The Case of the Non-Visitor


Of the more than 1,000 Americans surveyed in our study, nearly half (42%) hadn’t visited a single zoo or aquarium in the last two years. Certainly we’d like to think that the majority of the population loves and visits their hometown zoos and aquariums regularly; but alas, we’re not quite there… yet.


When asked what zoos and aquariums could do to increase their likelihood of visiting or supporting, non-visitors had two distinct, and all-too-familiar, answers. First, they noted that if one was closer to where they lived, they’d be far more likely to visit a zoo or aquarium. Second, non-visitors said if the zoo or aquarium offered more ticket discounts, that they’d be more inclined to walk through the front door.


Following those explanations, non-visitors noted that a wider variety of animal exhibits and better living conditions for the animal collection would make them more likely to visit.


However, here’s the most fascinating finding from non-visitors:


Tey feel that zoos and aquariums are the best places to learn about animals and wildlife. 60% of non- visitors agreed on this point, followed by 54% saying television and cable programs were best, 53% saying documentaries, and 51% perceiving nature centers as the top education outlets.


A fascinating case study launched this February, as Animal Planet premiered “Te Zoo,” a first-of-its- kind docuseries taking audiences on a behind-the-


scenes tour of the Bronx Zoo. As our respondents noted television was the second best way to learn about animals and wildlife, programs like “Te Zoo” may be excellent catalysts to propel viewers to become more active in their local institutions.


On a final note of interest, 25% (105) of our non- visitors were well aware of the conservation efforts at their local zoo or aquarium. While that number may at first seem small, it’s a significant finding that these individuals – without visiting or being members – know about their local destinations’ good works.


HOW DID THEY HEAR ABOUT


ZOO/AQUARIUM CONSERVATION EFFORTS? Social Media


47%


Zoo or Aquarium Website 34%


Email/Direct Communication 25%


Friend/Family Member 18%


Non-visitors may not be through your doors yet; but there’s plenty of evidence to show that many believe in you, and there are clear ways to get them on site.


photo courtesy of Cincinnati Zoo


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