The Ethnological Museum of Valencia (ETNO) has presented a study carried out by the Econcult team of the University of Valencia. The study was authored by Francesc Cabañés Martínez, with scientific advice from Pau Rausell and the design was carried out by Pascual Lucas. The research team consisted of Paula Pedro, Inés Carreras, Pau Diaz, Aitana Cabedo, Guillem Bacete and Sendy Ghirardy.

The study reveals a change in the composition of its public compared to 2018. According to the report, the sample and the representation of each of the sections of the permanent exhibition and the temporary exhibitions have allowed conclusions to be drawn that are not conditioned by a specific type of sample. Specifically, the data obtained can be considered as the basis on which to analyse the evolution of the characteristics of the public at ETNO.

The study shows that the majority of visitors are women and that their age has decreased compared to 2018, although it continues to attract mature people. In any case, the visitors present trends that show that the age of the ETNO is beginning to behave like the general trend in the studies consulted, with significant levels in university age groups and significant decreases in older age cohorts. The permanent exhibition and the temporary exhibitions attracted visitors of different educational levels, which indicates that the most singular and daring museographic exhibitions attract audiences of different educational levels.

Most of the visitors are retired or self-employed, live in families with average incomes and use Valencian to a greater extent than in 2018, especially in the permanent exhibition. Likewise, they come from the city of Valencia (and its province), mainly from the area around the museum, although there are often Spanish and foreign tourists. This is why it is necessary to address this situation in order to find out what position we want to occupy with respect to this type of public, which could be the subject of a more detailed study with a broader sample.

In short, the study shows that ETNO is a first-visit museum and that its public is mainly made up of women and mature people with university studies of different levels. The greater volume and better representation of the exhibition, compared to 2018, means that the results are more consistent and not so conditioned by a certain type of exhibition. The museum has no access problems, and its location is well known among the local population. Moreover, the public visits the museum by recommendation, which indicates that the communication strategies are not effective in promoting the museum.