What comes to mind when you think of museums? Ancient artifacts? The Mona Lisa? Maybe even the entertaining film franchise of ‘Night at the Museum!’ The truth is, that museums mean a lot of things to a lot of different people.
Yet, a significant challenge remains in attracting youth to museums. Why is it so difficult for the younger generation to establish a relationship with museums?
At least 35% of Gen Z spends 4 hours daily on social media.
So, if there’s one take away from this, its the fact that: Gen Z loves digital.
This discrepancy poses a critical question for those dedicated to attracting youth to museums: How can these institutions digitalize themselves sufficiently to garner the attention they deserve from the chronically online generation?
Gen Z spends 80% of their time online on this one app - YouTube.
Therefore, can videos be a solution to connect artists and our target audience?
Let’s find out.
Museums hold the key to a treasure trove of knowledge and history, and by aligning themselves with the digital preferences of Millennials and Gen Z, they can unlock new ways of experiencing culture and art that are both educational and engaging.
In this article, we delve into five potential of digital technologies in transforming museums into spaces that resonate with the younger generation.
Why Museums Need Younger Audiences
In our quest to attract youth to museums, a critical question arises: Do they like museums?
We all vividly remember the thrill of exploring a Science Museum as part of school trips. These visits can open new worlds of exploration and ignite a lifelong passion.
In fact, the Millennial Marketing survey revealed that the youth do indeed love museums, valuing them as much as theaters, city parks, or sporting events.
However, there's a catch – they spend only a small portion of their leisure time in museums.
The reason behind this? Younger generations often seek special events, interactive learning, social experiences, and personal approaches during their leisure time – elements they perceive as lacking in traditional museum visits.
But to effectively attract this demographic, a deep understanding of the Gen Z audience is essential. Consider these insights:
The youth represent a highly lucrative market, with their spending power in 2020 estimated at $2.5 trillion annually.
As tech-savvy, multi-device consumers, they show a preference for visual content over text, which they are more likely to trust and share.
The Fear of Missing Out (FOMO) significantly influences their need to stay updated with online trends.
A staggering 83% of young consumers expect brands to align with their values, fostering brand loyalty.
In the next section, we will explore how museums can leverage these insights to reinvent themselves digitally.
5 Digital Solutions To Attracting Youth To Museums
First Solution: Mobile Apps
Post-pandemic, phone usage among this demographic has surged by 60% to 80%, with Gen Z spending over seven hours a day on their screens. They seamlessly transition between popular social media apps like TikTok, and streaming platforms such as Netflix or Prime Video.
Do you notice the common thread here? Apps.
Mobile apps are the easiest way of attracting youth to museums. By leveraging location-based technology, these apps can enhance the visitor experience significantly. Imagine walking through a museum with an interactive map, audio guides, and even augmented reality experiences at your fingertips.
This is not just a concept; it's a reality we at Museums22 have brought to life with our work at the Guru Kahan Art Museum.
Our collaboration involved developing an audio guide app for a Jain community museum. This app showcases art based on religion and serves as a crucial tool in improving community understanding and appreciation, especially among youngsters. Here’s how it revolutionizes the museum experience:
Interactive Experience: The app provides a modern, engaging way to learn about art and religion, tailored to the interests of younger audiences.
Community Connection: It acts as a bridge, building a database of followers, allowing for direct communication through notifications and newsletters.
Sustainable Revenue Model: By adopting a subscription-based model, we provide the technology, while the content is developed and managed by the museum itself.
Second Solution: Geolocation-Based Promotions
Did you know the esteemed Louvre Museum in Paris has integrated geolocation technology to offer detailed information about exhibits, interactive maps, and more, all tailored to the visitor's location, through their mobile apps?
Geolocation technology not only provides an immersive and educational experience but also significantly increases visitor engagement.
Imagine this: You are strolling near a museum and receive a friendly push notification on your smartphone, offering a discount on admission.
This is the power of location-based technology – it provides a compelling reason for potential visitors, especially the younger demographic, to step inside and explore.
But, there are more advantages:
Enhanced Engagement: These displays captivate visitors by delivering personalized and interactive content.
Unleashing the Stories: They enable museums to highlight lesser-known artifacts and stories by providing pertinent information exactly when it matters most.
Interactive Education: Integrating educational games and quizzes makes learning both fun and engaging for visitors of all ages.
Accessibility: These displays can be designed to accommodate various accessibility needs, ensuring inclusive experiences for all visitors.
Third Solution: Location-Based Games
Who doesn't like a little game?
The integration of location-based games marks a revolutionary shift in how museums engage with their younger audience.
Imagine visitors embarking on an interactive digital treasure hunt within a museum. Guided by their smartphones, they navigate through various exhibits, uncovering clues and learning about art and history in an engaging, playful manner.
Our collaboration with the Jaya He New Museum at CSM International Airport in Mumbai perfectly illustrates the potential of location-based games in museums. This unique project faced the challenge of operating within a high-security transit space, one of the 50 busiest airports in the world. The solution? A mobile-friendly museum experience accessible with or without an app download.
The key features of this project included an audio guide app that provided tours of one of the largest museums in a public space, overcoming the obstacles of hardware maintenance and security in a bustling environment. Additionally, quick response scan codes placed on each artwork enabled in-transit passengers to effortlessly access information, eliminating the need for an app download.
Fourth Solution: AR/VR Experiences
In 2020, the 'Making the Future' project brought together 40 young people in an innovative VR program in an attempt to create their own interactive museum spaces. Each participant, aged between 12 and 16 received a VR headset and learned to design, build, and code their museum spaces, populating them with content - ranging from favorite sports and music to film and gaming habits.
This approach not only engaged the participants but also provided a fresh perspective on how museums can be perceived and experienced.
The impact of VR in museums is undeniable - enhancing visitor engagement through immersive, 3D experiences.
In another exhibition at the Liangzhu Museum in China involving AR glasses, the participants responded: "With the AR glasses, I know what the ancient wild boar exactly looks like and how it is different from what we see on TV."
Fifth Solution: Social Media Engagement
Circling back to the beginning of our article - Gen Z loves video content.
Platforms like TikTok, Instagram, and YouTube, which cater to short-form clips, have become instrumental in attracting youth to museums.
Museums, cultural organizations, and educators have increasingly turned to TikTok to reach younger audiences, a demographic that may not be as active on platforms like Facebook, Twitter, or Instagram.
A compelling example is Florence’s Uffizi Gallery. On Instagram, they pair artworks with detailed captions offering context and insight. In contrast, their TikTok presence is marked by playful, music-accompanied compilations that highlight art details in a fun, meme-like format.
Museums22 has been instrumental in evolving museum experiences with initiatives like Progressive Web Apps and animations to boost online presence, engaging ArtBeat videos showcasing collections, captivating snippets from NGMA and National Museum, and immersive audio-video content for sites like Ajanta and Ellora.
Digitalize Your Museum Experience with Museums22
Imagine the convenience of managing your museum's digital presence effortlessly with Museums22's mobile app. Manage social media, digital catalogs, visitor experiences, and provide intuitive audio guides, all through one platform.
Previously, such an upgrade meant high costs in consulting, development, and content creation.
Now, with Museums22, gain access to a comprehensive mobile app solution starting at just $299 per month.
Embrace the future of museum interaction - book a free demo with Museums22 today and step into the digital era with confidence and ease.
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