As the capabilities, social attitudes and requirements of Web site visitors change, so must our approach to analysing their use of on-line museum resources. We can no longer rely on rudimentary page view statistics to gauge success and failure, but instead must devise new methods for measuring and assessing the actual behaviour of museum Web site visitors. In this paper, we use detailed visitor click-data from five leading museum Web sites to present and discuss generic patterns of user behaviour. A typical 'profile' of a museum Web site visitor is also constructed from the data, and contrasted with that of a typical - non-museum, generic Web site - visitor.