Survey reveals public demand for virtual reality museum experiences

A groundbreaking global survey has revealed a growing public demand for virtual reality (VR) and extended reality (XR) technologies to access museum collections, offering a glimpse into a digital future for cultural heritage. Researchers found that 79% of respondents expressed interest in using immersive digital tools to explore artifacts currently unavailable to the public, signaling a shift in how audiences engage with history and art.

The Museums in the Metaverse (MiM) project, led by the University of Glasgow and backed by a £5.6 million investment from UK Research and Innovation, surveyed more than 2,000 people worldwide. With an estimated 90% of museum collections held in storage globally, digitization is seen as a crucial step to broaden public engagement and increase accessibility.

The study also highlighted widespread awareness of VR technology, with 96% of respondents familiar with it and 55% having engaged with it in some form. VR provides a fully immersive experience, often accessed through headsets, while XR encompasses all immersive technologies, blending virtual and physical worlds.

Murray Pittock, pro-vice principal of special projects at the University of Glasgow and co-author of the report, noted that the findings reflect a clear appetite for innovative ways to interact with cultural artifacts. “This shift in public expectations is already visible in the growing popularity of virtual reality cultural spaces globally,” he said, adding that the research is shaping strategies for museums to embrace this digital transformation.

As part of the MiM initiative, the University of Glasgow recently unveiled a VR exhibition honoring the pioneering scientist Lord Kelvin. The digital experience features objects rarely on public display, set within a historically accurate recreation of a 19th-century laboratory, offering a unique window into the past.

The survey also underscored XR’s potential to attract younger audiences, with previous virtual projects engaging large numbers of 25 to 34-year-olds. In 2023, the Musée d’Orsay in Paris launched its immersive VR experience, Tonight with the Impressionists, Paris 1874, to record-breaking success, drawing 18,000 visitors in just five months. Using VR headsets, audiences interacted with artists and their iconic works, including Claude Monet and Edgar Degas, creating a vibrant bridge between art and technology.

Fergus Bruce, report co-author and research associate in digital culture and heritage economy for MiM, emphasized the significance of the findings. “Our research demonstrates a clear appetite for virtual access and engagement with collections,” he said. “These insights are vital for custodians looking to expand the reach, impact, and sustainability of the cultural materials they hold.”

The MiM project, set to conclude in March 2025, will launch a cutting-edge two-sided XR platform. One side will allow visitors to explore cultural assets through immersive experiences, while the other will empower curators—both experts and novices—to craft new narratives by merging objects and virtual environments in ways impossible in the physical world. This innovative approach promises to redefine how museums connect with audiences, blending technology with tradition to unlock new possibilities for cultural storytelling.