... More than three quarters of virtual visitors are first-time visitors. * Almost three-quarters of virtual visitors are looking for information about visiting the Museum. INTRODUCTION The following report details the results of the profiling of the Science Museum's virtual audience. The work forms part of a larger project to gain a detailed understanding of the demographic and psycho-graphic profile of our total audience - both physical and virtual. It is therefore run in conjunction with a survey of actual visitors to the Museum. Both Web and physical audience surveys will be run as longitudinal projects, so that we can build up a picture of fluctuations and changes in the profile over the coming years. METHODOLOGY The following report is based on responses to a short pop-up survey, which was posted on the Science Museum homepage on Monday 6 August 2001. Log data were also used to supply additional information on virtual visiting patterns. ...

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