VISITOR SURVEY - BRITISH MUSEUM (NATURAL HISTORY) Absolutes/col percents Q2. Age Base: All Respondents Base Male Female Base 605 341 264 11-16 yrs 38 23 15 6% 7% 6% 17-20 yrs 82 50 32 14% 15% 12% 21-24 yrs 98 52 44 16% 15% 17% 25-34 yrs 194 109 85 32% 32% 32% 35-44 yrs 91 49 42 15% 14% 16% 45-54 yrs 55 32 23 9% 9% 9% 55-64 yrs 33 16 17 5% 5% 6% 65+ yrs 16 10 6 3% 3% 2% |
VISITOR SURVEY - BRITISH MUSEUM (NATURAL HISTORY) Absolutes/col percents Q7. Have you visited the Museum before? Q8. If so, number of previous visits excluding this one? Base: All Respondents Completed Visited Full Time Museum Sex Age Education Before ----------- ----------------------------- ---------- ---------- TOTAL Male Female 11-20 21-34 35-54 55+ Yes No Yes No ---------------------------------------------------------------------------------------- Base 605 341 264 | 120 290 146 49 | 480 135 | 306 299 | | | Yes 306 177 129 | 70 136 76 24 | 245 61 | 306 - 51% 52% 49% | 58% 47% 52% 49% | 51% 49% | 100% - | | | No 299 164 135 | 50 154 70 25 | 235 64 | - 299 49% 48% 51% | 42% 53% 48% 51% | 49% 51% | - 100% | | | All visiting Museum previously | | | 1 time 88 52 36 | 17 44 24 3 | 77 11 | 88 - 29% 29% 28% | 24% 32% 32% 13% | 31% 18% | 29% - | | | 2 times 56 29 27 | 19 24 10 3 | 41 15 | 56 - 18% 16% 21% | 27% 18% 13% 13% | 17% 25% | 18% - | | | 3 times 33 14 19 | 9 12 8 4 | 26 7 | 33 - 11% 8% 15% | 13% 9% 11% 17% | 11% 11% | 11% - | | | 4 times 22 14 8 | 6 9 7 - | 15 7 | 22 - 7% 8% 6% | 9% 7% 9% - | 6% 11% | 7% - | | | 5 times 14 7 7 | 4 7 3 - | 10 4 | 14 - 5% 4% 5% | 6% 5% 5% - | 4% 7% | 5% - | | | 6 times 21 15 6 | - 15 4 2 | 20 1 | 21 - 7% 8% 5% | - 11% 5% 8% | 8% 2% | 7% - | | | 7 times 5 5 - | 2 3 - - | 4 1 | 5 - 2% 3% - | 3% 2% - - | 2% 2% | 2% - | | | 8 times 3 3 - | 2 1 - - | 3 - | 3 - 1% 3% - | 3% 1% - - | 1% - | 1% - | | | 9 times 1 - 1 | - - 1 - | 1 - | 1 - * - 1% | - - 1% - | * - | * - | | | 10 times 12 5 7 | 4 6 2 - | 6 6 | 12 - 4% 3% 5% | 6% 4% 3% - | 2% 18% | 4% - | | | 11 times 51 33 18 | 7 15 17 12 | 42 9 | 51 - 17% 19% 14% | 10% 11% 22% 50% | 17% 15% | 17% - | | | |
VISITOR SURVEY - BRITISH MUSEUM (NATURAL HISTORY) Absolutes/col percents Q12. Have you visited any other museum/art gallery before today and/or do you intend to visit any other? Base: All Respondents Q13. Museum/Art galleries visited/intend to visit? Base: All who visited other museums before today and/or intend to visit other Completed Visited Full Time Museum Sex Age Education Before ----------- ----------------------------- ---------- ---------- TOTAL Male Female 11-20 21-34 35-54 55+ Yes No Yes No ---------------------------------------------------------------------------------------- Base 