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6 Month Report on the Audience Profile of the Science Museum (March-August 2001)
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SCIENCE MUSEUM Visitor Research Group Profile of the Museum's Website audience Report 1: Pop-up survey conducted 6 August 2001 Kate Steiner, Alex Burch & Ben Gammon September 2001 Summary * Overall the profile of the Museum's virtual visitors was strikingly similar to that of its physical audience. * There were no significant differences between the virtual and physical audiences in gender, educational attainment, country of residence, geographical spread within the UK, or ethnicity of visitors. * Like physical visitors, most virtual visitors are white, live in the UK (mainly in London and the South East) and have a high (i.e.graduate) level of education. * Compared to their numbers in London and the South East, people from the Black community are under-represented in the virtual audience, while Asian people are slightly over-represented. Again this reflects the profile of physical visitors. * The age profile of virtual visitors did differ significantly from physical visitors. Fewer children visit the...
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