Five Characteristics That Differentiate Museum and Performance Arts Visitors From The General Market (INFOGRAPHIC)

Today I am breaking my “post every-other-week” rule to share with you a simple infographic that I’ve made with the data compiled in last week’s post on the attributes of high propensity visitors. This is the first image that I’ve tried to make with any kind of IMPACTS data, so let’s see what you all think… Please feel free to share, tweet, pin, and post this infographic if it is helpful to you!

Expect a fresh post as usual on Wednesday of next week and please enjoy this image and data in the meantime:

KYOB IMPACTS High Propensity Visitors Inforgraphic

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Posted on by Colleen Dilenschneider in Community Engagement, IMPACTS Data, Nonprofit Marketing 8 Comments

About the author

Colleen Dilenschneider

MPA. Chief Market Engagement Officer at IMPACTS Research & Development. Nonprofit marketer, Generation Y museum, zoo & aquarium writer/speaker, web engagement geek, data nerd, marathoner, nomad, herbivore

8 Responses to Five Characteristics That Differentiate Museum and Performance Arts Visitors From The General Market (INFOGRAPHIC)

  1. Mary Ellen Hern

    I think you are on the mark–these are exactly the people we want at our sites or our events. However, you have also identified the issue–they are busy, doing other fun things. We better make sure our activity is competitive with the rest of their lives, or we lose them.

    • colleendilen

      I think you are spot-on, Mary Ellen!

  2. Zeeshan

    Great post and useful information. How was the HPV demographic data compiled? i.e. using what sources, data samples etc?

    • colleendilen

      Great question – thanks for asking! The source for much of the information is the National Awareness, Attitudes and Usage Study (originally published in year 2011, updated annually thereafter). This Study was sponsored by a major foundation and a collaboration of visitor-serving organizations with national audiences who sought to better, more comprehensively understand the market in broader terms than had been previously quantified. The Study specifically sought to identify museum-going (and zoo-going, aquarium-going, etc.) behaviors and correlate this behavior to other demographic criteria, attitudes, perceptions or other behaviors. The original sample size was quite large – upwards of 52,000, and the sample was representative of the total market (i.e. not “qualified” by any sort of likely visitor filter). Data collection methods included both in-person intercepts, random digit dialing of both cell phones and landlines, validated online sampling, and validated mobile (e.g. smartphones, tablets) sampling. Additionally, the study has been augmented by data collected by IMPACTS on behalf of Stanford University, Monterey Bay Aquarium and Wildlife Conservation Society. I hope that this background is helpful!

  3. Sues

    This is flipping awesome, love your work

    • colleendilen

      Thanks so much!

  4. Myriam Springuel

    Great info graphics that raises all sorts of questions. The data points you use, all suggest educated visitors. Did the data reveal anything about a different type of visitor?

    • colleendilen

      Hi Myriam. Thanks for asking this. Yes, many museums have “sub-groups” of HPVs that display more unique sets of characteristics that align with the organization’s location, specific goals, marketing efforts, etc. This HPV data is more general and is taken from a national sample regarding the people who already display characteristics that indicate a likelihood to visit a visitor-serving organization (generally). Also, the profiles of HPVs can be broken down further by individual museum!


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