Alan Blackwood– User Experience Consultant
alan@uservision.co.uk
Europeana User Survey 2014 –
Report
March2014
2 Europeana User Survey2014 – Report | 19/03/2014
Outline
• Executive Summary
• Methodology
• Summary of 2014 Survey conte...
3 Europeana User Survey2014 – Report | 19/03/2014
Executive Summary 1 of 2
 Reported overall experience of the site is 'G...
4 Europeana User Survey2014 – Report | 19/03/2014
Executive Summary 2 of 2
 Self-reported success rates for task completi...
5 Europeana User Survey2014 – Report | 19/03/2014
Outline
• Executive Summary
• Methodology
• Summary of 2014 Survey conte...
6 Europeana User Survey2014 – Report | 19/03/2014
Methodology
 Surveys were provided in 6 languages (total respondent num...
7 Europeana User Survey2014 – Report | 19/03/2014
Outline
• Executive Summary
• Methodology
• Summary of 2014 Survey conte...
8 Europeana User Survey2014 – Report | 19/03/2014
Summary of 2014 Survey content 1 of 2
 Frequency of visits
 Demographi...
9 Europeana User Survey2014 – Report | 19/03/2014
Summary of 2014 Survey content 2 of 2
 Additions/future developments
 ...
10 Europeana User Survey2014 – Report | 19/03/2014
Outline
• Executive Summary
• Methodology
• Summary of 2014 Survey cont...
11 Europeana User Survey2014 – Report | 19/03/2014
Results: Notes
 Due to the relative volume of responses and thereforeh...
Post-test interview
Frequency of visits
13 Europeana User Survey2014 – Report | 19/03/2014
Frequency of visits
 High proportionof 'first-time’andinfrequent visit...
Post-test interview
Demographics
15 Europeana User Survey2014 – Report | 19/03/2014
Demographics: Gender
 Generally more male thanfemale users across most...
16 Europeana User Survey2014 – Report | 19/03/2014
Demographics: Age
 Over60% of respondents are in the 25-54 age range a...
17 Europeana User Survey2014 – Report | 19/03/2014
Demographics: Education
 Direct comparisonis not possible here between...
18 Europeana User Survey2014 – Report | 19/03/2014
Demographics: Employment
 The most prominent employment groups across ...
19 Europeana User Survey2014 – Report | 19/03/2014
Demographics: Language
 The most widely spokensecondlanguages are:
– E...
Post-test interview
Usage of Europeana
21 Europeana User Survey2014 – Report | 19/03/2014
Usage: Routes to Europeana
 The most commonresponsesacross all languag...
22 Europeana User Survey2014 – Report | 19/03/2014
Usage: Most popular genres/categories
 There was little variationacros...
23 Europeana User Survey2014 – Report | 19/03/2014
Usage: Purpose of last visit
 Inmost languages, ‘Exploration within a ...
24 Europeana User Survey2014 – Report | 19/03/2014
Usage: Self-reported success rates
 Self-reportedsuccessrates are high...
25 Europeana User Survey2014 – Report | 19/03/2014
Usage: Reasons for task failure
 Of the minority of respondents (betwe...
26 Europeana User Survey2014 – Report | 19/03/2014
Usage: Downloads
 A high proportionof respondentsacross all languages ...
27 Europeana User Survey2014 – Report | 19/03/2014
Usage: Downloads – Why not?
 The most commonreasons fornot downloading...
28 Europeana User Survey2014 – Report | 19/03/2014
Usage: Downloads – Why?
 The most commonreasons fordownloadingacross a...
Post-test interview
Other sites used
30 Europeana User Survey2014 – Report | 19/03/2014
Other sites used
 Wikipedia is the most popular site fromthoselisted. ...
31 Europeana User Survey2014 – Report | 19/03/2014
Other sites used vs Europeana
 Inresponse to the statement ‘I preferEu...
