Glasgow Museums Visitor Survey Report On Saturday 12 March 2011, we carried out a survey of visitors in our museums. The purpose was to help us better understand our visitors, by gaining an insight into how they got information about the museum they were visiting and their main reasons for visiting. The results of the survey will help us continue to develop the services that visitors tell us they want and to identify the best methods for communicating with our visitors. This document details the results of the survey from each museum. St. Mungo Museum A total of 27 visitors were surveyed at St Mungo Museum (from a total visitor count of 311 on the day of the survey). When asked how they had heard of the museum, larger numbers said they had heard through a guide book (25.9%) and word of mouth (18.5%). Amongst the 29.6% who said they had found out about the museum in other ways, 4 said they were just passing by, 1 said they had received details of the museum from the tourist information centre and 1 had heard of the museum through involvement in an archaeological dig. How visitors found out about the museum Leaflet 3 11.1 Newspaper 0 0.0 Guide book 7 25.9 Poster 0 0.0 Preview- the what's on magazine for Glasgow Museums 1 3.7 Radio 0 0.0 TV Programme 0 0.0 www.glasgowlife.org.uk (Glasgow Museums website) 3 11.1 Website (other than Glasgow Museums / Glasgow Life) 0 0.0 Word of mouth / from a friend or relative 5 18.5 Don't know / can't remember 1 3.7 Other 8 29.6 Total 27 100.0
Larger numbers of museum visitors were from England (29.6%) and Glasgow City (25.9%). A significant number (18.5%) were from Other Europe, which included European countries other than the UK or Republic of Ireland. Where museum visitors currently live Glasgow City 7 25.9 West of Scotland 3 11.1 Rest of Scotland 1 3.7 England 8 29.6 Northern Ireland 0 0.0 Wales 0 0.0 Republic of Ireland 0 0.0 Other Europe 5 18.5 USA/Canada 3 11.1 Far East 0 0.0 Australasia 0 0.0 Other 0 0.0 Total 27 100.0 For most of those surveyed, the main reason for being at St. Mungo Museum was to visit the museum generally (74.1%). Smaller numbers selected any of the other options listed in the table below. One mentioned they had come to see the Stardust Exhibition. Main reasons for visiting the museum To visit the museum generally 20 74.1 To visit a specific exhibition/area of the museum 3 11.1 Interest in the history of Glasgow 1 3.7 To attend an event at the museum 0 0.0 Happened to be in the area 4 14.8 A trip out with friends who live locally 2 7.4 A trip out with family 2 7.4 A trip out with friends who are visiting the city 2 7.4 To use the tearoom/café/restaurant 4 14.8 To visit the shop 1 3.7 Visiting the main tourist sites on an organised bus tour 0 0.0 Visiting the main tourist sites (other) 2 7.4 Other reasons 1 3.7 Total 27 100.0
More than half of those surveyed had visited with friends or relatives (51.9%), and just over a quarter had come along with their partner or spouse (25.9%). People visitors had come along with On my own 3 11.1 With partner/spouse 7 25.9 With visitors from outside Glasgow 1 3.7 With friends/relatives 14 51.9 With children 2 7.4 In an organised tour/group 1 3.7 Part of a school group 0 0.0 Other 0 0.0 Total 27 100.0 Visitors were fairly well spread across the age ranges in the table below, although the highest percentage (33.3%) were aged between 16 and 24, and just 1 respondent was aged over 65. Age of visitors 16-24 9 33.3 25-34 5 18.5 35-44 5 18.5 45-54 2 7.4 55-64 5 18.5 65+ 1 3.7 Don't know 0 0.0 Refused 0 0.0 Total 27 100.0 On the day of the survey, there were more women than men available to complete the questionnaire (20 women and 7 men responded). Gender of visitors Male 7 25.9 Female 20 74.1 Other 0 0.0 Total 27 100.0
