natioanl railway museum visitors survey 2005

8/14/2019 Natioanl Railway museum Visitors Survey 2005

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VISITORS SURVEYVISITORS SURVEY

2005 Results & Trends2005 Results & Trends

Annual Survey carried out for:

National Railway Museum

Presented byPhil Back

30th September 2005
http://www.nrm.org.uk/html/home_pb/menu.asp


2/42

Methodology &Methodology &

objectivesobjectives

425 face-to-face, exit interviews

23rd - 29th August 2005

annual survey with trends back to 1992

examines:

profile & behaviour of visitors

influences on the decision-making process

satisfaction with visit and the experience

new developments and initiatives

purchasing behaviour

introduction of the Flying Scotsman


3/42

Visitor ProfileVisitor Profile

Gender

62 6366

62 60 5762 65

3438 40

4238 353738

1998 1999 2000 2001 2002 2003 2004 2005

%

Man Woman

Age

24 2318 19 19

50 50

40 41

5054 52

44

17 1518 20

11

23

914

212222161319

22

9 911

18

1998 1999 2000 2001 2002 2003 2004 2005

%

Under 35 35-54 55-64 65+

Socio-Economic Group

2831

29

33 33

27 2724

33

28 28 2930

3532

34

3028

24

22

24

22

11 1013 13 13 12 12

17

2827

1998 1999 2000 2001 2002 2003 2004 2005

AB C1 C2 DE

Base: All


4/42

Visiting with childrenVisiting with children

Base: All

556160

52

4642

1992-1994 1995-1997 1998-2000 2001-2003 2004 2005

%


5/42

TypologyTypology

Base: All

15

33

34

17

20

34

22

23

19

30

29

20

22

28

26

23

21

40

19

18

Very interested in

railways

Quite interested in

railways

Not really interested

in railways but I like

visiting museums like

the NRM

Not really interested

in railways, just came

for a day out

%

2005

2004

2003

1998-2002

1993-1997


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Nature of Visit to YorkNature of Visit to York

Base: All

48

47

4

48

45

7

46

44

8

50

42

8

48

44

5

Day trip from home

On holiday in or

outside York

Live in York

%

2005

2004

2003

2002

1998-2001


7/42

Where Visitors Come FromWhere Visitors Come From

Base: All

20

71

10

29

60

12

39

51

7

47 48

4

38

55

6

32

62

6

Yorks & Humber Other UK Outside UK

%

1992-1995 1996-2000 2001-2002 2003 2004 2005


8/42

Method of TransportMethod of Transport

Base: All

3

5

7

11

15

16

39

2Road Train

Organised coach trip

Standard bus / coach

service

Car to York, then parked in

the City Centre

Car to York, then Park &

Ride

Walked / live in York /

staying in York

Train to York

Car to Museum, parked atMuseum

%


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Satisfaction with VisitSatisfaction with Visit

Base: All

8479

8281

86

86

88

8284

87

88

8486

85

87

83

8587

85

90

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

%

Very satisfied Very likely to recommend to friend


10/42

Its Not Just About TrainsIts Not Just About Trains

Base: All

69 67 6772

6560 58 60

61

1993-97 1998 1999 2000 2001 2002 2003 2004 2005

%agree


11/42

PlentyPlenty forforAllAll thethe FamilyFamily toto SeeSee

Base: All

91 96 94 97 8996 97 96 97

1993-97 1998 1999 2000 2001 2002 2003 2004 2005

%a

gree


12/42

More Opportunity forMore Opportunity for

Interaction than ExpectedInteraction than Expected

Base: All

63

7175

81 83

74 7276

79

1993-97 1998 1999 2000 2001 2002 2003 2004 2005

%agree


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Too Much to See in One VisitToo Much to See in One Visit

