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MW2011: L. Tallon + I. Froes, Going Mobile? Insights into the museum community’s perspectives on mobile interpretation
>	 MW2011
                                         
>
 Going Mobile?: insights into the museum
   community’s perspectives on mobile
   interpretation.

>
 Loïc Tallon. (Pocket-Proof, UK).
>	 Isabel Froes. (IT University of Copenhagen,
   Denmark).

> In less than 480 seconds
www.museums-mobile.net/survey
MW2011: L. Tallon + I. Froes, Going Mobile? Insights into the museum community’s perspectives on mobile interpretation
If the future is mobile, how is the museum community
developing within that future, what are the
challenges they face within it, and in which directions
should we be seeking to evolve our collective
knowledge share?
>   Objectives
>   Challenges
>   Future
>   Research Needs
About the 2011 survey & respondents…
738 museum professionals
participated.



                   2010: 230ish responses
Predominantly from institutions based in
the USA (80%)
27 countries in total, inc. Canada, UK,
Australia, France, Denmark, Japan, and
Peru.


                          
not a random sample

it’s a comparative sample
Figure 03: Current use of, or existence of plans to use, mobile
interpretation tools at respondent’s Institution.
35% were from History Museums.
23% working in Art Galleries.
49% worked in Institutions with an annual attendance of <
50,000 visitors.
10% came from Institutions with more than one million.
45% work in an Institution with less than one full
time staff working in digital programmes.
45% reported a staff of between one and five members.
10% had more than five members of staff dedicated to
digital.
When we publish the results, objective is to
report results w/o any analysis.


Leave a gap in which anyone can draw
their own conclusions / observations.

www.museums-mobile.net/survey
Nine observations…
1. Institutions are increasingly ambitious with mobile interpretation.
2. Mobile interpretation is increasingly seen as a means of attracting new
   visitors / visitor groups.
3. Institutions are unspecific on the target audience is for their mobile
   interpretation tools
4. Visitor take-up of the mobile interpretation tool is (still) the elephant in the
   room.
5. Experimentation is a primary objective for institutions use of mobile
   interpretation.
6. How to measure the success of a mobile interpretation tool remains
   uncertain.
7. Experience changes everything.
8. Institutions with first hand experience are in the best position to fulfill the
   community’s knowledge share needs.
9. It’s about the content, not the technology.
2.	 Mobile is increasingly seen as a means of
    attracting new visitors / visitor groups.
Figure 9: Which or the following are ‘Very Important’ objectives of your /
a Institution’s mobile interpretation tool? (Chart shows only top six most
popular responses of the thirteen available in the survey).
Figure 5: Proportion of respondents who selected to “attract new
visitors / new types of visitors” as an objective of their / an
Institution’s mobile interpretation tool.
Who are these new ‘visitors’?




                        On/off-site visitors/users.
3.
 Institution’s are unspecific on the target audience
    is for their mobile interpretation tool.
Figure 6: Responses to which of the following best describes
the target audience(s) for their institution's mobile interpretation
tool?
Are these really a target audience?
 • All visitors. (63%)
 • Visitors who want an in-depth experience.
   (42%)
 • Visitors that like audio guides. (39%)
 • Adult visitors. (38%)


                                 A general audience for mobile?
4.	 Visitor take-up of the mobile interpretation tool
    is (still?) the elephant in the room.
Figure 11: Ranking out of nine for the challenges of developing
and operating a mobile interpretation tool at an institution. (9 =
highest ranking)
Figure 7: Ranking out of nine for the challenge of
Encouraging take-up of the Mobile by Visitors. (9 =
highest ranking).
Visitors are not yet fighting in line
to take our mobile experiences…



                                 Walkman link.
THANK YOU!
   www.museums-mobile.net/survey


And please participate in the 2012 survey!




                 Artwork by Leo Caillard, Art Game. 2011.
                              http://www.leocaillard.com/

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MW2011: L. Tallon + I. Froes, Going Mobile? Insights into the museum community’s perspectives on mobile interpretation

  • 2. > MW2011  > Going Mobile?: insights into the museum community’s perspectives on mobile interpretation. > Loïc Tallon. (Pocket-Proof, UK). > Isabel Froes. (IT University of Copenhagen, Denmark). > In less than 480 seconds
  • 5. If the future is mobile, how is the museum community developing within that future, what are the challenges they face within it, and in which directions should we be seeking to evolve our collective knowledge share?
  • 6. > Objectives > Challenges > Future > Research Needs
  • 7. About the 2011 survey & respondents…
  • 8. 738 museum professionals participated. 2010: 230ish responses
  • 9. Predominantly from institutions based in the USA (80%) 27 countries in total, inc. Canada, UK, Australia, France, Denmark, Japan, and Peru. 
  • 10. not a random sample it’s a comparative sample
  • 11. Figure 03: Current use of, or existence of plans to use, mobile interpretation tools at respondent’s Institution.
  • 12. 35% were from History Museums. 23% working in Art Galleries. 49% worked in Institutions with an annual attendance of < 50,000 visitors. 10% came from Institutions with more than one million. 45% work in an Institution with less than one full time staff working in digital programmes. 45% reported a staff of between one and five members. 10% had more than five members of staff dedicated to digital.
  • 13. When we publish the results, objective is to report results w/o any analysis. Leave a gap in which anyone can draw their own conclusions / observations. www.museums-mobile.net/survey
  • 14. Nine observations… 1. Institutions are increasingly ambitious with mobile interpretation. 2. Mobile interpretation is increasingly seen as a means of attracting new visitors / visitor groups. 3. Institutions are unspecific on the target audience is for their mobile interpretation tools 4. Visitor take-up of the mobile interpretation tool is (still) the elephant in the room. 5. Experimentation is a primary objective for institutions use of mobile interpretation. 6. How to measure the success of a mobile interpretation tool remains uncertain. 7. Experience changes everything. 8. Institutions with first hand experience are in the best position to fulfill the community’s knowledge share needs. 9. It’s about the content, not the technology.
  • 15. 2. Mobile is increasingly seen as a means of attracting new visitors / visitor groups.
  • 16. Figure 9: Which or the following are ‘Very Important’ objectives of your / a Institution’s mobile interpretation tool? (Chart shows only top six most popular responses of the thirteen available in the survey).
  • 17. Figure 5: Proportion of respondents who selected to “attract new visitors / new types of visitors” as an objective of their / an Institution’s mobile interpretation tool.
  • 18. Who are these new ‘visitors’? On/off-site visitors/users.
  • 19. 3. Institution’s are unspecific on the target audience is for their mobile interpretation tool.
  • 20. Figure 6: Responses to which of the following best describes the target audience(s) for their institution's mobile interpretation tool?
  • 21. Are these really a target audience? • All visitors. (63%) • Visitors who want an in-depth experience. (42%) • Visitors that like audio guides. (39%) • Adult visitors. (38%) A general audience for mobile?
  • 22. 4. Visitor take-up of the mobile interpretation tool is (still?) the elephant in the room.
  • 23. Figure 11: Ranking out of nine for the challenges of developing and operating a mobile interpretation tool at an institution. (9 = highest ranking)
  • 24. Figure 7: Ranking out of nine for the challenge of Encouraging take-up of the Mobile by Visitors. (9 = highest ranking).
  • 25. Visitors are not yet fighting in line to take our mobile experiences… Walkman link.
  • 26. THANK YOU! www.museums-mobile.net/survey And please participate in the 2012 survey! Artwork by Leo Caillard, Art Game. 2011. http://www.leocaillard.com/

Notes de l'éditeur

  1. \n
  2. ON Thursday in the Plenary my heart sank: I felt I&amp;#x2019;d now been teed up to do a weak version of the Pew Internet presentation. ..\n
  3. Started in 2010 so now in second year.\n
  4. Focused on that. What the devil to do&amp;#x2026;\n
  5. The Museums &amp; Mobile survey is a collaborative annual research initiative run by Pocket-Proof and Learning Times that seeks to track the evolution of this collective knowledge and experience. Now in its second year, the survey asks members of the international museum community to share their experiences of the everyday realities of developing, delivering and sustaining mobile interpretation experiences at a cultural institution. \n
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  19. Within this context of growing engagement, an institution&amp;#x2019;s vision of the features and functionalities of an effective mobile interpretation experience for their institution have evolved.\n
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