2013 Science Museum Mobile Audience Research Summary - research carried out by Frankly, Green and Webb

1. Frankly, Green + WebbCreated for: Presented by: Date issued:
Science Museum Alyson Webb & Paul Tourle August 2013

2. Frankly, Green + WebbCreated for: Presented by: Date issued:
Science Museum Alyson Webb & Paul Tourle 5th August 2013
Mobile Audience
Research

3. Frankly, Green + Webb
What we wanted to know:
• How well equipped is the Science
Museum audience to benefit from the
development of a mobile experience?
• How do visitors currently use mobile,
both in general at other cultural
sites and at the Science Museum
itself?
• What are visitors attitudes to audio
guides and their mobile alternatives?
• What might visitors hope to see in a
mobile experience developed by the
Science Museum

4. Frankly, Green + Webb
How we went about it:
• A face-to-face survey
• Museum locations included Making the
Modern World, Google Lab, Challenge of
Materials
Who we talked to:
• 649 respondents
• 65% of respondents were visiting with
family, including 35% (of whole
sample) with children between 2 and 16
• The sample is broadly representative
of overall family/non-family visitor
numbers
• There is a slight over-representation
of foreign visitors in the survey
sample due to season

5. Frankly, Green + Webb
How well equipped is the Science
Museum audience to benefit from the
development of a mobile experience?

6. Frankly, Green + Webb
Only 13% of visitors had neither a smartphone, nor another
internet enabled device
No internet
enabled devices
13%
Of this group:
• A fifth say they are
likely to buy a
smartphone in the
coming 12 months
• 15% say they are
likely to buy a tablet
device within the same
period
N=649

7. Frankly, Green + Webb
Ownership of both smartphone and tablet devices is
significantly higher among Science Museum visitors than is
typical across the UK population generally
50%
81%
24%
51%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Tablet owner Smartphone owner
Science Museum UK
Source: Ofcom, Communications Market Report, 2013
Smartphone ownership
at the Science Museum
is also marginally
higher than at the V&A
(71%) and the National
Gallery (67%)
N=649

8. Frankly, Green + Webb
What does this
mean for the
Science Museum?
Ownership is no longer
a significant barrier

9. Frankly, Green + Webb
iOS + Android =
N=562
67% tablet
89% smartphones
96% tablets

10. Frankly, Green + Webb
Among Science Museum visitors, iOS users appear to be more
active with their smartphones
We asked: “Which of the following activities do you do regularly with your smartphone?”
61%
45%
39%
51%
29%
24%
0%
10%
20%
30%
40%
50%
60%
70%
Share photos, video,
comments
Purchase a product or
service
Edit photos or video
iPhone Android
Source: Experian.com
iPhone N=236
Android N=249

11. Frankly, Green + Webb
What does this
mean for the
Science Museum?
If you have to choose
between Android and iOS
then focus on iOS in
the first instance.

12. Frankly, Green + Webb
Smartphone
Fewer than 1 in 5 tablet users had their devices with them at the museum
N=527 N=327
84% @ Home
91% @
Museum
Tablet

13. Frankly, Green + Webb
What does this
mean for the
Science Museum?
• Target smartphones in
the museum
• Opportunity to
develop for tablets…
• For now, target
tablet users at home

14. Frankly, Green + Webb
How do visitors currently use mobile,
both in general at other cultural sites
and at the Science Museum itself?

15. Frankly, Green + Webb
Science Museum visitors also do more with their devices than
typical UK users
Source: Ofcom, 2012
85%
78%
62%
60%
50%
47%
44%
37%
42%
35%
16%
26%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Browse the Internet
Take a photo or video
Use social media
Listen to music
Watch videos
Play games
UK
Science Museum
N=528

16. Frankly, Green + Webb
What does this
mean for the
Science Museum?
Science Museum visitors
are creative active
users of their mobile
devices. There is an
opportunity to harness
these behaviours.

17. Frankly, Green + Webb
Yes
61%
No
39%
A significant proportion of smartphone users are already using
their devices to enhance visits to cultural sites
We asked Smartphone owners: “Have you ever used your smartphone to enhance a visit to a museum, gallery
or cultural site?” N=528

18. Frankly, Green + Webb
What do visitors do with their devices as part
of a cultural visit?
We asked individuals that had used smartphones during a cultural visit: “What activities did you engage
in using your smartphone, which enhanced your gallery or cultural visit?” N=329
2%
7%
14%
33%
37%
39%
39%
43%
74%
89%
Other
Played a game
Downloaded a gallery app
Visited a gallery/museum website
Searched for information about ojects
on view
Shared the experience via social media
Shared photos/videos with family/
friends
Checked for visiting information
closing times details of café etc
Took a photo/video friends and/or
family
Took a photo/video of objects on view
Smartphones =
1. Cameras
2. Basic Information
3. Sharing Experience

19. Frankly, Green + Webb
What does this
mean for the
Science Museum?
Science Museum visitors are
using mobile as part of a
cultural visit in practical/
social/creative ways. Again,
consider building on these
behaviours.

