Survey of Museum Visitors

Survey of Museum Visitors

December 2013

The McNay Art Museum Visitor Study

Introduction

As part of market study and communications assessment, Audience Research & Analysis conducted visitor intercepts at the end of October and in early November. The purpose of this module was to develop a benchmark profile on which the Museum hopes to build.

Methodology

ARA intercepted the visitors as they entered the Museum and asked them to complete a two-sided questionnaire. In appreciation for their cooperation, each respondent was offered a beautiful art book from the Museum Store.

Over six days, ARA collected a total of 393 questionnaires as shown below:

Day and Date Respondents Thursday, October 31 (1:00 to 4:00pm) 40 Thursday, October 31 (4:00 – 6:30pm)1 50 Friday, November 1 45 Saturday, November 2 98 Sunday, November 32 135 Wednesday, November 6 25 Total 393 1 Family Halloween event with film “Frankenweenie,” as well as Thursday NIghts free general admission (4:00 to 9:00pm) 2 First Sundays (free general admission)

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Intercept Questionnaire

Topics included: • History of visiting the McNay • Whether a member of the McNay • Awareness of free general admission on Thursday Nights and First Sundays • Sources of information including websites, social media, print, personal recommendation • Awareness and attendance of programs • Visiting www.mcnayart.org before arriving, and type of information sought • San Antonio museums and attractions attended in the past 12 months, and membership or subscription • Media habits o Regular use of social networking websites (e.g., Facebook, Tumblr, Twitter, YouTube) o Regular readership of newspapers or magazines • Party composition • Geography • Demographics o Age, gender, marital status, race or ethnic background o Currently full-time student; highest level of education o Children under 18 living in the household

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Key Findings Geography • More than half – 57 percent – of all visitors lived in San Antonio. Another 29 percent resided elsewhere in Texas. o The proportion living in San Antonio jumped to 71 percent on Thursday Nights during free admission hours. o During times when admission is charged, the proportion of San Antonio residents declines to 47 percent. Demographics • About seven out of ten were female across all times. • Mean age was 42 years; the median (half below and above) was 36 years. o On Thursday Nights, the museum welcomed a younger constituency with a mean age of 35 years. o During paid admission times, mean age rose to 45 years. • At all times, about four out of ten were single (never married). The incidence of married/partnered couples was about 40 percent on days with admission and First Sundays, but rose to 58 percent on Thursday Nights. • On days with admission as well as First Sundays, about one-fifth had children under 18 years living in the household. The incidence rose to one-half on Thursday Nights. • Overall, 28 percent of visitors were full-time students , but this significant proportion was impacted by the 49 percent of Thursday Night visitors who were students. o Among non-current students, about three-quarters were college graduates with one- third having a graduate or professional degree . Nearly 40 percent, however, on Thursday Nights had not graduated college. • Among San Antonio visitors, 48 percent were white , non-Hispanic and 37 percent were Hispanic or Latino . However, three-quarters of visitors from San Antonio’s primary tourist feeder markets – Austin, Dallas, Fort Worth, Houston and Waco – were white , non-Hispanic compared with 14 percent of Hispanic of Latino heritage. o On Thursday Nights, the largest ethnic share was Hispanic or Latino at 48 percent. • Overall, mean annual household income was $91,000, although San Antonio residents averaged about $10,000 less. o On Thursday Nights, annual household income dropped to $62,000.

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Visiting the McNay • Thirteen percent of visitors were McNay members , 85 percent of whom lived in San Antonio. • Overall, 42 percent of visitors were not aware of either First Sundays or Thursday Nights . • Three out of ten, each, were accompanied by a spouse/life partner or friends, although the ratio among McNay Members was 2:1 spouse/life partner to friends . o On days with paid admission, one out of ten brought children under 18 . This rose to 50 percent on Thursday Nights, but only one out of six on First Sundays. • A little more than half were returning visitors including 67 percent of San Antonio residents who had been to the Museum previously. o Among prior visitors, 40 percent had been there in the past six months , and 60 percent, in total, over the past year. • With regard to sources of information that motivated a visit, close to four out of ten cited personal recommendations and half as many the McNay website and blog . o Public radio influenced six percent overall, and eight percent of San Antonians. o Among non-Texans, visitor magazines in hotels were second only to personal recommendations at 14 percent. o More than a quarter of First Sundays attendees cited the McNay website and blog as being an influential source. o Thirty percent of visitors on Thursday Nights acknowledged Facebook or other social media posts as a source compared with three percent during hours with paid admission. Awareness of Programs • All but two percent of McNay Members were aware of at least one museum program , while 41 percent of non-members were not aware of any. o For example, 71 percent of members were aware of Family Programs contrasted with 24 percent of non-members. o Overall, 48 percent were aware of the Museum Shop , 38 percent Conversations, Gallery Talks and Lectures , and 36 percent Film & Video Screenings . Museum Website • About one-half of all visitors logged on to www.mcnayart.org before arriving at the Museum. o Foremost, they looked for hours of operation , followed by current exhibitions on view . o San Antonio residents were relatively more interested in Events at the Museum while out-of-towners had above-average interest in cost of admission and Directions/Parking . Other San Antonio Museums and Attractions

