Museum of Science and Industry

An ongoing research initiative by the Museum of Science and Industry, Chicago

Through the Digital Media in Everyday Life research initiative, The Museum of Science and Industry, Chicago seeks to better understand our audience and their relationship to technology and digital media in order to inform the development of our own digital initiatives.

Our definition of “audience” is necessarily broad, and includes visitors to the Museum as well as users of all our online, mobile, and social media experiences. Therefore it is not only important for us to understand what mobile devices visitors might bring into the Museum, but also how users behave online and in social networks, which of activities and media they spend time with, and their attitudes towards digital experiences in general.

About this Study

This study is based on a national survey of adults and youth conducted by MSI in August 2011. Presented in a three-part report, the study captures the digital lives of a broad spectrum of users in a time of rapid change. We hope the data will suggest new and deeper points of connection with a population seeking and consuming information in new ways, and who expect technology to make experiences more immediate, personal and empowering. Understanding this diverse audience and their interactions with digital media will help us design intuitive experiences that engage these groups in unique and meaningful ways.

We approached the task of understanding the digital lives of our audience from three perspectives:

Part One: Mobile Device Ownership

What mobile devices do our audience members own now, and what will they own in the near future? How many people own smartphones, feature phones, or other app-enabled devices, and what groups are most likely to own each? What else could affect access to mobile experiences we develop, and how could we optimize access by design?  

Download Part One: Mobile Device Ownership (PDF)

Part Two: Usage by Audience and Platform

What do adults and youth do across online, mobile, and social media? How do digital fluencies and habits of media consumption differ between users? Does owning an app-enabled device affect the amount of media consumed across platforms, or the level of engagement with digital media?

Download Part Two: Usage by Audience and Platform (PDF)

Part Three:  Attitudes About Digital Media

How do users feel about their relationship with digital media? Who feels comfortable with and empowered by digital media and technology, and who feels left out? How do self-perceptions of one’s own knowledge and skills with digital media compare to stated behaviors and devices used? Finally, does how someone interacts with digital media and technology in the lived environment correspond to how they use their own digital devices?

Download Part Three: Comfort and Confidence (PDF)