Post-test interview
Additions/future developments
33 Europeana User Survey2014 – Report | 19/03/2014
Additions/future developments
 'Browse by subject' was the most reques...
34 Europeana User Survey2014 – Report | 19/03/2014
Additions/future developments
 User-generatedcomments/tags/gallerieswe...
Post-test interview
Overall experience
36 Europeana User Survey2014 – Report | 19/03/2014
Overall experience
 There was a 3.8 average response score for this qu...
37 Europeana User Survey2014 – Report | 19/03/2014
Outline
• Executive Summary
• Methodology
• Summary of 2014 Survey cont...
Post-test interview
2014 vs 2011: Competitors
39 Europeana User Survey2014 – Report | 19/03/2014
2014 vs 2011: Competitors
0%
20%
40%
60%
80%
100%
2011 2014
Favourite n...
40 Europeana User Survey2014 – Report | 19/03/2014
 Trustworthiness of content:
– 2011 - 54.4% Better
– 2014 - 55.9% Bett...
Post-test interview
2014 vs 2011: Age
42 Europeana User Survey2014 – Report | 19/03/2014
2014 vs 2011: Age
0%
20%
40%
60%
80%
100%
2011 2014
% in each Age Group...
Post-test interview
2014 vs 2011: Profession
44 Europeana User Survey2014 – Report | 19/03/2014
2014 vs 2011: Profession
 Education:
– The proportionof respondents fr...
Post-test interview
2014 vs 2011: Finding Europeana
46 Europeana User Survey2014 – Report | 19/03/2014
2014 vs 2011: Finding Europeana
 The followingoptions were selectedbys...
47 Europeana User Survey2014 – Report | 19/03/2014
2014 vs 2011: Finding Europeana
 A much lower proportionof respondents...
48 Europeana User Survey2014 – Report | 19/03/2014
2014 vs 2011: Finding Europeana
 Conversely,a muchhigherproportionfoll...
49 Europeana User Survey2014 – Report | 19/03/2014
2014 vs 2011: Finding Europeana
 There was also a relativelylarge incr...
50 Europeana User Survey2014 – Report | 19/03/2014
Thank you
For further information, please contact:
Alan Blackwood
UX Co...
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Europeana User Survey 2014 Report

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Earlier this year we were all ears with the launch of our biennial user survey, which was answered by over 2,000 users of the Europeana.eu website. Every two years, we conduct such a survey to better understand what our users do when they arrive on Europeana.eu and how they feel about using the website to search, browse and share Europe’s cultural collections.

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Europeana User Survey 2014 Report

  1. 1. Alan Blackwood– User Experience Consultant alan@uservision.co.uk Europeana User Survey 2014 – Report March2014
  2. 2. 2 Europeana User Survey2014 – Report | 19/03/2014 Outline • Executive Summary • Methodology • Summary of 2014 Survey content • Results of 2014 Survey • Comparisons with 2011 Survey
  3. 3. 3 Europeana User Survey2014 – Report | 19/03/2014 Executive Summary 1 of 2  Reported overall experience of the site is 'Good'  There was a high proportion of first-time users in the overall respondent group  The majority of respondents were in the 25-54 age group with very few aged under 18  A high proportion (over 60%) of respondents had University degrees with IT and Education the most common employment sectors  Most respondents arrived at the site following a link from another site or having read about it in a paper or journal  Art, Photography and Maps were the most popular genres/categories  The most common reason for the last visit to the site was 'exploration within a topic' suggesting the need for prominent explicit links to support this behaviour Continued…
  4. 4. 4 Europeana User Survey2014 – Report | 19/03/2014 Executive Summary 2 of 2  Self-reported success rates for task completion were high across all languages (79 - 87%)  Those that could not complete tasks most commonly attributed this to either 'No search results' or 'Couldn't find the page [they were] looking for‘  Many respondents claimed not to download items from the site - if this is a priority for Europeana there need to be clearer calls to action to support this activity  Trust in Europeana as a content source is much higher than other equivalent sites  Navigation and Search were seen as being only on a par or slightly better than competitors  'Browse by subject' was the most commonly requested additional feature  User-generated content or collections were the least valued potential additions
  5. 5. 5 Europeana User Survey2014 – Report | 19/03/2014 Outline • Executive Summary • Methodology • Summary of 2014 Survey content • Results of 2014 Survey • Comparisons with 2011 Survey
  6. 6. 6 Europeana User Survey2014 – Report | 19/03/2014 Methodology  Surveys were provided in 6 languages (total respondent numbers in brackets): – English (1652) – French (178) – German (302) – Italian (74) – Polish (56) – Spanish (134)  A link to the survey was then distributed via the Europeana website  A Google Nexus 10 prize draw entry was offered as incentive for participating  The surveys were open during January and February 2014.
