www.insites-consulting.com

europeana Awareness Evaluation and Tracking Study

Norway – Wave 2

Eleanor Kenny, Head of Communications, British Library

Simon McDonald, Business Director, InSites Consultingsimon@insites-consulting.com

For

By

Frederico Goncalves, Research Consultant FMCG, InSites ConsultingEmail Frederico@insites-consulting.com

Contents

BACKGROUND & OBJECTIVES OVERVIEW

METHOD, SAMPLE, WEIGHTING

AWARENESS, USAGE & ATTITUDES

SITE ACTIVATION

AREAS FOR IMPROVEMENT

Q & A

APPENDIX

Contents

BACKGROUND & OBJECTIVES OVERVIEW

METHOD, SAMPLE, WEIGHTING

AWARENESS, USAGE & ATTITUDES

SITE ACTIVATION

AREAS FOR IMPROVEMENT

Q & A

APPENDIX

4BACKGROUND & OBJECTIVES OVERVIEW

Wave one dipstick to measure awareness, usage, recommendation and attitudes to europeana prior to marketing campaigns

Italy

Poland

Norway

Wave one

OnlineSurvey

Quantitative

500 completed interviews in each market, March 2013

Wave two to measure changes in awareness, usage, recommendation and attitudes to europeana marketing activity

500 interviews in Norway, June 2014

Wave two

Norway

Italy – May 2013 Poland –

June 2013

5BACKGROUND & OBJECTIVES OVERVIEW

Screened for:

Interest in arts/culture/history

Visited museums, exhibitions, libraries, events in last six months

Screening

Awareness and usage of europeana and competitive set

Likelihood to visit again and recommend

Source of awareness

Attitudes to europeana

PLUS interest & awareness of the specific campaign

All respondents directed to europeana and asked:

Attitude statements

Likelihood of returning/recommending

Likes/dislikes/suggestions

Awareness and Usage Activation

Quantitative Study

Contents

BACKGROUND & OBJECTIVES OVERVIEW

METHOD, SAMPLE, WEIGHTING

AWARENESS, USAGE & ATTITUDES

SITE ACTIVATION

AREAS FOR IMPROVEMENT

Q & A

APPENDIX

7METHOD, SAMPLE, WEIGHTING

All respondents had to have:

• Interest in arts/culture/history

• Visited museums, exhibitions, libraries, events in last six months

Sample - Screening

Unweighted screened sample W1

Unweighted screened sample W2

Italy 516 510

Norway 505 502

Poland 530 558

Total 1,551 1,570

All respondents weighted by age and gender within country (W1 and 2)

8METHOD, SAMPLE, WEIGHTING

Sample - WeightingSample - Weighting

24.3

1.5

20.1

Population, adults 18 – 65 (millions)

Italy Norway Poland

Unweighted screened sample

Weighted and grossed

Italy 510 (32.5%) 24.3m (52.9%)

Norway 502 (31.9%) 1.5m (3.3%)

Poland 558 (35.6%) 20.1m (43.8%)

Total 1,569 respondents 45.9m people

Contents

BACKGROUND & OBJECTIVES OVERVIEW

METHOD, SAMPLE, WEIGHTING

AWARENESS, USAGE & ATTITUDES

SITE ACTIVATION

AREAS FOR IMPROVEMENT

Q & A

APPENDIX

10AWARENESS, USAGE & ATTITUDES

Overall Awareness of europeana was low (wave 1)

Only 9% of all respondents are aware of europeana12% Italy

4% Norway

6% Poland

10% Italy (W2)

14% Poland (W2)

11

Overall Awareness of europeana - Norway

But awareness in Norway has increased in the second wave

4% Norway (wave 1)

7% Norway (wave 2)

AWARENESS, USAGE & ATTITUDES

12

Where has awareness changed?

Increase in awareness occurs amongst those:• Working in the culture and education

sectors• Very interested in the arts• Less than 35 yos

10%3%

9%5%

WAVE 2 WAVE 1

Less than 35 yo

3% 3%

More than 35 yo Culture / Education Professionals

13%8%

Very interested in the arts

4% 2%

Quite interested in the arts

AWARENESS, USAGE & ATTITUDES

13AWARENESS, USAGE & ATTITUDES

Norway’s untold stories from the Second World WarInterest on the topic and Awareness of europeana related events

QUESTIONS

EXTRA

How interested are you in reading or learning about Norway’s untold stories from the Second World War?

Have you seen, read or heard anything about these events, open days or exhibitions in the last month:

1. Events, open days and exhibitions have been organised by europeana regarding Norway’s untold stories from the Second World War?

