80% of Italian museums offered digital content during pandemic: Politecnico di Milano study

A study by the Politecnico di Milano's Digital Innovation in Cultural Heritage and Activities Observatory reveals that 80% of Italian museums offered at least one online content during 2020. The report highlights a 56% drop in ticket revenue due to repeated closures, while digital activities surged: 48% offered workshops and educational activities, 45% provided tours and guided visits, and 13% produced podcasts. The percentage of museums making collections available online rose from 40% in 2020 to 70% in 2021. Currently, 95% of Italian museums have a website, and 83% have official social media accounts. Online ticket purchasing increased from 23% to 39% of museums. Michela Arnaboldi, Scientific Head of the Observatory, noted that digital tools have enabled museums to rethink user engagement as an extended experience beyond physical space. Initially, most museums offered digital content for free, with 86% of users satisfied; 22% experimented with paid models, achieving 62% satisfaction. Eleonora Lorenzini, Director of the Observatory, emphasized that physical and digital are complementary, but only 24% of institutions have a strategic plan including digital innovation. She called for investment in ad-hoc products and skills to avoid mere digitization of in-person services.