Virtual Museum of Canada Online Visitor Survey

Table of Contents

Executive Summary

This survey was conducted as a pop-under survey, meaning users would be served a window that hosted the survey after they had completed their visit to the VMC.

A total of 483 people responded to the survey. The survey revealed that there were slightly more female respondents than men (6%). Seventy-five percent of the respondents were English. The largest age group was between 18 and 34. Sixty-four percent of the respondents were post-secondary graduates. Naturally, the largest number of respondents were from Ontario, followed by Quebec and Alberta. Results indicate that the majority of respondents would like to see more content on history. Fifty-six percent of the respondents indicated that this was their first visit to the VMC. In order of popularity, the sections of the VMC that are most visited include: Image Gallery, Virtual Exhibits, Fun and Games. Eighty-one percent said that they would visit the VMC again.

Questions and Responses
What is your gender?
Respondents	463
Female Respondents	247
Male Respondents	216
No Answer	20
What is your language preference?
Respondents	483
English	363
French	120
How old are you?
Respondents	471
Under 18	90
18 to 34	179
35 to 49	103
Over 50	99
No Answer	12
What is the highest level of education you have completed?
Respondents	457
Elementary	46
Secondary	102
Post-Secondary	309
No Answer	26
Where do you live?
Respondents	483
Alberta	64
British Columbia	24
Manitoba	10
New Brunswick	7
Newfoundland and Labrodor	5
Northwest Territories	1
Nova Scotia	13
Nunavut	1
Ontario	130
Prince Edward Island	3
Quebec	82
Saskatchewan	17
Yukon	0
Africa	7
Antarctica	0
Asia	10
Australia	5
Europe	39
South America	8
United States of America	46
Mexico	11
Which of the following topics would you like the VMC to offer more exhibits on?
Respondents	1008
Arts	206
Leisure	78
Science	118
Nature	115
History	224
Society	97
Transportation	55
Industry	55
Other	64
When was your most recent visit to the VMC?
Respondents	448
Less than one month	126
Between one month and three months	28
More than three months	22
This is my first visit	272
No answer	35
What section of the VMC do you visit most?
Respondents	407
Virtual Exhibits	81
Image Gallery	136
Fun and Games	70
Museums and Events	53
Community Memories	28
Other	39
No Answer	76
Will you visit the VMC again?
Respondents	436
Yes	394
No	42
No Answer	47
How did you learn about the VMC?
Respondents	448
Search Engine	156
Museum Website	89
Other	210
No Answer	35
Does visiting a museum website inspire you to physically visit the museum?
Respondents	435
Yes	325
No	110
No Answer	48
Did you find what you were looking for?
Respondents	450
Yes	211
No	89
Just Browsing	150
No Answer	33
What was the main reason you visited the VMC:
Respondents	291
Site recommended by someone	4
Television	3
Find a museum/info on museum (specific)	5
Employees of museum	4
Followed a link	4
Teachers/Teaching resource	30
Student/Homework/Research	74
Shopping	1
History	15
Curious/General Interest	58
Postcards	2
Images	21
Games	7
Other (I.e. bored, specific searches, etc.)	63
Additional Analysis on Demographic Data
Female Respondents Broken Down by Age:
Respondents	247
Under 18	44
18 to 34	118
35 to 49	50
Over 50	35
Male Respondents Broken Down by Age:
Respondents	217
Under 18	46
18 to 34	57
35 to 49	53
Over 50	60
Female Respondents Broken Down by Area of Residence
Respondents	427
Alberta	21
British Columbia	16
Manitoba	4
New Brunswick	3
Newfoundland and Labrodor	1
Northwest Territories	0
Nova Scotia	6
Nunavut	1
Ontario	74
Prince Edward Island	1
Quebec	47
Saskatchewan	11
Yukon	0
Africa	2
Antarctica	0
Asia	2
Australia	2
Europe	20
South America	3
United States of America	26
Mexico	7
Male Respondents Broken Down by Area of Residence
Respondents	216
Alberta	28
British Columbia	8
Manitoba	6
New Brunswick	3
Newfoundland and Labrodor	5
Northwest Territories	1
Nova Scotia	7
Nunavut	0
Ontario	55
Prince Edward Island	2
Quebec	32
Saskatchewan	6
Yukon	0
Africa	5
Antarctica	0
Asia	7
Australia	3
Europe	19
South America	5
United States of America	20
Mexico	4
Female Respondents Broken Down by Level of Education
Respondents	242
Elementary	16
Secondary	48
Post-Secondary	178
Male Respondents Broken Down by Level of Education
Respondents	206
Elementary	26
Secondary	51
Post-Secondary	127