605 341 264 | 120 290 146 49 | 480 135 | 306 299 | | | Yes 427 256 171 | 92 207 97 31 | 339 88 | 222 205 71% 75% 65% | 77% 71% 66% 63% | 71% 70% | 73% 69% | | | No 178 88 93 | 28 83 49 18 | 141 37 | 84 94 29% 25% 35% | 23% 29% 34% 37% | 29% 30% | 27% 31% | | | All visited/intending to visit other museums | | | Science Museum 334 210 124 | 74 158 81 21 | 268 66 | 172 162 78% 82% 73% | 80% 76% 84% 68% | 79% 75% | 77% 79% | | | Victoria and Albert 92 49 43 | 20 35 27 10 | 76 16 | 46 46 22% 19% 25% | 22% 17% 28% 32% | 22% 18% | 21% 22% | | | IGS 47 31 16 | 11 22 8 6 | 35 12 | 21 26 11% 12% 9% | 12% 11% 8% 19% | 10% 14% | 9% 13% | | | British Museum 26 18 8 | 8 11 6 1 | 17 9 | 11 15 6% 7% 5% | 9% 5% 6% 3% | 5% 10% | 5% 7% | | | Tate Gallery 19 7 12 | 6 9 4 - | 12 7 | 9 10 4% 3% 7% | 7% 4% 4% - | 4% 8% | 4% 5% | | | National Gallery 21 11 10 | 4 10 5 2 | 15 6 | 10 11 5% 4% 6% | 4% 5% 5% 6% | 4% 7% | 5% 5% | | | Others 37 16 21 | 10 17 7 3 | 39 8 | 18 19 9% 6% 12% | 11% 8% 7% 10% | 9% 9% | 8% 9% | | | |
VISITOR SURVEY - BRITISH MUSEUM (NATURAL HISTORY) Absolutes/col percents Q1. How long have you been in the Museum today? Q2. Was your stay longer/shorter than intended? Base: All Leaving Museum Completed Visited Full Time Museum Sex Age Education Before ----------- ----------------------------- ---------- ---------- TOTAL Male Female 11-20 21-34 35-54 55+ Yes No Yes No ---------------------------------------------------------------------------------------- Base 301 171 130 | 57 152 71 21 | 237 64 | 156 145 | | | A few minutes 7 5 2 | 1 4 2 - | 5 2 | 6 1 2% 3% 2% | 2% 3% 3% - | 2% 3% | 4% 1% | | | Half hour 35 26 9 | 4 19 6 4 | 29 6 | 18 17 12% 15% 7% | 11% 13% 8% 19% | 12% 9% | 12% 12% | | | Three-quarters of an 27 18 9 | 4 12 8 3 | 23 4 | 17 10 hour 9% 11% 7% | 7% 8% 11% 14% | 10% 6% | 11% 7% | | | One hour 61 35 26 | 17 24 17 3 | 45 16 | 28 33 20% 20% 20% | 30% 16% 24% 14% | 19% 25% | 18% 23% | | | One and half hours 64 36 28 | 13 36 11 4 | 49 15 | 35 29 21% 21% 22% | 23% 24% 15% 19% | 21% 23% | 22% 20 | | | Two hours 50 22 28 | 8 25 13 4 | 42 8 | 24 26 17% 13% 22% | 14% 16% 18% 19% | 18% 13% | 15% 18% | | | Two and half hours 21 8 13 | 2 14 5 - | 17 4 | 8 13 7% 5% 10% | 4% 9% 7% - | 7% 6% | 5% 9% | | | Three hours 13 8 5 | 3 5 4 1 | 9 4 | 8 5 4% 5% 4% | 5% 3% 6% 5% | 4% 6% | 5% 3% | | | Three and half hours 2 2 - | 1 1 - - | 1 1 | 2 - 1% 1% - | 2% 1% - - | * 2% | 1% - | | | 4 hours/half a day 11 5 5 | 1 5 3 2 | 9 2 | 7 4 4% 3% 5% | 2% 3% 4% 10% | 4% 3% | 4% 3% | | | Whole day 10 6 4 | 1 7 2 - | 8 2 | 3 7 3% 4% 3% | 2% 5% 3% - | 3% 3% | 2% 5% | | | Base 301 171 130 | 57 152 71 21 | 237 64 | 156 145 | | | Longer 49 25 24 | 13 26 8 2 | 33 16 | 19 30 16% 15% 18% | 23% 17% 11% 10% | 14% 25% | 12% 21% | | | Shorter 91 59 32 | 13 48 21 9 | 78 13 | 49 42 30% 35% 25% | 23% 32% 30% 43% | 33% 20% | 31% 29% | | | |