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• Almost half of visitors to the McNay who were San Antonio residents had been to the San Antonio Museum of Art and/or Witte Museum in the past 12 months. Almost 10 percent were members of SAMA . o Among McNay Members, two-thirds had visited SAMA and six out of ten had been to the Witte . o Not surprisingly, almost half of McNay Members had been to art galleries , compared to 20 percent of all visitors from San Antonio. • Among the McNay’s San Antonio visitors, the Witte and SAMA were the most popular “other attractions” in the area. Out-of-town visitors, however, favored The Alamo just slightly more than SAMA , and significantly more than the Witte or any other area museum or performing arts attraction. • Nineteen percent of the McNay’s San Antonio visitors had a membership or subscription to at least one other area museum or attraction, led by nine percent at SAMA , five percent at the San Antonio Botanical Gardens , and four percent at the San Antonio Symphony . Social Networking • Overall, about 80 percent of McNay visitors used social networks led by 66 percent who were Facebook members. o McNay members were significantly less inclined to participate in social networking with other 45 percent using any social media site. o A larger proportion of those attending on Thursday Nights used social media than paying visitors: 90 percent versus 73 percent. In between were First Sundays visitors among whom 84 percent used social media. Readership of Newspapers and Magazines • Overall, about three-quarters of all visitors regularly read a newspaper or magazine in print, online, or both. o The San Antonio Express-News was the most widely read publication overall ranging from 35 percent among those coming on paid admission days to 46 percent of Thursday Night attendees. o While the San Antonio Express-News led The New York Times in overall readership by a margin of 4:3, those who read print publications online favored The Times by a 3:2 margin over the Express-News. o Paying visitors were about twice as likely as Thursday Night visitors to read Texas Monthly, while the reverse was true for San Antonio Magazine.

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Detailed Findings

Geography

The vast majority of the museum visitors, 86 percent, lived in Texas including 57 percent who resided in San Antonio, about ten percent in the five San Antonio main tourist feeder markets (Austin, Dallas/Fort Worth, Houston, Waco), and one out of five elsewhere in Texas.

Geography

International, 1.5% Other U.S., 12.2%

Other Texas, 17.4% San Antonio, 56.7% Waco, 0.5%

Houston, 1.3%

Dallas/Fort Worth, 2.1% Austin, 5.6% San Antonio suburbs, 3.1%

Geography Percent San Antonio 56.7 San Antonio suburbs 3.1 Austin 5.6 Houston 1.3 86% Dallas/Fort Worth 2.1 Waco 0.5 Other Texas 17 .4 OK,LA,AR 0.5 NY, NJ, PA, DE 1.5 ME,NH,VT,MA,CT 0.5 MD,DC,VA,WV,NC,SC 2.6 FL,GA,MS,AL,TN 1.8 12% OH,IN,MI,KY 0.5 NB,KS,MO,IL 1.0 ID,NV,UT,NM,AR,CO,WY 1.8 CA,WA,OR,AK,HI 1.5 International 1.5

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The proportion of visitors from San Antonio on free general admission days was significantly higher than on days which required paying admission. On First Sundays, the proportion of visitors from other Texas was relatively higher than that of Thursday Nights, probably owing to it being a weekend.

