On Friday, December 8, 2023, Danshosha announced the "Museum Usage Trends 2023" conducted by IM [Internet Museum], one of the largest museum information sites in Japan that 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
The COVID-19 pandemic has come to an end, with the novel coronavirus being classified as Class 5 under the Infectious Diseases Control Act in May 2023. As a result, museums have gradually ended their COVID-19 prevention measures, such as earlier closing times, and large-scale exhibitions that had been canceled or postponed are now being held, so on the surface it appears that things have returned to the way they were before the pandemic.
On the other hand, the situation surrounding museums is changing, with some museums continuing to use reservation systems for designated dates and times, which were introduced in response to the COVID-19 pandemic, and admission fees continuing to rise due to rising prices, etc. One of the hot topics related to museums in 2023 was the fact that the National Museum of Nature and Science raised over 900 million yen through crowdfunding, which became a hot topic.
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 museum enthusiasts.
Survey results summary
With the COVID-19 pandemic under control, museum visits have recovered. However, there is a tendency for museums to polarize, with frequent visitors "visiting more frequently and spending more per visit," while light users "visit less frequently and spend less."
All survey results can be found below.
Survey results page: https://www.museum.or.jp/static/museumfanresearch2023
1) Changes in museum visit frequency and amount spent
-Has your frequency of visiting museums changed compared to last year?
・Frequency of visiting museums (by age group)
-Compared to last year, has the amount you spend per visit to a museum changed?
[Explanation]
・The number of people who visit museums more frequently compared to last year increased by 37.9%. Similarly, the number of people who visit museums less frequently compared to last year was 18.2%, showing a large increase in the frequency of museum visits.
By age group, the number is increasing in all age groups.
Regarding the amount spent at museums, 28.8% of people said they had spent more compared to last year, while 6.0% said they had spent less, meaning the amount spent per visit is also increasing.
2) Increase or decrease in frequency of visiting museums by user type
- Frequency of visiting museums (by user type)
[Explanation]
・The perspective changes when viewed by type (frequency of visiting museums).
- Previously heavy users (those who go once a week to once every two or three months) are visiting museums more frequently, but light users (those who go once every six months to once a year) are visiting museums less frequently.
Following the period of disruption caused by the COVID-19 pandemic, a "polarization" is occurring in which heavy users are visiting museums more frequently, while less frequent visitors are visiting museums less frequently.
3) Increase or decrease in amount spent at museums by user type
- Amount spent per visit to the museum (by user type)
[Explanation]
-When comparing the increase or decrease in frequency of museum visits with the amount spent per visit, people who visit more frequently also spend more.
-On the other hand, we can see that people who visit museums less frequently are also spending less.
4) Museum fees
Do you think museum fees are high?
(Reference: 2022 survey)
[Why do you go to museums less often?]
- Because the admission fee is high.
-Financial reasons and COVID, etc.
- The price hike is making things difficult.
・Reservations are now more common. Prices are rising.
-Changes in income circumstances.
[Why have you started going to museums more often?]
-The coronavirus pandemic has ended and events and exhibitions have returned.
-Since the coronavirus pandemic ended, there have been more exhibitions and art shows.
- The coronavirus situation has calmed down, and people are going out more often.
・The number of important exhibitions has increased in the post-COVID era.
[Explanation]
When asked about museum fees, 42.3% thought they were expensive. This is a 4.2 point increase from last year's 38.1%.
-When people who have reduced their frequency of visiting museums are asked why, many give financial reasons, such as price increases.
-The increase in museum fees is likely to have an impact on how often people visit museums.
5) Motivations for visiting museums
・What motivates you to go to a museum? (Multiple answers)
【whole】
[Visit frequency is about once a year]
[Explanation]
- Overall, the most common answers were "the museum's official website" or "looking at posters and flyers inside the museum."
・It is noteworthy that light users who visit sites around once a year have a higher proportion of "non-official information sites" compared to the overall group (total: 16.7%, once a year: 19.8%).
-There is a clear tendency for people to compare information on multiple exhibitions before deciding which museum to visit.
[Overall commentary]
As the COVID-19 pandemic subsides and people start going out again, it seems that people are more willing to go to museums. There have been noticeable price hikes at large exhibitions, but users have also reacted sensitively, and for light users in particular, the price setting seems to be a deciding factor for whether or not to go. In order to get more people to enjoy museums, there is a need to communicate easy-to-understand information about the value that can only be experienced at museums.
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■ 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.
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<Survey Overview>
Survey period: 2023/11/2-2023/11/15
Survey target: IM members
Number of valid responses: 1,029
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]."
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■ 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.