Europeana User Survey 2014 Report

50
Alan Blackwood– User Experience Consultant [email protected] Europeana User Survey 2014 – Report March 2014

description

Earlier this year we were all ears with the launch of our biennial user survey, which was answered by over 2,000 users of the Europeana.eu website. Every two years, we conduct such a survey to better understand what our users do when they arrive on Europeana.eu and how they feel about using the website to search, browse and share Europe’s cultural collections.

Transcript of Europeana User Survey 2014 Report

Page 1: Europeana User Survey 2014 Report

Alan Blackwood– User Experience Consultant

[email protected]

Europeana User Survey 2014 – Report

March 2014

Page 2: Europeana User Survey 2014 Report

2 Europeana User Survey 2014 – Report | 19/03/2014

Outline

• Executive Summary • Methodology • Summary of 2014 Survey content • Results of 2014 Survey • Comparisons with 2011 Survey

Page 3: Europeana User Survey 2014 Report

3 Europeana User Survey 2014 – Report | 19/03/2014

Executive Summary 1 of 2

Reported overall experience of the site is 'Good'

There was a high proportion of first-time users in the overall respondent group

The majority of respondents were in the 25-54 age group with very few aged under 18

A high proportion (over 60%) of respondents had University degrees with IT and Education the most common employment sectors

Most respondents arrived at the site following a link from another site or having read about it in a paper or journal

Art, Photography and Maps were the most popular genres/categories

The most common reason for the last visit to the site was 'exploration within a topic' suggesting the need for prominent explicit links to support this behaviour

Continued…

Page 4: Europeana User Survey 2014 Report

4 Europeana User Survey 2014 – Report | 19/03/2014

Executive Summary 2 of 2

Self-reported success rates for task completion were high across all languages (79 - 87%)

Those that could not complete tasks most commonly attributed this to either 'No search results' or 'Couldn't find the page [they were] looking for‘

Many respondents claimed not to download items from the site - if this is a priority for Europeana there need to be clearer calls to action to support this activity

Trust in Europeana as a content source is much higher than other equivalent sites

Navigation and Search were seen as being only on a par or slightly better than competitors

'Browse by subject' was the most commonly requested additional feature

User-generated content or collections were the least valued potential additions

Continued…

Page 5: Europeana User Survey 2014 Report

5 Europeana User Survey 2014 – Report | 19/03/2014

Outline

• Executive Summary

• Methodology • Summary of 2014 Survey content • Results of 2014 Survey • Comparisons with 2011 Survey

Page 6: Europeana User Survey 2014 Report

6 Europeana User Survey 2014 – Report | 19/03/2014

Methodology

Surveys were provided in 6 languages (total respondent numbers in brackets):

– English (1652)

– French (178)

– German (302)

– Italian (74)

– Polish (56)

– Spanish (134)

A link to the survey was then distributed via the Europeana website

A Google Nexus 10 prize draw entry was offered as incentive for participating

The surveys were open during January and February 2014.

Page 7: Europeana User Survey 2014 Report

7 Europeana User Survey 2014 – Report | 19/03/2014

Outline

• Executive Summary • Methodology

• Summary of 2014 Survey content • Results of 2014 Survey • Comparisons with 2011 Survey

Page 8: Europeana User Survey 2014 Report

8 Europeana User Survey 2014 – Report | 19/03/2014

Summary of 2014 Survey content 1 of 2

Frequency of visits

Demographics – Gender

– Age

– Education

– Employment

– Language

Usage of Europeana – Route to Europeana

– Most popular genres/categories

– Purpose of last visit

– Self-reported success rates

– Reasons for task failure

– Downloads

Other sites used

Page 9: Europeana User Survey 2014 Report

9 Europeana User Survey 2014 – Report | 19/03/2014

Summary of 2014 Survey content 2 of 2

Additions/future developments

Overall experience

Page 10: Europeana User Survey 2014 Report

10 Europeana User Survey 2014 – Report | 19/03/2014

Outline

• Executive Summary • Methodology • Summary of 2014 Survey content

• Results of 2014 Survey • Comparisons with 2011 Survey

Page 11: Europeana User Survey 2014 Report

11 Europeana User Survey 2014 – Report | 19/03/2014

Results: Notes

Due to the relative volume of responses and therefore higher likely statistical significance, patterns of response have been identified in the English version of the survey first.

