national railway museum visitor survey - 2004 results and trends

8/14/2019 National Railway Museum Visitor Survey - 2004 Results and Trends

1/49

VISITORS SURVEYVISITORS SURVEY2004 Results & Trends2004 Results & Trends

Annual Survey carried out for:

National Railway Museum

Presented by Paul Vittles
http://www.nrm.org.uk/html/home_pb/menu.asp


2/49

Methodology & objectivesMethodology & objectives 425 face-to-face, exit interviews

23rd - 29th August 2004 annual survey with trends back to 1992

examines: profile & behaviour of visitors

influences on the decision-making process

satisfaction with visit and the experiencenew developments and initiatives

purchasing behaviour

introduction of the Flying Scotsman


3/49

Visitor profileVisitor profile

Base: All

Age

24 23 18 19

50 50

40 41

5054 52

17 1518

11

23

9

212222161319

22

9 91118

1998 1999 2000 2001 2002 2003 2004

%

Under 35 35-54 55-64 65+

Gender

62 63 66 62 60 57 62

34 3840 42

383738

1998 1999 2000 2001 2002 2003 2004

%

Man Woman

Socio-Economic Group

28

31

29

33 33

27 27

33

28 28 2930

3532

3028 24 22 24

11 1013 13 13 12 12

2827

1998 1999 2000 2001 2002 2003 2004

AB C1 C2 DE


4/49

6160

524642

1 9 9 2

- 1 9 9

4

1 9 9 5

- 1 9 9

7

1 9 9 8

- 2 0 0

0

2 0 0 1

- 2 0 0

3 2 0

0 4

%

Visiting with childrenVisiting with childrenTrend

Base: All

42% with children aged under 5

59% with children aged 5 - 10

31% with children aged 11 - 16

Base: Those with children (259 in 2004)


5/49

15

33

34

17

20

34

22

23

19

30

29

20

22

28

26

23

Very interested in railways

Quite interested in railways

Not really interested in railways but I likevisiting museums like the NRM

Not really interested in railways, justcame for a day out

%

2004

2003

1998-2002

1993-1997

TypologyTypology

Base: All


6/49

48

47

4

48

45

7

46

44

8

50

42

8

Day trip from home

On holiday in oroutside York

Live in York

%

2004

2003

20021998-2001

Nature of visit to YorkNature of visit to York

Base: All


7/49

20

71

10

29

60

12

39

51

7

47 48

4

38

55

6

Yorks & Humber Other UK Outside UK

%

1992-1995

1996-2000

2001-2002

2003

2004

Where visitors come fromWhere visitors come from

Base: All


8/49

2

5

5

12

15

17

40

0

0 5 10 15 20 25 30 35 40 45

Road Train

Organised coach trip

Car to York, then parked in the City Centre

Standard bus / coach service

Car to York, then Park & Ride

Train to York

Walked / live in York / staying in York

Car to Museum, parked at Museum

%

Method of transportMethod of transport

Base: All

Significant decrease from9% in 2003 and lowest on

record so far


9/49

8281

86

86

88

82

84

87

88

84

86

85

87

83 85

87

85

90

1996 1997 1998 1999 2000 2001 2002 2003 2004

%

Very satisfied Very likely to recommend to friend

Satisfaction with visitSatisfaction with visit

Base: All


10/49

69 67 6772

6560 58 60

1993-97 1998 1999 2000 2001 2002 2003 2004

Its not just about trainsIts not just about trains

% Agree

Base: All


11/49

9196 94 97

89

96 97 96

1993-97 1998 1999 2000 2001 2002 2003 2004

Plenty for all the family to seePlenty for all the family to see% Agree

Base: All


12/49

63

7175

8183

74 7276

1993-97 1998 1999 2000 2001 2002 2003 2004

More opportunity for interactionMore opportunity for interaction

than expectedthan expected% Agree

Base: All


13/49

21

43

35

2

37

45

16

0

Uncomfortablycrowded

Very busy but notcrowded

Fairly busy

Not busy at all

%

2003 2004

Base: All

CapacityCapacity


14/49

47

60

53

60

5357 57

60

1993-97 1998 1999 2000 2001 2002 2003 2004

Too much to see in one visitToo much to see in one visit

% Agree

31% strongly agree in 2004 (record high)

