And with that, I really don't have anything to add! (Though to be honest, I'm more surprised it isn't a bigger motivator for older adults, especially women.)
A note about fielding research. I hold dear the idea that research for the field, about the field, should be shared with the field. But that only works when museums work together to make it possible. Since individual museums are needed to field this work, the survey also benefits participating museums on an individual level by providing benchmark data on visitation rates, motivations, attitudes and preferences, and demographic questions … all of which can then be tracked over time in the future. Participating museums are also allowed to add 1 - 2 custom questions specific to their needs.
Which means if you value this research, want more of it in the coming years, and want to track your own museum's progress over time, please support this work by enrolling your museum in the 2018 Annual Survey of Museum Goers. The fee for 2018 is only $1,000 per museum.
The questions for this survey have been inspired by ongoing conversations within the museum field (who does/does not go to museums, why they do/do not visit, and what that means for communities) and ongoing research in the fields of education and psychology around lifelong learning and intrinsic motivation. In particular, this question is similar to versions fielded by, among other organizations, the Smithsonian's Office of Policy and Analysis, the Lithuanian Ministry of Culture, Visitors Count!, etc.
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.