Scotland Street School Museum A total of 24 visitors were surveyed at Scotland Street School Museum (from a total visitor count of 313 on the day of the survey). Almost a third (29.2%) of those responding had found out about the museum through word of mouth. Also important were the Preview magazine (16.7%), leaflets (12.5%) and websites other than the Glasgow life one (8.3%). Amongst those who said other, one had heard of the museum through their child s school trip, whilst another lived nearby and knew about it because it was in the local area. How visitors found out about the museum Leaflet 3 12.5 Newspaper 0 0 Guide Book 0 0 Poster 1 4.2 Preview- the what's on magazine for Glasgow 4 16.7 Museums Radio 0.0 TV Programme 0.0 www.glasgowlife.org.uk (Glasgow Museums Website) 0.0 Website (other than Glasgow Museums/Glasgow Life) 2 8.3 Word of mouth / from a friend or relative 7 29.2 Don't know / can't remember 3 12.5 Other 3 12.5 No response 1 4.2 Total 24 100.0 The majority of visitors were currently residing in Glasgow city (75%), with the remainder coming from elsewhere in Scotland. Where museum visitors currently live Glasgow City 18 75.0 West of Scotland 5 20.8 Rest of Scotland 1 4.2 England 0 0 Northern Ireland 0 0 Wales 0 0 Republic of Ireland 0 0 Other Europe 0 0 USA/Canada 0 0 Far East 0 0 Australasia 0 0 Other 0 0 Total 24 100.0
When asked what their main reason for visiting was, a third of visitors said they had come to visit the museum generally. 16.7% were out on a trip with family, and a further 16.7% were visiting a specific part of the museum, mainly the Toy Stories exhibition. Main reasons for visiting the museum To visit the museum generally 8 33.3 To visit a specific exhibition/area of the museum 4 16.7 Interest in the history of Glasgow 1 4.2 To attend an event at the museum 2 8.3 Happened to be in the area 2 8.3 A trip out with friends who live locally 2 8.3 A trip out with family 4 16.7 A trip out with friends who are visiting the city 0 0.0 To use the tearoom/café/restaurant 1 4.2 To visit the shop 0 0.0 Visiting the main tourist sites on an organised bus tour 0 0.0 Visiting the main tourist sites (other) 0 0.0 Other reasons 0 0.0 Total 24 100.0 Almost half (41.7%) of respondents were visiting with their children, whilst others had come either alone (20.8%), with their partner or spouse (20.8%) or with friends (20.8%). People visitors had come along with On my own 5 20.8 With partner/spouse 5 20.8 With visitors from outside Glasgow 0 0.0 With friends/relatives 5 20.8 With children 10 41.7 In an organised tour/group 0 0.0 Part of a school group 0 0.0 Other 0 0.0 Total 24 100.0
There was representation across all age groups. However, those likely to have school-aged children or to be retired were more numerous. A third were aged 35-44, whilst there were smaller numbers in their late 50s / early 60s (a group more likely to have adult children and to still be working). Also, there were lower numbers from the 16-24 age group, who were less likely to have children than other age groups. Age of visitors 16-24 1 4.2 25-34 5 20.8 35-44 8 33.3 45-54 4 16.7 55-64 1 4.2 65+ 5 20.8 Don't know 0 0 Refused 0 0 Total 24 100.0 There were a few more female visitors than males on the day of the survey, although both genders were represented in significant numbers. Gender of visitors Male 9 37.5 Female 12 50.0 No response 3 12.5 Total 24 100.0
Gallery of Modern Art (GOMA) A total of 111 visitors were surveyed at GOMA (from a total visitor count of 1,645 on the day of the survey). Many (29.7%) had heard of the museum through word of mouth. Guide books were also a common way of hearing of the venue (13.5%). A large portion of respondents (46.8%) had heard of the museum in other ways. 29 of those surveyed said they were local, or were regular visitors who had always known about the museum; 13 had noticed GOMA whilst passing by, and 7 were on a visit to the city centre and had noticed GOMA during their time here. How visitors found out about the museum Leaflet 1 0.9 Newspaper 1 0.9 Guide book 15 13.5 Poster 2 1.8 Preview- the what's on magazine for Glasgow Museums 5 4.5 Radio 0 0.0 TV Programme 0 0.0 www.glasgowlife.org.uk (Glasgow Museums Website) 5 4.5 Website (other than Glasgow Museums/Glasgow Life) 8 7.2 Word of mouth/from a friend or relative 33 29.7 Don't know/can't remember 1 0.9 Other 52 46.8 Total 111 100.0 The majority of visitors were from Scotland (67.6%). A large share of visitors (40.5%) lived in Glasgow City, with a further 6.3% coming from other parts of the West of Scotland. 20.7% were from the rest of Scotland. 14.4% lived in England. There were also visitors from across the world: 9.9% were from Europe (other than the UK or Republic of Ireland); 5.4% were from the USA or Canada, and 1.8% came from Australasia. Where museum visitors currently live Glasgow City 45 40.5 West of Scotland 7 6.3 Rest of Scotland 23 20.7 England 16 14.4 Northern Ireland 0 0.0 Wales 0 0.0 Republic of Ireland 1 0.9 Other Europe 11 9.9 USA/Canada 6 5.4
Far East 0 0.0 Australasia 2 1.8 Other 0 0.0 Total 111 100.0 Just over half of those surveyed (51.4%) had come along to visit the museum generally. 23.5% had visited GOMA because they happened to be in the city centre, and 14.4% were on a trip out with family. Many were visiting the museum as part of a trip out with friends (9.9% were visiting with friends who lived locally, and a further 9.9% had come along with friends who were visiting Glasgow). Those respondents who were visiting a specific area of the museum mentioned coming to see the David Shrigley work; Hertie Querty; Blueprint for a Bogey and to use the library. Amongst the 16.2% who said they were visiting for other reasons, 4 were regular visitors, 3 had come into GOMA as part of a visit to another attraction (such as the theatre or Glasgow Cathedral) and a further 3 were interested in modern Art. 2 had come to let their children see GOMA. Main reasons for visiting the museum To visit the museum generally 57 51.4 To visit a specific exhibition/area of the museum 5 4.5 Interest in the history of Glasgow 10 9.0 To attend an event at the museum 2 1.8 Happened to be in the area 26 23.4 A trip out with friends who live locally 11 9.9 A trip out with family 16 14.4 A trip out with friends who are visiting the city 11 9.9 To use the tearoom/café/restaurant 8 7.2 To visit the shop 4 3.6 Visiting the main tourist sites on an organised bus tour 2 1.8 Visiting the main tourist sites (other) 10 9.0 Other reasons 18 16.2 Total 111 100.0 Large numbers of visitors surveyed had come along with friends/relatives (39.6%), or their partner/spouse (37.8%). People visitors had come along with No % On my own 13 11.7 With partner/spouse 42 37.8 With visitors from outside Glasgow 7 6.3 With friends/relatives 44 39.6 With children 12 10.8 In an organised tour/group 3 2.7 Part of a school group 0 0.0 Other (specify in space below) 0 0.0 Total 111 100.0
On the day of the survey, there were larger numbers from the younger age groups, with those under 44 being well represented. Age of visitors 16-24 23 20.7 25-34 31 27.9 35-44 29 26.1 45-54 15 13.5 55-64 8 7.2 65+ 4 3.6 Don't Know 0.0 Refused 1.9 Total 111 100.0 Although there was significant representation from both genders, more women than men responded to the survey (64% vs. 36%). Gender of visitors Male 40 36.0 Female 71 64.0 Other 0 0 Total 111 100.0
Kelvingrove Museum A total of 25 visitors were surveyed at Kelvingrove (from a total visitor count of 2,184 on the day of the survey). A number of respondents had found out about the museum through word of mouth (28%). Three visitors had used a guide book to find out about the attraction, whilst small numbers had heard about the venue through posters or websites (other than the Glasgow Life / Glasgow Museums site). Of the ten respondents who had heard about the museum in other ways, most said they had always known about the museum, with some saying they had been coming to Kelvingrove since childhood. How visitors found out about the museum Leaflet 0 0 Newspaper 1 4 Guide book 3 12 Poster 2 8 Preview- the what's on magazine for Glasgow Museums 0 0 Radio 0 0 TV Programme 1 4 www.glasgowlife.org.uk (Glasgow Museums Website) 0 0 Website (other than Glasgow Museums/Glasgow Life) 2 8 Word of mouth/from a friend or relative 7 28 Don't know/can't remember 1 4 Other 10 40 Total 25 100 40% of visitors surveyed were from Glasgow City, and a further 12% were from the West of Scotland. 20% were from the rest of Scotland. 16% came from European countries (other than the UK and Republic of Ireland). Where museum visitors currently live Glasgow City 10 40.0 West of Scotland 3 12.0 Rest of Scotland 5 20.0 England 1 4.0 Northern Ireland 1 4.0 Wales 0 0.0 Republic of Ireland 0 0.0 Other Europe 4 16.0 USA/Canada 1 4.0 Far East 0 0.0 Australasia 0 0.0 Other 0 0.0 Total 25 100.0
A small number of the respondents answered the question on their main reasons for visiting Kelvingrove. Answers were thinly spread across the categories in the table below. Interest in the history of Glasgow was mentioned by 2 of those surveyed, as were visiting the shop and visiting the main tourist sites in the city. Single respondents were on a trip with either family, friends who lived locally or friends who were visiting the city. One said they had happened to be in the area and had decided to visit the museum. Main reasons for visiting the museum To visit the museum generally 0 0.0 To visit a specific exhibition/area of the museum 0 0.0 Interest in the history of Glasgow 2 8.0 To attend an event at the museum 0 0.0 Happened to be in the area 1 4.0 A trip out with friends who live locally 1 4.0 A trip out with family 1 4.0 A trip out with friends who are visiting the city 1 4.0 To use the tearoom/café/restaurant 1 4.0 To visit the shop 2 8.0 Visiting the main tourist sites on an organised bus tour 0 0.0 Visiting the main tourist sites (other) 2 8.0 Other reasons 0 0.0 Total 25 100.0 28% of those visiting had come with friends or relatives, whilst 24% had come alone and 20% were with their partner or spouse. People visitors had come along with On my own 6 24.0 With partner/spouse 5 20.0 With visitors from outside Glasgow 2 8.0 With friends/relatives 7 28.0 With children 2 8.0 In an organised tour/group 2 8.0 Part of a school group 1 4.0 Other (specify in space below) 0 0.0 Total 25 100.0
On the day of the survey, there were slightly higher numbers from the younger age groups, with smaller numbers people aged over 54. Age of visitors 16-24 5 20.0 25-34 3 12.0 35-44 7 28.0 45-54 6 24.0 55-64 2 8.0 65+ 1 4.0 Don't Know 0 0.0 Refused 1 4.0 Total 25 100.0 A broadly similar number of men and women were surveyed. One described their gender as being other than male or female. Gender of visitors Male 11 44.0 Female 13 52.0 Other 1 4.0 Total 25 100.0
Glasgow Museums Resource Centre (GMRC) GMRC, the museums store, is open to visitors by appointment (through booking in advance). This means that relatively small numbers of people visit the centre on any given day, although certain days can be much busier. On the day of the survey, four visitors were interviewed, from a total visitor count of nine. Of this four, 2 had found out about GMRC through a leaflet, whilst a further 2 had heard about the venue through other means, including one whose visit had been arranged through the Glasgow School of Art and another who had heard of GMRC through museums outreach work. How visitors found out about the museum Leaflet 0 0.0 Newspaper 0 0.0 Guide book 0 0.0 Poster 0 0.0 Preview- the what's on magazine for Glasgow Museums 0 0.0 Radio 0 0.0 TV Programme 0 0.0 www.glasgowlife.org.uk (Glasgow Museums Website) 0 0.0 Website (other than Glasgow Museums/Glasgow Life) 0 0.0 Word of mouth/from a friend or relative 2 50.0 Don't know/can't remember 0 0.0 Other 2 50.0 Total 4 100.0 All four visitors lived in other parts of Scotland than Glasgow or the West of Scotland. Where museum visitors currently live Glasgow City 0 0.0 West of Scotland 0 0.0 Rest of Scotland 4 100.0 England 0 0.0 Northern Ireland 0 0.0 Wales 0 0.0 Republic of Ireland 0 0.0 Other Europe 0 0.0 USA/Canada 0 0.0 Far East 0 0.0 Australasia 0 0.0 Other 0 0.0 Total 4 100
