 (<800x600)(800x600-1024x768) (>1024x768)Unknown

Respondents Browser and OS ProfilesColour Depth and Screen Resolution - V&A


Data Summary Page 5

Respondents Browser and OS ProfilesColour Depth and Screen Resolution (Statistics) v UK

Browser

IE 4.x IE 5.x IE 5.5x IE 6.x Netscape 4.x Netscape 6.x Other

V&A 0.90% 15.80% 20.90% 60.40% 0.30% 0.00% 1.70%

UK 0.84% 14.29% 21.00% 62.18% 0.43% 0.09% 1.17%

Operating System

Windows 95 Windows 98 Windows ME Windows NT Windows 2000 Windows XP Mac UNIX/Linux/Other

V&A 4.10% 25.70% 6.60% 8.70% 24.90% 29.30% 0.50% 0.20%

UK 2.32% 24.51% 10.86% 7.38% 16.26% 36.87% 1.48% 0.32%

Screen Resolution

640x480 800x600 1024x768 1280x1024 1600x1200 (<800x600) (800x600-1024x768) (>1024x768) Unknown

V&A 0.50% 40.00% 50.10% 3.70% 0.80% 0.30% 0.00% 4.50% 0.10%

UK 1.00% 40.10% 48.71% 4.55% 0.72% 0.08% 0.19% 4.58% 0.08%

Colour Depth

Monochrome 16 Colour 256 Colour Hi-Colour True Colour (24bit) True Colour (32bit) Unknown

V&A 0.00% 0.00% 4.20% 41.90% 10.10% 41.80% 2.00%

UK 0.06% 0.01% 2.34% 40.33% 8.17% 46.17% 2.92%

Source: ‘UK’ statistics February to July 2003 from some 103 million UK consumers accessing the Internet via eCustomerOpinions Surveys


Data Summary Page 6

Executive Summary

Browser, Operating System, colour depth and screen resolution are automatically collected for each respondent. When compared to a general UK sample there was no statistically significant difference. It should be noted that some 40% of site visitors are viewing the site with 800X600 screen resolutionGeneral Demographics: Predominantly well educated white based in the southern half of the UK. Mostly employed (73.6%) or studying (11.9%) with 1 in 15 retired. The next geographical category showed 1 in 11 respondents from North America(A reported bias in favour of female respondents (74%) should be investigated further and may suggest that future surveys may require weighting. It is not the experience of this organisation to note such a weighted bias and may suggest a higher than average female usage of the site)

Access of the Internet was mainly from home (52.9%) with ‘work’ being second largest category (38.9%). This is a relatively high ‘home’ response that suggests that visiting the site is viewed as a leisure pursuit.48.2% of visitors stated that it was their first visit. Some 16.8% of returning users stated that they visited more than once per month suggesting a core of loyal users that should be nurtured and further researchedWhilst the most common quoted reason for today’s visit was given as ‘to gain an overview of what’s on at the V&A’ (15.7%) 26.8% required information or tickets for a current exhibition. Added to the next largest category – to plan a visit (11.0%) suggests that the V&A site has an important role to play in assisting planning and execution of museum visits3 out of 4 respondents had physically visited the museum. There was a significant difference between first time visitors to the site where 31.4% stated that they had not visited the museum whereas only 10.7% of ‘not first time’ users had NOT visited the museum. Regular website users are more frequent visitors to the Museum


Data Summary Page 7

Executive Summary (2)

When taking the cross correlation between age/gender and frequency of visits the most common visitors were males aged 25-34 and 55-59 and females aged 25-341 in 3 (32.2%) ‘Not first time’ visitors were aged 25-34 and mostly lived in the southern half of the UK (85.28%). First time visitors had a greater spread of ages and geographical location suggesting a core profile of returning V&A visitors from this particular set of dataIn terms of occupation 12.9% of males were retired and 5% more females (13.2% v 8.47%) were studentsSome 21.7% of respondents stated that their main source of income was related to education whilst 29.1% to the creative industry. 90 respondents (9%) stated ‘yes’ to both of these questionsWhilst the general verbatim comments contained many praises there were a number that caused concern regarding speed, general navigation, searching for information and ticket purchase that require some further investigation. (Survey comments should also be noted)


Data Summary Page 8

Are you male or female?