  7. 7. 7 Europeana User Survey2014 – Report | 19/03/2014 Outline • Executive Summary • Methodology • Summary of 2014 Survey content • Results of 2014 Survey • Comparisons with 2011 Survey
  8. 8. 8 Europeana User Survey2014 – Report | 19/03/2014 Summary of 2014 Survey content 1 of 2  Frequency of visits  Demographics – Gender – Age – Education – Employment – Language  Usage of Europeana – Route to Europeana – Most popular genres/categories – Purpose of last visit – Self-reported success rates – Reasons fortask failure – Downloads  Other sites used
  9. 9. 9 Europeana User Survey2014 – Report | 19/03/2014 Summary of 2014 Survey content 2 of 2  Additions/future developments  Overall experience
  10. 10. 10 Europeana User Survey2014 – Report | 19/03/2014 Outline • Executive Summary • Methodology • Summary of 2014 Survey content • Results of 2014 Survey • Comparisons with 2011 Survey
  11. 11. 11 Europeana User Survey2014 – Report | 19/03/2014 Results: Notes  Due to the relative volume of responses and thereforehigher likely statistical significance,patternsof responsehave beenidentifiedin the English versionof the survey first.  Any relevantvariationsfrom these patternsin the survey responses in other languages havethen beenreportedand underlying reasons suggestedwhere discernable.  This report focuseson the closedresponses from the survey. Open response data is available to Europeana and further analysis may shed further light on the underlying reasons for some of the trends in the data.
  12. 12. Post-test interview Frequency of visits
  13. 13. 13 Europeana User Survey2014 – Report | 19/03/2014 Frequency of visits  High proportionof 'first-time’andinfrequent visitors: – ‘First-time’ is the single biggest groupinthe English and German surveys,whichhad the largest overall number of respondents – Over 72% of respondents visit the site 'a fewtimes a month‘ orless – Those visiting 'severaltimes a week' ormore make up only 13% of the total number of respondents.  Recommendations: – These results imply a need forclearroutes to helpnew users quickly establishthe purpose of the site and to draw these users into content relevant to their interests. – These couldinclude: • An 'About the site' link in the primary navigation area. • A dedicatedroute forfirst-time orirregularusers such as a site tour orbulleted list of features & benefits. This couldbe included in an‘About the site’ section. • Greateruse of ‘deep linking’ fromthe homepage via subject searches relatedto featureditems. Visit frequency Englishlanguage
  14. 14. Post-test interview Demographics
  15. 15. 15 Europeana User Survey2014 – Report | 19/03/2014 Demographics: Gender  Generally more male thanfemale users across most languages: – Roughly 60:40 male:female split inthe English version (908 of 1497 respondents) – Some variationinnon-Englishsurveys: • Highest: 74.6% male (German)– (206 of 276) • Lowest: 41.0% male (Polish)– (23 of 56).  Recommendations: – This may indicate some opportunity to raise the site's profile withinthe less well representedgender in each language. – However,the relatively small number of respondents in the non-Englishlanguage surveys limits their likely statistical significance. Gender Englishlanguage
  16. 16. 16 Europeana User Survey2014 – Report | 19/03/2014 Demographics: Age  Over60% of respondents are in the 25-54 age range across all languages.  Between 1 and 6% are under18 across all languages.  Recommendations: – 25-54 age group: • Accordingto demographic trends identified elsewhere people in this age range are likely to be heavy users of smartphone andtablet devices. • Again, this will be verifiable onthe Europeana portal by examiningsite analytics data. • Optimising the site’s user experience across mobile platforms is already a priority for Europeana and should continue. – Under 18s: • There may be anopportunity to extendthe site’s reachinto schools by: – Creatingcollections or themes that are closely tiedwith regional curriculums – Promotingthe social sharingoptions within these groups. Age Englishlanguage
