ZANDL GROUP 100:
ART & MUSEUMS - CONSUMER POLL
July 8, 2010
ZANDL GROUP 100: ART & MUSEUMS- CONSUMER POLL
Methodology
The Zandl Group maintains a nationwide online panel of thought
leaders, ages 20-40, who have been hand recruited for their keen
observational skills and their interest in current events.
This poll was conducted online on July 6, 2010.
The results are based on 100 responses.
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ZANDL GROUP 100: ART & MUSEUMS- CONSUMER POLL
Key Findings
Museums are successfully dialing up their curatorial and marketing programs to create
a new generation of art lovers and museum attendees
Contemporary, pop culture-focused exhibitions are drawing in museum-goers
Free admission, more visible marketing/partnerships and online presence are large
draws for attendance
Interest in art and museums suggests one is:
-Cultured and worldly
-Open-minded and creative
-Educated
These are traits that have become more important beyond the art world, especially as
the business world places greater emphasis on creative problem solving and a broader
world view
Two-thirds of the Zandl 100 have a preference for contemporary artists (e.g. Banksy,
Mickalene Thomas, Margaret Kilgallen)
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ZANDL GROUP 100: ART & MUSEUMS - CONSUMER POLL
Art & Museums: Are you/your friends seeing major museum shows more than in the past?
We’ve seen figures that indicate that more Americans are attending museums (e.g.
The Met in NY, The Art Institute of Chicago, LACMA, etc); attendance at these
institutions has been up, even with the economy still relatively weak. Is this something
you’ve experienced yourself or with friends/acquaintances?
53%
Yes
47%
No
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ZANDL GROUP 100: ART & MUSEUMS - CONSUMER POLL
Art & Museums: What do you think is driving this trend (check all that apply)?
Better museum marketing 45%
Online presence 31%
Seeing in person things you've seen on TV 31%
More curious about learning through art/museums 13%
More pop culture-relevant shows 53%
Artists becoming better known 34%
Increased press 30%
Promotional tie-ins with other businesses 35%
Celebrity attendance 20%
Free admission nights/hours 71%
More interactive exhibitions 36%
Entertainment/pop culture/art intersecting 32%
Art reality shows 20%
Other 9%
Museum marketing and their curatorial programs, especially shows that
are pop-culture relevant, are key to developing the next generation of
museum-goers and art lovers.
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ZANDL GROUP 100: ART & MUSEUMS - CONSUMER POLL
Art & Museums: Historical artists vs. contemporary exhibitions
Most museums attribute higher attendance to big-name historical artists (e.g.
Vermeer at the Met, Renoir at LACMA), do you agree, or do you think that it’s
contemporary exhibitions – (e.g. Tim Burton at MOMA) that widen the attendance
base?
40%
Big-name historical artists are the attraction
Contemporary exhibitions widen the attendance 60%
base
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ZANDL GROUP 100: ART & MUSEUMS - CONSUMER POLL
Art & Museums: What does awareness of/interest in art say about a person?
Cultured/Sophisticated/Worldly 48%
Open-minded/Creative 31%
Educated/Intelligent 23%
Stylish/Dynamic/Out-of-the-box 17%
Pretentious/Snobby 4%
“It shows a different level of thinking and the possibility of openness to new things. It also shows an
appreciation of the optimistic and beautiful.”
“It says they're curious about the world around them and are not self-centered. “
“The person has other interests besides just work.”
“Someone trying to experience new things.”
“That they like seeing other people's creativity .”
“I think it shows a desire of a person to better ones self and nurture ones intellect. The integration of
pop culture is a wonderful gateway to drawing in people who might not otherwise be exposed to the
extensive collections museum have to offer. “
“More well rounded, culturally aware.”
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ZANDL GROUP 100: ART & MUSEUMS - CONSUMER POLL
Art & Museums: Who are some of your favorite artists?
Contemporary (1970 - present) 65%
Banksy, Damien Hirst, Teresita Fernandez, Maurizio Cattelan, Mickalene Thomas, David
Altmejd, Kiki Smith, Takashi Murakami, Gilbert & George, Ellsworth Kelly, Jasper Johns, Martin
Puryear, Eric Fischl, Margaret Kilgallen, Barry McGee, Chris Burden, Basquiat, Gerhard Richter,
Kaws, Bill Viola, Louise Bourgeois, Sol Lewitt, Robert Mapplethorpe
Modern (early 20th century - 1970) 38%
Roy Lichtenstein, Francis Bacon, Helen Frankenthaler, Robert Rauschenberg, Franz Kline, Man
Ray, Diane Arbus, Rene Magritte, Mark Rothko, Georgia O’Keefe, Otto Dix, Edward Hopper,
Gustav Klimt, Wassily Kandinsky, Donald Judd, Frank Stella
Early Modern (late 19th century) 15%
Georges Seurat, Käthe Kollwitz, Vincent Van Gogh, Claude Monet, Cezanne, Degas, William
Blake, Edvard Munch, J.M.W. Turner, Goya, Aubrey Beardsley, Gustave Dore
Historical 9%
Caravaggio, Vermeer, Rembrandt, Jan Van Eyck, Renoir, Hieronymus Bosch, Fra Angelico
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ZANDL GROUP 100: TECH TRENDS - CONSUMER POLL
About Us:
The Zandl Group is a New York-based consumer research agency specializing in directional
research to help businesses better understand their consumer and anticipate future trends.
Over the last 20 years we have pioneered the use of many non-traditional and ethnographic
research approaches that yield rich consumer insights while also providing clients with first-hand
exposure to their consumers’ world. Our consumer-centric approach is dedicated to keeping
brands on-trend and culturally relevant to today’s hard to reach consumer, from Generation
Y/Millennials to Generation B/Boomers.
Our team is recruited from diverse fields including anthropology, the arts, tech and brand
management, providing a broad range of experience and a depth of reference points.
The Zandl Group frequently conducts polls about current issues using our Online Panel of Thought
Leaders. If you use any of this information, please cite us as a source.
Contact:
Irma Zandl
President
Zandl Group
109 Ingraham St.
Suite 404
Brooklyn, NY 11237
718.366.1000
www.zandlgroup.com
www.zandland.com
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