25.36%

74.64%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Overall

MaleFemale

Answer OverallMale 248Female 730


Data Summary Page 9

Which age group do you fit into?Overall

1.45% 1.24%

12.81%

28.10%

21.59%20.14%

7.33%

3.72% 3.62%

0%

10%

20%

30%

Under 16 16 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 59 60 - 64 65+

Answer OverallUnder 16 1416 - 17 1218 - 24 12425 - 34 27235 - 44 20945 - 54 19555 - 59 7160 - 64 36

65+ 35


Data Summary Page 10

Where do you live?Overall

82.42%

4.98%0.20% 1.02% 2.03%

8.84%

0.51%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

UK Rest of Europe Africa Asia Australia/Oceania North America South America

Answer OverallUK 811Rest of Europe 49Africa 2Asia 10Australia/Oceania 20North America 87South America 5



If UK, where in the UK?

Overall

41.71%

28.96%

6.31%

1.61%3.47% 2.85% 4.21% 3.84% 3.47% 1.98% 1.36% 0.12% 0.12%

0%

10%

20%

30%

40%

50%

GreaterLondon

South East South West North East North West Yorkshireand

Humber

EastMidlands

WestMidlands

East Scotland Wales NorthernIreland

ChannelIslands

Answer OverallGreater London 337South East 234South West 51North East 13North West 28Yorkshire and Humber 23East Midlands 34West Midlands 11East 12Scotland 7Wales 8Northern Ireland 1Channel Islands 1



What is your occupation?

Overall

62.91%

10.66%3.38%

6.66%0.51% 2.15%

11.89%

1.84%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Working full time(30hrs/wk+)

Working part time(8-29 hrs/wk)

Homemaker Retired Unemployed(registered)

Unemployed (notregistered but

looking for work)

Student Other

Answer OverallWorking full time (30hrs/wk+) 614Working part time (8-29 hrs/wk) 104Homemaker 33Retired 65Unemployed (registered) 5Unemployed (not registered but loo 21Student 116Other 18



Which ethnic group do you identify with?

Overall

5.58%

74.90%

2.66%

12.04%

0.25% 0.13% 0.25% 1.01% 0.00% 0.13% 0.25% 0.13% 0.00% 0.25% 0.63%1.77%0%

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

Pre

fer n

ot to

answ

er

Whi

te: B

ritis

h

Whi

te: I

rish

Whi

te: O

ther

whi

teba

ckgr

ound

Mix

ed: W

hite

&B

lack

-Car

ibbe

an

Mix

ed: W

hite

&B

lack

-Afr

ican

Mix

ed: W

hite

&A

sian

Asi

an: I

ndia

n

Asi

an:

Ban

glad

eshi

Asia

n: P

akis

tani

Asi

an: O

ther

asia

nba

ckgr

ound

Bla

ck:

Car

ibbe

an

Blac

k: A

fric

an

Bla

ck: O

ther

blac

kba

ckgr

ound

Chi

nese

Oth

er e

thni

cgr

oup

Answer OverallPrefer not to answer 44White: British 591White: Irish 21White: Other white background 95Mixed: White & Black-Caribbean 2Mixed: White & Black-African 1Mixed: White & Asian 2Asian: Indian 8Asian: Bangladeshi 0Asian: Pakistani 1Asian: Other asian background 2Black: Caribbean 1Black: African 0Black: Other black background 2Chinese 5Other ethnic group 14



Level of education completed?

Overall

10.92%

18.12%

40.72%

30.24%

0%

10%

20%

30%

40%

School (GCSEs, O-levels or equivalent) Further education (A-levels, BTEC,Foundation course or equivalent)

Undergraduate degree Postgraduate degree

Answer OverallSchool (GCSEs, O-levels or equival 100Further education (A-levels, BTEC, 166Undergraduate degree 373Postgraduate degree 277



Where do you access the Internet most frequently?

52.54% 53.31% 52.95%

38.85% 38.94% 38.90%

0.38% 0.51%

6.62% 6.52%6.40%

0.66% 1.10% 0.57% 0.81% 0.31%0.19%0.44%

0%

10%

20%

30%

40%

50%

60%

First time Not First Time Overall

HomeSchool / college / universityWorkPublic libraryInternet caféOther

Answer First time Not First Time OverallHome 238 282 520School / college / university 29 35 64Work 176 206 382Public library 3 2 5Internet café 5 3 8Other 2 1 3

By ‘First Time’ and ‘Not First Time’ Visitors



Where do you access the Internet most frequently?59.35%

50.55%52.95%

33.33%

40.93%38.90%

0.41% 0.51%

6.73% 6.52%6.10%

0.81% 0.41%0.96% 0.81% 0.31%0.41%0.00%

0%

10%

20%

30%

40%

50%

60%

Male Female Overall

HomeSchool / college / universityWorkPublic libraryInternet caféOther

Answer Male Female OverallHome 146 368 520School / college / university 15 49 64Work 82 298 382Public library 2 3 5Internet café 1 7 8Other 0 3 3

By ‘Male’ and ‘Female’ Visitors



How often do you normally visit the website?

