Trends In Mobile Interpretation
Contents <ul><li>The Rapidly Evolving Market  </li></ul><ul><li>An Evolving Cultural Institution View </li></ul><ul><li>Ev...
<ul><li>The Rapidly Evolving Market  </li></ul>
iPod/MP3 2001 Smart Phone 2007 The Mobile Revolution Keeps Moving… Tablets 2010
Source: Source: Cisco Systems, &quot;Cisco Visual Networking Index (VNI): Global Mobile Data Traffic Forecast Update, 2009...
Top Online and Digital Activities in the Past Week S10. When is the last time you did each of the following online? Source...
Using the internet for personal use Watching TV Sources: Forrester Research, 2009 Media Behaviors Vary Significantly by Ag...
Usage of Community Sites Among Museum Audio  Guide Visitors Q. Do you use … (social media sites) Source: National Gallery,...
<ul><li>An Evolving Cultural Institution View </li></ul>
Q. What country are you located? Source: International Handheld Guide Survey 2009 Cultural Institution Survey: Regional Re...
Q. Which of the following best describes your institution? Source: International Handheld Guide Survey 2009 Cultural Insti...
Q. Which of the following best describes the type of handheld guide your Institution currently offers? Source: Internation...
Q. Which of the following best describes how your Institution distributes handheld guide players to visitors? Source: Inte...
Q. What are the main objectives for using handheld guides at your Institution? (Please select a maximum of three options) ...
Q. Which of the following services were carried out In-House by museum staff, and which were completed by contractors? Sou...
Q. How challenging were the following in the development and operation of the handheld guide system? (top 2 box)  1 = Not ...
Q. How do you see your Institution's handheld guide evolving in the next five years?  (Please select a maximum of three op...
Q. How important are the following to you / your Institution as information sources on handheld guides? (Top 2 box ) 1 = N...
<ul><li>Evolving Visitor Expectations </li></ul>
The Size of the Mobile Guide Audience Q. In general, how often do you use audio guides when visiting museums? Source:  Dis...
Motives to Use Mobile Guides  Q. What motivated you take the audio guide during your visit today? Source: Discovery/Antenn...
Q. Would you prefer to take an audio only tour or an audio guide with both audio and images/video? (% strongly/somewhat pr...
Q. Would you have preferred a guide that provided…  Source: English Heritage, Down House/Fusion Research + Analytics Guide...
Tier I Tier II Tier III Q. What words best describe your guide experience?  Source: English Heritage, Down House/Fusion Re...
Q. . Would you have preferred a guide that provided…  Source: English Heritage, Down House/Fusion Research + Analytics Gui...
Q. . Would you recommend this video guide to a friend?  Source: English Heritage, Down House/Fusion Research + Analytics L...
Q. Did the audio guide make your experience today.....  Source: Discovery/Antenna Audio  & Fusion Research + Analytics Gui...
Q. How important are the following potential new audio guide features to enhancing your audio guide experience. Source: Di...
Q. What personal device would you most prefer to use? (Please select only ONE) Source: Discovery/Berlin Museum Island surv...
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MW2010: M. Petrie + L. Tallon, The iPhone effect?: Comparing visitors’ and museum professionals’ evolving expectations of mobile interpretation tools

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A presentation from Museums and the Web 2010.

The proliferation of iPhones, Smart-Phones and now “Super-Phones” continues to expand the tools available to museums for mobile interpretation and raise the expectations of their audiences. This paper provides a survey of recent trends in the museum industry to adapt to new audience expectations, and, more broadly, to assess the effect of mobile devices, the ubiquitous Internet and social networking on visitor expectations. Addressed from the industry perspective, it looks at the movement of the industry to multi-platform and media experiences as well as the challenges institutions face in developing and launching these new mobile features into the gallery experience. Are these efforts enough? Specifically, how closely aligned are museums’ objectives and their vision of mobile interpretation with the quickly evolving expectations and needs of their audience?

Presented in this paper are the results of two pieces of research. The first set is on cultural and art professionals and focuses on how their institutions have implemented mobile interpretations and how they plan to execute mobile guide strategies in the future. The second is a set of visitor surveys and guide evaluations completed at major US and European museums and historic sites over the past three years.

Session: Mobiles: A Panel [mobile]

see http://www.archimuse.com/mw2010/abstracts/prg_335002210.html

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  • The full text of this paper is freely available online:

    Petrie, M. and L. Tallon, The Iphone Effect? Comparing Visitors’ and Museum Professionals’ Evolving Expectations of Mobile Interpretation Tools. In J. Trant and D. Bearman (eds). Museums and the Web 2010: Proceedings. Toronto: Archives & Museum Informatics. Published March 31, 2010. Consulted June 10, 2010. http://www.archimuse.com/mw2010/papers/petrie/petrie.html
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  • MW2010: M. Petrie + L. Tallon, The iPhone effect?: Comparing visitors’ and museum professionals’ evolving expectations of mobile interpretation tools

