In this paper ‘touch’ is discussed in relation to the questionable claims of interactivity within museum and gallery spaces. I examine audiences’ experiences when using touch sensitive interfaces and bodily contact with digital environments. With a tap, a slight slide or a soft hand touch interfaces are engaged with and allow access to a range of information, content and experience. The audience’s engagement with these types of digital ‘interactives’ seems to aspire to provide emotional, affective and personal experiences. The discussion will include an exposition of how audiences respond on their experience in relation to interactivity and touch within the museum environment. The findings from a qualitative research project conducted in the Modern Galleries of the Museum of London exposed touch as an important characteristic of these experiences.