What we learned from Washington DC Audience Atlas: Digital content

Please join our webinar on Tuesday, February 23 for a comprehensive analysis of our Washington, DC Audience Atlas and what it means for your audience engagement strategies.

Meanwhile, here's a taster of our findings relating to digital content: 

Families are a key to the digital market

Of those surveyed, 62% of the whole market have engaged with digital content from a cultural institution in the last year.

This increases to an incredible 82% when we look at those with children under 18 living at home.

Additionally, those with families are significantly more likely to pay for a variety of different types of content - but particularly educational resources for kids.

If you are limited on resources to create digital content, consider focusing on your family offers. This has the potential to provide a high ROI for your organization. 

Interest in digital will continue past reopening

Almost half (49%) of those who have engaged with digital content from cultural institutions say they will continue to do so, even after they reopen.

While there is clearly a market for digital after reopening, organisations need to be aware that...

Screen fatigue is evident

Let’s face it, endless Zoom meetings can be exhausting. Sometimes, the last thing you want to do at the end of a day is spend more in front of your computer screen.

71% of the DC area market agreed that 'In my spare time, I want a break (or rest) from a computer screen,' with 33% strongly agreeing.

This suggests digital content strategies are more likely to succeed with activities that merge the digital and the physical, such as art project videos, live videos, digital scavenger hunts, etc.

For more insights and data from our Washington, DC Audience Atlas register for our February 23rd webinar here.


Rhiannon joins the MHM team in our office in New York. As Consultant, she leads a wide range of...

Lorna is a Senior Consultant and heads our USA team. She has extensive experience on both sides of...

Image for What we learned from Washington DC Audience Atlas: Fundraising

What we learned from Washington DC Audience Atlas: Fundraising

Image for What we learned from the Washington DC Audience Atlas: Covid Safety

What we learned from the Washington DC Audience Atlas: Covid Safety

Image for A new perspective on Washington DC audiences

A new perspective on Washington DC audiences

Image for Great audience engagement during the pandemic

Great audience engagement during the pandemic

Image for Museums: Inciting social action for good

Museums: Inciting social action for good

Image for Connecting worlds – the challenge for philanthropy in the arts

Connecting worlds – the challenge for philanthropy in the arts

Image for Bring the joy: a re-opening experience from New Zealand

Bring the joy: a re-opening experience from New Zealand

Image for Culture Segments and Covid Audience Mindsets

Culture Segments and Covid Audience Mindsets