Back
RAB Mobile
Who Buys Source

Profiling adults 18+ who visit museums at least once a month, along with those who have gone to a zoo in the past year:
 

GfK MRI, 2010

Of those adults 18+ who visit museums at least once a month, 54.7% are women and 45.3% are men.

GfK MRI, 2010

Adults 18+ who visit museums at least once a month, by age group: 18-24, 9.2%; 25-34, 23.4%; 35-44, 21.1%; 45-54, 19.0%; 55-64, 13.8%; 65+, 13.6%.

GfK MRI, 2010

Adults 18+ who visit museums at least once a month, by income bracket: $100,000+, 47.2%; $75-99,999, 14.7%; $60-74,999, 9.5%; $50-59,999, 7.5%; $40-49,999, 5.9%; $30-39,999, 5.3%; $20-29,999, 4.8%; under $20,000, 5.1%.

GfK MRI, 2010

Adults 18+ who visit museums at least once a month, by race: White, 80.4%; Black, 7.3%; Other, 12.3%; Hispanic origin, 13.0%.

GfK MRI, 2010

Adults 18+ who visit museums at least once a month, by region: Northeast, 26.7%; Midwest, 20.4%; South, 28.9%; West, 24.0%.

GfK MRI, 2010

Adults 18+ who visit museums at least once a month, by marital status: Single, 25.1%; married, 57.2%; separated/widowed/divorced, 17.7%.

GfK MRI, 2010

Of those adults 18+ who visited a zoo in the past year, 58.2% were women and 41.8% were men.

GfK MRI, 2010

Adults 18+ who visited a zoo in the past year, by age range: 18-24, 14.4%; 25-34, 27.0%; 35-44, 25.5%; 45-54, 16.6%; 55-64, 10.0%; 65+, 6.5%.

GfK MRI, 2010

Adults 18+ who went to a zoo in the past year, by income level: $100,000+, 33.2%; $75-99,999, 17.4%; $60-74,999, 12.5%; $50-59,999, 8.4%; $40-49,999, 8.4%; $30-39,999, 8.2%; $20-29,999, 5.4%; under $20,000, 6.6%.

GfK MRI, 2010

Adults 18+ who went to a zoo in the past year, by race: White, 81.7%; Black, 7.3%; Other, 12.2%; Hispanic origin, 13.4%.

GfK MRI, 2010

Adults 18+ who visited a zoo in the past year, by region: Northeast, 15.1%; Midwest, 29.2%; South, 33.4%; West, 22.3%.

GfK MRI, 2010

Adults 18+ who visited a zoo in the past year, by marital status: Single, 25.0%; married, 62.6%; separated/widowed/divorced, 12.4%.

GfK MRI, 2010

A 2006 survey by Unity Marketing concluded that about one-third of adult Americans bought some form of art in the previous year, and just under 20% purchased custom framing.

Unity Marketing, 2006

According to a study by the American Association of Museums, one-third of Americans say they have visited an art museum, a history museum, an aquarium, zoo, botanical garden, or science and technology center within the past six months.
 

American Association of Museums, 2006

A 2006 survey of affluent consumers (average household income of $380,500), conducted by American Express, found that 28% of the respondents expected to purchase some type of original oil paintings/prints during the coming year.

Home Furnishings News, 2006

Based on a 2005 survey by Home Accents Today, Baby Boomers (ages 41-59) account for 43% of all households that buy art on canvas, as well as 45% of those households purchasing framed prints.

Home Accents Today, 2005

When They Buy Source

A 2005 survey by Home Accents Today determined that 49% of art on canvas purchases were planned, compared to 51% that were impulse buys. Meanwhile, 62% of framed print purchases were planned, and 38% were impulse buys. 

Home Accents Today, 2005

Why They Buy Source

A 2005 survey by Home Furnishings News showed that 72% who purchased wall decor bought the items for themselves, while only 1% bought them as gifts. The remaining 27% purchased such items both for themselves and others.

Home Furnishings News, 2005

According to a 2004 survey conducted by Home Furnishings News, the strongest influences in the purchase of artwork: Overall design, 40.0%; price, 34.5%; room decor, 20.0%; subject, 17.5%; artist, designer or brand, 15.0%; color, 13.5%; size, 6.0%; other, 4.5%.

Home Furnishings News, 2004

Reasons for purchasing wall decor at a particular store (multiple answers): Good prices, 65.0%; wide selection of items, 59.9%; variety of styles, 47.0%; unique examples, 28.5%; good merchandise display, 24.5%; service offered in the department, 17.5%; best location for me, 14.5%; other, 4.5%.