Any relevant variations from these patterns in the survey responses in other languages have then been reported and underlying reasons suggested where discernable.

This report focuses on the closed responses from the survey. Open response data is available to Europeana and further analysis may shed further light on the underlying reasons for some of the trends in the data.

Page 12: Europeana User Survey 2014 Report

Post-test interview

Frequency of visits

Page 13: Europeana User Survey 2014 Report

13 Europeana User Survey 2014 – Report | 19/03/2014

Frequency of visits

High proportion of 'first-time’ and infrequent visitors:

– ‘First-time’ is the single biggest group in the English and German surveys, which had the largest overall number of respondents

– Over 72% of respondents visit the site 'a few times a month‘ or less

– Those visiting 'several times a week' or more make up only 13% of the total number of respondents.

Recommendations:

– These results imply a need for clear routes to help new users quickly establish the purpose of the site and to draw these users into content relevant to their interests.

– These could include:

• An 'About the site' link in the primary navigation area.

• A dedicated route for first-time or irregular users such as a site tour or bulleted list of features & benefits. This could be included in an ‘About the site’ section.

• Greater use of ‘deep linking’ from the homepage via subject searches related to featured items.

Visit frequency English language

Page 14: Europeana User Survey 2014 Report

Post-test interview

Demographics

Page 15: Europeana User Survey 2014 Report

15 Europeana User Survey 2014 – Report | 19/03/2014

Demographics: Gender

Generally more male than female users across most languages:

– Roughly 60:40 male:female split in the English version (908 of 1497 respondents)

– Some variation in non-English surveys:

• Highest: 74.6% male (German) – (206 of 276)

• Lowest: 41.0% male (Polish) – (23 of 56).

Recommendations:

– This may indicate some opportunity to raise the site's profile within the less well represented gender in each language.

– However, the relatively small number of respondents in the non-English language surveys limits their likely statistical significance.

Gender English language

Page 16: Europeana User Survey 2014 Report

16 Europeana User Survey 2014 – Report | 19/03/2014

Demographics: Age

Over 60% of respondents are in the 25-54 age range across all languages.

Between 1 and 6% are under 18 across all languages.

Recommendations:

– 25-54 age group:

• According to demographic trends identified elsewhere people in this age range are likely to be heavy users of smartphone and tablet devices.

• Again, this will be verifiable on the Europeana portal by examining site analytics data.

• Optimising the site’s user experience across mobile platforms is already a priority for Europeana and should continue.

– Under 18s:

• There may be an opportunity to extend the site’s reach into schools by:

– Creating collections or themes that are closely tied with regional curriculums

– Promoting the social sharing options within these groups.

Age English language

Page 17: Europeana User Survey 2014 Report

17 Europeana User Survey 2014 – Report | 19/03/2014

Demographics: Education

Direct comparison is not possible here between different nationalities due to variations in the precise qualifications.

64% of respondents to the English version of the survey have a University degree of some kind with many also having some form of postgraduate or equivalent degree.

This is broadly consistent across all languages and suggests a highly-educated user base.

Education level English language

Page 18: Europeana User Survey 2014 Report

18 Europeana User Survey 2014 – Report | 19/03/2014

Demographics: Employment

The most prominent employment groups across all languages were:

– Student (full- or part-time): 7-8% across languages

– Unemployed/retired: between 8% (Italian) and 22% (French)

– Creative arts and culture: between 10% (German) and 24% (Spanish)

– IT and information services: between 8% (Spanish) and 13.6% (English)

– Public sector: between 7% (English) and 11% (German)

– Teaching and education: between 6% (German) and 18% (Spanish)

There was some large deviation here between the Polish results and the other languages:

– For example, 23.2% of these respondents were in the Student (full or part-time) category.

– Again, because of the small sample size, it is less likely that this will be representative of the full user population.

Employment (partial) English language

Page 19: Europeana User Survey 2014 Report

19 Europeana User Survey 2014 – Report | 19/03/2014

Demographics: Language

The most widely spoken second languages are:

– English for non-native speakers:

• Lowest proportion: 30% of German native speakers

• Highest proportion: 90% of Polish native speakers.

– German & French for native English speakers;

• 30% comfortable speaking German

• 26% comfortable speaking French.

Comfort with languages (partial) German language

Page 20: Europeana User Survey 2014 Report

Post-test interview

Usage of Europeana

Page 21: Europeana User Survey 2014 Report

21 Europeana User Survey 2014 – Report | 19/03/2014

Usage: Routes to Europeana

The most common responses across all languages are 'Read about it in paper/journal' and 'Link from another website'.