Geography Days with First Thursday Admission Sundays Nights Percent N=206 N=135 N=50 San Antonio 46.6 66.7
71.4 Five Cities (Houston, Dallas/Ft. Worth, Austin, Waco)
13.1 4.4 8.2 Other Texas 22.8 20.0 12.2 Other U.S. 15.0 8.1 8.2 International 2.4 0.7 0.0

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Demographics

Gender

Overall, seven out of ten of the respondents were female. The gender distribution on First Sundays and Thursday Nights slightly favored females compared with paid days.

Gender San Five Other Outside Days with First Thursday Total Percent Antonio Cities Texas Texas Admission Sundays Nights Male 28.9 28.1 24.3 31.1 32.7 30.9 26.7 26.0 Female 71.2 71.9 75.7 69.6 67.3 69.1 73.3 74.0

Age

With an overall mean age of 42 years, visitors were generally young. Forty-seven percent were under the age of 35 bringing the median age (half above; half below) to 36 years. Many of the young (under 25) were college students four out of ten of whom were at the Museum for a class requirement 1.

Mean age rose three years to 45 when only paying admission visitors were considered. On Thursday Nights, the mean age was almost ten years younger than on paying days. Almost 60 percent of visitors on Free Thursday were under 35 as were about 50 percent of First Sunday attendees.

Age Days with First Thursday Total San Antonio Percent Admission Sundays Nights

Under 25 24.6 26.7 21.7 27.6 28.0 25 to 34 22.3 26.2 19.8 23.1 ↑30.0 35 to 44 13.3 14.5 11.1 12.7 24.0 45 to 54 12.5 12.7 13.6 14.2 8.0 55 to 64 12.5 8.1 15.9 11.2 2.0 65 to 74 10.5 9.0 12.1 9.0 8.0 75 or older 4.3 2.7 6.8 2.2 0.0 Mean age (years) 41.7 38.9


44.8 39.6 35.1 Median age (years) 36.4 32.9


41.6 33.7 31.1

1 Out of the 95 respondents under 25, 39 said they were at the Museum for course work.

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Marital Status

The overall proportions of single and married respondents were about even. On Free Thursday, 52 percent of the respondents were married compared with 37 percent on First Sundays. Conversely, 17 percent of First Sunday respondents were separated/divorced/widowed compared with only two percent on Thursday Nights.

Marital Status Days with First Thursday Total Percent Admission Sundays Nights Single (never married) 42.4 42.7 42.9 40.0 Married 39.8 38.8 36.8
52.0 Partnered 3.6 2.9 3.8 6.0 Separated/divorced/widowed 14.1 15.5 16.5 2.0

Children Under 18 Years Old

Twenty-four percent of the respondents had children under 18 years of age living in the household. Geographically, the highest incidence was among San Antonio residents (29 percent), followed by those from Austin (23 percent), and elsewhere in Texas (22 percent).

The incidence of having children under 18 on Thursday Nights was 2 ½ times as great on day with paid general admission.

Children Under San Five Other Outside Days with First Thursday 18 Years Old Total Antonio Cities Texas Texas Admission Sundays Nights Percent Yes 23.6 29.2 18.9 21.8 5.8 19.4 20.3
49.0 No 76.4 70.8 81.1 78.2 94.2 80.6 79.7 51.0

Full-time Student

Twenty-eight percent of the respondents were full-time students. At 33 percent, the incidence was higher among visitors from Texas outside of San Antonio.

At 49 percent, the highest incidence of full-time students was on Thursday Nights.

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Level of Education

Excluding full-time students, 73 percent of the respondents were college graduates including 36 percent with a graduate or professional degree . As shown in the table below, visitors on Thursday Nights had relatively lower levels of education compared with paying attendees.

Education – Excluding Full-time Students San Days with First Thursday Total Percent Antonio Admission Sunday Nights Some high school 0.0 0.0 0.0 0.0 0.0 High school graduate 5.4 5.2 5.8 4.3 6.1 Some college 21.4 24.2 16.2 25.5
33.3 College graduate 31.4 33.3 26.6
40.4 30.3 Some graduate school 5.7 4.6 8.4 1.1 6.1 Graduate school or professional degree 36.1 32.7 42.9 28.7 24.2

Race or Ethnic Background

Overall, McNay visitors were racially and ethnically diverse. Slightly more than half identified themselves as white, non-Hispanic and three out of ten as Hispanic or Latino . Respondents from San Antonio were relatively more diverse with less than half being white and more than one-third Hispanic or Latino. The farther away visitors came from, the higher the incidence of being white, non-Hispanic .

