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“We believe the best way to engage visitors in an experience isto have them participate in stories they can relate to and that areauthentic and compelling,” said Craig Hanna, Chief Creative Officerof Thinkwell Group. “Museums are competing not only for time butalso attention. Consumers can get content from their mobile devices.Museums need to do what they do best—present authentic contentin a meaningful way that connects with their core constituencies—while also incorporating digital technologies to keep thoseexperiences fresh and up to date with consumer expectations.”“The results of the survey are fascinating and, for museums,heartening. Real stuff, real stories, real human experiences: it’s whatmuseums do best, and it’s what visitors crave,” said Cynthia Sharpe,Senior Director of Cultural Attractions and Research for ThinkwellGroup. “In conjunction with the fantastic research done by JayGreene’s group at the University of Arkansas at the Crystal BridgesMuseum of American Art regarding the value of field trips and theimportance of facilitation, it bolsters the approach of using personaldigital technology as a tool in the storytelling and educationalarsenal. The educational and emotional impact of seeing realartifacts and experiencing great interpretation is paramount.”Survey Respondent DemographicsAbout Thinkwell GroupFounded in 2001, Thinkwell is afull-service experiential design andproduction firm that collaborates withits clients to envision, strategize andcreate immersive, one-of-a-kind guestexperiences. With offices in Los Angeles,Beijing, and Abu Dhabi, Thinkwelldevelops and produces attractions,master plans, brand experiences,exhibits, live shows, environments,multimedia and digital integration forclients around the world.The award-winning company hasbecome a leader in experiential designby bringing a unique holistic approachto every creative engagement, deliveringextraordinary results to notable clientsover the years, including Fortune 500companies, studios, museums, themeparks and destination resorts.Thinkwell is available for speakingengagements. Please contact us formore information.Press Contacts:Ariana Jarvisajarvis@thinkwellgroup.com818-333-3444Bess Benhamoubbenhamou@thinkwellgroup.com818-333-3444thinkwellgroup.comthinkwellgroup.cnQualifying participants were United States residents over the age of 18 who had visited a museum/exhibit inthe past 24 months. Of the 1,407 respondents, 42 percent were male and 58 percent were female. Nineteenpercent were between the ages of 18-29; 26 percent between the ages of 30-44; 28 percent betweenthe ages of 45-60; and 27 percent are 60 and above. Household incomes ranged between $25,000 andover $150,000. Less than 1 percent held less that a high school degree, 6 percent held only a high schooldegree, 29 percent had some college or an Associate degree, 40 percent had a Bachelor’s degree, and 27percent had a Graduate degree. The survey found very little correlation, if any, between gender or locationand current mobile behavior or interest in increased mobile integration for museums experiences.Follow us on:tiny.cc/mobilemuseum#mobilemuseum4

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