Word of mouth (‘Someone told me about it’) also features heavily across most languages suggesting a strong viral effect in promotion of the site.

The exception is the German language respondents where 42% had 'Heard about it on radio/TV' which indicates that recent broadcast media exposure is directing traffic to the site.

This is also consistent with the high proportion of first-time visitors (38% of respondents) in the German version.

Recommendations:

– There is inconclusive evidence of a direct relationship here between broadcast media profile and site traffic.

– This should be triangulated with other sources such as market research and campaign tracking data to better understand the detail of this relationship.

Routes to Europeana (partial) English language

Page 22: Europeana User Survey 2014 Report

22 Europeana User Survey 2014 – Report | 19/03/2014

Usage: Most popular genres/categories

There was little variation across the various languages here.

The most commonly selected options were:

– Art

– Photography

– Maps

– Information about a historical period

– Academic and scientific articles/journals.

Recommendation:

– Content focussed on these areas is likely to hold most interest and have most resonance with the user population.

– Items from these categories are therefore more likely to engage users and draw them into the site if featured on the site homepage.

Most popular genres (partial) English language

Page 23: Europeana User Survey 2014 Report

23 Europeana User Survey 2014 – Report | 19/03/2014

Usage: Purpose of last visit

In most languages, ‘Exploration within a topic’ comes out just ahead of ‘finding out about Europeana’:

– ‘Finding a specific item’ is a significantly lower priority across all languages, featuring prominently only in the Spanish language version.

– This suggests that most users’ progression through the site is from the generic to the specific. More are motivated by interest in a topic rather than a need to locate a specific item on the site.

Recommendations:

– The ‘Exhibitions’ link is currently placed within the footer area on each page. Usage statistics will help to confirm this but it is likely that this will be found less often by users than if it was further up the page.

– Its current inclusion as a carousel item on the homepage could partly address this need but there is justification from this evidence for a more prominent and permanent location.

– Given the preference expressed here for browsing rather than searching, increased prominence for links to subject matter searches could also be justified.

Purpose of last visit English language

Page 24: Europeana User Survey 2014 Report

24 Europeana User Survey 2014 – Report | 19/03/2014

Usage: Self-reported success rates

Self-reported success rates are high across all languages (between 79% and 87%).

This indicates that few barriers to task completion were noticed by respondents while using the site.

However, there are some caveats here:

– People will generally report a higher success rate for themselves than that which might be more objectively observed.

– Respondents’ goals could vary widely here from spending 90 seconds reading a blog article or browsing the homepage to an extensive investigation of a series of topics.

– For these reasons, the genuine level of success for common or core tasks is difficult to accurately determine from this evidence.

Recommendations:

– While this figure is encouraging, it cannot be relied upon in isolation.

– Usability testing on the site will give greater confidence in the validity of the findings here.

Achieved goals during last visit? English language

Page 25: Europeana User Survey 2014 Report

25 Europeana User Survey 2014 – Report | 19/03/2014

Usage: Reasons for task failure

Of the minority of respondents (between 13% and 21%) that did not successfully complete their task, the most common reasons given across all languages were:

– ‘No search results’: between 11% (Italian) and 27% (English, German and Spanish)

– ‘Couldn’t find the page I was looking for’: between 15% (German) and 42% (Spanish).

Recommendations:

– If the proportions affected are representative, these issues appear to be affecting only a minority of users.

– Again, no insight is available here into potential underlying causes for these reported issues.

– Undertaking corresponding usability testing on the site will give greater confidence in the findings here.

Reasons for task failure English language

Page 26: Europeana User Survey 2014 Report

26 Europeana User Survey 2014 – Report | 19/03/2014

Usage: Downloads

A high proportion of respondents across all languages do not download material from the Europeana site:

– German - 84%

– Polish - 64%

– English - 61%

– French - 53%.

Do you download? English language

Page 27: Europeana User Survey 2014 Report

27 Europeana User Survey 2014 – Report | 19/03/2014

Usage: Downloads – Why not?

The most common reasons for not downloading across all languages were:

– ‘I didn’t know I could’ – the most common response for most languages

– ‘Not interested’ – this was chosen less commonly but still selected by a significant proportion of respondents.

