The 2020 Annual Survey of Museum-Goers is a survey of museum-goers specifically, not casual visitors or the broader public. Fielded in the winter of 2020, this large sample of nearly 40,000 allows us to break it down in many ways, including highly specific demographic and life stage categories as well as by different attitudes, values, and behaviors.
Broader population comparison sampling was fielded concurrently with the Annual Survey in order to provide a comparison sample. The broader population comparison sampling had over 1.700 respondents from across the country, with only 22% sharing that they had visited a museum in the previous year.
As the survey was fielded prior to the COVID-19 pandemic, the American Alliance of Museums and Wilkening Consulting are following-up this survey with qualitative research among museum-goers, seeking to understand their current status, what they need from museums during closures and stay-at-home orders, and their hopes and fears for their communities during and post-pandemic.
For more information about the 2020 Annual Survey of Museum-Goers, please visit AAM's website.
I respectfully acknowledge that I live and work on the traditional lands of the Duwamish people. I thank them for the care of this land, and I endeavor to help museums bring forward a more complete and inclusive history and culture in their work.