0.00%

48.20%

13.93%

51.64%

26.75%

100.00%

7.22%

17.62%

9.13%14.55%

7.54%2.25% 1.17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


This is my first visitLess than once per year1-6 times per year6-12 times per yearMore than once per monthMore than once per week

Answer First time Not First Time OverallThis is my first visit 454 0 454Less than once per year 0 68 681-6 times per year 0 252 2526-12 times per year 0 86 86More than once per month 0 71 71More than once per week 0 11 11

‘First Time’ and ‘Not First Time’ Visitors



How often do you normally visit the website?

46.23% 48.20%

28.17% 26.75%

53.65%

7.11% 7.22%7.73%

22.75%

9.67% 9.13%7.73%7.68%6.87% 7.54%

1.14%1.29% 1.17%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Male Female Overall

This is my first visitLess than once per year1-6 times per year6-12 times per yearMore than once per monthMore than once per week

Answer Male Female OverallThis is my first visit 125 325 454Less than once per year 18 50 681-6 times per year 53 198 2526-12 times per year 18 68 86More than once per month 16 54 71More than once per week 3 8 11

‘Male’ and ‘Female’ Visitors



What are you looking for on the V&A website today?(Tick all that apply – percentage presented by number of times mentioned)

14.8%

12.0%11.0%

8.4%

6.2%4.9% 4.5%

3.6% 3.3% 3.2% 2.7% 2.4% 2.0% 1.5% 1.4% 1.2% 1.2%

15.7%

0%

10%

20%

An overv

iew of what's

in th

e V&A

Other inform

ation on A

rt Dec

o

To buy tic

kets fo

r Art

Deco

Informatio

n to help

plan a

personal

visit t

o the M

...

Online ac

cess

to th

e collec

tions i

n the m

useum

Informatio

n relat

ed to

a personal

interest

or pro

ject

Informatio

n about jo

b opportunitie

sAn onlin

e shop

Informatio

n for r

esea

rch (c

ollege /

universi

ty / tert

ia..

Follow-up

inform

ation af

ter a

visit

Other

Materia

l for u

se in

teac

hing / lec

turing

Links to

related

sites

or res

ources

Contact d

etails

for m

useum dep

artments

Informatio

n on V&A Mem

bership

Fun / inter

activ

e onlin

e acti

vities

Informatio

n to help

plan a

visit t

o the M

useum fo

r ...

Informatio

n for a

homework / s

chool p

rojec

t



What are you looking for on the V&A website today?(Tick all that apply - Number of times mentioned)

Answer OverallAn overview of what's in the V&A 338

Other information on Art Deco 319To buy tickets for Art Deco 260

Information to help plan a personal visit to the Museum 238Online access to the collections in the museum 181

Information related to a personal interest or project 134Information about job opportunities 106

An online shop 98Information for research (college / university / tertiary education) 77

Follow-up information after a visit 72Other 70

Material for use in teaching / lecturing 58Links to related sites or resources 51

Contact details for museum departments 43Information on V&A Membership 32

Fun / interactive online activities 31Info. to help plan a visit to the Museum for a school / college / university / other group 26

Information for a homework / school project 25



Answer First time Not First Time OverallInformation on V&A Membership 15 17 32An online shop 39 59 98Follow-up information after a visit 32 40 72An overview of what's in the V&A 172 166 338Online access to the collections in the museum 81 100 181To buy tickets for Art Deco 115 145 260Other information on Art Deco 147 172 319Material for use in teaching / lecturing 24 34 58Information for a homework / school project 14 11 25Information for research (college / university / tertiary education) 31 46 77Information related to a personal interest or project 60 74 134Information to help plan a personal visit to the Museum 112 126 238Fun / interactive online activities 17 14 31Links to related sites or resources 23 28 51Information to help plan a visit to the Museum for a school / college / university 10 16 26Contact details for museum departments 13 30 43Information about job opportunities 38 68 106Other 25 45 70

