07/22/2022
Updates 07/22/2022: Ohio's Travel Industry and Current Travel Research
INSTAGRAM TENDS TO BE THE TOP SOURCE OF INFORMATION FOR VISITORS ATTENDING CULTURAL ENTITIES
Key findings from IMPACTS Research, fielded July 20:
- Researchers found visitors who want to know something tend to use a device. This research contemplates 2,882 likely visitors to exhibit-based organization and 1,770 likely visitors to performance-based organizations.
- For exhibit-based:
- Visitors are 14% more likely to visit the mobile web than social media
- Visitors are 3% more likely to visit social media than the web
- For performance-based:
- Visitors are 8% more likely to visit the mobile web than social media
- Visitors are 3% less likely to visit social media than the web
- In the last study, we saw Instagram was the top social media channel for engagement. The question that now arises is, what are specific audiences using?
- For exhibit-based:
- Visitors are 3.2 times more likely to visit Instagram than Facebook
- Visitors are 1.04 times more likely to visit Facebook than TikTok
- Visitors are 1.8 times more likely to visit TikTok than Twitter
- For performance-based:
- Visitors are 2.2 times more likely to visit Instagram than Facebook
- Visitors are 1.4 times more likely to visit Facebook than TikTok
- Visitors are 1.2 times more likely to visit TikTok than Twitter
- There are age differences for Instagram users that need to be identified.
- For exhibit-based:
- 14% more adults ages 18-34 are using Instagram than adults ages 35-54
- 68% more adults ages 35-54 are using Instagram than adults ages 55+
- For performance-based:
- 14% more adults ages 18-34 are using Instagram than adults ages 35-54
- 60% more adults ages 35-54 are using Instagram than adults ages 55+
- Social media is crucial for engaging audiences, maintaining relevance, and inspiring visitors to exhibit-based and performance-based organizations. Instagram specifically is inspiring the most engagement.