2. Events open days and exhibitions have also been organised by europeana surrounding the burnings and evacuations of Northern Troms and Finmark, and the role of the Sami people in Norway’s war effort?

Overall theme

Specific themes

14

Norway’s untold stories from the Second World War

AWARENESS, USAGE & ATTITUDES

74% Are interested in the theme

27% Most in very interested group wereMen - 37%Under 35 - 34%Very int. in arts etc - 39%Aware of europeana - 58%Used europeana - 60%48%

Very interested

Quite interested

There is a high level of interest in the overall theme.

15

Norway’s untold stories from the Second World War

AWARENESS, USAGE & ATTITUDES

74% Are interested in the theme

17% Norway’s untold stories from the Second World WarAwareness of

events, open days and

exhibitions 19% Burnings and evacuations of Northern Troms and Finmark, and the role of the Sami people

Untold stories

Sami people

There is a high level of interest in the overall theme, but only 1/5 of people are aware of europeana’s related events

9%3%

17

Norway’s untold stories from the Second World War

AWARENESS, USAGE & ATTITUDES

Interest and awareness of the theme are related to awareness and usage of

europeana’s website

3 times more likely to be aware of europeana website if

interested on overall theme

INTEREST NO INTEREST

67%

33%

europeana AwarenessVisited europeana at least last month

Two thirds of those who visited europeana are interested in the theme

Overall Theme

24%

4%

30%

3%

18

Norway’s untold stories from the Second World War

AWARENESS, USAGE & ATTITUDES

Awareness of events

AWARE NOT AWARE

europeana’s events on untold stories

europeana Awarenesseuropeana Awareness

AWARE NOT AWARE

europeana’s events on Sami people

1/3 of those aware of europeana’s events about

the second world war untold stories are aware of the

website

1/4 of those aware of europeana’s events about the Sami people are aware

of europeana

19

What is happening here?

AWARENESS, USAGE & ATTITUDES

Thoughts around awareness:

• Those who are interested on Norway’s untold stories from the II WW are more likely to be aware of europeana’s website…

• … And are more likely to visit europeana

• Those aware of second world war untold stories events are ten times more likely to be aware of europeana

• Those aware of sami people events are six times more likely to be aware of europeana

• But less than 1/3 of those who are aware of europeana’s thematic events are actually aware of the website itself…

• Thus, there is a strong potential among those who are aware and interested on such events to learn and connect to europeana!

20AWARENESS, USAGE & ATTITUDES

Awareness of europeana has increased…While awareness of similar websites has remained stable.

AWARENESS

AIDED

Q8. Which of the following websites which contain art, museum collections, digitised books and cultural history are you aware of?Base: Norway = 502 (W2); 505 (W1)

Wikipedia

Google Books

Google Art Project

europeana

78% 83% 58%

24% 24% 42%

17% 18% 43%

7% 4% 100%

11% 10% 0%

www.Digitaltmuseum.no

www.Arkivportalen.no

None of these

MARKET SPECIFIC:

Aware of europeana

24% 27% 45%

12% 14% 30%

94

100

94

175

110

89

86

IndexW2 W1

+3%

-1%

-5%

-1%

-3%

-2%

0%

21AWARENESS, USAGE & ATTITUDES

Awareness of europeana has increased…Those who are aware of europeana II WW-related events, are less aware of europeana than of alternative websites.

AWARENESS

AIDED

Q8. Which of the following websites which contain art, museum collections, digitised books and cultural history are you aware of?Base: Norway = 502 (W2)

Wikipedia

Google Books

Google Art Project

europeana

78% 76% 85% 57% 64%

24% 29% 30% 51% 48%

17% 25% 22% 43% 43%

7% 13% 9% 30% 24%

11% 8% 0% 0% 0%

www.Digitaltmuseum.no

www.Arkivportalen.no

None of these

MARKET SPECIFIC:

(High) Arts & culture

24% 34% 31% 29% 35%

12% 17% 17% 25% 26%

W2II WW Theme

INTEREST

OverallTheme

Specific Themes

AWARE OF II WW EVENTS

SOURCE

AWARENESSImpact has been made with increased awareness via the internet – considerably more so than last year*

Q11. How did you first become aware of the europeana website?Base: All aware of europeana in Norway n = 18 (Wave 1); 33 (Wave 2) * NB – low base size

