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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 -
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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
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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
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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)
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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
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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
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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
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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
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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
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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
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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
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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
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21
43
35
2
37
45
16
0
Uncomfortablycrowded
Very busy but notcrowded
Fairly busy
Not busy at all
%
2003 2004
Base: All
CapacityCapacity
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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
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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
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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)
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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
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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
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11
61
28
Went on SimulatorRide
Knew it was therebut didnt go on it
Didn't know it wasthere
%
Simulator RideSimulator Ride
Base: All
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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
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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
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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
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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)
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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 !
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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)
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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
Mean per spending visitor: 9.67
%
Base: All
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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 !
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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)
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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
Average Spend2002: Mean spend per visitor: 3.01
Mean per spending visitor: 5.12
2003: Mean spend per visitor: 3.49
Mean per spending visitor: 8.16
2004: Mean spend per visitor: 3.46
Mean per spending visitor: 8.80
%
Base: All
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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
Average Spend2002: Mean spend per visitor: 7.98
Mean per spending visitor: 10.162003: Mean spend per visitor: 9.20
Mean per spending visitor: 12.33
2004: Mean spend per visitor: 10.08
Mean per spending visitor: 13.81
%
Base: All
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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
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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
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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)
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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
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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
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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
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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
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Impact of theImpact of the
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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)
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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
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NOTESNOTES