Mobile devices represent a significant opportunity for visitor engagement – before, after and during visits. In a major survey done in 2012-2013, the Victoria and Albert Museum in London discovered that almost two thirds of their visitors own a smartphone and bring it with them to the museum, and the majority of survey respondents said they use their phones to “enhance their cultural visits.”
Survey results showed that the use of mobile devices for accessing the V&A website doubled from January 2012 to January 2013, with the “Visit Us” and “What’s On” pages showing the most activity. While it might be easy to think of smartphones as primarily onsite resources, evidence shows that they’re used to support the potential visitors' decision-making process.
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