  17. 17. 17 Europeana User Survey2014 – Report | 19/03/2014 Demographics: Education  Direct comparisonis not possible here betweendifferent nationalities due to variations inthe precise qualifications.  64% of respondents to the English versionof the survey have a University degree ofsome kindwithmany also havingsome formof postgraduate orequivalent degree.  This is broadly consistent across all languages andsuggests a highly-educated user base. Education level Englishlanguage
  18. 18. 18 Europeana User Survey2014 – Report | 19/03/2014 Demographics: Employment  The most prominent employment groups across all languages were: – Student (full- orpart-time): 7-8% acrosslanguages – Unemployed/retired: between8% (Italian)and 22% (French) – Creative arts and culture: between 10% (German)and 24% (Spanish) – IT and information services:between8% (Spanish)and 13.6% (English) – Public sector: between7% (English) and 11% (German) – Teaching andeducation:between6% (German)and 18% (Spanish)  There was some large deviationhere betweenthe Polish results and the other languages: – Forexample,23.2% of these respondents were inthe Student (fullorpart-time) category. – Again, because of the small sample size, it is less likely that this will be representative of the full user population. Employment (partial) Englishlanguage
  19. 19. 19 Europeana User Survey2014 – Report | 19/03/2014 Demographics: Language  The most widely spokensecondlanguages are: – English for non-native speakers: • Lowest proportion: 30% of Germannative speakers • Highest proportion: 90% of Polish native speakers. – German& Frenchfornative English speakers; • 30% comfortable speaking German • 26% comfortable speaking French. Comfort with languages (partial) German language
  20. 20. Post-test interview Usage of Europeana
  21. 21. 21 Europeana User Survey2014 – Report | 19/03/2014 Usage: Routes to Europeana  The most commonresponsesacross all languages are 'Read about it in paper/journal' and'Link from anotherwebsite'.  Wordof mouth(‘Someone told me aboutit’)also features heavily across most languages suggestinga strongviral effect in promotionof the site.  The exceptionis the German language respondents where 42% had'Heard about it on radio/TV' whichindicates that recent broadcast media exposure is directingtraffic tothe site.  This is also consistent withthe high proportionof first-time visitors (38% of respondents)inthe Germanversion.  Recommendations: – There is inconclusive evidence of a direct relationship here betweenbroadcast media profile andsite traffic. – This shouldbe triangulatedwith other sources suchas market researchandcampaigntrackingdata to better understandthe detail of this relationship. Routes to Europeana (partial) Englishlanguage
  22. 22. 22 Europeana User Survey2014 – Report | 19/03/2014 Usage: Most popular genres/categories  There was little variationacross the various languages here.  The most commonly selectedoptions were: – Art – Photography – Maps – Informationabout a historical period – Academic andscientific articles/journals.  Recommendation: – Content focussedonthese areas is likely to holdmost interest and have most resonance withthe user population. – Items fromthese categories are thereforemore likely to engage users anddraw them into the site if featuredon the site homepage. Most popular genres (partial) Englishlanguage
  23. 23. 23 Europeana User Survey2014 – Report | 19/03/2014 Usage: Purpose of last visit  Inmost languages, ‘Exploration within a topic’comes out just ahead of ‘findingout about Europeana’: – ‘Finding a specific item’is a significantlylowerpriority across all languages,featuringprominently only in the Spanish language version. – This suggests that most users’progressionthroughthe site is fromthe generic to the specific. More are motivatedby interest in a topic rather thana needto locate a specificitemonthe site.  Recommendations: – The ‘Exhibitions’ link is currently placedwithinthe footer area oneachpage. Usage statistics will helpto confirm this but it is likely that this will be foundless oftenby users than if it was further up the page. – Its current inclusionas a carousel itemonthe homepage couldpartly address this needbut there is justification fromthis evidence for a more prominent andpermanent location. – Given the preference expressedhere for browsingrather than searching,increasedprominence forlinks to subject matter searches couldalso be justified. Purpose of last visit Englishlanguage
