June 2012
Featured in this insight: Culture, heritage & leisure, Sports & physical activity
Survey reveals visitor interest in London museums during Olympics: A new audience survey by entertainment marketing agency Aka has discovered that in addition to visitors flocking to London for the upcoming Olympic Games, they are also keen on exploring the capital’s renowned museums and theatres.
Two thirds (66.4%) of the 1,600 adults surveyed said they are aiming to visit a museum or theatre as part of their trip.
Arts organisations are currently hoping to target an estimated 5.8 million people during their visit to the capital for the Olympics, however Aka warns that venues need to be visible this summer if they are going to make the best of the visitor influx.
In total, the five activities that people said they were most likely to attend in order of popularity are rock or pop concerts (54%), stand-up comedy (52%), musicals (52%), historical exhibitions in museums (51%) and plays (46%).
The market research also revealed data regarding non-attendance – a third of those questioned admitted to missing a performance in the last year. The main reasons given for this were forgetting to buy tickets (25%), assuming that the exhibition or performance would be sold out (11%), time pressures (8%) and "having to be selective when spoiled for choice" (7%).
Museums, theatres and other entertainment venues will want to take notice of these factors so that potential new customers are not put off.
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