Race or Ethnic Background Five San Other Outside (U.S. Residents only) Total Cities (Houston, Antonio Dallas/Ft. Worth, Texas Texas Percent Austin, Waco) White, non-Hispanic 57.2 47.7 73.0 61.5
82.6 Hispanic or Latino 29.1
36.8 13.5 26.9 8.7 Multiracial or other 5.0 6.4 0.0 5.1 2.2 Asian, South Asian or Pacific Islander 3.9 4.1
8.1 1.3 4.3 Black, non-Hispanic 3.7 4.1 5.4 2.6 2.2 American Indian or Alaska Native 1.0 0.9 0.0 2.6 0.0

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The racial and ethnic background of visitors on First Sundays was comparable to the overall racial profile. On Thursday Nights, however, the results changed significantly. One out of two identified themselves as Hispanic or Latino , about twice as many as First Sunday. Also, one out of twelve was Black, non-Hispanic , more than five-fold the incidence on Sunday and twice as high as on paying days.

Race or Ethnic Background Days with First Thursday (U.S. Residents only) Admission Sundays Nights Percent White, non-Hispanic 58.5 62.4 37.5 Hispanic or Latino 27.5 24.8
47.9 Multiracial or other 4.5 6.0 4.2 Asian, South Asian or Pacific Islander 4.5 4.5 0.0 Black, non-Hispanic 4.0 1.5
8.3 American Indian or Alaska Native 1.0 0.8 2.1

Annual Household Income

Overall, mean annual household income was approximately $91,000. In San Antonio, mean income was lower by about $10,000.

Household Income Texas San Outside Total Outside San Antonio Texas Percent Antonio Less than $50,000 40.3 45.0 41.3 17.0 $50,000 - $74,999 18.9 20.1 19.3 12.8 $75,000 - $99,999 14.0 14.4 14.7 10.6 $100,000 - $149,999 13.2 10.5 14.7 21.3 $150,000 - $199,999 6.6 4.3 6.4 17.0 $200,000 - $249,999 3.0 3.3 1.8 4.3 $250,000 - $299,999 1.1 0.5 0.9 4.3 $300,000 - $399,999 1.6 1.0 0.0 8.5 $400,000 or more 1.4 1.0 0.9 4.3 Mean income ($) 90,676 80,263 81,881


155,585 Median income ($) 63,043 56,250 61,310


122,500

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With a mean income of $62,000, Thursday Night respondents had significantly lower household incomes compared to those on First Sundays and days with paid admission.

Household Income Days with First Thursday Percent Admission Sundays Nights Less than $50,000 38.3 42.5 44.4 $50,000 - $74,999 17.0 17.3 33.3 $75,000 - $99,999 15.4 13.4 11.1 $100,000 - $149,999 13.8 13.4 8.9 $150,000 - $199,999 7.4 5.5 2.2 $200,000 - $249,999 3.2 3.9 0.0 $250,000 - $299,999 0.5 2.4 0.0 $300,000 - $399,999 2.1 0.8 0.0 $400,000 or more 2.1 0.8 0.0 Mean income ($) 96,742 87,894 62,222 Median income ($) 67,188 60,795 54,167

Membership to McNay

Thirteen percent of the visitors were members of the McNay, 85 percent of whom lived in San Antonio the remaining 15 percent lived elsewhere in TX.

Awareness of Free General Admission Days

Awareness of Thursday Nights or First Sundays was tested among all visitors. As shown in the table below, more respondents were aware of Thursday Nights than First Sundays . And to that point, less than one-fifth of Thursday Night visitors were aware of First Sundays .

Awareness of Free General Admission Days Days with First Thursday Total Percent Admission Sundays Nights Thursday Nights 42.5 35.1 46.7
62.0 First Sundays 33.1 17.3
63.0 18.0 Neither 42.2
56.3 26.7 26.0

On First Sundays almost one out of two of the respondents were aware of Thursday Nights and six out of ten of First Sundays, while on Thursday Nights six out of ten were aware of Free Thursdays and one out of six of First Sundays. Not being aware of either was equal on both special days. On the days with admission, twice as many as respondents on First Sundays or Thursday nights were not aware of either free admission days.