Base: All


15/49


16/49

23

27

36 37

2001 2002 2003 2004

% saying they will return within the next 12 months

When will they return to NRMWhen will they return to NRM

Base: All


17/49

34

4244 45

34

23

33

1994-98 1999 2000 2001 2002 2003 2004

%

Dwell timeDwell time

% more than 3 hours

Base: All Visitors who stay longer than 3 hours tend to:

be very satisfied with their visit (91% in 2004) and spend more money (41% spent more than 15)


18/49

4

3032

19

12

36

31

39

14

7

24

3330

21

10

2

Less than 1hour

1 - 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours More than5 hours

20022003

2004

Dwell time (contd)Dwell time (contd)

Average Dwell TimeMean dwell time per visitor:

(2002: 2:41 hrs)(2003: 2:25 hrs)(2004: 2:34 hrs )

%

Base: All


19/49


20/49

34

49

17

27

40

32

22

39 39

31

43

26

Went on Steam /Diesel Train Ride

Knew it was therebut didn't go on it

Didn't know it wasthere

%

2001

2002

2003

2004

Steam / Diesel Train RideSteam / Diesel Train Ride

Base: All


21/49

11

61

28

Went on SimulatorRide

Knew it was therebut didnt go on it

Didn't know it wasthere

%

Simulator RideSimulator Ride

Base: All


22/49

0

1

1

4

4

5

8

10

12

13

14

17

Didn't look safe

It was full of children

Been on it before

Children too young

Don't like enclosed spaces

Not interested in rides

Ride broken / not working / not open

Dont like things that move around

Price / Too expensive

Too old / no kids

Not enough time

There was a queue

%Base: Those who were

aware of the Simulator Ride but did not go on it (259)

Reasons for not going onReasons for not going on

Simulator RideSimulator Ride


23/49

52

32

2023

32 32

25

43

24

1517

3239

2628

1998 1999 2000 2001 2002 2003 2004

Miniature Railway Ride Steam / Diesel Train Ride Simulator Ride

% not aware of ride

Not aware of ridesNot aware of rides

Base: All


24/49

14

59

2725

51

24

4136

22

Went on it Knew it was

there but didntgo on it

Didn't know it

was there

%

Simulator Ride

Miniature Railway RideSteam / Diesel TrainRide

Base: Those with children (259 in 2004)

What about the families?What about the families?

20% of all those with children went on both the Miniature

Railway and Steam/Diesel Train Rides


25/49

44

29

6

47

31

18

30

13

20

Went on Steam /Diesel Train Ride

Went on MiniatureRailway Ride

Went on SimulatorRide

%Under 5

5 - 10 years

11 - 16 years

Age of childrenAge of children

Base: Those with children in the appropriate age group (Under 5: 108, 5-10: 154, 11-16: 79)


26/49

46

5558

53

5657

65

70

56

58

6463

49

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

Bought food or drinkBought food or drink

%

Base: All

53% in 2004 is the lowest recorded since 1993 !


27/49

5

6

33

25

25

5

10

14

24

35

11

6

20

22

37

6

9

18

19

38

No time

Too expensive

Brought ownfood

Wanted to eatelsewhere

Not hungry orthirsty

%

2004

20032002

2001

Why not bought food or drink?Why not bought food or drink?

Base: Not bought food/drink (201 in 2004)


28/49

7

15

2

48

5

11

9

2

3

7

1

4

45

9

12

3

3

2

2

13

4

3

2

47

12

7

14

4

Nothing

Up to 2.50

2.51 to 5

5.01 to 7.50

7.51 to 10

10.01 to 12.50

12.51 to 15

15.01 to 17.50

17.51 to 20

More than 20

2004

2003

2002

Amount spent on food & drinkAmount spent on food & drink

Average Spend2002: Mean spend per visitor: 4.49

Mean per spending visitor: 6.552003: Mean spend per visitor: 4.50

Mean per spending visitor: 8.57

2004: Mean spend per visitor: 5.10


%

Base: All


29/49

57

40

46

43

58

5151

60

43

47

63

70

57

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

%

Bought from Gift ShopBought from Gift Shop

Base: All

40% in 2004 is record low !


