Researching the demographic

The following study by american based organisation allowed me to discover my demographic. The study is somewhat bias as it is a study of American residents only. That said it should give me some valuable information about my target audience. It is important to note that this was a questionaire of the parents and their views on letting their children use the web.


Out of the 400 parents questioned, only 119 parents let their children use technology meaning only 29.8% of all children were able to access a site at home. This further encourages the use of my site within playgroups and schools.

This section suggests that the children may not be able to access the web and only predownloaded apps that the parents decided previously were suitable. This means not only should we market to adults who have children, but make the homepage explain the service without complications so the parenst know it is a safe site for their children to use.


Finally, 74.7% of all children actually allowed to use the site are restricted in the amount of time they allowed to use the site for. Therefore, the site needs to be very quick loading, light on data and easy to navigate for ease of use and simplifying the user journey throughout the experience.



Museum Demographic

While I have conducted my own research about the museums, I tried to contact the Maritime Museum for help with regards to the demographical footfall. Unfortunately they were unable to help me, therefore without their support, I took to the web to discover the average statistics of museum goers. This is what I found;


40% Male
60% Female

10% 0-24
57% 25-55
33% 55+

Visiting Patterns (Yearly)
32% – 1 Visit
27% – 2 Visits
21% – 3-5 Visits
14% – 6-10 Visits
6% – 11+ Visits

4 Main Reasons to visit a museum
3%   – Spiritual (Religious) – Creative Stimulation & Quiet Contemplation
11% – Emotional (Spa)
38% – Intellectual (Archive)
48% – Social (Attraction)

30% visits are based on word of mouth, therefore suggesting that the visits need to be dynamic and stimulating enough that people will want to talk about what they’ve seen.

Museums see on average an increase of 40% in visits when advertising with flyers and television.

The group that attends the museum the least is the 18-24, this is the target audience that should have the experience should rive to improve whilst also increasing the other groups too!

Target Audience is between 18-24 because they are the lowest audience group. The reason to exclude the younger part of the group is because it would be a different service to offer and there are external elements such as family that influence the visits of children. Understand the reasons why this age group both do and don’t attend a museum is going to be vital in part of the research stage.

People will revisit a museum, I should make an digital experience that would have different elements to allow for multiple visits.

I need to create an experience that relates to people on many different emotions, the stronger the connection the more they will take away from the exhibition.

It is important to the footfall of the museum for the visitors to share their experience with friends and family to maximise the potential visitors. The design must include and easy way for the users to do this while they are still caught up in the excitement of the experience.


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