Dog er anbefalingsvilligheden lavere blandt vedhæng,
hvor 62% er ambassadører mod 67-69% blandt de øvri-
ge motivationstyper.
Der er på tværs af motivationstyper også bred enighed
om, hvad der har størst betydning for den samlede mu-
seumsoplevelse, nemlig udstillingerne. Dog er udstillin-
gerne særlig vigtige for oplevelsesjægernes samlede vurde-
ring og lidt mindre vigtige for værterne og vedhængene.
En forståelse for ikke-brugerne er relevant for at kunne
udvide museernes brugergrupper. Ikke-brugerne adskil-
ler sig nemlig i deres profl fra museumsbrugerne.
Nærværende kapitel udfolder, hvilken baggrund
ikke-brugerne af museer har, hvordan de oplever de dan-
ske museer, samt barrierer og muligheder for øget brug
af museer. Kapitlet er baseret på svar fra 918 ikke-bruge-
re i alderen 16-74 år. Ikke-brugerne er identifceret i en
panelundersøgelse med deltagelse af 2.136 danskere.
Undersøgelsen indeholder også en dybdegående analyse
af en særlig gruppe af ikke-brugere, nemlig kortud-
dannede ikke-brugere. Det skyldes, at der er en klar
sammenhæng mellem uddannelsesniveau og brug af
museer. Den dybdegående analyse er foruden spørge-
skemaundersøgelsen baseret på 15 kvalitative interviews
Ikke-brugernes baggrund
I det følgende opridses ikke-brugernes demografiske
baggrund, herunder køn, alder, uddannelse og geografisk
fordeling.
Tabellerne i dette afsnit er baseret på tre forskellige
kilder. Ikke-brugerne refererer til panelundersøgelsen,
mens data for brugerne kommer fra den nationale bru-
gerundersøgelse. Data vedrørende den danske befolkning
stammer fra Danmarks Statistik2
.
Hvor det blandt brugerne især er kvinderne, der går på
museum, er der en mere ligelig fordeling af mænd og
kvinder blandt ikke-brugerne. 53% af ikke-brugerne er
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