AWARENESS, USAGE & ATTITUDES 22

W1

17%

11%

28%

28%

5%

20%

12%

11%

5%

11%

0%

W2

37%

30%

24%

24%

24%

21%

21%

18%

18%

0%

3%

Social media

The Internet

A search engine

Friend/colleague/acquaintance

A library

Conference, exhibition or event

A leaflet / poster

A museum

Read/saw something in media

Other

Don’t know

30%

33%

9%

9%

3%

10%

33%

18%

15%

19%

10%

8%

21%

12%

26%

16%

22%

15%

12%

21%

27%

30%

38%

35%

4%

15%

23%

26%

27%

32%

Yesterday Past 7 days Past 4 weeks Past 6 months Longer ago/Never

23AWARENESS, USAGE & ATTITUDES

Visits to europeana have increased greatly since last year > +30%The % of visitors among those who are very interested in II WW is on par with overall.

USAGE

Website

Q9. And which have you visited in the last six months at all? Please indicate when you last visited each site.Base: Norway, aware of websiteWikipedia n = 421 (W1) / 389 (W2); europeana n = 18 (W1) / 33 (W2); Google Books n = 124 (W1) / 123 (W2); Google Art Project n = 86 (W1) / n = 86 (W2); www.Digitaltmuseum.no n = 135 (W1) / 121 (W2); www.Arkivportalen.no n = 69 (W1) / 60 (W2)

W2Visited Last Month

W2 TrendInterested in

II WW

84% 0% 86%

64% 31% 67%

50% 9% 55%

44% 6% 50%

36% 0% 38%

33% -5% 35%

www.Digitaltmuseum.no

www.Arkivportalen.no

24AWARENESS, USAGE & ATTITUDES

europeana frequent usage in Norway is quite low, but still > 4 times to previous year4% have visited europeana sometime during the past month (vs 1% last year).

USAGE

Website

Q9. And which have you visited in the last six months at all? Please indicate when you last visited each site.Base: Norway, n = 502 (W2); 505 (W1)

www.Digitaltmuseum.no www.Arkivportalen.no

Visited Last Month (% All Sample)

WAVE 2 WAVE 1

65%70%

12% 10% 9% 10% 8% 7% 4%1%

4% 5%

68%

45%

23%

29%

29%

26%

28%

34%

53%

46%

45%

48%

4%

15%

17%

21%

23%

24%

0%

6%

7%

4%

2%

3%

Very likely Quite likely Not very likely Not at all likely

25AWARENESS, USAGE & ATTITUDES

Future intended usage of europeana is high > and slightly above last year │The % of visitors among those who are very interested in II WW is on par with overall

USAGE

Future

Q10. And how likely are you to visit each of these sites in the next six months? Please indicate for each site.Base: Norway, aware of websiteWikipedia n = 389 (W2) / 421 (W1) ; europeana n = 33 (W2) / 18 (W1); Google Books n = 123 (W2) / 124 (W1); Google Art Project n = 86 (W2); 86 (W1); www.Digitaltmuseum.no n = 121 (W2) / 135 (W1); www.Arkivportalen.no n = 60 (W2) / 69 (W1)

W2Likely to Visit during next 6 months

W2 TrendInterested in II

WW

96% 1% 97%

79% 6% 77%

77% 6% 77%

75% 2% 80%

74% -1% 76%

74% -3% 76%

www.Digitaltmuseum.no

www.Arkivportalen.no

13% 12%18% 20%

26AWARENESS, USAGE & ATTITUDES

europeana intended frequent usage in Norway has improved to last year5% are very likely to visit europeana during the next 6 months (vs 3% last year).

Q10. And how likely are you to visit each of these sites in the next six months? Please indicate for each site.Base: Norway, n = 502 (W2); 505 (W1)

www.Digitaltmuseum.no www.Arkivportalen.no

Very Likely to Use (% All Sample)

WAVE 2 WAVE 1

USAGE

Future

74%79%

18% 19%

9% 10%5% 3%

europeana provides a new way to explore the things I am

interested in

Wave 2

52%

Wave 2

61%

Wave 2

52%

Current strengths of europeana

26AWARENESS, USAGE & ATTITUDES

Wave 2

48%

…. europeana is a site that I would recommend to my

friends/colleagues who were interested in arts/culture

…is an authoritative source of cultural information

• Top box agreement with statement (totally agree)

Q12. What have you heard about europeana? Please answer each statement, saying how much you agree or disagreeBase: Norway all aware of europeana. Wave 2 n = 33 (W2) 18 (W2)

* NB – low base size

….a site where you can access millions of books, films,

paintings and museum objects

28AWARENESS, USAGE & ATTITUDES

80% level of agreement with europeana’s strong suits > europeana is useful, interesting, and credibleStill, two thirds don’t find it offers something unique > they claim they can get the same information from another source

USAGE

Future

Agreement Disagreement

85% 3%

82% 3%

82% 3%

70% 18%

67% 15%

48%

52%

61%

49%

39%

37%

30%

21%

21%

27%

9%

15%

9%

6%

12%

3%

3%

3%

18%

15%

0%

0%

0%

0%

0%

3%

0%

6%

6%

6%

Site with millions of books etc.