  24. 24. 24 Europeana User Survey2014 – Report | 19/03/2014 Usage: Self-reported success rates  Self-reportedsuccessrates are highacross all languages (between79% and87%).  This indicates thatfewbarriers to task completionwere noticedby respondents while using the site.  However,there are some caveats here: – People will generally report a higher success rate for themselves than that whichmight be more objectively observed. – Respondents’goals couldvary widely here from spending 90 seconds readinga blogarticle or browsing the homepage to anextensive investigationofa series of topics. – For these reasons,the genuine level of success for commonor core tasksis difficult to accurately determine fromthis evidence.  Recommendations: – While this figure is encouraging,it cannot be reliedupon in isolation. – Usability testingon the site will give greater confidence in the validity of the findings here. Achieved goals during last visit? Englishlanguage
  25. 25. 25 Europeana User Survey2014 – Report | 19/03/2014 Usage: Reasons for task failure  Of the minority of respondents (between 13% and 21%)that did not successfully complete theirtask,the most common reasons givenacross all languages were: – ‘No search results’: between11% (Italian) and27% (English, German and Spanish) – ‘Couldn’t find the pageI was looking for’: between15% (German) and42% (Spanish).  Recommendations: – If the proportions affectedare representative,these issues appear to be affectingonly a minority of users. – Again, no insight is available here into potential underlying causes for these reportedissues. – Undertakingcorrespondingusability testing onthe site will give greater confidence inthe findings here.Reasons for task failure Englishlanguage
  26. 26. 26 Europeana User Survey2014 – Report | 19/03/2014 Usage: Downloads  A high proportionof respondentsacross all languages do not download material fromthe Europeana site: – German- 84% – Polish- 64% – English - 61% – French- 53%. Do you download? Englishlanguage
  27. 27. 27 Europeana User Survey2014 – Report | 19/03/2014 Usage: Downloads – Why not?  The most commonreasons fornot downloading across all languages were: – ‘I didn’t knowI could’– the most commonresponse for most languages – ‘Not interested’– this was chosenless commonly but still selectedby a significant proportionof respondents.  Recommendations: – For many items there is no clear ‘Download’call to action. – Clickingon a thumbnail image takes the user to the source website inmostcases. – If encouragingdownloads is a priority activity for Europeana,andconsistent withthe licensing terms fora particularitem, then adding a clearbutton/iconwill help to achieve this. – Examples usedelsewhere include: Why don’t you download? Englishlanguage
  28. 28. 28 Europeana User Survey2014 – Report | 19/03/2014 Usage: Downloads – Why?  The most commonreasons fordownloadingacross all languages were: – ‘Fun/inspiration’– this was the most commonresponse by far in many languages: • English (55%), • German (61%), • French (44%), • Spanish (46%), • Italian (50%). – 'Academicresearch' and'Republishing/sharing' are the 2 next most commonresponses acrossalllanguages.  Recommendations: – This further supports the needfor clearly highlighted ‘browsing’routes through the site, servicing the exploratory impulse of a large proportionofvisitors. Why do you download? Englishlanguage
  29. 29. Post-test interview Other sites used
  30. 30. 30 Europeana User Survey2014 – Report | 19/03/2014 Other sites used  Wikipedia is the most popular site fromthoselisted. This couldbe a simple product of familiarity withthe site from more general,non-'cultural heritage item'use.  The popularity of a less centrally-controlledsite suchas Wikipedia in response to this questionmaybe a contributing factor to 60-70%of respondents across all languages 'Agreeing' or 'Stronglyagreeing' that Europeana has more ‘trustworthy content’ thantheir 'other mainsite': – Wikipedia has anextremely broadscope but lacks depth and may be comparatively less reliable as a sourcedue to its distributed curationsystem.  Project GutenbergandGoogle Bookswere consistently the 2nd and3rd most popular options.  Recommendations: – Trust in Europeana as a source is very high in comparison to the other options presentedhere. – Emphasising this as a distinguishing factor in communications about the site couldreinforce this distinctionfromother less actively-curatedonline collections. Other sitesused (partial) Englishlanguage