Answer First time Not First Time OverallInformation on V&A Membership 1.55% 1.43% 1.48%An online shop 4.03% 4.95% 4.54%Follow-up information after a visit 3.31% 3.36% 3.33%An overview of what's in the V&A 17.77% 13.94% 15.66%Online access to the collections in the museum 8.37% 8.40% 8.38%To buy tickets for Art Deco 11.88% 12.17% 12.04%Other information on Art Deco 15.19% 14.44% 14.78%Material for use in teaching / lecturing 2.48% 2.85% 2.69%Information for a homework / school project 1.45% 0.92% 1.16%Information for research (college / university / tertiary education) 3.20% 3.86% 3.57%Information related to a personal interest or project 6.20% 6.21% 6.21%Information to help plan a personal visit to the Museum 11.57% 10.58% 11.02%Fun / interactive online activities 1.76% 1.18% 1.44%Links to related sites or resources 2.38% 2.35% 2.36%Information to help plan a visit to the Museum for a school / college / university 1.03% 1.34% 1.20%Contact details for museum departments 1.34% 2.52% 1.99%Information about job opportunities 3.93% 5.71% 4.91%Other 2.58% 3.78% 3.24%

What are you looking for on the V&A website today?Tick all that apply – ‘First Time’ and ‘Not First Time’ Visitors



Answer Male Female OverallInformation on V&A Membership 7 24 32An online shop 16 82 98Follow-up information after a visit 20 52 72An overview of what's in the V&A 89 247 338Online access to the collections in the museum 44 135 181To buy tickets for Art Deco 76 181 260Other information on Art Deco 84 232 319Material for use in teaching / lecturing 12 45 58Information for a homework / school project 6 18 25Information for research (college / university / tertiary education) 15 61 77Information related to a personal interest or project 37 95 134Information to help plan a personal visit to the Museum 55 178 238Fun / interactive online activities 10 21 31Links to related sites or resources 12 39 51Information to help plan a visit to the Museum for a school / college / university 6 20 26Contact details for museum departments 10 32 43Information about job opportunities 15 90 106Other 12 56 70

Answer Male Female OverallInformation on V&A Membership 1.33% 1.49% 1.48%An online shop 3.04% 5.10% 4.54%Follow-up information after a visit 3.80% 3.23% 3.33%An overview of what's in the V&A 16.92% 15.36% 15.66%Online access to the collections in the museum 8.37% 8.40% 8.38%To buy tickets for Art Deco 14.45% 11.26% 12.04%Other information on Art Deco 15.97% 14.43% 14.78%Material for use in teaching / lecturing 2.28% 2.80% 2.69%Information for a homework / school project 1.14% 1.12% 1.16%Information for research (college / university / tertiary education) 2.85% 3.79% 3.57%Information related to a personal interest or project 7.03% 5.91% 6.21%Information to help plan a personal visit to the Museum 10.46% 11.07% 11.02%Fun / interactive online activities 1.90% 1.31% 1.44%Links to related sites or resources 2.28% 2.43% 2.36%Information to help plan a visit to the Museum for a school / college / university 1.14% 1.24% 1.20%Contact details for museum departments 1.90% 1.99% 1.99%Information about job opportunities 2.85% 5.60% 4.91%Other 2.28% 3.48% 3.24%

What are you looking for on the V&A website today?Tick all that apply – ‘Male’ and ‘Female’ Visitors



Reasons to Visit

Answer

Information on V&A

M embership

An online shop

Follow-up information af ter a visit

An overview of what 's in

the V&A

Online access to

the collect ions

in the museum

To buy t ickets for Art Deco

Other informat ion on Art Deco

M aterial for use in

teaching / lecturing

Informat ion for a

homework / school project

Information for research

(college / university /

tert iary education)

Information related to a

personal interest or

project

Informat ion to help plan a personal visit to the M useum

Fun / interact ive

online act ivit ies

Links to related sites

or resources

Informat ion to help plan a visit to the M useum for a school / college /

university / other group

Contact details for

museum department

s

Information about job

opportunit ies

Other

Information on V&A M embership 32

An online shop 12 98Follow-up information af ter a

visit 8 25 72An overview of what 's in the

V&A 15 44 37 338Online access to the

collect ions in the museum 12 40 36 109 181

To buy t ickets for Art Deco 13 21 8 70 25 260Other informat ion on Art

Deco 16 30 23 101 41 120 319M aterial for use in teaching /

lecturing 4 12 10 37 29 7 11 58Information for a homework /

school project 3 4 2 11 7 2 6 8 25Informat ion for research

(college / university / tert iary) 4 6 11 38 38 8 13 20 7 77Information related to a

personal interest or project 8 21 24 70 58 14 28 23 8 26 134Information to help plan a

personal visit to the M useum 10 26 22 122 60 47 81 18 8 25 46 238Fun / interact ive online

act ivit ies 4 8 10 21 20 4 11 10 1 4 13 8 31Links to related sites or

resources 6 12 9 32 33 10 12 10 2 15 25 20 8 51Informat ion to help plan a visit

for a school / college / etc 1 2 2 17 9 2 2 13 3 3 4 9 2 3 26Contact details for museum