Recommendations:

– For many items there is no clear ‘Download’ call to action.

– Clicking on a thumbnail image takes the user to the source website in most cases.

– If encouraging downloads is a priority activity for Europeana, and consistent with the licensing terms for a particular item, then adding a clear button/icon will help to achieve this.

– Examples used elsewhere include:

Why don’t you download? English language

Page 28: Europeana User Survey 2014 Report

28 Europeana User Survey 2014 – Report | 19/03/2014

Usage: Downloads – Why?

The most common reasons for downloading across all languages were:

– ‘Fun/inspiration’ – this was the most common response by far in many languages:

• English (55%),

• German (61%),

• French (44%),

• Spanish (46%),

• Italian (50%).

– 'Academic research' and 'Republishing/sharing' are the 2 next most common responses across all languages.

Recommendations:

– This further supports the need for clearly highlighted ‘browsing’ routes through the site, servicing the exploratory impulse of a large proportion of visitors.

Why do you download? English language

Page 29: Europeana User Survey 2014 Report

Post-test interview

Other sites used

Page 30: Europeana User Survey 2014 Report

30 Europeana User Survey 2014 – Report | 19/03/2014

Other sites used

Wikipedia is the most popular site from those listed. This could be a simple product of familiarity with the site from more general, non-'cultural heritage item' use.

The popularity of a less centrally-controlled site such as Wikipedia in response to this question may be a contributing factor to 60-70% of respondents across all languages 'Agreeing' or 'Strongly agreeing' that Europeana has more ‘trustworthy content’ than their 'other main site':

– Wikipedia has an extremely broad scope but lacks depth and may be comparatively less reliable as a source due to its distributed curation system.

Project Gutenberg and Google Books were consistently the 2nd and 3rd most popular options.

Recommendations:

– Trust in Europeana as a source is very high in comparison to the other options presented here.

– Emphasising this as a distinguishing factor in communications about the site could reinforce this distinction from other less actively-curated online collections.

Other sites used (partial) English language

Page 31: Europeana User Survey 2014 Report

31 Europeana User Survey 2014 – Report | 19/03/2014

Other sites used vs Europeana

In response to the statement ‘I prefer Europeana.eu to the other main site I use (from previous question) in terms of:’, there were very few negative ratings for any of the categories.

However, the 'Neutral' response was the most commonly selected response in the following categories:

– General look and feel (34.2%)

– Ease of access to content (36.7%)

– Navigation around the site (39.7%)

– Search functions (42.7%)

The 'look & feel' result was marginal with the next most popular option 'Agree slightly' accounting for 32.4%.

However, the pattern of responses in the other categories again points to some potential confusion or overall dissatisfaction with the available routes to, and through, the content on the site.

Recommendation:

– As indicated by responses to other survey questions, it could be beneficial to investigate potential issues relating to content discovery more closely using a combination of True Intent/Voice of the customer studies, web analytics data and usability testing.

I prefer Europeana (excerpts) English language

Page 32: Europeana User Survey 2014 Report

Post-test interview

Additions/future developments

Page 33: Europeana User Survey 2014 Report

33 Europeana User Survey 2014 – Report | 19/03/2014

Additions/future developments

'Browse by subject' was the most requested feature from the list supplied:

– 90% of respondents in the English language survey considered the ability to browse by various dimensions using faceted navigation to be either 'Useful' or 'Very useful‘.

– This could also be linked to the underlying issue in the responses to Q.11 (What stopped you achieving what you wanted?) where 'I couldn't find the page I was looking for' was the most common response.

Recommendations:

– Providing more prominent links to related subject searches may help here. For example, providing 2 or 3 related subject links beneath each featured item on the homepage.

– Also, rearranging the content on the homepage could have a positive effect. For example:

• Removing or re-formatting the carousel element

• Adding more static feature items in place of, or above, highlighted Blog entries.

– A/B/Multivariate testing could help determine which approach is most effective.

Additions/future developments (excerpt) English language

Page 34: Europeana User Survey 2014 Report

34 Europeana User Survey 2014 – Report | 19/03/2014

Additions/future developments

User-generated comments/tags/galleries were consistently the least-valued additions:

– Over 30% of respondents in the English language survey stated that they would find the ability to 'Create and publish my own galleries of favourite items' 'rarely useful' or 'not useful at all'.

– Over 23% rated ‘Improve information by adding my own tags or comments’ in the same way.

