What's Caused The Rise in Engagement in Museums and Galleries in England?

Entrance at the newly opened Moco Museum, London, October 2024.

Summary

Public engagement in England’s museums and galleries rose by 10 percentage points in 2023/24. In this article we explore the drivers for this growth, such as demand for meaningful experiences, social media influence, and the search for affordable activities, as well as discuss how museums and galleries can build on the momentum to further increase their reach and grow visitor numbers.


Public engagement in museums and galleries in England has increased by 10 percentage points over the last year — with 46% of adults reporting that they’d visited museums and galleries in 2023/24 compared to 36% in the previous twelve months.

These are the latest findings from the Participation Survey 2023–24, an annual report published by the Department for Culture, Media and Sport (DCMS) in partnership with Arts Council England. The survey aims to offer insights into the habits and engagement levels of adults in England with culture, domestic tourism, live sports attendance, major events, and the digital sector.


Group of visitors at a museum, viewing the exhibits.

Encouragingly, this significant rise, the highest increase of all the cultural sectors, doesn’t appear to be regionally exclusive. According to the Museum Association, The Box Museum and Art Gallery in Plymouth recently announced a 10% rise in visitor numbers in the last financial year, while Hull Museums reported an equally impressive 9% increase over the same period.

But what has caused this steady groundswell of cultural interaction, and, importantly, how can gallery and museum teams take advantage of the opportunity and ensure visitor levels continue to increase?


Experience economy and the quest for meaning


The experience economy. A term popularised by the economist Joseph Pine II; the idea that businesses, in order to stand out in the market, should devote more time to creating unique experiences for their customers rather than commercial products.

Is the average consumer looking for more substance in their lives than material purchases? Have wider global events encouraged a shift in priorities over the last half-decade? The pursuit of real experiences is arguably a significant driving force behind the rise in popularity of museums and galleries. As cultural institutions, they are perfectly positioned to offer rewarding encounters for their visitors; perhaps those asking themselves bigger questions about purpose and identity.

Similarly, there is also a growing desire among many to align themselves with institutions that make a meaningful, benevolent impact on the world. While ecological sustainability and inclusivity remain cornerstone issues, museums and galleries can be seen as standing on the right side of important social causes — which makes for an appealing enterprise to be associated with for the public.


Are people seeking out more meaningful experiences? Is the average consumer looking for more substance in their lives than material purchases? Have wider global events encouraged a shift in priorities over the last half-decade?


The impact of social media and digital sharing


Social media has unquestionably played its part in increasing gallery and museum engagement. For better or worse, through digital platforms, the world is irreversibly connected, and every social media account is an open gateway to another user’s experiences. The steady flow of curated content, whether it's an influencer reflecting on a gallery visit over Instagram or the British Museum sharing a behind-the-scenes video to their half-a-million subscribers on YouTube, interaction generates interest and curiosity. In the age of FOMO (Fear of Missing Out) people increasingly want to be part of these shared cultural moments.

Social media has also entirely transformed how people share their own experiences. It’s often said that having an Instagram account is like curating your own magazine, where only those images which show our best, most well-rounded selves make the cut. For some, visiting a museum is less about the artwork and more about constructing that online persona.

Museums and galleries have become the backdrop for this kind of social engagement, as visitors look for those perfect "Instagrammable" moments — a trend that museums are well aware of and could certainly leverage to drive foot traffic in ways traditional marketing might not.


A person posing in front of a museum exhibition, with brightly coloured reflected panels.

The cost of living and seeking low-cost experiences


Another potential contributor to increased museum popularity is the ongoing cost-of-living crisis. With household budgets stretched thin, people are seeking low-cost or free activities to enjoy during their downtime. Museums and galleries often offer free admission or discounted entry, making them a feasible option for those looking for enriching experiences without breaking the bank.

This motive is true across all age groups, from parents looking for ways to entertain children 'off-device', and adults looking for new activities to do both alone and socially.

A positive consequence of affordable culture is that while more people are visiting galleries and museums, the audience becomes much broader. Where previously museums might have been viewed as elite spaces, the growing trend toward free cultural engagement opens the doors to a wider demographic, which can only be a good thing on both an individual and societal level.


People viewing the Claudette Johnson area of the Turner Prize 2024 exhibition at Tate Britain.

Above: Claudette Johnson, part of the Turner Prize Exhibition 2024 at Tate Britain.


Connection, safety, and public spaces


Museums and galleries also provide something increasingly valuable in the wake of the global pandemic. After extended periods of isolation and uncertainty for many, people are searching for safe public spaces where they can connect and share experiences with others.

Perhaps there’s some sense of security to be found in a gallery or museum space; somewhere to engage intellectually, explore, and reflect — at your own pace, without feeling rushed or pressured. Could it be that the quiet, meditative nature of museums aligns with people's desire to reconnect with themselves and others in more meaningful, thoughtful ways?


Exhibition at Moco Museum, London featuring a sand area, trees, fountain and a depiction of the moon in the background.
'the closest I am to love is you' neon artwork at Moco Museum, London

Above: Exhibitions at the newly opened Moco Museum, London.


How museums can leverage the opportunity


To take full advantage of those factors driving engagement, museums and galleries need to understand how each motivation affects their visitors and build their strategies accordingly. This could involve institutions evaluating their current visitor experience to see how well those desires are met.

Are they offering visitors immersive and meaningful experiences? Are they actively engaging with visitors through social media and other digital platforms? Do they provide opportunities for reflection and connection in safe, welcoming environments?

Despite the positive engagement figures over the last year, museums and galleries can't afford to stand still — instead, they should continue to look for ways to improve the visitor experience. Whether that’s developing programs or events that look to further engage a captive audience; art clubs or discussion groups, for instance, where people can dive deeper into specific artworks or themes, or, development of better informational resources or interactive experiences within exhibits that could provide more opportunities for visitors to connect with the material on their own terms.



Above Left: 'Endless Realities', Moco Museum, London. Above Right: Delaine Le Bas, Part of the Turner Prize Exhibition, Tate Modern.


Creating engaging, shareable experiences


To expand on the trend of social media engagement, museums could look to create photo-friendly spaces that encourage visitors to share their experiences on digital platforms. This could be as simple as adding visually appealing backdrops or interactive installations that actively encourage participation. By making it simple for visitors to share their experiences, museums can leverage the power of user-generated content to reach broader audiences.

Museums could also host group events, such as guided tours or coffee mornings, to create a sense of community, and encourage people to engage with both the artwork and the wider community. In the same way book clubs meet to discuss literature, ‘artwork clubs’ could be an equally effective way for visitors to connect with a shared interest. Encouraging attendees to share their experiences on social media will further spread awareness of these opportunities for new visitors through the sharers personal network.


In Action: The newly opened Moco Museum, London offers visitors a mixture of 'instagrammable moments', immersive experiences and thought provoking exhibits, as well as layering depth into the information they share about their art through scannable QR codes available on each exhibit label.


To conclude


The rise in engagement with museums and galleries in England is no accident, rather the result of a perfect storm of societal changes and widespread cognitive shifts. Museums and galleries that recognise these drivers and adapt to meet them are in a unique position to thrive, drawing in diverse audiences and securing their role as essential cultural institutions for years to come.


Posted by Jade Turner
1st October 2024

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