Two said their main reason for visiting the museum was to see a specific exhibit (including the arms and armour and the swordsman). One was there to attend event, another was visiting for other reasons. Main reasons for visiting the museum To visit the museum generally 0 0.0 To visit a specific exhibition/area of the museum 2 50.0 Interest in the history of Glasgow 0 0.0 To attend an event at the museum 1 25.0 Happened to be in the area 0 0.0 A trip out with friends who live locally 0 0.0 A trip out with family 0 0.0 A trip out with friends who are visiting the city 0 0.0 To use the tearoom/café/restaurant 0 0.0 To visit the shop 0 0.0 Visiting the main tourist sites on an organised bus tour 0 0.0 Visiting the main tourist sites (other) 0 0.0 Other reasons 1 25.0 Total 4 100.0 Three were visiting as part of an organised tour or group. One had come with their partner or spouse, and another was there with friends or relatives. People visitors had come along with On my own 0 0.0 With partner/spouse 1 25.0 With visitors from outside Glasgow 0 0.0 With friends/relatives 1 25.0 With children 0 0.0 In an organised tour/group 3 75.0 Part of a school group 0 0.0 Other (specify in space below) 1 25.0 Total 4 100.0
One visitor was aged 25-34, whilst two were aged between 35 and 44. Age of visitors 16-24 0 0 25-34 1 25 35-44 3 75 45-54 0 0 55-64 0 0 65+ 0 0 Don't Know 0 0 Refused 0 0 Total 4 100 Three of the visitors interviewed were male and one was female. Gender of visitors Male 3 75 Female 1 25 Other 0 0 Total 4 100
People s Palace Museum A total of 60 visitors were surveyed at People s Palace (from a total visitor count of 753 on the day of the survey). A third (33.3%) had found out about the museum through a guide book, whilst 21.7% had become aware of the venue through word of mouth. 28.3% couldn t remember how they d first heard of the People s Palace, and of those who said other several locals said they had known of the venue from an early age. How visitors found out about the museum Leaflet 0 0.0 Newspaper 0 0.0 Guide book 20 33.3 Poster 2 3.3 Preview- the what's on magazine for Glasgow Museums 0 0.0 Radio 0 0.0 TV Programme 0 0.0 www.glasgowlife.org.uk (Glasgow Museums Website) 1 1.7 Website (other than Glasgow Museums/Glasgow Life) 1 1.7 Word of mouth/from a friend or relative 13 21.7 Don't know/can't remember 17 28.3 Other 6 10.0 Total 60 100.0 Most visitors were from Scotland, with 35% being from the West of Scotland (other than Glasgow City) and 25% being resident within Glasgow City. There were small numbers from outside the UK, although added up over the period of a year the numbers of foreign visitors would be significant. Where museum visitors currently live Glasgow City 15 25.0 West of Scotland 21 35.0 Rest of Scotland 9 15.0 England 3 5.0 Northern Ireland 2 3.3 Wales 0 0 Republic of Ireland 0 0 Other Europe 5 8.3 USA/Canada 3 5.0 Far East 0 0 Australasia 2 3.3 Other 0 0 Total 60 100.0
The most popular reason for coming to the museum was for a general visit (38.3%). A significant 21.7% had visited because they were interested in the history of Glasgow. Amongst the small number of respondents (5%) who gave other reasons for visiting, one said they were researching to help with their homework, and another was in the museum because they needed to obtain a contact number for the adjacent Winter Gardens. Main reasons for visiting the museum To visit the museum generally 23 38.3 To visit a specific exhibition/area of the museum 0 0.0 Interest in the history of Glasgow 13 21.7 To attend an event at the museum 2 3.3 Happened to be in the area 2 3.3 A trip out with friends who live locally 4 6.7 A trip out with family 5 8.3 A trip out with friends who are visiting the city 1 1.7 To use the tearoom/café/restaurant 5 8.3 To visit the shop 3 5.0 Visiting the main tourist sites on an organised bus tour 0 0.0 Visiting the main tourist sites (other) 0 0.0 Other reasons 3 5.0 Total 60 100.0 A large portion of those surveyed were visiting with family or friends (40%). Also common were people visiting with their partner or spouse (28.3%) or as part of an organised tour / group (15%) People visitors had come along with On my own 3 5.0 With partner/spouse 17 28.3 With visitors from outside Glasgow 3 5.0 With friends/relatives 24 40.0 With children 4 6.7 In an organised tour/group 9 15.0 Part of a school group 0 0.0 Other (specify in space below) 0 0.0 Total 60 100.0