New way to explore

Authoritative source

Recommendation

Can get the same somewhere else

Q12. What have you heard about europeana? Please answer each statement, saying how much you agree or disagreeBase: Norway all aware of europeana. n = 33 (W2) 18 (W1)

* NB – low base size

W2

Contents

BACKGROUND & OBJECTIVES OVERVIEW

METHOD, SAMPLE, WEIGHTING

AWARENESS, USAGE & ATTITUDES

SITE ACTIVATION

AREAS FOR IMPROVEMENT

Q & A

APPENDIX

Activation

Survey directs participants to the webpage of europeana…

“Please take a few minutes to take a look at the website, and then come back to this window and answer the following short questions. “

Those already aware of europeana also take part in this task.

31ACTIVATION

Website Activation boosts Word of Mouth > +15% more willingness to recommend europeana post-usage (vs pre) if AwareThe website’s credibility, usefulness, and interest do not increase post-activation > suggesting its appeal lies somewhere else

ACTIVATION

WEBSITE

Post-ActivationAgreement

Diff to Pre-Activation

85% 15%

79% -3%

79% -6%

79% N/A

79% N/A

76% -6%

73% 6%

Recommendation

Authoritative source

Site with millions of books etc.

Find most things I wanted

Easy to navigate

New way to explore

Can get the same somewhere else

Q12. What have you heard about europeana? Q13. Now that you have visited the europeana website, please take a look at the statements below. Please answer each statement, saying how much you agree or disagree. Base: Norway all aware of europeana. n = 33 (W2)

* NB – low base size

58%

58%

64%

40%

55%

46%

52%

27%

21%

15%

39%

24%

30%

21%

9%

9%

15%

15%

18%

12%

12%

3%

6%

6%

3%

3%

12%

6%

3%

3%

0%

0%

0%

0%

3%

0%

3%

0%

3%

0%

0%

6%

Totally agree Slightly agree Neutral Slightly disagree Totally disagree Don't know

W2

32ACTIVATION

Website opinion is more positive among Aware than Non-Aware > Still, Activation has a positive impact on about half of visitors who were unfamiliar with europeana > E.g. 50% newcomers regard europeana as a new way to explore interesting things, 45% find it credible, and 45% find it a useful resource.

ACTIVATION

WEBSITEW2

Post-ActivationAgreement

Don't know

85% 0%40% 15%

Recommendation

Authoritative source

Site with millions of books etc.

Find most things I wanted

Easy to navigate

New way to explore

Can get the same somewhere else

Q12. What have you heard about europeana? Q13. Now that you have visited the europeana website, please take a look at the statements below. Please answer each statement, saying how much you agree or disagree. Base: Norway. n = 33 (aware of europeana) n = 469 (not aware of europeana)

SLIGHTLY AGREE TOTALLY AGREE

AwareNot aware

AwareNot aware

AwareNot aware

AwareNot aware

AwareNot aware

AwareNot aware

AwareNot aware

27%

26%

21%

31%

15%

30%

39%

25%

24%

27%

30%

35%

21%

22%

58%

14%

58%

15%

64%

15%

40%

10%

55%

15%

46%

14%

52%

10%

79% 3%

45% 19%

79% 0%

45% 23%

79% 3%

34% 19%

79% 0%

41% 12%

73% 6%

32% 25%

76% 0%

50% 13%

33ACTIVATION

Website Activation triggers 60% willingness to (re)visitAll of those who are already aware of europeana and (almost) all who are aware of its WW II related events, are likely to use again europeana. The majority of those who are interested in arts/culture and WWII ‘follow suit’.

