On Friday, December 9, 2022, Danshosha announced the "Museum Usage Trends 2022" conducted by IM [Internet Museum], one of the largest museum information sites in Japan which it operates.
*The museums surveyed in this study refer to facilities such as art museums, art galleries, science museums, zoos, aquariums, and botanical gardens that have a "system of knowledge" and whose exhibition methods are primarily focused on "learning."
Survey Background
Many museums were forced to close due to the spread of the new coronavirus infection that began in 2020. Although many museums have since reopened, the environment surrounding museums has changed dramatically since the COVID-19 pandemic, with concerns about going out and the introduction of reservation systems.
On the other hand, there are hopes for the promotion of culture in terms of both Tourism promotion and regional revitalization, and the expectations and roles expected of cultural facilities are greater than ever before.
Taking these factors into consideration, we aimed to be of some help to the future museum industry by conducting a comprehensive survey of museum usage trends among general museum enthusiasts.
Survey results summary
The number of visits to museums has been declining since before the COVID-19 pandemic. Many people consider the reservation system to be inconvenient. On the other hand, some people point out advantages such as "not having to wait in line." Differences can be seen in the behavior of people who visit museums frequently and those who visit infrequently.
All survey results can be found below.
Survey results page: https://www.museum.or.jp/static/museumfanresearch2022
1) Changes in frequency of museum visits
Q. Has the frequency of your visits to museums changed before and after the COVID-19 pandemic?
[Reasons]
[Decreased]
There's no opportunity to go out anymore.
-Since I started working remotely, I have fewer opportunities to stop by after work.
- Because we are trying to reduce going out on holidays.
[Increased]
・It is safe because it does not involve conversation.
-I've started avoiding amusement facilities with lots of people.
- It is now possible to avoid crowds by specifying a date and time.
[No change]
・Because I've been going there quite a bit to begin with.
・Proper measures are being taken, so we are continuing as usual.
・You can watch the exhibition while wearing a mask.
[Explanation]
- Overall, 44% of respondents said their visits had "decreased," clearly indicating a decline in opportunities to visit museums due to the COVID-19 pandemic.
On the other hand, 13% said their visits had "increased." Some people also had a positive view, saying that "museums are safe facilities that don't involve conversation."
・When analyzing by user type, the decline was greater for light users who visit less frequently than for those who visit more frequently.
2) Acceptance status of reservation system
Q. Due to the COVID-19 pandemic, museums are now requiring reservations. What do you think about this?
[Reasons]
[convenience]
- Being motivated to go at a fixed time has made it easier to plan my schedule for the day.
・I can now more easily visit exhibitions that I had previously given up on because I would have had to wait in line for a long time.
- You can plan your visit before you visit the museum.
[inconvenience]
・I can't go whenever I want because the weather won't allow me to go on that day.
-Because I can't go and see it when I suddenly have some free time.
・Sometimes you suddenly feel like going there while traveling.
[Neither]
・It's inconvenient that you can't just drop in, but I think it's good that it helps disperse the crowds.
・I think it's reassuring that the number of people is limited, but I'm worried about whether I'll be able to arrive at my scheduled time.
- Although it is convenient, I have had the experience of missing out on popular exhibitions.
[Explanation]
・ While "inconvenience" was most common with 41.6%, "convenience" was also rated to a certain extent by 33.1%.
While there are many negative images about not being able to go whenever you want, some people point out the benefits of the reservation system, such as being able to enter exhibitions that previously required long lines as long as you make a reservation.
3) Fun at the museum
Q. What do you enjoy at museums, and what would you like to experience if there was one? (Multiple answers)
[Explanation]
Overall, the most popular requests were for "photography," "explanation of the artworks/guided tours," and "free viewing days."
・For those who visit frequently, the most common answer is "explanation of artworks/guided tours." There is a strong desire for a deeper appreciation experience.
・For people who visit less frequently, the most common reason is "taking photos." They want to upload photos to social media for social communication and to create memories.
4) Motivations for visiting museums
Q. What motivates you to go to museums? (Multiple answers)
[Explanation]
- Overall, the most common answers were "the museum's official website," "information website," and "looking at posters or flyers inside the museum."
For those who visit frequently, the top answer was "looking at posters and flyers in museums." They go to their favorite museums and discover new exhibitions there. In other words, there is a trend of moving from one museum visit to the next.
- As the frequency decreases from once a week to once every six months, the proportion of commercials and transportation advertisements increases.
・ Light users who visit the site once a year are less influenced by advertising, and more likely to be triggered by social media such as Twitter or Instagram. A different approach is needed to motivate this demographic.
[Overall commentary]
It has become clear that the COVID-19 pandemic is also affecting the behavior of museum fans. Museums, by their very nature, are environments in which the spread of infection is unlikely, but it is unfortunate that people who have little contact with museums are avoiding them, perhaps because they find it difficult to imagine this happening. In fact, this is a great opportunity in that it is less crowded and you can enjoy it at your own pace. At IM, we would like to feature a lot of familiar information in an effort to attract light users.
■ Commentator: Mikio Furukawa (Editor-in-Chief of IM/Tanseisha Planning and Development Center)
Born in Ehime Prefecture in 1966. Joined TANSEISHA Co., Ltd. in 1990. Engaged in spatial design and the launch and operation of owned media at the Head Office Design Center and JDN Co., Ltd. Has been in current position since 2011. Continues to cover approximately 200 museums a year.
Please register as a member and enjoy IM even more!
<Survey Overview>
Survey period: 2022/11/8-2022/11/18
Survey target: IM members
Number of valid responses: 770
Survey method: Online survey
<Please include credit when quoting or reprinting>
When reprinting the contents of this release, please use the notation "IM [Internet Museum]."
■ What is IM [Internet Museum]?
IM is one of Japan's largest museum information sites, operated under the concept of "Life with Museum."
In addition to providing information about museum facilities, special exhibitions, events, and more, the site offers a wide range of content, including original investigative reports, information about curator recruitment, and exhibition ticket giveaways, making it a popular platform for museum fans all over the country.
IM [Internet Museum]: https://www.museum.or.jp/
Please note that this may be subject to change without prior notice.