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Visual Audio Display Units (VADUs) still exist in the National Museum Cardiff galleries. We know, because with almost every finger touch on the touchscreen, it sends a little signal to the web server that includes a piece of information describing the last interaction (i.e. ‘please play the video’, ‘please display the menu list’). We record all those messages, firstly to make sure the kiosk is actually working day-to-day and secondly to find out which aspects are popular or not popular, knowledge that is useful to guide future kiosk development. 

Each message is sent as an AJAX call (asynchronous JavaScript and XML) from the kiosk, which is usually a standalone bundle of files running through a web browser (HTML, CSS & Javascript files). The main bulk of the kiosk development is carried out through our in-house web CMS (called Amgueddfa CMS) on a computer that mirrors the public web server, it’s only before the launch that all the necessary files are copied over to the computer in the exhibition space (wrapped up as an ‘App’), where it remains like a satellite away from its mothership (the web server). Beep beep, beep beep.

Patterns of Frequency

A single recorded kiosk command is not particularly exciting by itself but when there are greater numbers, patterns emerge. For instance, if we record each time a video is started on the kiosk we get a round number to how many people were interested in the subject matter of the video (information gathered before they had seen the video). If we also record when people stop playing the video we can start to distinguish patterns in their viewing behaviour. Judging by the average video length played the majority of the visitors saw less than 39% of the total video length, with the longest average being three minutes 17 seconds. Of course, there were also lots of visitors who watch the videos until the end; as you can tell by the 'happy-tail' patterns formed by visitors reaching the film credits at the end of the film (figure 2).  

Overview of the Numbers

I signed-off my last blog with a promise of data relating to the Wi-Fi audio tour during the Chalkie Davies exhibition last year, which I’m including below. To placing the Wi-Fi statistics within the gallery space, I’ve also gathered data from the four large screen kiosks in the exhibition against the monthly visitor figures.

It is immediately clear that the four large kiosks were very popular - they contained a great deal of curated content which included a composite NME magazine, Chalkie Davies film, Youth Forum audio interviews, a comments section and What’s On calendar. I can imagine the relative attraction and easy access of the kiosks goes a long way to explain the comparatively lower figures of the Wi-Fi audio tour, but let us not be downbeat - the feedback received from the visitor survey about the Wi-Fi was positive. 

  • 93% of survey monkey results either felt they ‘learnt a lot about the exhibition’ or ‘it improved their experience as a visitor’ - it must be noted that the number of people who filled in the survey and used the Wi-Fi audio tour was extremely low compared to the overall gallery visitor figures (12 / 42,000), but the survey morsel is still very positive.    

However, I would be cautious in suggesting an Wi-Fi audio tour for short-run exhibitions, mainly due to the diminished numbers compared to the insitu kiosks - the Wi-Fi audio tour could gain popularity following a less exhibition-specific avenue (e.g. providing audio descriptions for the top ten popular objects), which would allow the audio catalog to be built gradually and remain available all year around throughout the museum.

Future Beeps

To conclude, we have been collecting kiosk statistics since 2011. The storage method may change, we could additionally store the data on Google servers via Google Analytics, but however the beeps are stored the way visitor interact with museum kiosks will continue to guide the future kiosk development. 

 

Table showing all the touchscreen events for the Chalkie Davies exhibition with visitor figures for the gallery:

Large touch screen x 4

 
 

Language

7 May

2015

June 2015

July 2015

Aug 2015

7 Sept

2015

Video (film plays)

 

1717

1085

1735

2833

352

7722

Chalkie Interview

EN

1280

1044

1362

1953

338

5977

Chalkie Interview

CY

124

123

164

237

38

686

NME magazine

EN

1209

961

1205

1841

355

5571

NME magazine

CY

60

56

72

148

17

353

NME Next Page

 

1974

2119

2099

2324

530

9046

NME Previous Page

 

1303

1025

1098

1666

463

5555

NME Zoom Photograph

 

985

681

909

1317

430

4322

Music Memories

EN

1409

1076

1464

2311

378

6638

Music Memories

CY

71

60

95

138

17

381

Music Audio (track plays)

 

1766

1583

1806

2410

486

8051

Comments

EN

881

702

840

1383

230

4036

Comments

CY

71

54

78

105

11

319

Comments submitted

 

124

131

168

260

30

713

What's On

EN

783

684

847

1335

241

3890

What's On

CY

55

50

63

126

12

306

Totals

 

12509

10409

12907

18721

3465

63,566

 

Wi-Fi Audio Tour

Using their own mobile devices

 
 

Language

7 May

2015

June 2015

July 2015

Aug 2015

7 Sept

2015

Audio (plays)

EN

316

212

262

394

124

1308

Audio (plays)

CY

10

3

4

4

1

22

Totals

 

326

215

266

398

125

1,330

 

Number Gallery Visitors

 

7 May

2015

June 2015

July 2015

Aug 2015

7 Sept

2015

 

Totals

 

9108

7107

10688

14130

1961

42,994

 

David Thorpe

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