VISITOR SURVEY - BRITISH MUSEUM (NATURAL HISTORY) Absolutes/col percents Q1. How long have you been in the Museum today? Q2. Was your stay longer/shorter than intended? Base: All Leaving Museum Completed Visited Full Time Museum Sex Age Education Before ----------- ----------------------------- ---------- ---------- TOTAL Male Female 11-20 21-34 35-54 55+ Yes No Yes No ---------------------------------------------------------------------------------------- Base 301 171 130 | 57 152 71 21 | 237 64 | 156 145 | | | Hadn’t planned 84 44 40 | 19 43 19 3 | 64 20 | 39 45 particular length of 28% 26% 31% | 33% 28% 27% 14% | 27% 31% | 25% 31% time | | | | | | About what I’d planned 74 42 32 | 11 34 22 7 | 60 14 | 46 28 25% 25% 25% | 19% 22% 31% 33% | 25% 22% | 29% 19% | | | DK/NA 3 1 2 | 1 1 1 - | 2 1 | 3 - 1% 1% 2% | 2% 1% 1% - | 1% 2% | 2% - | | | |
VISITOR SURVEY - BRITISH MUSEUM (NATURAL HISTORY) Absolutes/col percents Q1. What do you remember seeing? Base: All Leaving Museum Completed Visited Full Time Museum Sex Age Education Before ----------- ----------------------------- ---------- ---------- TOTAL Male Female 11-20 21-34 35-54 55+ Yes No Yes No ---------------------------------------------------------------------------------------- Base 301 171 130 | 57 152 71 21 | 237 64 | 156 145 | | | Human Biology 123 60 63 | 23 71 25 4 | 98 25 | 65 58 41% 35% 48% | 40% 47% 35% 19% | 41% 39% | 42% 40% | | | Man’s place in evolution 120 62 58 | 28 62 21 9 | 90 30 | 51 69 40% 36% 45% | 49% 41% 30% 43% | 38% 47% | 33% 48% | | | Wildlife in danger 32 17 15 | 2 25 4 1 | 29 3 | 19 13 11% 10% 12% | 4% 16% 6% 5% | 12% 5% | 12% 9% | | | Dinosaurs 259 152 107 | 53 130 58 18 | 203 56 | 128 131 86% 89% 82% | 93% 86% 82% 86% | 86% 88% | 82% 90% | | | Collections/ 58 38 20 | 11 28 15 4 | 49 9 | 35 23 Conservation/Research 19% 22% 15% | 19% 18% 21% 19% | 21% 14% | 22% 16% | | | Fish and reptiles 111 77 34 | 25 52 27 7 | 90 21 | 56 55 37% 45% 26% | 44% 34% 38% 33% | 38% 33% | 36% 38% | | | Fossil galleries 64 35 29 | 6 40 15 3 | 53 11 | 30 34 21% 20% 22% | 11% 26% 21% 14% | 22% 17% | 19% 23% | | | Birds 100 52 48 | 19 59 16 6 | 84 16 | 50 50 33% 30% 37% | 33% 39% 23% 29% | 35% 25% | 32% 34% | | | Insects 75 41 34 | 18 41 12 4 | 61 14 | 39 36 25% 24% 26% | 32% 27% 17% 19% | 26% 22% | 25% 25% | | | Whale Hall 83 43 40 | 14 49 15 5 | 72 11 | 43 40 28% 25% 31% | 25% 32% 21% 24% | 30% 17% | 28% 28% | | | Mammals 142 64 78 | 31 69 31 11 | 111 31 | 67 75 47% 37% 60% | 54% 45% 44% 52% | 47% 48% | 43% 52% | | | Minerals/meteorites 88 40 48 | 19 44 19 6 | 70 18 | 31 57 29% 23% 37% | 33% 29% 27% 29% | 30% 28% | 20% 39% | | | Introducing ecology 29 14 15 | 4 22 3 - | 23 6 | 14 15 10% 8% 12% | 7% 14% 4% - | 10% 9% | 9% 10% | | | |