    1. 1. Trends In Mobile Interpretation
    2. 2. Contents <ul><li>The Rapidly Evolving Market </li></ul><ul><li>An Evolving Cultural Institution View </li></ul><ul><li>Evolving Visitor Expectations </li></ul>
    3. 3. <ul><li>The Rapidly Evolving Market </li></ul>
    4. 4. iPod/MP3 2001 Smart Phone 2007 The Mobile Revolution Keeps Moving… Tablets 2010
    5. 5. Source: Source: Cisco Systems, &quot;Cisco Visual Networking Index (VNI): Global Mobile Data Traffic Forecast Update, 2009-2014&quot; with Informa Telecoms & Media, In-Stat and Gartner, February 9, 2010 US and Western Europe Smart Phone Forecast (Percent of Mobile Phones) 32% 25% 55% 49%
    6. 6. Top Online and Digital Activities in the Past Week S10. When is the last time you did each of the following online? Source: Nielsen Research, 2009
    7. 7. Using the internet for personal use Watching TV Sources: Forrester Research, 2009 Media Behaviors Vary Significantly by Age Hours
    8. 8. Usage of Community Sites Among Museum Audio Guide Visitors Q. Do you use … (social media sites) Source: National Gallery, London (2009) /Fusion Research + Analytics
    9. 9. <ul><li>An Evolving Cultural Institution View </li></ul>
    10. 10. Q. What country are you located? Source: International Handheld Guide Survey 2009 Cultural Institution Survey: Regional Representation
    11. 11. Q. Which of the following best describes your institution? Source: International Handheld Guide Survey 2009 Cultural Institution Type
    12. 12. Q. Which of the following best describes the type of handheld guide your Institution currently offers? Source: International Handheld Guide Survey 2009 Cultural Institution Existing Mobile Guides
    13. 13. Q. Which of the following best describes how your Institution distributes handheld guide players to visitors? Source: International Handheld Guide Survey 2009 Mobile Guide Visitor Access
    14. 14. Q. What are the main objectives for using handheld guides at your Institution? (Please select a maximum of three options) Source: International Handheld Guide Survey 2009 Mobile Guide Institution Objectives
    15. 15. Q. Which of the following services were carried out In-House by museum staff, and which were completed by contractors? Source: International Handheld Guide Survey 2009 Mobile Guide Development and Management
    16. 16. Q. How challenging were the following in the development and operation of the handheld guide system? (top 2 box) 1 = Not a Challenge, 5 = Very Challenging Source: International Handheld Guide Survey 2009 Mobile Guide Development Management Challenges
    17. 17. Q. How do you see your Institution's handheld guide evolving in the next five years? (Please select a maximum of three options). Source: International Handheld Guide Survey 2009 The Future: Mobile Guide Evolution in the Next 5 Years
    18. 18. Q. How important are the following to you / your Institution as information sources on handheld guides? (Top 2 box ) 1 = Not Important, 5 = Very Important Source: International Handheld Guide Survey 2009 Primary Sources Of Information On Mobile Guide Trends
    19. 19. <ul><li>Evolving Visitor Expectations </li></ul>
    20. 20. The Size of the Mobile Guide Audience Q. In general, how often do you use audio guides when visiting museums? Source: Discovery/Antenna Audio 2008 UK Museum and Historic Site Research *Visitor self reported usage of mobile guides represents the proposition to use guides at cultural sites. Actual guide conversion rate (guide user to visitors) will likely be lower than the estimates provided in this research.
    21. 21. Motives to Use Mobile Guides Q. What motivated you take the audio guide during your visit today? Source: Discovery/Antenna Audio 2008 UK Museum and Historic Site Research
    22. 22. Q. Would you prefer to take an audio only tour or an audio guide with both audio and images/video? (% strongly/somewhat prefer) Source: Discovery/Antenna Audio 2008 UK Museum and Historic Site Research Guide Format Preference
    23. 23. Q. Would you have preferred a guide that provided… Source: English Heritage, Down House/Fusion Research + Analytics Guide Format Preference
    24. 24. Tier I Tier II Tier III Q. What words best describe your guide experience? Source: English Heritage, Down House/Fusion Research + Analytics Under 35 year olds used 50% more words to describe their guide experience than older visitors
    25. 25. Q. . Would you have preferred a guide that provided… Source: English Heritage, Down House/Fusion Research + Analytics Guide Format Preference by Age Group
    26. 26. Q. . Would you recommend this video guide to a friend? Source: English Heritage, Down House/Fusion Research + Analytics Likelihood to Recommend Multimedia Guide by Age
    27. 27. Q. Did the audio guide make your experience today..... Source: Discovery/Antenna Audio & Fusion Research + Analytics Guide Effect on Visitor Experience 19% 51% 31% Percent of guide users
    28. 28. Q. How important are the following potential new audio guide features to enhancing your audio guide experience. Source: Discovery/Antenna Audio & Fusion Research + Analytics Importance Of New Guide Features 75%
    29. 29. Q. What personal device would you most prefer to use? (Please select only ONE) Source: Discovery/Berlin Museum Island survey /Fusion Research + Analytics Mobile Guide Personal Device Preference

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