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.
Text of Europeana User Survey 2014 Report
Alan Blackwood User Experience Consultant firstname.lastname@example.org Europeana User Survey 2014 Report March2014
2 Europeana User Survey2014 Report | 19/03/2014 Outline Executive Summary Methodology Summary of 2014 Survey content Results of 2014 Survey Comparisons with 2011 Survey
3 Europeana User Survey2014 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
4 Europeana User Survey2014 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
5 Europeana User Survey2014 Report | 19/03/2014 Outline Executive Summary Methodology Summary of 2014 Survey content Results of 2014 Survey Comparisons with 2011 Survey
6 Europeana User Survey2014 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.
7 Europeana User Survey2014 Report | 19/03/2014 Outline Executive Summary Methodology Summary of 2014 Survey content Results of 2014 Survey Comparisons with 2011 Survey
8 Europeana User Survey2014 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 fortask failure Downloads Other sites used
9 Europeana User Survey2014 Report | 19/03/2014 Summary of 2014 Survey content 2 of 2 Additions/future developments Overall experience
10 Europeana User Survey2014 Report | 19/03/2014 Outline Executive Summary Methodology Summary of 2014 Survey content Results of 2014 Survey Comparisons with 2011 Survey
11 Europeana User Survey2014 Report | 19/03/2014 Results: Notes Due to the relative volume of responses and thereforehigher likely statistical significance,patternsof responsehave beenidentifiedin the English versionof the survey first. Any relevantvariationsfrom these patternsin the survey responses in other languages havethen beenreportedand underlying reasons suggestedwhere discernable. This report focuseson the closedresponses 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.
Post-test interview Frequency of visits
13 Europeana User Survey2014 Report | 19/03/2014 Frequency of visits High proportionof 'first-timeandinfrequent visitors: First-time is the single biggest groupinthe English and German surveys,whichhad the largest overall number of respondents Over 72% of respondents visit the site 'a fewtimes a month orless Those visiting 'severaltimes a week' ormore make up only 13% of the total number of respondents. Recommendations: These results imply a need forclearroutes to helpnew users quickly establishthe purpose of the site and to draw these users into content relevant to their interests. These couldinclude: An 'About the site' link in the primary navigation area. A dedicatedroute forfirst-time orirregularusers such as a site tour orbulleted list of features & benefits. This couldbe included in anAbout the site section. Greateruse of deep linking fromthe homepage via subject searches relatedto featureditems. Visit frequency Englishlanguage
Post-test interview Demographics
15 Europeana User Survey2014 Report | 19/03/2014 Demographics: Gender Generally more male thanfemale users across most languages: Roughly 60:40 male:female split inthe English version (908 of 1497 respondents) Some variationinnon-Englishsurveys: 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 withinthe less well representedgender in each language. However,the relatively small number of respondents in the non-Englishlanguage surveys limits their likely statistical significance. Gender Englishlanguage
16 Europeana User Survey2014 Report | 19/03/2014 Demographics: Age Over60% of respondents are in the 25-54 age range across all languages. Between 1 and 6% are under18 across all languages. Recommendations: 25-54 age group: Accordingto demographic trends identified elsewhere people in this age range are likely to be heavy users of smartphone andtablet devices. Again, this will be verifiable onthe Europeana portal by examiningsite analytics data. Optimising the sites user experience across mobile platforms is already a priority for Europeana and should continue. Under 18s: There may be anopportunity to extendthe sites reachinto schools by: Creatingcollections or themes that are closely tiedwith regional curriculums Promotingthe social sharingoptions within these groups. Age Englishlanguage
17 Europeana User Survey2014 Report | 19/03/2014 Demographics: Education Direct comparisonis not possible here betweendifferent nationalities due to variations inthe precise qualifications. 64% of respondents to the English versionof the survey have a University degree ofsome kindwithmany also havingsome formof postgraduate orequivalent degree. This is broadly consistent across all languages andsuggests a highly-educated user base. Education level Englishlanguage
18 Europeana User Survey2014 Report | 19/03/2014 Demographics: Employment The most prominent employment groups across all languages were: Student (full- orpart-time): 7-8% acrosslanguages Unemployed/retired: between8% (Italian)and 22% (French) Creative arts and culture: between 10% (German)and 24% (Spanish) IT and information services:between8% (Spanish)and 13.6% (English) Public sector: between7% (English) and 11% (German) Teaching andeducation:between6% (German)and 18% (Spanish) There was some large deviationhere betweenthe Polish results and the other languages: Forexample,23.2% of these respondents were inthe Student (fullorpart-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) Englishlanguage
19 Europeana User Survey2014 Report | 19/03/2014 Demographics: Language The most widely spokensecondlanguages are: English for non-native speakers: Lowest proportion: 30% of Germannative speakers Highest proportion: 90% of Polish native speakers. German& Frenchfornative English speakers; 30% comfortable speaking German 26% comfortable speaking French. Comfort with languages (partial) German language
Post-test interview Usage of Europeana
21 Europeana User Survey2014 Report | 19/03/2014 Usage: Routes to Europeana The most commonresponsesacross all languages are 'Read about it in paper/journal' and'Link from anotherwebsite'. Wordof mouth(Someone told me aboutit)also features heavily across most languages suggestinga strongviral effect in promotionof the site. The exceptionis the German language respondents where 42% had'Heard about it on radio/TV' whichindicates that recent bro