VISITOR SURVEY - BRITISH MUSEUM (NATURAL HISTORY) Absolutes/col percents Q1. What do you remember seeing? Base: All Leaving Museum Completed Visited Full Time Museum Sex Age Education Before ----------- ----------------------------- ---------- ---------- TOTAL Male Female 11-20 21-34 35-54 55+ Yes No Yes No ---------------------------------------------------------------------------------------- Base 301 171 130 | 57 152 71 21 | 237 64 | 156 145 | | | Botany 58 31 27 | 12 33 10 3 | 45 13 | 26 32 19% 18% 21% | 21% 22% 14% 14% | 19% 20% | 17% 22% | | | Origin of species 101 52 49 | 24 51 19 7 | 74 27 | 51 50 34% 39% 38% | 42% 34% 27% 33% | 31% 42% | 33% 34% | | | Others 82 51 31 | 14 42 18 8 | 61 21 | 46 36 27% 30% 24% | 25% 28% 25% 38% | 26% 33% | 29% 25% | | | |
VISITOR SURVEY - BRITISH MUSEUM (NATURAL HISTORY) Absolutes/col percents Q8. Could signposting be improved? Q9, How do you think it might be improved? Base: All who think signposting could be improved Base: All Leaving Museum Completed Visited Full Time Museum Sex Age Education Before ----------- ----------------------------- ---------- ---------- TOTAL Male Female 11-20 21-34 35-54 55+ Yes No Yes No ---------------------------------------------------------------------------------------- Base 301 171 130 | 57 152 71 21 | 237 64 | 156 145 | | | Yes 95 51 44 | 21 48 23 3 | 75 20 | 64 31 32% 30% 34% | 37% 32% 32% 14% | 32% 31% | 41% 21% | | | No 176 103 73 | 30 87 42 17 | 137 39 | 77 99 58% 60% 56% | 53% 57% 59% 81% | 58% 61% | 49% 68% | | | Don’t know 27 15 12 | 6 14 6 1 | 22 5 | 14 13 9% 9% 9% | 11% 9% 8% 5% | 9% 8% | 9% 9% | | | DK/NA 3 2 1 | - 3 - - | 3 - | 1 2 1% 1% 1% | - 2% - - | 1% - | 1% 1% | | | Base 95 51 44 | 21 48 23 3 | 75 20 | 64 31 | | | Increase frequency 15 8 7 | 7 6 2 - | 8 7 | 11 4 16% 16% 16% | 33% 13% 9% - | 11% 35% | 17% 13% | | | Larger/clearer 30 15 15 | 5 14 11 - | 24 6 | 23 7 32% 29% 34% | 24% 29% 48% - | 32% 30% | 36% 23% | | | Color 11 7 4 | 4 4 3 - | 6 5 | 11 - 12% 14% 9% | 19% 8% 13% - | 8% 25% | 17% - | | | Device to indicate 2 - 2 | - 1 1 - | 3 - | 1 1 selection 2% - 5% | - 2% 4% - | 3% - | 2% 3% | | | Specific problem/ 32 18 14 | 3 18 9 2 | 28 4 | 20 12 solution 34% 35% 32% | 14% 38% 39% 67% | 37% 20% | 31% 39% | | | Non specific comment 4 2 2 | 1 3 - - | 4 - | 3 1 4% 4% 5% | 5% 6% - - | 5% - | 5% 3% | | | Comment about something 21 13 8 | 4 11 5 1 | 18 3 | 10 11 other then signing 22% 25% 18% | 19% 23% 22% 33% | 24% 15% | 16% 35% | | | |