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Beck's Beer Commissions "State of the Arts" Study: Young Adults Say Art is In, Museums are Out

Posted by Patrick O'Herron
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Beck's Beer, the most popular German beer brand in the world and longtime friend of the arts, has announced the results of the inaugural Beck's State of the Arts Study. The study examines American attitudes toward art and the manner by which it is consumed. The overarching insight is that young adults (aged 21-29) are more likely to bypass the traditional gatekeepers of art – museums and galleries – and to have a more expansive view of art than their older peers. 

 

The study was conducted online within the United States by Harris Interactive on behalf of Beck's Beer, from July 29-31, 2013, among 1,916 adults ages 21 and older.

 

The Beck's State of the Arts Study found that young adults overwhelmingly value art, and are embracing a variety of art forms, ranging from traditional to modern and experiential. But art exposure is increasingly less conventional in the age of social media and perpetual photo sharing. Young adults don't limit their intake to museums and galleries. They are accessing art through new venues and mediums. The study found:

 

  • 82 percent of young, adult Americans (aged 21-29) agree that art is a valuable cultural institution.
  • 81 percent of young, adult Americans (aged 21-29) are regularly exposed to art, versus only 60 percent of older Americans aged 30 or older.
  • Young, adult Americans appreciate graffiti/street art more than their older peers; 70 percent of 21-29 year-old Americans believe that graffiti and street art should be hanging in art museums and galleries. Less than half of Americans age 30 or older agree.
  • For 33 percent of young, adult Americans (aged 21-29), it has been at least one year since their last museum or gallery visit, and a full 19 percent have never visited an art museum or gallery in their lifetime.
  • Americans aged 21-29 tend to consume art via the Internet (52 percent through the internet, non-mobile device, 51 percent on their smartphone/tablet), while Americans aged 30 or older are more likely to consume art with a visit to a gallery or museum than via smartphone or tablet.
  • 50 percent of Americans aged 21-29 regularly consume art organically, on the street or by walking around, whereas only one-third of older Americans say the same.
  • Adult Americans as a whole appear to believe that high-quality art does not need to be expensive. Sixty-eight percent believe they do not need to spend a great deal of money (more than $1,000) on a quality work of art. Sixty-four percent report having spent $100 or less on a work of art.
     

"Beck's has been participating in the arts for more than 25 years, using our label as a canvas to bring new and unique works of art to beer drinkers," said Chris Curtis, brand manager, Beck's Beer. "Our State of the Arts Study reveals that adult Americans have an extremely healthy appetite for art. Much like how they consume books, music, TV and movies, adult Americans are increasingly bypassing the traditional gatekeepers to experience art."

 

Other findings from the survey include:

 

  • Many adult Americans still want to see classic works of art, despite prioritizing non-traditional art channels. When those who have not seen at least one of these famous works of art in person were asked to choose which they would most want to see in person, da Vinci's "Mona Lisa" was the winner, selected by 34 percent. The Mona Lisa was followed by:
    • Michelangelo's "David" (27 percent)
    • Monet's "Water Lilies" (15 percent)
    • Banksy's "Balloon Girl" (6 percent)
    • JR's "Inside Out Project" (4 percent)
    • Basquiat's "LNAPRK" (2 percent)
  • Among all adult Americans, paintings were the most preferred art medium; 30 percent of adult Americans deem it their favorite. Photography came in second, at 16 percent. Photography was followed by:
    • Sculpture (8 percent)
    • Drawings (5 percent)
    • Graffiti/Street art (3 percent)
    • Video (3 percent)
    • Graphic design (2 percent)
    • Other medium (1 percent)
    • No preferred medium (32 percent)
       

For more details on the full findings of the Beck's State of the Art Study, contact Dave McNamee at (646) 274-3635 or dmcnamee@hlgrp.com.
 



(Photo credit: PRNewswire.com.)

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