30/49

1

3

6

5

67

3

2

5

9

56

4

1

6

12

59

3

4

4

8

58

Didn't know itwas there

Too crowded

Too expensive

Didn't have time

Nothing wewanted to buy

2004

20032002

2001

Why not bought from Gift Shop?Why not bought from Gift Shop?

Base: Not bought from gift shop (250 in 2004)


31/49

11

13

3

4

4

6

12

61

3

9

3

3

1

2

57

5

2

2

4

7

61

12

3

6

2

0

Nothing

Up to 2.50

2.51 to 5

5.01 to 7.50

7.51 to 10

10.01 to 12.50

12.51 to 15

15.01 to 17.50

17.51 to 20

More than 20

20042003

2002

Amount spent in Gift ShopAmount spent in Gift Shop







%

Base: All


32/49

29

24

4

14

9

7

4

7

10

18

5

3

7

18

23

25

4

4

13

16

20

27Nothing

Up to 5

5.01 to 10

10.01 to 15

15.01 to 20

20.01 to 25

25.01 to 30

More than 30

2004

2003

2002

Total amount spent at NRMTotal amount spent at NRM


Mean per spending visitor: 10.162003: Mean spend per visitor: 9.20




%

Base: All


33/49

90

88

92

9695

96

94

9796

1996 1997 1998 1999 2000 2001 2002 2003 2004

Heard of the NRM before arrivalHeard of the NRM before arrival

%

Base: All


34/49

48

26

16

10

37 39

1210

3329

17 19

32 33

24

9

39

28

19

12

More than a weekago

In past week Today beforeleaving home

On way/while inYork

%

1995-2000

2001

20022003

2004

When decided to visitWhen decided to visit

Base: All


35/49


36/49


37/49

4

12

11

33

4

11

24

34

5

16

13

43

9

10

15

38

Ad in Guide Book

Leaflet about York

TV/Radio Ad

Recommendation

%

2004

20032002

2001

Prompted to visit by ...Prompted to visit by ...

Base: First time visitors (157 in 2004)


38/49

18

3229

39 40

36

31

10 12 10

2119

16

11

1998 1999 2000 2001 2002 2003 2004

%

Seen advertising Advertising prompted or encouraged visit

TV advertisingTV advertising

Base: All


39/49

Impact of free entryImpact of free entry

Base: All

58

67 68

24

3428

2002 2003 2004

%

Aware of free entry Free entry encouraged visit


40/49

51

43 43

3533

1510 8

2001 2002 2003 2004

%

Aware of Bullet Train Bullet Train encouraged visit

Impact of Bullet TrainImpact of Bullet Train

Base: All

Awareness of theAwareness of the


41/49

63%

37%

Aware of NRM ownership of the Flying Scotsman

Not aware of NRM ownership of the Flying Scotsman

Base: All

Awareness of theAwareness of the

Flying ScotsmanFlying Scotsman


42/49

Impact of theImpact of the


43/49

58

50

25

21

90

82

39

66

Free Entry

FlyingScotsman

TVadvertising

Bullet Train

%

Returned within 12 months (Base: 79)First-time visitors (Base: 173)

Impact of theImpact of the

Flying Scotsman (contd)Flying Scotsman (contd)

h h

% Aware of % Impact measure

22

12

13

8

41

37

9

11

Free Entry

FlyingScotsman

TV advertising

Bullet Train

%

Returned within 12 months (Base: 79)First-time visitors (Base: 173)


44/49


45/49


46/49


47/49


48/49

SummarySummary decisiondecision --makingmaking Almost all familiar with NRM Half say that visit is primarily for the NRM

More planned visits from further afield in 2004 Half have been before and main prompts are positiveexperiences of past visits, recommendations, specificexhibits/exhibitions (often with compound effect), and

promotion Free entry still having impact but has peaked Bullet Train still having impact but has peaked

Impact of advertising down to bottom of historic range Flying Scotsman new this year so new impact (and

potential for compound effect next year) Visitors happy with Flying Scotsman arrangements


49/49

NOTESNOTES

national railway museum visitor survey - 2004 results and trends

Documents