6% P6M

CURRENT USAGEW2

Q14. How likely are you to visit this site again in the future?Base: Norway, total n = 502; 33 (aware of europeana) n = 469 (not aware of europeana), 154 (very interested in arts/culture), 348 (quite interested in arts/culture), 334 (interested on WWII Overall Theme), 115 (not interested on WWII Overall Theme), 75 (aware of WWII Overall europeana events), 375 (not aware of of WWII Overall europeana events)

AWARE NOT AWARE

europeana

VERY INTERESTED QUITE INTERESTED

Arts/culture

INTERESTED NOT INTERESTED

WW II Overall Theme

AWARE NOT AWARE

WW II Overall events

Index

167 133 199 152

P6M = Past 6 monthsBase: Total sample W2

TOTAL

100%

60%

75%

57%

75%

38%

92%

60%

62%

ContentsBACKGROUND & OBJECTIVES OVERVIEW

METHOD, SAMPLE, WEIGHTING

AWARENESS, USAGE & ATTITUDES

SITE ACTIVATION

AREAS FOR IMPROVEMENT

Q & A

APPENDIX

AREAS FOR IMPROVEMENT

What they like about europeana…

Interesting and useful“Exciting page I've never heard of before. It has many articles on topics I find interesting.”

#1

I want to learn more!“I want to see more of the website and find out what it can offer me.”#2

It has substance“It has a good number of articles I want to read and know more about.”#3

Exciting“Awesome website!”#4

Diverse and thorough“This is a webpage where one can find lots of information.”#5

AREAS FOR IMPROVEMENT

It’s not for me“My cultural interests are mainly about music and music events.”

#1

Lack of focus“I did not understand it. I was hard to find out what existed on the page.”#2

Hard to find your way“At the homepage it is not clear what is the purpose of the website, or how to use it. It looks messy.”

#3

Language is a barrier“When selecting Norwegian, I didn’t find nothing else than the headlines in that language. Other than that, it was a bit messy.”

#4

There are other ways…“I prefer to go to museums.”#5

What they don’t like about europeana…

Navigation (7%)Intuitive & simple

1

2

Design (3%)Visually sell yourself

3

More content (2%)Add topics of interest

4

Home-page (2%)Improve functionality

5

ENCOURAGINGUSAGE/IMPROVEMENTS

Language (5%)Extend / complete translation

AREAS FOR IMPROVEMENT

Advocacy barometer

Advocates Indifferent Opponents

(Figures in brackets refer to wave 1 scores for Norway)Q13. europeana is a site that I would recommend to my friends/colleagues who were interested in arts/culture. Base: Norway all aware of europeana. n = 33 (W2) 18 (W1)

70% (55%) 6% (15%) 18% (23%)

49%

TOTALLY AGREE

SLIGHTLY AGREE

21%

6%

18%

NEUTRAL

SLIGHTLY DISAGREE TOTALLY DISAGREE

None whatsoever

* 6% say they don’t know

AREAS FOR IMPROVEMENT

Advocacy barometer score

Advocates Opponents

Q13. europeana is a site that I would recommend to my friends/colleagues who were interested in arts/culture. Base: Norway all aware of europeana. n = 33 (W2) 18 (W1)

Overall Trend

A good increase of 19 points to last year

+100 -1000+32

+51

W2

W1

Barometer Score = Advocates - Opponents

Not Aware

Not interested

AREAS FOR IMPROVEMENT

Advocacy barometer score

Advocates Opponents

Q13. europeana is a site that I would recommend to my friends/colleagues who were interested in arts/culture. Base: Norway all aware of europeana. n = 33 (W2)

II WW-related events interest / awareness trend

II WW Interest and Awareness increase barometer scores by 19, and 9 points, respectively.

+100 -1000+46

Barometer Score = Advocates - Opponents

Awareness of II WW overall theme events

Interest in II WW theme Increase of 19 points

Increase of 9 points

+55Aware

+53Interested +34

41AWARENESS, USAGE & ATTITUDES

Bringing it all together

Only 9% of all respondents were aware of europeana at Wave One12%

4% Norway

6% Poland

Italy

42AWARENESS, USAGE & ATTITUDES

Bringing it all together

Awareness across all markets has

increased by one third from 9%

to 12%

12% Italy

4% Norway

6% Poland

10% Italy (W2)

14% Poland (W2)

7% Norway (W2)

ContentsBACKGROUND & OBJECTIVES OVERVIEW

METHOD, SAMPLE, WEIGHTING

AWARENESS, USAGE & ATTITUDES

SITE ACTIVATION

AREAS FOR IMPROVEMENT

Q & A

APPENDIX

ContentsBACKGROUND & OBJECTIVES OVERVIEW

METHOD, SAMPLE, WEIGHTING

AWARENESS, USAGE & ATTITUDES

SITE ACTIVATION

AREAS FOR IMPROVEMENT

Q & A

APPENDIX