– The relatively low popularity of these features may point to perceived duplication/overlap of functionality with existing sites used for content collecting & sharing such as Pinterest or Google+.

Recommendations:

– Identify and promote any unique benefits to users of this type of functionality on the Europeana site.

– Continue to offer a wide range of external sharing options if this is the preferred method for many users.

Additions/future developments (excerpt) English language

Page 35: Europeana User Survey 2014 Report

Post-test interview

Overall experience

Page 36: Europeana User Survey 2014 Report

36 Europeana User Survey 2014 – Report | 19/03/2014

Overall experience

There was a 3.8 average response score for this question over all languages, just below ‘Good’:

– This indicates that the overall experience was positive, if not overwhelmingly so.

Only between 5-10% of respondents categorised their overall experience on the site as 'Below average' or 'Very bad' across all languages.

From other responses within this survey, it seems that the most obvious negative contributing factors here are:

– Difficulty finding specific items

– Not being able easily to browse the site by subject area.

Very bad Below Average Average Good Excellent

1 2 3 4 5

3.8

How would you rate your overall experience ?

Page 37: Europeana User Survey 2014 Report

37 Europeana User Survey 2014 – Report | 19/03/2014

Outline

• Executive Summary • Methodology • Summary of 2014 Survey content • Results of 2014 Survey

• Comparisons with 2011 Survey

Page 38: Europeana User Survey 2014 Report

Post-test interview

2014 vs 2011: Competitors

Page 39: Europeana User Survey 2014 Report

39 Europeana User Survey 2014 – Report | 19/03/2014

2014 vs 2011: Competitors

0%

20%

40%

60%

80%

100%

2011 2014

Favourite non-Europeana site Wikipedia has moved from 2.7% of respondents' favourite in 2011 to almost 50% in 2014.

Google Books remains reasonably consistent with 12.4% choosing this in 2014 and 10.6% in 2011.

However, there are some potentially distorting differences in the options provided in both years:

– Google search was not offered as an option on the 2014 list. This was the most popular response in 2011 with 45% of respondents selecting it.

– No 'null' option ('Do not have a favourite/main site') was provided for this question in the 2014 survey. This was present and was selected by almost 28% of respondents in the 2011 survey.

Page 40: Europeana User Survey 2014 Report

40 Europeana User Survey 2014 – Report | 19/03/2014

Trustworthiness of content:

– 2011 - 54.4% Better

– 2014 - 55.9% Better

Usefulness of content:

– 2011 - 34.3% Better

– 2014 - 60.8% Better

General look and feel:

– 2011 - 32.1% Better

– 2014 - 54.2% Better

Presentation of results:

– 2011 - 26% Worse

– 2014 - 52.5% Better

Ease of access:

– 2011 - 26% Worse

– 2014 - 48.0% Better

Navigation:

– 2011 - 26% Worse

– 2014 - 44.8% Better

Search:

– 2011 - 29.9% Worse

– 2014 - 45.0% Better

2014 vs 2011: Europeana vs Competitor

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

2011 2014

Europeana - Better or Worse?

Bet

ter

Wo

rse

% o

f re

spo

nse

s

Notes Main competitors 2011 - Google Search 2014 – Wikipedia

Options available 2011 - Better/Similar/Worse 2014 – Strongly disagree/Disagree/Neutral/ Agree slightly/Strongly agree

Results included To allow comparison with the 2011 report, neutral ratings are not shown, only the most prominent positive or negative rating in each category.

Summary: • The 2014 results are more positive in

every category. • Negative ratings in the 2011 survey

should be seen in the context of having a dedicated and highly familiar site such as Google as comparator in most cases.

Page 41: Europeana User Survey 2014 Report

Post-test interview

2014 vs 2011: Age

Page 42: Europeana User Survey 2014 Report

42 Europeana User Survey 2014 – Report | 19/03/2014

2014 vs 2011: Age

0%

20%

40%

60%

80%

100%

2011 2014

% in each Age Group There is very little difference in the proportion of respondents in each of the categories from 'Under 15' to '19-24‘ between the surveys.