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Party Composition

The largest proportion of respondents came to the Museum with a spouse or partner or a friend . Close to one out of six were accompanied by children under 18 and nearly one out of five came alone . The results were not significantly different among San Antonio respondents, except that they were more likely to be accompanied by children under 18 . Members, on the other hand, were more likely to visit alone or with a spouse or partner .

Who is Accompanying You San McNay Total Percent Antonio Member Spouse/Life partner 30.8 26.4
32.7 Friend 29.0
29.5 16.3 Other relative 18.5 15.0 2.0 No one else 18.0 20.5
40.8 Children under 18 17.5
22.3 18.4 Other 4.1 3.2 2.0 Note: Multiple responses accepted

First Sunday visitors were there with a friend , spouse/life partner , or other relative , while on Thursday Nights, and not surprisingly, there were families (spouses or partners and children). Visitors on paid admission days were more likely to visit the Museum alone and less likely to accompany children under 18 .

Who is Accompanying You Days with First Thursday Percent Admission Sundays Nights Spouse/Life partner 30.0 28.4
40.0 Friend 26.1
34.3 28.0 Other relative 19.8
20.9 6.0 No one else
22.7 12.7 14.0 Children under 18 10.1 16.4
50.0 Other 5.3 3.7 0.0 Note: Multiple responses accepted

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Visiting the McNay

More than half had been to the McNay before. The highest incidence of prior visitors was among San Antonio residents, 67 percent. Respondents living in Texas outside San Antonio, were twice as likely to have visited previously compared with visitors who lived elsewhere in the U.S. and in other countries.

Prior Visits to the McNay Five Cities San Other Outside Total (Houston, Antonio Dallas/Ft. Worth, Texas Texas Percent Austin, Waco) Yes 56.7
66.5 54.1 52.5 25.0 No 43.3 33.5 45.9 47.5 75.0

Among respondents who had been to the McNay before, four out of ten had been there recently, within the past six months, while one out of five came 6 to 12 months ago . Nearly three out of ten had not been to the McNay for more than 2 years . The vast majority of the members, however, were there within the past 6 months.

Last Time Visited the McNay – Among McNay Prior Visitors Total Member Percent Within past 6 months 40.4
91.1 6 to 12 months ago 19.7 6.7 1 to 2 years ago 11.5 0.0 More than 2 years ago
28.4 2.2

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Sources of Information

Respondents were asked where they saw or heard something about the current exhibition or programs that motivated them to visit. Close to four out of ten were influenced by personal recommendations and half as many by the McNay website and blog . The impact of personal recommendations was highest among Texans (outside San Antonio), while visitor magazines scored highest among those from outside Texas.

Sources of Information Five Cities San Other Outside Total (Houston, Antonio Dallas/Ft. Worth, Texas Texas Percent Austin, Waco) N=390 N=221 N=37 N=80 N=52 Personal recommendation 37.7 33.0 40.5 46.3 42.3 McNay website and blog (www.mcnayart.org) 18.7
21.7 13.5 18.8 9.6 Membership mailing from the McNay 7.7
10.9 5.4 5.0 0.0 E-newsletter from the McNay (What’s Up @ 7.7
10.9 5.4 5.0 0.0 the McNay) Facebook or other media posts originated by 6.7 9.0 8.1 2.5 1.9 the McNay Public radio (e.g., KSTX Texas public radio) 5.6 7.7 2.7 3.8 1.9 Newspaper ad 4.9 7.2 0.0 3.8 0.0 Other lifestyle website (e.g., mySA.com, 3.8 2.7 5.4 6.3 3.8 Current.com) Display at Northstar Mall 3.8 5.4 0.0 3.8 0.0 Listing, article or review 2.8 2.7 0.0 3.8 3.8 Visitor magazine in hotel (e.g., destinations, Rio) 2.6 0.0 5.4 1.3
13.5 TV commercial or program 2.3 3.2 0.0 1.3 1.9 Magazine ad 1.3 1.4 2.7 0.0 1.9 Commercial in movie theatre 0.8 0.5 0.0 2.5 0.0 Spanish language radio commercial 0.3 0.0 2.7 .0 0.0 Other 33.8 33.0 43.2 32.5 32.7 Note: Multiple responses accepted *Other included professor/teacher for class project, sign outside the Museum, billboard/sign on Austin Highway, drove by/passing by, travel advisor/guide, guidebook, AAA guidebook, live nearby, Bank of America employee, known the Museum from prior visit to San Antonio.