departments 5 4 8 20 20 9 9 7 1 12 12 11 2 9 6 43Informat ion about job

opportunit ies 3 9 3 26 9 5 11 5 2 10 14 10 3 6 3 4 106

Other 3 5 3 18 10 4 7 5 3 6 9 14 2 1 4 5 3 70



Web visit frequency vs. Why visiting

Answ er

Information on V&A Membersh

ip

An online shop

Follow -up information after a

visit

An overview of w hat's

in the V&A

Online access to

the collections

in the museum

To buy tickets for Art Deco

Other information on Art

Deco

Material for use in teaching / lecturing

Information for a

homew ork / school project

Information for

research (college / university / tertiary)

Information related

to a personal

interest or project

Information to help plan a

personal visit to the Museum

Fun / interactive

online activities

Links to related sites or

resources

Information to help

plan a visit for a

school / college /other

Contact details for museum

departments

Information about

job opportuniti

es

Other

This is my first visit 1.55% 4.03% 3.31% 17.77% 8.37% 11.88% 15.19% 2.48% 1.45% 3.20% 6.20% 11.57% 1.76% 2.38% 1.03% 1.34% 3.93% 2.58%Less than once per year 0.00% 2.27% 0.00% 15.91% 9.09% 16.67% 20.45% 2.27% 0.76% 3.79% 10.61% 11.36% 0.76% 2.27% 0.00% 0.76% 2.27% 0.76%1-6 times per year 1.62% 5.42% 3.79% 13.72% 7.94% 15.52% 16.06% 2.35% 0.54% 2.53% 4.33% 10.65% 1.44% 2.71% 1.44% 2.35% 4.33% 3.25%6-12 times per year 1.57% 5.76% 4.19% 14.14% 7.85% 5.76% 15.71% 1.05% 0.52% 4.19% 7.85% 10.99% 1.05% 1.57% 0.52% 3.66% 8.38% 5.24%More than once per month 0.52% 4.71% 4.71% 13.61% 9.42% 6.28% 9.42% 5.76% 1.05% 6.81% 7.85% 9.95% 1.05% 1.57% 2.62% 2.09% 8.38% 4.19%More than once per w eek 2.08% 6.25% 2.08% 12.50% 10.42% 4.17% 4.17% 4.17% 2.08% 6.25% 6.25% 4.17% 2.08% 4.17% 4.17% 4.17% 12.50% 8.33%

Answ er

Information on V&A Membersh

ip

An online shop

Follow -up information after a

visit

An overview of w hat's

in the V&A

Online access to

the collections

in the museum

To buy tickets for Art Deco

Other information on Art

Deco

Material for use in teaching / lecturing

Information for a

homew ork / school project

Information for

research (college / university / tertiary)

Information related

to a personal

interest or project

Information to help plan a

personal visit to the Museum

Fun / interactive

online activities

Links to related sites or

resources

Information to help

plan a visit for a

school / college /other

Contact details for museum

departments

Information about

job opportuniti

es

Other

This is my first visit 15 39 32 172 81 115 147 24 14 31 60 112 17 23 10 13 38 25Less than once per year 0 3 0 21 12 22 27 3 1 5 14 15 1 3 0 1 3 11-6 times per year 9 30 21 76 44 86 89 13 3 14 24 59 8 15 8 13 24 186-12 times per year 3 11 8 27 15 11 30 2 1 8 15 21 2 3 1 7 16 10More than once per month 1 9 9 26 18 12 18 11 2 13 15 19 2 3 5 4 16 8More than once per w eek 1 3 1 6 5 2 2 2 1 3 3 2 1 2 2 2 6 4



Have you ever visited the Victoria & Albert museum (not the website)?


68.59%

89.29%

79.63%

31.41%

10.71%

20.37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


YesNo

Answer First time Not First Time OverallYes 297 442 739No 136 53 189



Have you ever visited the Victoria & Albert museum (not the website)?