  31. 31. 31 Europeana User Survey2014 – Report | 19/03/2014 Other sites used vs Europeana  Inresponse to the statement ‘I preferEuropeana.eu to the othermain site I use (from previous question) in terms of:’, there were very few negative ratings for any ofthecategories.  However,the 'Neutral' response was the mostcommonly selectedresponse inthe followingcategories: – General look andfeel (34.2%) – Ease of access to content (36.7%) – Navigationaroundthe site (39.7%) – Searchfunctions (42.7%)  The 'look & feel' result was marginal withthe next most popular option'Agree slightly' accountingfor 32.4%.  However,the patternof responses inthe other categories againpoints to some potentialconfusion oroverall dissatisfaction with the available routesto,and through, the content onthe site.  Recommendation: – As indicatedby responses to other survey questions,it couldbe beneficial to investigate potential issues relatingto content discovery more closely usinga combinationof True Intent/Voice ofthe customer studies, webanalytics data andusability testing.I prefer Europeana (excerpts) Englishlanguage
  32. 32. Post-test interview Additions/future developments
  33. 33. 33 Europeana User Survey2014 – Report | 19/03/2014 Additions/future developments  'Browse by subject' was the most requestedfeature fromthe list supplied: – 90% of respondents inthe English language survey consideredthe ability to browse by various dimensions using facetednavigationto be either'Useful'or 'Very useful‘. – This couldalso be linked to the underlying issue in the responses to Q.11 (What stoppedyouachieving what you wanted?)where 'I couldn't find the page I was looking for' was the most commonresponse.  Recommendations: – Providing more prominent links to relatedsubject searches may helphere. For example,providing2 or 3 relatedsubject links beneatheachfeatureditemonthe homepage. – Also,rearranging the content onthe homepage could have a positive effect.For example: • Removingor re-formattingthe carousel element • Adding more static feature items inplace of,or above,highlighted Blogentries. – A/B/Multivariate testingcouldhelpdetermine which approachis most effective. Additions/future developments(excerpt) Englishlanguage
  34. 34. 34 Europeana User Survey2014 – Report | 19/03/2014 Additions/future developments  User-generatedcomments/tags/gallerieswere consistently the least-valuedadditions: – Over30% of respondents in the English language survey statedthat they wouldfind the ability to 'Create and publish my own galleries of favourite items' 'rarely useful' or'not usefulat all'. – Over23% rated‘Improve informationby addingmy own tags orcomments’inthe same way. – The relativelylow popularity of these featuresmaypoint to perceived duplication/overlap offunctionality with existing sites used for content collecting& sharing such as Pinterest or Google+.  Recommendations: – Identify andpromote any unique benefits to users of this type of functionality ontheEuropeana site. – Continue to offer a wide range of external sharing options if this is the preferredmethodfor many users. Additions/future developments(excerpt) Englishlanguage
  35. 35. Post-test interview Overall experience
  36. 36. 36 Europeana User Survey2014 – Report | 19/03/2014 Overall experience  There was a 3.8 average response score for this questionover all languages,just below ‘Good’: – This indicates that the overall experience waspositive,if not overwhelmingly so.  Only between5-10% of respondents categorisedtheir overall experience onthe site as 'Belowaverage' or 'Very bad' across all languages.  Fromother responses withinthis survey, it seems that the most obviousnegative contributingfactors here are: – Difficultyfindingspecific items – Not being able easilyto browse the site by subject area. Very bad Below Average Average Good Excellent 1 2 3 4 5 3.8 How would you rateyour overallexperience?