Some variation in the proportion of respondents from some age groups above that (as shown in the chart to the left):

– 23.3% in the 25-34 age group in 2014, 17.8% in 2011

– 21.9% in the 35-44 age group in 2014, 20.6% in 2011

– 18.6% in the 45-54 age group in 2014, 24.1% in 2011

– 14.9% in the 55-64 age group in 2014, 20.0% in 2011

– 12.0% in the 65+ age group in 2014, 9.5% in 2011

Overall the majority of respondents are in the same 25-54 age group: – 2011: 62.5% – 2014: 63.8%

This suggests a reasonably stable user age profile over the 3 years between the surveys with a subtle shift towards the lower (25-34 years) end of the main age groups between 2011 and 2014 and a minor increase in the proportion of over-65s.

Page 43: Europeana User Survey 2014 Report

Post-test interview

2014 vs 2011: Profession

Page 44: Europeana User Survey 2014 Report

44 Europeana User Survey 2014 – Report | 19/03/2014

2014 vs 2011: Profession

Education:

– The proportion of respondents from the Education sector is defined as follows for each survey:

• Lecturer/teacher/trainer (2011): 14.8%

• Teaching and education (2014): 13.2%

– Using this as the basis for comparison shows a marginal decline between 2011 & 2014.

– However, it is possible that some 2014 respondents who are trainers may not have selected ‘Teaching and Education’ in response to this question.

– If professions had been grouped in 2014 as they were in 2011 this may have meant even less variation between the surveys.

0%

20%

40%

60%

80%

100%

2011 2014

Employed in Education

Notes

Direct comparison is not possible due to the much higher level of granularity in the 2014 survey than in 2011 when profession/employment sector divisions were defined much more broadly.

Comparison is provided here for the only broadly similar category in both surveys.

Page 45: Europeana User Survey 2014 Report

Post-test interview

2014 vs 2011: Finding Europeana

Page 46: Europeana User Survey 2014 Report

46 Europeana User Survey 2014 – Report | 19/03/2014

2014 vs 2011: Finding Europeana

The following options were selected by similar proportions of respondents in 2011 and 2014.

– ‘Someone told me about it’:

• 2011 - 9.7%

• 2014 - 10.9%

– ‘Search engine result’:

• 2011 - 6.5%

• 2014 - 5.2%

– ‘Link on a blog’

• 2011 - 1.4%

• 2014 - 1.6%

A slightly higher proportion selected 'involved in a Europeana project‘ in 2014 than in 2011:

• 2011 - 2.2%

• 2014 - 4.9%

No option was given in 2011 for radio/TV promotion:

• In 2014 it was 7.4%

Similar proportions: 2014 vs 2011

Page 47: Europeana User Survey 2014 Report

47 Europeana User Survey 2014 – Report | 19/03/2014

2014 vs 2011: Finding Europeana

A much lower proportion of respondents read about the site in a paper or journal in 2014 than in 2011:

– 2011 - 32.0%

– 2014 - 15.3%

This may be affected by factors such as a changing promotional strategy for Europeana.

However, it is also consistent with the broader trend of decline in the general influence of print media.

0%

20%

40%

60%

80%

100%

2011 2014

Read about it in paper/journal

Page 48: Europeana User Survey 2014 Report

48 Europeana User Survey 2014 – Report | 19/03/2014

2014 vs 2011: Finding Europeana

Conversely, a much higher proportion followed a 'Link from another website‘ in 2014 than in 2011:

– 2011 - 13.9%

– 2014 - 25.7%

Again, this may be affected by factors such as a changing promotional strategy but is consistent with relative directional trends for these media.

0%

20%

40%

60%

80%

100%

2011 2014

Link from another website

Page 49: Europeana User Survey 2014 Report

49 Europeana User Survey 2014 – Report | 19/03/2014

2014 vs 2011: Finding Europeana

There was also a relatively large increase in the proportion of respondents following links from social media:

– 2011 - 1.7%

– 2014 - 7.7%

However, this still plays a relatively small role in reportedly directing traffic to the site.

It is possible that there was some cannibalisation of responses here by the ‘Link from another website’ option depending on respondents’ interpretation of the options or the care they took when selecting from the list.

– Comparison with reported traffic sources from site analytics may give a better idea of the reliability of this figure.

0%

20%

40%

60%

80%

100%

2011 2014

Links from social media

Page 50: Europeana User Survey 2014 Report

50 Europeana User Survey 2014 – Report | 19/03/2014

Thank you

For further information, please contact:

Alan Blackwood UX Consultant User Vision 55 North Castle Street Edinburgh EH2 3QA

Tel: 0131 240 1494

Email: [email protected]

Web: www.uservision.co.uk