Museums Audience Report is based on a sample of 39,318 visitors from 105 varied museums – those managed by local authorities, independent trusts, universities and national museums – collected via Audience Finder in the 2017-18 benchmark year. The report offers comprehensive insights into the demographic profile and behaviour of visitors, comparing them with patterns for other forms of arts and culture via info-graphics. It demonstrates the breadth of people museums are able to engage through their diverse appeal, collections, learning activities and specialist knowledge.
Audience Agency (2018) Museums Audience Report. London: Arts Council England.