75.31%81.20% 79.63%

24.69%18.80% 20.37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Male Female Overall

YesNo

Answer Male Female OverallYes 180 553 739No 59 128 189



If Yes, how often do you visit?‘First Time’ and ‘Not First Time’ Visitors

37.26%

17.87%

25.64%25.32%

30.48%

46.38%

37.12%

0.32%

38.22%

23.25%

6.60%4.34%

0.96% 2.98%1.91%

0.00% 0.85% 0.51%0%

10%

20%

30%

40%

50%


I have only visited once beforeLess than once per year1-6 times per year7-12 times per yearMore than once per monthMore than once per week

Answer First time Not First Time OverallI have only visited once before 117 84 201Less than once per year 120 119 2391-6 times per year 73 218 2917-12 times per year 3 31 34More than once per month 1 14 15More than once per week 0 4 4



If Yes, how often do you visit?‘Male’ and ‘Female’ Visitors

46.23%

25.64%

30.48%28.17%

37.12%

6.87%

53.65%

7.11%7.73%

22.75%

9.67%

4.34%

7.73%7.68%

1.91%1.29% 1.14% 0.51%0%

10%

20%

30%

40%

50%

Male Female Overall


Answer Male Female OverallI have only visited once before 49 151 201Less than once per year 58 180 2391-6 times per year 70 218 2917-12 times per year 7 27 34More than once per month 1 14 15More than once per week 3 1 4



Web visit frequency vs. Visited Museum?

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

This is

my firs

t visi

t

Less th

an once

per ye

ar

1-6 tim

es per

year

6-12 t

imes

per ye

ar

More than

once per

month

More than

once per

week

Yes, visited museumNo, not visted museum

Answ erThis is my f irst visit

Less than once per

year

1-6 times per year

6-12 times per year

More than once per

month

More than once per

w eekYes 297 61 207 76 60 10No 136 3 23 7 6 1



Web frequency vs. Museum frequency 37

.26%

28.1

3%

19.3

8%

8.97

%

9.23

%

0.00

%

38.2

2%

57.8

1%

21.5

9%

15.3

8%

24.6

2%

10.0

0%

23.2

5%

12.5

0%

55.0

7%

55.1

3%

46.1

5%

10.0

0%

0.96

%

1.56

%

3.08

%

17.9

5%

10.7

7%

10.0

0%

0.32

%

0.00

%

0.88

%

2.56

% 7.69

%

40.0

0%

0.00

%

0.00

%

0.00

%

0.00

%

1.54

%

30.0

0%

0%

10%

20%

30%

40%

50%

60%

70%

This is my firstvisit

Less than onceper year

1-6 times per year 6-12 times peryear

More than onceper month

More than onceper week


Web site visit

Mus

eum

Vis

it Answ er

This is my f irst visit

Less than once per

year

1-6 times per year

6-12 times per year

More than once per

month

More than once per

w eekI have only visited once before 117 18 44 7 6 0Less than once per year 120 37 49 12 16 11-6 times per year 73 8 125 43 30 17-12 times per year 3 1 7 14 7 1More than once per month 1 0 2 2 5 4More than once per w eek 0 0 0 0 1 3



Age / Gender / Museum visit split

Age Gender Yes NoI have only visited once

before

Less than once per year

1-6 times per year

7-12 times per year

More than once per month

More than once per w eek

Under 16 Male 50.00% 50.00% 0.00% 0.00% 0.00% 0.00% 0.00% 100.00%Under 16 Female 66.67% 33.33% 42.86% 14.29% 42.86% 0.00% 0.00% 0.00%16 - 17 Female 75.00% 25.00% 33.33% 22.22% 44.44% 0.00% 0.00% 0.00%18 - 24 Male 60.87% 39.13% 35.71% 21.43% 42.86% 0.00% 0.00% 0.00%18 - 24 Female 83.87% 16.13% 34.12% 21.18% 32.94% 8.24% 2.35% 1.18%25 - 34 Male 68.09% 31.91% 17.65% 14.71% 55.88% 8.82% 0.00% 2.94%25 - 34 Female 78.50% 21.50% 21.64% 22.81% 44.44% 4.68% 6.43% 0.00%35 - 44 Male 72.41% 27.59% 27.91% 32.56% 34.88% 0.00% 2.33% 2.33%35 - 44 Female 82.98% 17.02% 30.33% 29.51% 37.70% 2.46% 0.00% 0.00%45 - 54 Male 80.77% 19.23% 32.56% 34.88% 25.58% 6.98% 0.00% 0.00%45 - 54 Female 84.68% 15.32% 23.77% 45.08% 27.05% 3.28% 0.82% 0.00%55 - 59 Male 73.91% 26.09% 11.76% 29.41% 52.94% 5.88% 0.00% 0.00%55 - 59 Female 78.05% 21.95% 20.00% 37.14% 37.14% 5.71% 0.00% 0.00%60 - 64 Male 100.00% 0.00% 33.33% 46.67% 20.00% 0.00% 0.00% 0.00%60 - 64 Female 77.78% 22.22% 20.00% 40.00% 40.00% 0.00% 0.00% 0.00%65+ Male 94.12% 5.88% 22.22% 44.44% 33.33% 0.00% 0.00% 0.00%65+ Female 93.33% 6.67% 20.00% 53.33% 20.00% 6.67% 0.00% 0.00%

Visited before? If Yes, how often?Split



Are you male or female?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


MaleFemale

Answer First time Not First Time OverallMale 125 123 248Female 325 405 730



Which age group do you fit into?‘First Time’ and ‘Not First Time’ Visitors

2.23%0.77% 1.45%1.11% 1.35% 1.24%

14.25%

11.56%12.81%

23.39%

32.18%

28.10%

21.16%21.59%21.97%

20.14%18.50%

22.05%

7.33%6.74%

8.02%

3.72%3.08%

4.45%3.62%3.85%3.34%

0%

10%

20%

30%

40%


Under 1616 - 1718 - 2425 - 3435 - 4445 - 5455 - 5960 - 6465+

Answer First time Not First Time OverallUnder 16 10 4 1416 - 17 5 7 1218 - 24 64 60 12425 - 34 105 167 27235 - 44 95 114 20945 - 54 99 96 19555 - 59 36 35 7160 - 64 20 16 3665+ 15 20 35



Which age group do you fit into?‘Male’ and ‘Female’ Visitors

0.82% 1.67% 1.45%0.00%

1.67% 1.24%

9.43%

14.09%12.81%

20.08%

31.10%

28.10%

24.59%21.59%

20.64%20.14%

19.67%21.72%

7.33%6.28%

9.43%

3.72%2.65%

6.15%

3.62%2.23%

7.79%

0%

10%

20%

30%

40%

Male Female Overall

Under 1616 - 1718 - 2425 - 3435 - 4445 - 5455 - 5960 - 6465+

Answer Male Female OverallUnder 16 2 12 1416 - 17 0 12 1218 - 24 23 101 12425 - 34 49 223 27235 - 44 60 148 20945 - 54 53 141 19555 - 59 23 45 7160 - 64 15 19 3665+ 19 16 35



Where do you live?

79.07%85.28%

82.42%

10.35%

0.57%

4.98%3.77%6.39%

0.00% 0.20%0.44%

0.75%1.32% 1.02%2.08%1.98%

2.03%7.55%8.84%

0.44% 0.51%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


UKRest of EuropeAfricaAsiaAustralia/OceaniaNorth AmericaSouth America

Answer First time Not First Time OverallUK 359 452 811Rest of Europe 29 20 49Africa 2 0 2Asia 6 4 10Australia/Oceania 9 11 20North America 47 40 87South America 2 3 5




Where do you live?

80.97% 83.01% 82.42%

8.50%

0.27%

4.98%4.38%6.88%

0.27% 0.20%0.00%

0.96%1.21% 1.02%2.19%

1.21%2.03%

8.90% 8.84%

1.21% 0.51%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Male Female Overall

UKRest of EuropeAfricaAsiaAustralia/OceaniaNorth AmericaSouth America

Answer Male Female OverallUK 200 606 811Rest of Europe 17 32 49Africa 0 2 2Asia 3 7 10Australia/Oceania 3 16 20North America 21 65 87South America 3 2 5






44.22%41.71%

2.2

3%

1.1

1%

1.6

1%

4.7

5%

2.4

4%

3.4

7%

3.9

1%

2.0

0%

2.8

5%

5.0

3%

3.5

6%

4.2

1%

3.0

7%

4.4

4%

3.8

4%

3.3

5%

3.5

6%

3.4

7%

1.9

6%

2.0

0%

1.9

8%

2.2

3%

0.6

7%

1.3

6%

0.2

8%

0.0

0%

0.1

2%

0.2

8%

0.0

0%

0.1

2%

38.55%

28.96%30.67%

26.82%

6.3

1%

5.3

3%

7.5

4%

0%

10%

20%

30%

40%

50%


Greater LondonSouth EastSouth WestNorth EastNorth WestYorkshire and HumberEast MidlandsWest MidlandsEastScotlandWalesNorthern IrelandChannel Islands

Answer First time Not First Time OverallGreater London 138 199 337South East 96 138 234South West 27 24 51North East 8 5 13North West 17 11 28Yorkshire and Humber 14 9 23East Midlands 18 16 34West Midlands 11 20 31East 12 16 28Scotland 7 9 16Wales 8 3 11Northern Ireland 1 0 1Channel Islands 1 0 1