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As shown in the table below, in addition to personal recommendation the most effective sources of information for First Sunday visitors were McNay website and blog , membership mailing and McNay e-newsletter, and the Public radio . For Thursday Night visitors the most influential was Facebook or other media posts by the McNay followed by e-newsletter , Public radio and McNay website and blog.

Sources of Information Days with First Thursday

Admission Sundays Nights Percent N=208 N=130 N=50 Personal recommendation 37.5 37.8 38.0 McNay website and blog (www.mcnayart.org) 15.4
26.7 10.0 Membership mailing from the McNay 6.7 9.6 8.0 E-newsletter from the McNay (What’s Up @ the 4.8 9.6
16.0 McNay) Facebook or other media posts originated by the 3.4 3.0
30.0 McNay Public radio (e.g., KSTX Texas public radio) 3.8 6.7
12.0 Newspaper ad 6.3 2.2 6.0 Other lifestyle website (e.g., mySA.com, 3.8 3.7 4.0 Current.com) Display at Northstar Mall 4.8 3.7 0.0 Listing, article or review 3.8 1.5 2.0 Visitor magazine in hotel (e.g., destinations, Rio)
4.3 0.0 2.0 TV commercial or program 2.9 2.2 0.0 Magazine ad 1.4 0.7 2.0 Commercial in movie theatre 1.4 0.0 0.0 Spanish language radio commercial 0.0 0.0 2.0 Other 35.1 31.9 34.0 Note: Multiple responses accepted

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Awareness of Programs

Overall, 36 percent were not aware of any of the McNay’s programs. All but two percent of members were aware of various programs contrasted with forty-one percent of non-members who were not aware.

McNay Programs – Awareness and Total Member Non-Member Attendance Today or in the Past 12 Attended Attended Attended months Today or Today or Today or Aware Aware Aware Past 12 Past 12 Past 12 Percent Months Months Months Museum Shop 48.3 21.6 91.8 57.1 42.0 16.6 Conversations, Gallery Talks, Lectures 38.4 13.0 93.9 46.9 30.3 7.9 Film & Video Screenings 36.4 11.2 85.7 44.9 29.9 6.4 Family Programs 29.8 8.4 71.4 14.3 23.6 7.6 Performances 24.4 6.9 75.5 24.5 17.2 4.4 Workshops & Teacher Programs 22.1 3.1 59.2 0.0 16.9 3.5 Note: 1) Multiple responses accepted 2) The table is sorted using Total/Aware column.

Museum Website

Overall, one out of two respondents visited www.mcnayart.org before arriving at the Museum, including 45 percent of visitors at paid general admissions times, 57 percent of First Sunday attendees and 58 percent of those coming on First Sundays. The majority of those who checked the website looked for information about hours and days open, followed by current exhibitions and cost of admission. Overall, out of town visitors were more inclined to check hours and days open , current exhibitions , cost of admission and directions or parking, while San Antonio residents visited the website to learn about events at the Museum.

What Looked for on Museum Website San All Other Total Percent Antonio Visitors Hours and days open 73.5 72.4
75.0 Current exhibitions 64.8 62.1
68.8 Cost of admission 52.6 49.1
57.5 Events at the Museum 41.8
44.8 37.5 Directions or parking 25.0 23.3
27.5 Membership information 6.1 8.6 2.5 Museum Store 4.1 4.3 3.8 Places to dine in the area 2.6 2.6 2.5 Other 2.0 0.9 3.8 Note: Multiple responses accepted

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Visits and Memberships or Subscriptions to Museums and Attractions

When asked about museums and attractions they had visited in the past 12 months, and memberships or subscriptions, the Witte Museum and San Antonio Museum of Art were the two most frequently visited museum by San Antonio residents. Being a member or subscriber ranged between nine percent (SAMA) and one percent (Institute of Texan Cultures).

Not surprisingly, the incidence of members visiting museums and attractions in the past 12 months was considerably higher, except at the Alamo and San Antonio Children’s Museum . They were also more likely to be members or subscribers.