The largest numbers of visitors were aged 45 or over. There were slightly lower (but still significant) numbers aged 25-44. There were only a few people aged 16-24. Age of visitors 16-24 3 5.0 25-34 9 15.0 35-44 10 16.7 45-54 14 23.3 55-64 12 20.0 65+ 12 20.0 Don't Know 0 0.0 Refused 0 0.0 Total 60 100.0 There were broadly similar numbers of men and women, with a slightly higher percentage of men (50%) than women (46.7%) on the day of the survey. Gender of visitors Male 30 50.0 Female 28 46.7 Other 0 0 No reply 2 3.3 Total 60 100.0
Burrell Collection 110 visitors were surveyed at the Burrell Collection (from a total visitor count of 496 on the day of the survey). A large number (43.6%) had heard of the museum through word of mouth. Many (20.9%) did not know or couldn t remember how they had first heard about the museum. Of the 13.6% who said they had found out about the museum in other ways, all said they were local, and had always known about the venue. How visitors found out about the museum Leaflet 8 7.3 Newspaper 7 6.4 Guide book 10 9.1 Poster 4 3.6 Preview- the what's on magazine for Glasgow Museums 5 4.5 Radio 0 0.0 TV Programme 2 1.8 www.glasgowlife.org.uk (Glasgow Museums Website) 10 9.1 Website (other than Glasgow Museums/Glasgow Life) 2 1.8 Word of mouth/from a friend or relative 48 43.6 Don't know/can't remember 23 20.9 Other 15 13.6 Total 110 100.0 Half the visitors surveyed (50.9%) were from Glasgow City, with a further 20.9% being from other parts of the West of Scotland. 14.5% were from England. Where museum visitors currently live Glasgow City 56 50.9 West of Scotland 23 20.9 Rest of Scotland 9 8.2 England 16 14.5 Northern Ireland 0 0.0 Wales 0 0.0 Republic of Ireland 0 0.0 Other Europe 5 4.5 USA/Canada 0 0.0 Far East 0 0.0 Australasia 1 0.9 Other 0 0.0 Total 110 100.0
A majority of those surveyed (58.2%) said they had come to visit the museum generally. Other common reasons for visiting were to use the café (31.8%) and trips out with family (20.9%). Main reasons for visiting the museum To visit the museum generally 64 58.2 To visit a specific exhibition/area of the museum 12 10.9 Interest in the history of Glasgow 13 11.8 To attend an event at the museum 9 8.2 Happened to be in the area 9 8.2 A trip out with friends who live locally 9 8.2 A trip out with family 23 20.9 A trip out with friends who are visiting the city 10 9.1 To use the tearoom/café/restaurant 35 31.8 To visit the shop 13 11.8 Visiting the main tourist sites on an organised bus tour 0 0.0 Visiting the main tourist sites (other) 5 4.5 Other reasons 1 0.9 Total 110 100 40% had visited with friends or relatives and 35.5% had come along with their partner or spouse. 16.4% were visiting with children. People visitors had come along with On my own 9 8.2 With partner/spouse 39 35.5 With visitors from outside Glasgow 7 6.4 With friends/relatives 44 40.0 With children 18 16.4 In an organised tour/group 7 6.4 Part of a school group 0 0.0 Other (specify in space below) 6 5.5 Total 110 100.0 Most of those surveyed were middle aged, with larger numbers being aged between 35 and 64. Nevertheless, there were significant numbers from the younger age groups. 5.5% were aged 65 or over, which was less than for the other age groups. Age of visitors 16-24 11 10.0 25-34 14 12.7 35-44 21 19.1 45-54 21 19.1 55-64 28 25.5
65+ 6 5.5 Don't Know 0 0.0 Refused 9 8.2 Total 110 100.0 More women than men responded to the survey (58.2% were female, 41.8% were male). Gender of visitors Male 46 41.8 Female 64 58.2 Other 0 0.0 Total 110 100.0