43.38%41.71%

3.0

2%

1.1

6%

1.6

1%

5.5

3%

2.6

5%

3.4

7%

3.0

2%

2.8

1%

2.8

5%

3.5

2%

4.4

7%

4.2

1%

5.5

3%

3.3

1%

3.8

4%

5.0

3%

2.9

8%

3.4

7%

1.5

1%

2.1

5%

1.9

8%

2.5

1%

0.9

9%

1.3

6%

0.0

0%

0.1

7%

0.1

2%

0.0

0%

0.1

7%

0.1

2%

37.19%

28.96%28.97%28.14%

6.3

1%

6.7

9%

5.0

3%

0%

10%

20%

30%

40%

50%

Male Female Overall

Greater LondonSouth EastSouth WestNorth EastNorth WestYorkshire and HumberEast MidlandsWest MidlandsEastScotlandWalesNorthern IrelandChannel Islands

Answer Male Female OverallGreater London 74 262 337South East 56 175 234South West 10 41 51North East 6 7 13North West 11 16 28Yorkshire and Humber 6 17 23East Midlands 7 27 34West Midlands 11 20 31East 10 18 28Scotland 3 13 16Wales 5 6 11Northern Ireland 0 1 1Channel Islands 0 1 1



Which ethnic group do you identify with?

Answer First time Not First Time Male Female OverallPrefer not to answer 21 23 14 30 44White: British 262 329 143 443 591White: Irish 11 10 3 18 21White: Other white background 33 62 25 70 95Mixed: White & Black-Caribbean 2 0 1 1 2Mixed: White & Black-African 0 1 0 1 1Mixed: White & Asian 1 1 0 2 2Asian: Indian 5 3 1 7 8Asian: Bangladeshi 0 0 0 0 0Asian: Pakistani 1 0 1 0 1Asian: Other asian background 2 0 0 2 2Black: Caribbean 0 1 0 1 1Black: African 0 0 0 0 0Black: Other black background 1 1 0 2 2Chinese 1 4 1 4 5Other ethnic group 6 8 2 12 14



What is your occupation?

Answer First time Not First Time Male Female OverallWorking full time (30hrs/wk+) 60.18% 65.27% 65.32% 61.81% 62.91%Working part time (8-29 hrs/wk) 9.51% 11.64% 7.66% 11.81% 10.66%Homemaker 4.65% 2.29% 0.00% 4.58% 3.38%Retired 8.41% 5.15% 12.90% 4.44% 6.66%Unemployed (registered) 0.44% 0.57% 1.21% 0.28% 0.51%Unemployed (not registered but loo 2.88% 1.53% 1.61% 2.36% 2.15%Student 12.39% 11.45% 8.47% 13.19% 11.89%Other 1.55% 2.10% 2.82% 1.53% 1.84%

Answer First time Not First Time Male Female OverallWorking full time (30hrs/wk+) 272 342 162 445 614Working part time (8-29 hrs/wk) 43 61 19 85 104Homemaker 21 12 0 33 33Retired 38 27 32 32 65Unemployed (registered) 2 3 3 2 5Unemployed (not registered but loo 13 8 4 17 21Student 56 60 21 95 116Other 7 11 7 11 18



Income Source

21.41% 22.04% 21.75%

67.64% 69.18% 68.48%

10.95% 9.77%8.78%

0%

10%

20%

30%

40%

50%

60%

70%


Yes

No

Not applicable

Is your main source of income related to education?

Answer First time Not First Time OverallYes 88 108 196No 278 339 617Not applicable 45 43 88

26.85%

30.88%29.07%

61.64%59.66% 60.55%

10.38%9.45%11.51%

0%

10%

20%

30%

40%

50%

60%

70%


Yes

No

Not Applicable

Is your main source of income related to the creative industry?

Answer First time Not First Time OverallYes 105 147 252No 241 284 525Not Applicable 45 45 90

90 individuals claimed to be have both creative and education as their main source of income



Level of education completed

First time Not First Time Male Female Overall11.54% 10.40% 10.73% 10.81% 10.92%20.67% 16.00% 18.88% 17.93% 18.12%38.94% 42.20% 36.48% 42.07% 40.72%28.85% 31.40% 33.91% 29.19% 30.24%

First time Not First Time Male Female Overall48 52 25 73 10086 80 44 121 166162 211 85 284 373120 157 79 197 277



Report Contents

Survey Scope

Browser and OS Profiles

Data reports (Graphs)

Appendices

– Word document Verbatim comments

– Survey copy



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Documents

V&A Home Page User Survey - Victoria and Albert Museummedia.vam.ac.uk/media/documents/legacy_documents/file... · 2011-02-16 · V&A Home Page User Survey July 2003 eDigitalResearch.com