San Antonio San Antonio Museums and Attractions McNay Members Respondents

Visited Member of Visited Member of Past 12 or Past 12 or Percent Months Subscriber Months Subscriber San Antonio Museum of Art 41.2 8.6 67.3 32.7 Witte Museum 44.8 3.6 59.2 10.2 Art galleries 20.4 46.9 San Antonio Botanical Gardens 30.3 5.4 40.8 20.4 San Antonio Symphony 15.8 4.1 38.8 12.2 Blue Star Contemporary Art Museum 22.6 2.7 36.7 10.2 Broadway shows at Majestic Theatre 24.0 2.7 36.7 8.2 The Alamo 39.8 34.7 Art Pace 12.2 2.3 30.6 8.2 Institute of Texan Cultures 11.8 0.9 18.4 2.0 Briscoe Western Art Museum 5.9 1.4 14.3 4.1 San Antonio Children’s Museum 14.9 3.2 6.1 2.0 Non-Response 18.1 81.4 10.2 44.9 Note: Multiple responses accepted The table is sorted using Visited Past 12 Months column of McNay Members.

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The following two tables summarize visits and membership or subscription by geography.

San Antonio Museums and Attractions Visited in San All Other the Past 12 Months Total Antonio Visitors Percent N=390 N=221 N= 169 The Alamo 35.9 39.8 30.8 San Antonio Museum of Art 35.6 41.2 28.4 Witte Museum 33.8 44.8 19.5 San Antonio Botanical Gardens 24.1 30.3 16.0 Art galleries 19.5 20.4 18.3 Broadway shows at Majestic Theatre 18.5 24.0 11.2 Blue Star Contemporary Art Museum 17.9 22.6 11.8 San Antonio Children’s Museum 12.6 14.9 9.5 San Antonio Symphony 11.5 15.8 5.9 Art Pace 10.0 12.2 7.1 Institute of Texan Cultures 10.0 11.8 7.7 Briscoe Western Art Museum 4.4 5.9 2.4 Non-Response (visit in past 12 months) 27.7 18.1 40.2

Memberships or Subscriptions to San Antonio San All Other Museums and Attractions Total Antonio Visitors Percent N=390 N=221 N= 169 San Antonio Museum of Art 5.1 8.6 0.6 San Antonio Botanical Gardens 3.3 5.4 0.6 San Antonio Symphony 3.1 4.1 1.8 San Antonio Children’s Museum 2.3 3.2 1.2 Witte Museum 2.1 3.6 0.0 Broadway shows at Majestic Theatre 2.1 2.7 1.2 Blue Star Contemporary Art Museum 1.8 2.7 0.6 Art Pace 1.5 2.3 0.6 Briscoe Western Art Museum 0.8 1.4 0.0 Institute of Texan Cultures 0.8 0.9 0.6 Non-Response (membership or subscription) 87.9 81.4 96.4

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Use and Visits of Social Networking Sites

Facebook was the most popular social networking site, followed by YouTube, Instagram, Twitter and Tumblr. San Antonio respondents were generally more engaged in social media compared with other visitors. McNay members, in general, were less inclined to make use of social networking sites.

Use of Social Networking Media Member Non- San All Total of Member Antonio Other Percent McNay McNay Facebook 65.8 67.9 63.1 36.7
69.8 YouTube 36.8
40.3 32.1 22.4 38.4 Instagram 25.4
30.3 19.0 14.3 27.3 Twitter 18.5 19.5 17.3 10.2 19.9 Pinterest 17.7 16.7 19.0 6.1
19.4 Tumblr 6.4 7.7 4.8 0.0 7.6 Flickr 2.3 1.4 3.6 2.0 2.3 Foursquare 2.1 2.3 1.8 0.0 2.3 Other* 3.6 4.5 2.4 2.0 3.8 Do not use social networks 20.6 18.1 23.8 55.1 15.8 Note: Multiple responses accepted *Other included Google+, LinkedIn, Reddit, and Vimeo.

In terms of social networking media, visitors on Thursday Nights appeared to be the most active compared to those on First Sunday and on paid admission days. Visitors on paid admission days were the least engaged in social media.

Use of Social Networking Media Days with First Thursday Percent Admission Sundays Nights Facebook 60.7 68.9
78.0 YouTube 35.4 38.5 36.0 Instagram 19.9 28.9
40.0 Twitter 16.5 19.3
26.0 Pinterest 18.0 17.0 18.0 Tumblr 4.9 8.1
10.0 Flickr 2.4 3.0 0.0 Foursquare 1.9 2.2 2.0 Other 3.9 4.4 0.0 Do not use social networks 26.7 15.6 10.0

Audience Research & Analysis - 2013 20 The McNay Art Museum Visitor Study

Readership of Newspapers and Magazines

Overall, the most read newspapers in print, online, or both were the San Antonio Express-News , The New York Times , San Antonio Current and Texas Monthly .

