Largest survey of its kind charts immersive digital future for museums worldwide

07 Jan 2025

A global survey has revealed an overwhelming public interest in accessing museum collections through virtual reality (VR) and extended reality (XR) technologies. 

Researchers at the University of Glasgow say it will also help museums and cultural heritage institutions to chart a course for using virtual heritage experiences to transform digital access to their collections. 

Conducted as part of the Museums in the Metaverse (MiM) £5.6 million project, based at the University of Glasgow’s Advanced Research Centre, this study is the largest of its kind, gathering insights from over 2000 participants worldwide. 

The research provides crucial evidence for how museums can evolve to meet growing public demand for digital experiences, particularly in making accessible the estimated 90% of collections currently held in storage. 

Funded by UK Research and Innovation, as part of the Innovation Accelerator Programme, MIM is developing an XR platform for cultural heritage collections and also exploring how it can transform access to museum objects currently held in storage. The findings indicate strong public enthusiasm for digital experiences, including virtual exhibitions and opportunities for greater interaction with cultural artefacts, an enthusiasm which is already beginning to be reflected in VR arcades and virtual experiences worldwide. The University of Glasgow research is providing new evidence for the directions the virtual museum should take. 

Key survey results in the Museums in the Metaverse Audiences and Impacts Report include:

• 79% of respondents expressed interest in using digital technology to explore cultural collections currently inaccessible to the public.
• 77% - definitely (52%) or probably (25%) – would be interested in using VR to access cultural heritage collections that are currently inaccessible to them.
• There were elevated levels of both awareness of and engagement with VR technology by respondents with 55%reported being both aware of and having tried VR technology. 96% of those who took part in the survey reported being at least aware of VR technology
• Respondents also expressed positive willingness to pay (WTP) - and willingness to be paid - sentiment relating to virtual Cultural Heritage content. A combined 38% of respondents reported being ‘probably’ or ‘definitely’ willing to pay for virtual Cultural Heritage experiences. While a combined 51% reported being either ‘probably’ or ‘definitely’ willing to be paid for virtual experiences they create. 

Professor Murray Pittock, co-author of the report, highlighted the study’s significance: “This is the largest global study on virtual museums to date, revealing not just what future audiences want but how museums can adapt to meet these demands. 

“Our research reveals a clear appetite for immersive digital experiences, with people eager to interact with cultural artifacts in new and exciting ways. This shift in public expectations is already visible in the growing popularity of virtual reality cultural spaces globally, and our findings at Glasgow are helping chart a course for how museums can embrace this digital future.” 

The study also shows potential for XR technology to attract younger audiences, with previous virtual projects engaging significant numbers of 25 to 34-year-olds. This shift could redefine museum demographics by appealing to digitally savvy younger generations through interactive, immersive experiences. 

The research also highlighted that early trials around the world have already demonstrate the potential of virtual museums. For example, Paris’ Musée d'Orsay’s VR Impressionist experience drew 18,000 visitors in just five months, while Vienna’s Hofburg reported record visitor numbers in 2023, with 25 million people engaging with its physical and digital offerings. 

Fergus Bruce, co-author and Research Associate in Digital Culture & Heritage Economy for MiM, emphasised the commercial and environmental benefits:

“Our research here - conducted over several months and drawn from a diverse audience sample of thousands of Cultural Heritage enthusiasts - demonstrates that there is a clear appetite for virtual access and engagement with collections; a willingness to pay for content created using such access (on both a one-off and subscription basis); and also an interest in being paid for citizen-curated cultural experiences. These are important findings for any collections or custodians looking to increase the reach, impact, and sustainability of the cultural materials they hold.” 

The survey also underscores the transformative potential of VR and XR technologies in democratising access to cultural heritage to create new opportunities for public interaction, and enhancing the sustainability of cultural institutions. 

When completed in March 2025, MiM will create a ground-breaking two-sided XR platform that aims to empower diverse visitors to explore cultural assets in new and engaging ways.  One side of the platform is for visitors to gain access to a rich array of museums, sites, objects, and novel and dynamic experiences. The other is for virtual curators, where experts and beginners alike can build enriching and entertaining narratives using objects and virtual environments that have never before been placed together in the real world.