The survey found that more Americans, especially millennials, are discovering art through social media like Instagram than by visiting museums. Nearly half of Americans appreciate art, with impressionist art being the most popular genre. While social media is the primary method of art discovery, most Americans still visit cultural institutions annually. Younger generations are more likely to see art as an investment and purchase art online. The survey suggests art consumption will continue shifting online as millennials age and drive the market.

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American Attitudes Toward Art
A Survey Commissioned by Invaluable
March 2016

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Why do American’s attitudes toward art matter?
• Art, at every price point, is big business in America. According to a
2014 National Art Index, the arts helped reduce the U.S. international
trade deficit -- U.S. exports of arts goods (e.g., movies, paintings,
jewelry) increased from $64 to $75 billion between 2010 and 2012, up
17 percent.
• Art is not just for the 1%. Each year, U.S. consumers spend
approximately $150B on arts and entertainment.

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Diving Deeper: American Attitudes Toward Art Survey
• About the Survey
– Survey was commissioned by Invaluable, the world’s leading online
marketplace for fine art, antiques and collectibles, to study U.S.
consumer attitudes and behavior around art, art preferences and art
purchases.
– Survey received 4,534 responses from U.S. consumers age 18+,
with a 16.4% response rate and a 95% confidence level.
• Survey was weighted against the U.S. Census Bureau Current
Population Survey for age, gender and region of the U.S. to be
representative of the population.
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Key Findings
• More U.S. consumers are discovering art using social media than by
visiting museums or art galleries.
– 22.7% of U.S. consumers discover art through social media channels like
Instagram and Pinterest, while 20% of U.S. adults discover art through
museums and 15.9% visit art galleries.
• Millennials are increasingly discovering and purchasing art digitally.
– Almost half (44.3%) of young Millennials (age 18-24) and 33.8% of older
Millennials (age 25-34) discover art through social media channels like
Pinterest and Instagram.
– 56.9% of young Millennials (age 18-24) and 51.6% of older Millennials (age
25-34) would buy art online, versus only 19% of Baby Boomers (age 65+).
• U.S. consumers, especially younger generations, see the long-term
investment value of purchasing art.
– One in three consumers (33.7%) believe that buying art is a good
investment.
– Nearly half (41.9%) of young Millennials and 37.2 percent of older Millennials
believe buying art is a good investment.
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Art Appreciation & Discovery

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Art Appreciation
• Almost one-half (48%) of respondents indicated that they
like and/or appreciate art.
• Age impacts art appreciation. Baby Boomers (age 65+)
reported the highest appreciation of art, followed by older
Millennials (age 25-34).
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Yes, I like and/or
appreciate art
I don’t know
48.8% (+1.8/-1.8)
No, I don’t like or
appreciate art
31.2% (+1.7/-1.7)
19.9% (+1.5/-1.4)
55.7% (+5.1/-5.2)65+
25-34
55-64
18-24
45-54
35-44
Age
Ranges
50.4% (+4.0/-4.0)
49.9% (+4.3/-4.3)
48.9% (+4.7/-4.7)
45.5% (+4.4/-4.3)
45.0% (+4.4/-4.3)

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Preferences on Art Genres
• Impressionist art was found the most visually appealing by
nearly half (42.1%) of U.S. consumers.
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42.1% (+2.7/-2.7)
6.2% (+1.6/-1.3)
6.9% (+1.7/-1.4)
21.8% (+2.4/-2.2)
23.0% (+2.4/-2.2)

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Art Discovery: Instagram vs. Museums
• For the first time, a higher percentage of U.S. consumers
primarily discover art using social media than by visiting
museums or art galleries.
– 22.7% of U.S. consumers discover art through social media
channels, such as Instagram and Pinterest.
– 20% of U.S. adults discover art through museums and 15.9% visit
art galleries.
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22.7% (+2.3/-2.2)
20.8% (+2.4/-2.2)
15.9% (+2.2/-2.0)
14.6% (+2.2/-1.9)
14.1% (+2.1/-1.9)
11.8% (+2.0/-1.7)
Instagram, Pinterest or
other social media
Museums
Art galleries
Other
Online Marketplaces or
websites
Art fairs

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Art Discovery: Instagram vs. Museums (Cont.)
• Age plays a significant role in how U.S. consumers
discover art.
– Almost half (44.3%) of young Millennials (age 18-24) and 33.8% of
older Millennials (age 25-34) discover art through social media
channels like Pinterest and Instagram.
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Age
Ranges

