A survey of 16,000 cultural consumers in several US states found that nearly 100% get information about visits from websites and spending more time online makes them more likely to visit in person. Uploading collection information online increases the likelihood of a visit by 60%. While 48% of visitors prefer guided tours for stimulation, in-depth information, and efficiency, 48% hate them for feeling controlled, that information is dumbed down, and guides and crowds are issues. Most visitors want a hands-on experience, to learn skills, get layered information to extend their visit, and include alone time, reflection, authenticity, and minimal modern elements. 60% of historic house museum visitors are women over 50 who prefer knowledgeable guides allowing quiet reflection

1. Reach Advisors Audience Survey Data Cultural Consumers