1. Wellcome Collection audience survey
Peter Williams, August 2017

2. Summary
In August 2017, the C&S Directorate conducted a snapshot survey of visitor demographics in Wellcome Collection, looking at audience diversity. This was robustly sampled using a visit flow framework, and extends the 2016 strategic review of Wellcome Collection which looked at age, ethnicity, gender, employment sector and home address. Questions for the snapshot were drawn from the Wellcome Monitor, the British Class Survey and the ONS Census to allow comparability with these data sources. The 2017 snapshot examined the following:
Age
Household income
Ethnicity
Duration of visit
Gender
Educational attainment
Occupation
New and repeat visitors
Social network

3. Wellcome Collection audience 2016
37%
63%
15%
84%
London
40% of visitors are in managerial and professional occupations
Source: MHM ( ) and Opinion Leader (2016) visitor survey data

4. Wellcome Collection audience 2017
37%
63%

5. Wellcome Collection audience 2017
37%
63%