Base: All

47

60

53

60

5357 57

60

55

1993-97 1998 1999 2000 2001 2002 2003 2004 2005

%a

gree


14/42


15/42

WhenWhen willwill They ReturnThey Return toto NRMNRM

Base: All

23

27

3637

39

2001 2002 2003 2004 2005

%r

eturnwith

n12months


16/42

Dwell TimeDwell Time

Base: All

34

4244 45

34

23

33

27

1994-98 1999 2000 2001 2002 2003 2004 2005

%morethan3hours


17/42

Dwell Time (contd)Dwell Time (contd)

Base: All

4

3032

19

12

3

6

31

39

14

7

24

3330

21

10

2

5

3433

16

74

Less than 1

hour

1 - 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours More than 5

hours

%

2002 2003 2004 2005

Average Dwell Time

Mean dwell time per visitor:

(2002: 2:41 hrs)

(2003: 2:25 hrs)

(2004: 2:34 hrs)

(2005: 2:30 hrs)


18/42

RidesRides

Base: All

0

20

40

60

80

100

2004 2005 2001 2002 2003 2004 2005 2001 2002 2003 2004 2005

Simulator ride Miniature railway Steam/diesel train

Knew of

Went on


19/42

Reasons for Not Going onReasons for Not Going on

Simulator RideSimulator Ride

Base: Those aware of Simulator Ride but did not go on (298)

1

2

5

5

8

11

12

14

15

16

Ride broken / not working / not open

Been on it before

Children too young

Don't like enclosed spaces

Not interested in rides

Price / Too expensive

There was a queue

Dont like things that move around

Not enough time

Too old / no kids

%


20/42

Base: Those with children in the appropriate age group(Under 5: 93, 5-10: 131, 11-16: 78)

Rides and ChildrenRides and Children

41

28

10

39

22 21

32

15

22

Went on Steam / Diesel

Train Ride

Went on Miniature Railway

Ride

Went on Simulator Ride

%

Under 5 5 - 10 years 11 - 16 years


21/42

Bought Food or DrinkBought Food or Drink

Base: All

46

5558

53

595657

6570

56

58

6463

49

1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

%


22/42

Why Not Bought Food orWhy Not Bought Food or

Drink?Drink?

Base: Not bought food/drink (170 in 2005)

6

25

33

25

10

24

14

35

6

22

20

37

9

19

18

38

15

20

21

33

Too expensive

Wanted to eat

elsewhere

Brought own food

Not hungry or thirsty

%

2005

2004

2003

2002

2001


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Bought from Gift ShopBought from Gift Shop

Base: All

57

48

40

46

43

58

5151

60

43

47

63

70

57

1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

%


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Nothing to BuyNothing to Buy

fromfrom Gift ShopGift Shop

Base: Not bought from gift shop (217 in 2005)

67

5659 58

48

2001 2002 2003 2004 2005

%


25/42

Heard of NRM Before ArrivalHeard of NRM Before Arrival

Base: All

9796979496959692

8890

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

%say

ing"Yes


26/42

When Decided to VisitWhen Decided to Visit

Base: All

48

26

16

10

3739

1210

33

29

1719

32 33

24

9

39

28

19

12

37

27

22

12

More than a week ago In past week Today before leavinghome On way/while in York

%

1995-2000 2001 2002 2003 2004 2005

Visitor decide less spontaneous than in 2003


27/42

In York PrimarilyIn York Primarily toto Visit NRMVisit NRM

Base: All

52494646

5956

48

29

35

45

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

%


28/42

Repeat VisitsRepeat Visits

Base: All

89

11

13 13

1819

23

1998 1999 2000 2001 2002 2003 2004 2005

%lastvisited

within12months


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Prompted to Visit by ...Prompted to Visit by ...

Base: All

12

11

18

14

11

24

17

39

16

13

23

43

10

15

22

3

38

7

7

15

20

45

Leaflet about York

TV/Radio Ad

Recommendation

Flying Scotsman

Been before

%

2005

20042003

2002

2001


30/42

TV AdvertisingTV Advertising

Base: All

18

32

29

3940

36

31 32

1012

10

2119

16

119

1998 1999 2000 2001 2002 2003 2004 2005

%

Seen advertising Advertising prompted or encouraged visit


31/42

Impact of Free EntryImpact of Free Entry

Base: All

58

67 68 67

24

3428

23

2002 2003 2004 2005

%

Aware of free entry Free entry encouraged visit

AA


32/42

AwareAware ofof

Flying ScotsmanFlying Scotsman

Base: All

63

48

37

51

2004 2005

%Not aware NRM owns FS

Aware NRM owns FS


33/42

AwarenessAwareness ofofWhereaboutsWhereabouts

Base: All

9

11

17

61

2

I thought it would be

on tour today but it's

here at the museum

I thought it would be

here and it's not

I knew it would be out

on tour today

I knew it would be at

the museum today

I didn't know where itwas today

%


34/42

Impact of Flying ScotsmanImpact of Flying Scotsman

5 6

88

13 14

69

Main reason for coming Had some influence on

decision

Would have come anyway

%

All visitors (Base: All)

All those who knew/thought FS would be at NRM on the day of visit (Base: 77)

Wh th Fl i S tWhere the Flying Scotsman


35/42

Where the Flying ScotsmanWhere the Flying Scotsman

should be ...should be ...

Base: All

9

26

32

79

5

On display at

NRM every

day

At NRM

most days,

on tour 2-3

days per

week

On tour most

days and at

NRM 2-3

days per

week

Used for

tours at

weekends

only

Used for

tours every

day, not on

display at

NRM

Used for

tours on

special

occasions

only

%

Ti k t f th Fl iTickets for the Flying


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Tickets for the FlyingTickets for the Flying

Scotsman in the FutureScotsman in the Future

Base: All

14

19

16 17

20

13

16

2021

18

21

3

Definitely

will buy a

ticket

Probably

will buy a

ticket

Might buy a

ticket

Probably

won't buy a

ticket

Definitely

won't buy a

ticket

Dont know

%

2004 2005


37/42

Awareness of InteractiveAwareness of Interactive

Learning CentreLearning Centre

Went to ILC,

24%Didn't know it

was there,

31%

Knew it wasthere but didn't

go,

44%

Base: All


38/42

Impact of InteractiveImpact of Interactive

Learning CentreLearning Centre

Base: all those who visited the ILC (98)

Some

influence, 12%

Would've come

anyway, 73%

No opinion / No

reply, 14%

Main reason,

0%


39/42

Appeal of Big WheelAppeal of Big Wheel

Base: All

21 21

7

49

2

Very interested Fairly interested Not very

interested

Not interested

at all

It depends

%


40/42

Charge for Big WheelCharge for Big Wheel

Base: Those NOT saying Not interested at all (213)

2

15

27

31

57

13

8

Nothing 1 to 2 3 to 4 5 to 6 7 to 8 9 to 10 Over 10 It

depends

Dont

know

%


41/42

Awareness of LocomotionAwareness of Locomotion

Base: All

5

19

76

Yes, been Yes, not been Not heard of

%


42/42

Summary and conclusionsSummary and conclusions Visitor profile (Visitor profile generally similar, but better age balance)

Visitor geography (Visitors are

From further afield

But not from overseas Very satisfied, and likely to recommend)

Railway or Museum? (Railway more important than Museum

but its not just about trains)

Families or enthusiasts? (It works for families, but also for enthusiasts

but not everything works for everyone)

Repeat visits (Repeat visitors significant) The Scotsman effect

Price-sensitivity (Price-sensitivity for families and Yorkshire people

and for car visitors. Gift shop purchasing down, especially for older

visitors)

Awareness (Of museum, Of free entry, Of Flying Scotsman, Of ILC, But

not of Locomotion

Satisfaction and recommendation

natioanl railway museum visitors survey 2005

Documents