Readership of Texas Monthly was relatively higher on paid admission days, while the Express-News had wider readership on Thursday Nights.

Newspaper and Magazine Readership Days with First Thursday (Print, Online, or Both) Total Admission Sundays Nights Percent San Antonio Express-News 35.4 33.2 34.8
46.0 The New York Times 26.7 24.5 25.9 30.0 San Antonio Current 23.2 21.6 24.4 26.0 Texas Monthly 19.6
23.1 17.0 12.0 Vanity Fair 11.5 13.5 8.9 10.0 Texas Highways 10.9 11.5 11.1 8.0 San Antonio Magazine 8.4 6.3 8.9
16.0 San Antonio Woman 5.9 3.8
9.6 4.0 Our Kids Magazine 5.4 2.4 5.2
18.4 San Antonio Business Journal 4.1 2.9 5.2 6.0 La Prensa 3.8 3.8 1.5
10.0 NSIDE Magazine 3.1 1.4 3.0
10.0 The Jewish Journal 1.0 1.4 0.0 2.0 Other 16.5 21.2 13.3 6.0 Note: Multiple responses accepted *Other included The Wall Street Journal (ten mentions), Austin American Statesman, GQ, National Geographic, The New Yorker, Readers Digest, and The Washington Post (two mentions each).

Audience Research & Analysis - 2013 21 The McNay Art Museum Visitor Study

The New York Times was the most read newspaper online , both among San Antonio residents and others. Not surprisingly, the San Antonio Express-News had its highest readership among San Antonio respondents. Texas Monthly and Texas Highways both had greater readership among visitors not living in San Antonio.

Newspaper and Magazine Do Not Net Readership – Total Online Both Print Read Read Percent San Antonio Express-News
19.1 10.4 5.9 64.6 35.4 Texas Monthly 15.8 2.8 1.0 80.4 19.6 San Antonio Current 14.8 4.1 4.3 76.8 23.2 Texas Highways 9.2 1.0 0.8 89.0 11.0 Vanity Fair 8.7 1.8 1.0 88.5 11.5 The New York Times 7.4
15.3 4.1 73.2 26.8 San Antonio Magazine 7.4 0.8 0.3 91.5 8.5 San Antonio Woman 5.3 0.3 0.3 94.1 5.9 Our Kids Magazine 4.1 0.8 0.8 94.3 5.7 NSIDE Magazine 2.8 0.0 0.3 96.9 3.1 La Prensa 2.5 1.0 0.3 96.2 3.8 San Antonio Business Journal 2.0 1.5 0.5 96.0 4.0 The Jewish Journal 0.8 0.0 0.3 98.9 1.1 Other 9.9 4.1 2.5 83.5 16.5

Newspaper or Magazine Readership San Antonio All Other – San Antonio vs. All Other Percent Print Online Both Print Online Both San Antonio Express-News
24.9 14.0 8.1 11.8 5.9 2.4 San Antonio Current
22.6 4.1 5.0 4.7 4.1 3.6 Texas Monthly 14.0 2.7 1.4
18.3 3.0 0.6 San Antonio Magazine 9.0 1.9
10.0 5.3 0.6 0.6 Vanity Fair 9.0 2.3 0.5 8.3 1.2 1.8 Texas Highways 7.2 0.9 0.9
11.8 1.2 0.6 The New York Times 6.8
14.0 1.4 8.3
16.6 7.1 San Antonio Woman 5.9 0.5 6.3 4.7 0.6 0.0 Our Kids Magazine
5.4 0.9 0.9 2.4 0.6 0.6 La Pensa 3.2 1.8 0.0 1.8 0.0 0.6 NSIDE Magazine 3.2 0.0 0.0 2.4 0.0 0.6 San Antonio Business Journal 2.7 1.4 0.5 1.2 1.8 0.6 The Jewish Journal 0.9 0.0 0.0 0.6 0.0 0.6 Other 5.9 4.1 2.3 15.4 4.1 3.0

Audience Research & Analysis - 2013 22