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Visiting Cultural Institutions
• While social media is still the most preferred method of art
discovery, consumers continue to visit museums and
galleries.
– Nearly 40 percent (38.6%) visit art museums or galleries once a
year, and 14 percent visit on a monthly basis.
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Once a year
Once every few years
I never visit museums or
art galleries
Once a month
Once a week
38.6% (+2.8/-2.7)
30.6% (+2.7/-2.5)
14.8% (+2.2/-2.0)
13.9% (+2.1/-1.9)
2.0% (+1.6/-0.9)

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Art Purchase & Investment

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Frequency of Purchase & Art as Investment
• Currently 65.3 percent of U.S. consumers purchase art at least
every few years.
• The number Baby Boomers (48.6%) who purchase once every
few years was double in comparison to young Millennials
(24.1%).
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65+
25-34
18-24
35-44
45-54
55-64
More than once a month
A few times a year
Once a year
Once every few years
34.7% (+2.3/-2.2)
65.3% (+2.2/-2.3)
I do not purchase art
24.1% (+6.6/-5.6)
37.9% (+6.0/-5.6)
38.3% (+6.9/-6.4)
39.1% (+7.4/-6.9)
38.5% (+7.0/-6.5)
48.6% (+8.4/-8.4)
Age
Ranges

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Age & Investing in Art
• One in three U.S. consumers (33.7%) believe buying art is a
good investment.
• Younger generations, including 41.9 percent of young
Millennials (age 18-24) and 37.2 percent of older Millennials
(age 25-34) believe buying art is a good investment.
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I don’t know
Yes, I think buying art is a
good investment
No, buying art is NOT a
good investment 21.4% (+2.4/-2.2)
33.7% (+2.8/-2.7)
44.9% (+2.9/-2.9)
37.2% (+6.0/-5.6)
32.1% (+7.4/-6.6)
31.9% (+8.1/-7.1)
31.1% (+6.8/-6.1)
28.4% (+6.7/-5.8)
41.9% (+7.1/-6.8)
25-34
18-24
45-54
65+
35-44
55-64
Age
Ranges

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Buying Art Online
• 37% of U.S. consumers would buy art online.
– Age plays a factor, as 56.9% of young Millennials (age 18-24) and
51.6% of older Millennials (age 25-34) would buy art online, versus
only 19% of Baby Boomers (age 65+).
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18-24
35-44
45-54
55-64
65+
25-34 56.9% (+5.9/-6.1)
51.6% (+7.0/-7.0)
36.3% (+6.9/-6.4)
30.6% (+7.3/-6.4)
22.9% (+6.6/-5.5)
19.0% (+7.7/-5.9)
Age
Ranges

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Art Buying Preferences
• The percentage of U.S. consumers who prefer to purchase
art through an online marketplace or website (15.3%) was
more than double of those who prefer to buy art at an in-
person auction (7.3%).
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At an art fair
Other
At a flea market
At an art gallery
At an online marketplace
or website
At an in-person auction
15.2% (+2.2/-1.9)
15.9% (+2.3/-2.1)
16.2% (+2.3/-2.1)
19.2% (+2.4/-2.2)
26.2% (+2.6/-2.5)
7.3% (+1.8-1.5)

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Art Buying Preferences (Cont.)
• Purchase preference is impacted by age and income.
– Roughly one in four young Millennials (age 18 to 24) prefer to
purchase art through an online marketplace or website.
– More than a third (35.7%) of U.S. consumers making over
$150,000, and 26% of those making $100,000 to $149,999, prefer
to purchase art at an online marketplace or website.
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$0-$24,999
$100,000-$149,999
$50,000-$74,999
$75,000-$99,999
$25,000-$49,999
$150,000+ 35.7% (+25.5/-19.4)
16.8% (+8.6/-6.1)
26.0% (+16.3/-11.6)
15.9% (+4.4/-3.6)
14.5% (+10.1/-6.4)
13.6% (+3.0/-2.5)

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Conclusions
• Younger generations (age 18-34) are more likely to
discover and purchase art online.
– As today’s younger generation ages, more art will likely be sold
through online channels.
• Younger generations increasingly believe that art is a good
investment.
– We can expect to see more young collectors investing in art,
especially as they age and their average household income rises.
• Despite preference for social media to discover art,
consumers are still visiting museums and galleries.
– Developing a digital strategy will be important for reaching and
attracting new visitors, especially younger generations of patrons.
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