Home Furnishings News, 2004

How They Buy Source

According to the American Association of Museums, the median cost for museum admission is $5, but more than one-third charge no admission at all.

American Association of Museums, 2006

Based on 2006 research by Unity Marketing, nearly half of adult Americans made one or more picture frame purchases in the past year, with the average buyer spending $57 buying either wall hanging or tabletop frames to display their pictures. 

Unity Marketing, 2006

According to a 2005 National Family Opinion survey, how much consumers would pay for what they considered to be the "perfect" piece of art on canvas: Under $25, 4%; $25-$49, 8%; $50-$99, 15%; $100-$149, 16%; $150-$199, 9%; $200-$299, 14%; $300-$499, 12%; $500+, 22%.

Home Accents Today, 2005

Based on a 2005 survey by Home Accents Today, among households making art on canvas purchases in the past year, how much they spent: Under $25, 11%; $25-$49, 9%; $50-$99, 16%; $100-$149, 11%; $150-$199, 11%; $200-$399, 19%; $400-$999, 9%; $1,000 or more, 14%.

Home Accents Today, 2005


Where They Buy Source

Together, Sotheby's Holdings and Christie's International account for the majority of the worldwide art, antique and collectible auction market.

Hoover's, 2006

Based on research by the American Association of Museums, the median annual attendance for the various types of museums: Arboretum/botanic garden, 119,575; art museum, 61,312; children's/youth museum, 85,088; general museum, 49,983; historic house/site, 16,000; history museum, 15,000; natural history/anthropology, 64,768; nature center, 40,500; science/technology museum, 183,417; specialized museum, 32,000; zoo, 520,935.

American Association of Museums, 2006

According to a survey by Home Furnishings News, share of spending for the overall wall decor category, by retail channel: Specialty stores, 32.0%; mass merchants, 32.0%; furniture stores & chains, 17.0%; department stores, 11.0%; others, 8%.

Home Furnishings News, 2005

Where framed art is purchased, by retail channel: Mass merchants, 31.0%; specialty stores, 30.0%; furniture stores & chains, 20.0%; department stores, 12.0%; other, 7.0%.

Home Furnishings News, 2005

Where alternative wall decor (items that can't be classified as framed pictures or mirrors) is purchased, by retail channel: Specialty stores, 43.0%; mass merchants, 20.0%; furniture stores and chains, 20.0%; department stores, 10.0%; other, 7.0%.

Home Furnishings News, 2005

Source of fine or valuable art among individual owners: Self-purchase, 52.0%; gift, 20.5%; family inheritance, 14.5%; other, 9.0%; no response, 4.0%.

Home Furnishings News, 2004

Business Trends Source

From 2002 to 2005, the market for art (including unframed art reproductions, original art and already-framed art reproductions) dropped 1%, from $22.0 billion in 2002 to $21.8 billion in 2005. Sales of unframed art dropped the most, as consumers spent more buying already-framed art reproductions widely available in art specialty, home furnishings and discount department stores, and original artists' works, including oils, acrylics, pastels, water colors and other one-of-a-kind artistic creations.

Unity Marketing, 2006

According to the American Association of Museums, overall attendance at the estimated 17,500 museums in the U.S. averages approximately 865 million visits per year.

American Association of Museums, 2006

Museum revenue comes from a variety of sources, the largest of which is private charitable donations, accounting for 35%, according to the American Association of Museums. Other sources include earned income (30%), government funding (25%) and investment income (10%).

American Association of Museums, 2006

According to a 2006 survey by the Association of Art Museum Directors, 73% of U.S. art museums reported either increased or steady attendance from the previous year. Sixty-four percent of art museums indicated they had expanded the use of their permanent collections for exhibitions or other programs. 

Association of Art Museum Directors, 2006

The more than 200 zoos and aquariums accredited by the American Zoo and Aquarium Association attract more than 140 million visitors each year. In 2005, these facilities invested $143 million on improvements, and $561 million on new construction.

American Zoo and Aquarium Association, 2006

Consumer purchases of custom framing services grew 66% between 2002 and 2005, reaching $11.7 billion.

Unity Marketing, 2006

There are approximately 250 children's museums in the U.S., with some 80 more in the planning stages. Sixty-three percent of these museums are located in urban areas, 23% are situated in suburban areas and 14% are located in rural areas.

Association of Children's Museums, 2006

Misc Source

According to a 2006 report by the Travel Industry Association of America, 14% of vacationing adults indicated they expected to visit some type of museum during the summer months.

U.S. Travel Association, 2006