5 insights for determining your online target audience

Heritage Festival Gooi & Vecht discovered from their website statistics that the number of visitors not only increased during the festival but also that these were new visitors. Additionally, they could see the gender distribution, the age of the visitors, and the provinces they came from. This helps in determining your target audience. These insights can also be obtained through an online ticketing system.

What are the visitors to your website looking for? The Brabant Historical Information Center wanted to know what their users were searching for in the collection of stories, photos, and films about the various municipalities. Through a micro-survey, they received 2000 responses that reflected the interests of visitors. This helps them tailor their offerings to the target audience.

By focusing on your research question, your research will yield the most concrete and usable results. Make (online) audience research an integral part of your process for continuous development.

Online visitors can certainly have a valuable experience, but they sometimes have a different motivation for their visit. This was evident from the research conducted by the Literature Museum and the National Museum of World Cultures: “Content is an important driver for online visits, while the social aspect is more important for live visits.” – National Museum of World Cultures.

Visitors who purchased a ticket for online offerings from Theater De Schalm said it was a great solution and that they wouldn’t have attended otherwise. Online offerings thus provide an opportunity for people to experience culture more often, for example, if they live far away or are unable to attend in person. “We also find online offerings inclusive. It’s not just about revenue for us, but also about meaning for the target audience.” – Theater De Schalm.