20. Frankly, Green + Webb
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If 100 visitors enter Science
Museum:
How Many People Use Mobile
Devices to Access the Internet
During a Visit?

21. Frankly, Green + Webb
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If 100 visitors enter Science
Museum:
• 87 will have an internet
enable device with them
How Many People Use Mobile
Devices to Access the Internet
During a Visit?

22. Frankly, Green + Webb
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If 100 visitors enter Science
Museum:
• 87 will have an internet
enable device with them
• But only 24 will choose to
use it
How Many People Use Mobile
Devices to Access the Internet
During a Visit?

23. Frankly, Green + Webb
Why don’t more visitors use the internet?
N=649
• 75% Were unaware that free WiFi is available
• 60% would use it if they were aware*
• That’s 45% of visitors to the Science Museum
* Maybe not for museum activity

24. Frankly, Green + Webb
It is important to factor in the tendency for visitors to over-
report their likely actions.
8%
26%
39%
46%
51%
51%
14%
13%
35%
50%
20%
52%
0% 10% 20% 30% 40% 50% 60%
Other
Accessed the Science
Museum website
General internet search
Checked email
Searched for information
about objects at the
Science Museum
Social media
Did use the internet
Didn't use the internet, but would have used the WiFi
if made aware of it
Half of non-users,
say they would
have used the
internet to look
up extra info: but
actual user data
casts doubt on
their claims
Users: N=151
Non-users: N-261

25. Frankly, Green + Webb
The final factor driving low internet usage is lack of need. A
third of visitors unaware of the free WiFi would not have used it
had they been aware of it
There’s so
much stimulation
anyway in the museum.
I don’t need it
Smartphone owner,
aged 35-44
I came to
look around the
museum, not go
on the internet
Smartphone owner,
aged 25-34
We asked: “If you were aware of that the Science Museum provided free WiFi, would you have
accessed the Internet on your mobile device? ” N=438
60%
7%
61%
39%
33%
Would have used free WiFi
Don't know
Wouldn't have used free WiFi (Had no need for WiFi)
Wouldn't have used free WiFi (Other reason)

26. Frankly, Green + Webb
What does this
mean for the
Science Museum?
Raise awareness of WiFi
and increase the use of
mobile in the museum.
Consider experiences
that focus on meeting
visitor needs

27. Frankly, Green + Webb
Visitors’ Attitudes To Audio Guides &
Device Preference

28. Frankly, Green + Webb
N=649
Say ≠ Do

29. Frankly, Green + Webb
What visitors say…
Science Museum visitors showed a clear overall preference to using their own
smartphones instead of taking an audio guide or other museum provided device
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall 24 and
under
25-44 45+ Overseas UK
Dont Know/Not sure
Strongly prefer a gallery
provided device
Somewhat prefer a gallery
provided device
No preference
Somewhat prefer my own
personal device
Strongly prefer my own
personal device

30. Frankly, Green + Webb
What visitors say…
Science Museum visitors appear to use audio guides less in general
43%
36%
25%
20%
20%
30%
36%
47%
8% 8%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Science Museum V&A HMS Belfast
Never Rarely Sometimes use Always use when available

31. Frankly, Green + Webb
Historically…
• Science Museum guides have
performed badly
• Changing platform doesn’t
increase usage

32. Frankly, Green + Webb
Value = Cost/Impact on experience
N=562
How many users?
How much coverage?

33. Frankly, Green + Webb
Say
Digging deeper you can begin to translate what
visitors say and do to understand their core
needs and motivations.
Do
Think
Feel

34. Frankly, Green + Webb
Easier to use - take
photos at the same time –and
use own social media
Smartphone owner,
aged 25-34
Audio guides are
boring […] and too
slow for me
Smartphone owner,
aged 16-24
It’s the new way
of living – something
personal that lets you
tailor information…
Smartphone & tablet owner,
aged 45-54
I can manage more
information and store it after
leaving. Also it would let me make
my own route inside the museum.
Smartphone & tablet owner,
aged 45-54
Visitors who would prefer to use their own phones value these
for ease of access and use, greater flexibility, and the
opportunity they give visitors to take away information
Know how it works.
Not worried about
breaking it
Smartphone owner,
aged 16-24

