Based on the Network of European Museum Organizations (NEMO) report of increased online traffic during the lockdown of March and April, it was expected that more people visited museums online. Unfortunately, this does not appear to be the case. During the same months, I asked 225 Italians residents why they visited (online) museums and, in this paper, the main results are summarized, combined with what has been discovered and described by the International Council of Museums (ICOM Italy) in its document "Words of digital communication. Small practical advices for museums". The aim of this report is thus to explain how museums could fully explore and exploit the digital opportunities available.