  37. 37. 37 Europeana User Survey2014 – Report | 19/03/2014 Outline • Executive Summary • Methodology • Summary of 2014 Survey content • Results of 2014 Survey • Comparisons with 2011 Survey
  38. 38. Post-test interview 2014 vs 2011: Competitors
  39. 39. 39 Europeana User Survey2014 – Report | 19/03/2014 2014 vs 2011: Competitors 0% 20% 40% 60% 80% 100% 2011 2014 Favourite non-Europeana site  Wikipedia has movedfrom2.7% of respondents' favourite in 2011 to almost 50% in2014.  Google Books remains reasonably consistent with12.4% choosingthis in 2014 and 10.6% in 2011.  However,there are some potentially distortingdifferences in the options providedin bothyears: – Google search was not offeredas anoptiononthe 2014 list. This was the most popular response in2011 with 45% of respondents selectingit. – No 'null' option ('Do not have a favourite/main site') was providedfor this questionin the 2014 survey. This was present and was selectedby almost28% of respondents in the 2011 survey.
  40. 40. 40 Europeana User Survey2014 – Report | 19/03/2014  Trustworthiness of content: – 2011 - 54.4% Better – 2014 - 55.9% Better  Usefulnessof content: – 2011 - 34.3% Better – 2014 - 60.8% Better  General look and feel: – 2011 - 32.1% Better – 2014 - 54.2% Better  Presentation of results: – 2011 - 26% Worse – 2014 - 52.5% Better  Ease of access: – 2011 - 26% Worse – 2014 - 48.0% Better  Navigation: – 2011 - 26% Worse – 2014 - 44.8% Better  Search: – 2011 - 29.9% Worse – 2014 - 45.0% Better 2014 vs 2011: Europeana vs Competitor -80% -60% -40% -20% 0% 20% 40% 60% 80% 2011 2014 Europeana - Better or Worse? BetterWorse%ofresponses Notes Main competitors 2011 - Google Search 2014 – Wikipedia Options available 2011 - Better/Similar/Worse 2014 – Strongly disagree/Disagree/Neutral/ Agree slightly/Strongly agree Results included To allow comparison withthe 2011 report, neutral ratingsare not shown, onlythe most prominentpositive ornegative rating ineach category. Summary: • The 2014 resultsare more positive in every category. • Negative ratingsinthe 2011 survey shouldbe seenin the contextof havinga dedicatedand highlyfamiliar site such as Google as comparator in most cases.
  41. 41. Post-test interview 2014 vs 2011: Age
  42. 42. 42 Europeana User Survey2014 – Report | 19/03/2014 2014 vs 2011: Age 0% 20% 40% 60% 80% 100% 2011 2014 % in each Age Group  There is very little difference inthe proportionof respondents in eachof the categories from'Under 15' to '19-24‘between the surveys.  Some variationinthe proportionof respondents fromsome age groups above that (as shownin the chart to the left): – 23.3% in the 25-34 age group in 2014, 17.8% in 2011 – 21.9% in the 35-44 age group in 2014, 20.6% in 2011 – 18.6% in the 45-54 age group in 2014, 24.1% in 2011 – 14.9% in the 55-64 age group in 2014, 20.0% in 2011 – 12.0% in the 65+ age groupin 2014, 9.5% in 2011  Overall the majority of respondents are inthe same 25-54 age group: – 2011: 62.5% – 2014: 63.8%  This suggests a reasonably stable user age profile over the 3 years betweenthe surveys with a subtle shift towards the lower (25-34 years)endof the mainage groups between2011 and 2014 and a minor increase inthe proportionof over-65s.
