Lindow Manchester


The Lindow Man Effect
September 12, 2008, 9:07
Filed under: Lindow Man Exhibition, Visitor Figures

Tim Manley, who is Head of Marketing at the Manchester Museum, has shared some data from a report on the Morris Hargreaves McIntyre visitor survey work here for the first quarter (April-June) of this year 2008/2009. The findings are very interesting in relation to the impact of Lindow Man.

Compared to the first quarter of last year more visitors aged 0-16 are visiting the Museum (36% cf. 21% in Q1 2007-8 and 26% for 2007-8 overall).

There seems to be a significantly higher percentage (37%) of visitors who have little or no prior knowledge of the subject areas covered in this first quarter compared to the first quarter of 2007-8 (16%) and the year overall (19%).

75% of visitors say they are very likely to make a return visit (cf. 59% in Q1 2007-8) and 79% say they are very likely to recommend a visit to the Manchester Museum, compared to 57% in the first quarter of 2007-8 and 72% in that year overall. There  also seems to be a significantly higher number of long term “lapsed” visitors, i.e. people who haven’t visited for five years or more: 17% in the first quarter of this year compared to 8% in Q1 of 2007-8 and 10% in that year overall.

45% of visitors are visiting in order to see a specific exhibition (Lindow Man) compared to 15% in the first quarter of 2007-8, which is a significant increase. 72% of visitors (35,000 people) had been to see the Lindow Man exhibition – normally this would be about 50%.

There have been 48,126 independent visits  to the Manchester Museum during the period April-June 2008 compared to 43,750 visits in the same quarter for 2007-8, an increase of 4,376 or 10%.

A higher proportion of women are visiting: 57% in the first quarter of 2007-8 compared to 51% in Q1 2007-8 and 52% in that year overall.

A smaller proportion of our visitors come from Manchester  (27% in the first quarter of this year compared to 41% in Q1 2007-8 and 44% in that year overall). The percentage of visitors coming from Greater Manchester are about the same  (33% compared to 34%).

Conversely a higher proportion of our visitors come from elsewhere in the UK (22% in the first quarter compared to 11% in Q1 2007-8 and 12% that year overall).

Although the Museum’s Data group has yet to meet and discuss this report, it is clear from these excerpts that it shows some interesting data in relation to LM.  There is a demonstrable “Lindow Man effect”. More people are visiting and they are coming primarily to see Lindow Man. There are more non-specialists, i.e. non-“connoisseur” or non-“afficionado”, visitors and more young people and women are visiting. Why have our attempts to open up the subject to a wider audience attracted these groups in particular? If the number of visitors from Manchester and Greater Manchester has fallen or stayed the same, the Museum is attracting larger numbers from the rest of the UK. At a time when a number of the Museum’s projects are receiving Regional Development grant aid in order to help promote Manchester as a key cultural and leisure destination, the information from the Morris Hargreaves McIntyre visitor survey is very encouraging.

 
 
 

 

Advertisements

Leave a Comment so far
Leave a comment



Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s



%d bloggers like this: