annual survey of museum-goers – American Alliance of Museums

Demographics of US Museum-Goers: 2025 Update

By Jessica Strube

This visual Data Story is based on findings from the 2025 Annual Survey of Museum-Goers, a national survey of American museum visitors from AAM and Wilkening Consulting. Every year, the survey partners with individual museums to research …
Membership Motivations and Barriers: An Annual Survey of Museum-Goers Data Story

By Susie Wilkening

This visual Data Story is based on findings from the 2021 Annual Survey of Museum-Goers, a national survey of American museum visitors from AAM and Wilkening Consulting. Every year, the survey partners with individual museums to research …
Breaking Down Visitation by Museum Type: A 2024 Annual Survey of Museum-Goers Data Story

By Susie Wilkening

This visual Data Story is based on findings from the 2024 Annual Survey of Museum-Goers, a national survey of American museum visitors from AAM and Wilkening Consulting. Every year, the survey partners with individual museums to research …
Hope for the Future and Museums: Community and Family—A 2024 Annual Survey of Museum-Goers Data Story

By Susie Wilkening

This visual Data Story is based on findings from the 2024 Annual Survey of Museum-Goers, a national survey of American museum visitors from AAM and Wilkening Consulting. Every year, the survey partners with individual museums to research …
Hope for the Future and Museums: Enthusiasm and Resistance—A 2024 Annual Survey of Museum-Goers Data Story

By Susie Wilkening

For many of us who work in the museum field, the idea of "hope" feels like a positive outcome of a museum visit, and thus worthy of cultivation. Fortunately, most museum-goers agree! As we saw in our introductory Data Story on hope, …
Hope for the Future and Museums: A 2024 Annual Survey of Museum-Goers Data Story

By Susie Wilkening

In the 2024 survey, we specifically considered the importance of hope in motivating museum-goers to take a more positive and proactive approach to the future. To find out what the public thinks about museums and hope, we asked a series of …
Botting: Methodology—A 2024 Annual Survey of Museum-Goers Data Story

By Jessica Strube

Unfortunately, sometimes malicious web-crawlers comb social media for online surveys, spamming them with fake responses. These fake respondents or “bots” use automated tools to complete surveys many, many times and often ve…
Imaginative Learning in Museums, Part 2—Enthusiasm and Resistance: A 2024 Annual Survey of Museum-Goers Data Story

By Susie Wilkening

This visual Data Story is based on findings from the 2024 Annual Survey of Museum-Goers, a national survey of American museum visitors from AAM and Wilkening Consulting. Every year, the survey partners with individual museums to research …
Imaginative Learning in Museums, Part 1: A 2024 Annual Survey of Museum-Goers Data Story

By Susie Wilkening

This visual Data Story is based on findings from the 2024 Annual Survey of Museum-Goers, a national survey of American museum visitors from AAM and Wilkening Consulting. Every year, the survey partners with individual museums to research …
Homeschool Families: A 2024 Annual Survey of Museum-Goers Data Story

By Susie Wilkening

This visual Data Story is based on findings from the 2024 Annual Survey of Museum-Goers, a national survey of American museum visitors from AAM and Wilkening Consulting. Every year, the survey partners with individual museums to research …