Additional Analysis on Topic Preferences
Topic Preference Broken Down By Gender - Female
Respondents	518
Arts	120
Leisure	38
Science	47
Nature	59
History	122
Society	61
Transportation	18
Industry	23
Other	30
Topic Preference Broken Down By Gender - Male
Respondents	466
Arts	81
Leisure	38
Science	67
Nature	54
History	97
Society	34
Transportation	35
Industry	28
Other	32
Topic Preference Broken Down By Age - Under 18
Respondents	198
Arts	33
Leisure	23
Science	25
Nature	22
History	39
Society	11
Transportation	12
Industry	13
Other	20
Topic Preference Broken Down By Age - 18-34
Respondents	365
Arts	88
Leisure	27
Science	33
Nature	22
History	86
Society	48
Transportation	16
Industry	13
Other	24
Topic Preference Broken Down By Age - 35-49
Respondents	216
Arts	43
Leisure	18
Science	26
Nature	28
History	48
Society	21
Transportation	13
Industry	13
Other	6
Topic Preference Broken Down By Age - Over 50
Respondents	212
Arts	40
Leisure	10
Science	34
Nature	27
History	48
Society	17
Transportation	10
Industry	13
Other	13
Topic Preference Broken Down By Area of Residence - Alberta
Respondents	103
Arts	19
Leisure	5
Science	13
Nature	12
History	21
Society	12
Transportation	5
Industry	7
Other	9
Topic Preference Broken Down By Area of Residence - British Columbia
Respondents	49
Arts	9
Leisure	2
Science	1
Nature	6
History	13
Society	6
Transportation	4
Industry	3
Other	5
Topic Preference Broken Down By Area of Residence - Manitoba
Respondents	15
Arts	3
Leisure	2
Science	1
Nature	2
History	4
Society	2
Transportation	0
Industry	0
Other	1
Topic Preference Broken Down By Area of Residence - New Brunswick
Respondents	13
Arts	4
Leisure	3
Science	1
Nature	0
History	3
Society	2
Transportation	0
Industry	0
Other	0
Topic Preference Broken Down By Area of Residence - Newfoundland & Labrador
Respondents	5
Arts	0
Leisure	0
Science	1
Nature	0
History	2
Society	0
Transportation	2
Industry	0
Other	0
Topic Preference Broken Down By Area of Residence - Northwest Territories
Respondents	3
Arts	0
Leisure	0
Science	0
Nature	0
History	1
Society	1
Transportation	1
Industry	0
Other	0
Topic Preference Broken Down By Area of Residence - Nova Scotia
Respondents	17
Arts	3
Leisure	2
Science	1
Nature	2
History	6
Society	2
Transportation	0
Industry	0
Other	1
Topic Preference Broken Down By Area of Residence - Nunavut
Respondents	3
Arts	0
Leisure	1
Science	0
Nature	1
History	0
Society	1
Transportation	0
Industry	0
Other	0
Topic Preference Broken Down By Area of Residence - Ontario
Respondents	287
Arts	57
Leisure	22
Science	31
Nature	29
History	70
Society	26
Transportation	17
Industry	18
Other	17
Topic Preference Broken Down By Area of Residence - Prince Edward Island
Respondents	3
Arts	0
Leisure	1
Science	0
Nature	0
History	1
Society	0
Transportation	1
Industry	0
Other	0
Topic Preference Broken Down By Area of Residence - Québec
Respondents	192
Arts	38
Leisure	18
Science	21
Nature	21
History	39
Society	24
Transportation	9
Industry	11
Other	11
Topic Preference Broken Down By Area of Residence - Saskatchewan
Respondents	31
Arts	6
Leisure	1
Science	5
Nature	4
History	5
Society	3
Transportation	0
Industry	3
Other	4
Topic Preference Broken Down By Area of Residence - Africa
Respondents	23
Arts	5
Leisure	2
Science	2
Nature	3
History	3
Society	3
Transportation	2
Industry	1
Other	2
Topic Preference Broken Down By Area of Residence - Asia
Respondents	25
Arts	6
Leisure	3
Science	2
Nature	5
History	3
Society	1
Transportation	1
Industry	1
Other	3
Topic Preference Broken Down By Area of Residence - Australia
Respondents	8
Arts	2
Leisure	3
Science	0
Nature	0
History	1
Society	0
Transportation	0
Industry	0
Other	2
Topic Preference Broken Down By Area of Residence - Europe
Respondents	85
Arts	16
Leisure	8
Science	14
Nature	11
History	15
Society	8
Transportation	4
Industry	5
Other	4
Topic Preference Broken Down By Area of Residence - South America
Respondents	16
Arts	6
Leisure	0
Science	1
Nature	3
History	3
Society	2
Transportation	1
Industry	0
Other	0
Topic Preference Broken Down By Area of Residence - United States of America
Respondents	78
Arts	17
Leisure	2
Science	12
Nature	10
History	24
Society	4
Transportation	2
Industry	3
Other	4
Topic Preference Broken Down By Area of Residence - Mexico
Respondents	22
Arts	9
Leisure	0
Science	2
Nature	1
History	4
Society	2
Transportation	3
Industry	1
Other	0

Appendix A

List of Survey Questions: