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 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.
Kim Popetz
4/15/2020 01:27:14 pm
When do you see releasing data regarding your research into audience trends and COVID-19. I would love to read what you've discovered as a guide to making decisions as we look at what re-opening the Museum might look like.
Susie Wilkening
4/15/2020 03:42:53 pm
Great question! We'll be putting out a "this is what we have in the field" infographic later this week, and intend to start sharing findings the week of April 20. 5/18/2021 01:31:05 am
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