35. Frankly, Green + Webb
Easier to use - take
photos at the same time –and
use own social media
Smartphone owner,
aged 25-34
Audio guides are
boring […] and too
slow for me
Smartphone owner,
aged 16-24
It’s the new way
of living – something
personal that lets you
tailor information…
Smartphone & tablet owner,
aged 45-54
I can manage more
information and store it after
leaving. Also it would let me make
my own route inside the museum.
Smartphone & tablet owner,
aged 45-54
Visitors who would prefer to use their own phones value these
for ease of access and use, greater flexibility, and the
opportunity they give visitors to take away information
Know how it works.
Not worried about
breaking it
Smartphone owner,
aged 16-24
Using familiar
tools
Pacing is
important
Create memories of
visit
Adaptive
Intuitive

36. Frankly, Green + Webb
I don’t
want to waste
my battery
Smartphone owner,
aged 16-24
Downloading an app
might be more hassle
than it’s worth
Smartphone owner,
aged 16-24
Don’t have
headphones
Smartphone owner,
aged 35-44
I like to be able
to escape work…
Tablet & smartphone
owner,
Aged 35-44
Those that preferred audio guides also cited ease of use and
convenience but also were more aware of some of the practical
challenges around using their own device
There aren’t enough
smartphones in the
family
Tablet owner,
aged 35-44
Can be
spontaneous
and make choice
on the day
Non-owner,
Aged 45-54

37. Frankly, Green + Webb
I don’t
want to waste
my battery
Smartphone owner,
aged 16-24
Downloading an app
might be more hassle
than it’s worth
Smartphone owner,
aged 16-24
Don’t have
headphones
Smartphone owner,
aged 35-44
I like to be able
to escape work…
Tablet & smartphone
owner,
Aged 35-44
Those that preferred audio guides also cited ease of use and
convenience but also were more aware of some of the practical
challenges around using their own device
There aren’t enough
smartphones in the
family
Tablet owner,
aged 35-44
Can be
spontaneous
and make choice
on the day
Non-owner,
Aged 45-54
Level of planning
required?
Size and
access
Audio and
video?
Addressing
visitors in
groups
Important devices
– charging?
Distractions/
multitasking

38. Frankly, Green + Webb
In the main, visitors’ concerns about using their smartphones
in the museum centred on practical concerns about cost and
battery life
2%
12%
16%
18%
22% 23%
29%
32%
51%
0%
10%
20%
30%
40%
50%
60% 1 in 5 visitors had no
concerns at all about using
their smartphones

39. Frankly, Green + Webb
Given the context and historic
evidence, Science Museum visitors are
unlikely to use audioguides as part
of their visits to the museum in
significant numbers. Moving a guide
to a different device will not change
this.
What Does This Mean
For The Science
Museum?

40. Frankly, Green + Webb
What Should A Mobile Experience At The
Science Museum Look Like?

41. Frankly, Green + Webb
Science Museum visitors want a leisure experience…
0%
10%
20%
30%
40%
50%
60%
70%
80%
We asked visitors to pick the 3 qualities that would be most
desirable in a mobile experience at the Science Museum.

42. Frankly, Green + Webb
They also hope to reach a deeper understanding of the objects
they see…
We asked visitors to rate a number of options on a scale of 1-5.
2 2.2 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 4
Helps me get off the beaten track
We can all join in with and share
Something that gives us ideas of things to do at
home
Reminds me of the things I have seen on my visit
Keeps the kids engaged with the museum
Shows me where I am in the museum and what else
is nearby
Shows me the museum's highlights
I could go back to for more information
Gives us ideas of things to do in the museum
Makes what I’m seeing more meaningful
Allows me to see how things work and experience
the science behind them

43. Frankly, Green + Webb
Expectations are that a Science
Museum experience will be:
• Educational
• Entertaining rather than serious
• Not dumbed down
An experience needs to:
Add meaning and increase
understanding of how science works…
NOT just add more information
What Does This Mean
For The Science
Museum?

44. Frankly, Green + Webb
Context. Needs. Behaviours.
N=562

45. Frankly, Green + Webb
Developing Benchmarks

46. Frankly, Green + Webb
Science Museum Benchmarking Data 2013
100%
81%
74%
61%
50%
25%
23%
8%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Science
museum
visitors
Smartphone
owner
Brought
smartphone
on visit
Prefer own
device to
gallery
audio
guide
Tablet
owner
Aware of
free WiFi
Accessed
internet
during
visit
Brought
tablet on
visit
Visited
Science
Museum
website