Smart Phones and Touch Screens Yield Mixed Results in Exhibits

Technology for interpretation is becoming more common in places like zoos, science centers, and natural history museums with the use of touch-screen computer kiosks, cell phone tours, and videos in exhibits. But these approaches to interpretation assume that visitors are comfortable with this technology, and comfortable using it during their visit. These approaches also assume that concepts can be conveyed more effectively with these technologies and can lead to greater learning than would otherwise be possible. In this paper, the researchers consider two exhibits as case studies: Call of the Wild at the Jacksonville Zoo and Gardens, which uses smart phone technology to convey about the nature of science, and Wild Research, created in a joint effort by Miami University (Project Dragonfly), the Cincinnati Zoo and Botanical Gardens, a consortium of AZA institutions, and the Institute for Learning Innovation, which uses touch-screens to connect ideas between exhibits. Both exhibits primarily rely on technology to convey content.

In the Call of the Wild study, researchers prototyped cell phone activities to see how visitors felt about using cell phone apps during their visit to the zoo. They observed visitors who agreed to test the apps on an iPod provided by the researcher and then interviewed visitors about their experience. In the Wild Research study, researchers observed visitors interacting with exhibit elements. They also used questionnaires and structured interviews to ask zoo visitors about their experiences in the exhibit.

The Call of the Wild study found a hierarchy: Smartphone activities were the most enticing; calling activities were the least; and texting fell between the two in terms of visitor interest. Smartphone activities “enhanced and extended visitors' experiences at the corresponding exhibits.” Researchers found that zoo visitors tend to represent the general public in their use of cell phones and smartphones, and that there is a “distinct subset of the population who, when given the opportunity, do choose to interact with hand-held technology around an exhibit.” The researchers observed that visitors who used the applications stayed at exhibits longer than those who did not. Visitors suggested that they might not want to use mobile phones during their zoo visit because it might detract from family time; however, observations by the researchers did not support these statements. The researchers report that “mobile phone activities such as those created for Call the Wild clearly have the ability to play a key role in delivering educational media to visitors during a zoo visit.”

In the Wild Research study, researchers reported that a significant portion of zoo visitors found technology use to be attractive. They also reported that not all visitors who engage with technology will remain engaged. Lastly, researchers report that visitors “perceive these types of exhibit components enhance…learning opportunities.” The researchers did not find any evidence as to whether technology in zoos improves learning outcomes more than traditional approaches to education, such as signage or observing animals.

Overall, the researchers conclude that technology works well for some learners or learning situations, but does not always lead to improved learning outcomes. Using technology to encourage interaction between zoo visitors “may be a useful endeavor for furthering the experience of many visitors.” However, research into predictors of technology use among visitors may allow us to understand visitor behavior and their connection to learning outcomes.