  43. 43. Post-test interview 2014 vs 2011: Profession
  44. 44. 44 Europeana User Survey2014 – Report | 19/03/2014 2014 vs 2011: Profession  Education: – The proportionof respondents fromthe Education sector is definedas follows for eachsurvey: • Lecturer/teacher/trainer(2011): 14.8% • Teachingand education(2014): 13.2% – Using this as the basis for comparisonshows a marginal decline between 2011 & 2014. – However,it is possible that some 2014 respondents who are trainers may not have selected‘Teachingand Education’inresponse to this question. – If professions hadbeengrouped in 2014 as they were in 2011 this may have meant evenless variationbetween the surveys. 0% 20% 40% 60% 80% 100% 2011 2014 Employed in Education Notes Direct comparisonis not possible due to the much higher level of granularity in the 2014 survey thanin 2011 whenprofession/employment sectordivisions were definedmuchmore broadly. Comparisonis providedhere for the only broadly similar category inboth surveys.
  45. 45. Post-test interview 2014 vs 2011: Finding Europeana
  46. 46. 46 Europeana User Survey2014 – Report | 19/03/2014 2014 vs 2011: Finding Europeana  The followingoptions were selectedbysimilar proportionsof respondents in 2011 and 2014. – ‘Someonetold me aboutit’: • 2011 - 9.7% • 2014 - 10.9% – ‘Search engine result’: • 2011 - 6.5% • 2014 - 5.2% – ‘Link on a blog’ • 2011 - 1.4% • 2014 - 1.6%  A slightly higherproportionselected'involvedin a Europeana project‘in2014 than in 2011: • 2011 - 2.2% • 2014 - 4.9%  No option was givenin2011 forradio/TV promotion: • In2014 it was 7.4% Similar proportions: 2014 vs 2011
  47. 47. 47 Europeana User Survey2014 – Report | 19/03/2014 2014 vs 2011: Finding Europeana  A much lower proportionof respondents readabout the site in a paper or journal in 2014 than in 2011: – 2011 - 32.0% – 2014 - 15.3%  This may be affectedby factors suchas a changing promotional strategy forEuropeana.  However,it is also consistent withthe broader trendof decline in the general influence of print media. 0% 20% 40% 60% 80% 100% 2011 2014 Read about it in paper/journal
  48. 48. 48 Europeana User Survey2014 – Report | 19/03/2014 2014 vs 2011: Finding Europeana  Conversely,a muchhigherproportionfolloweda 'Link from anotherwebsite‘in2014 than in2011: – 2011 - 13.9% – 2014 - 25.7%  Again, this may be affectedby factors suchas a changing promotional strategy but is consistent with relative directionaltrendsfor these media. 0% 20% 40% 60% 80% 100% 2011 2014 Link from another website
  49. 49. 49 Europeana User Survey2014 – Report | 19/03/2014 2014 vs 2011: Finding Europeana  There was also a relativelylarge increase inthe proportionof respondents following links from socialmedia: – 2011 - 1.7% – 2014 - 7.7%  However,this still plays a relatively smallrole inreportedly directing traffic tothe site.  It is possible that there was some cannibalisationof responses here by the ‘Link fromanother website’optiondepending on respondents’interpretationof the options or the care they took whenselectingfromthe list. – Comparisonwithreportedtraffic sources fromsite analytics may give a better idea of the reliability of this figure. 0% 20% 40% 60% 80% 100% 2011 2014 Links from social media
  50. 50. 50 Europeana User Survey2014 – Report | 19/03/2014 Thank you For further information, please contact: Alan Blackwood UX Consultant User Vision 55 North Castle Street Edinburgh EH2 3QA Tel: 01312401494 Email: alan@uservision.co.uk Web: www.uservision.co.uk

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