Audience Research

Whilst I was in colours may vary I decided to ask about if they had any details about the shopping habits of millennial's. The shop assistant was unsure so I decided to email to inquire about it:



Response : 

there was none :(


In other research and studies I found that :

• Young art collectors comprise around a quarter of all collectors: a 2018 article from insurance company AXA estimated that 15-25% of collectors are young, while the 2018 S. Trust Insights on Wealth and Worthstudy found that 27% of its respondents were millennials.
• Young collectors remain primarily driven by a personal enjoyment of art, an appreciation for aesthetics, and a desire for self-expression. They often see their collections as a way to communicate their personalities and enhance their personal brands (Northern Trust).
• Millennials are, however, more likely than other generations to see art as a financial asset and as part of a comprehensive wealth-building strategy. 33% of millennial collectors agreed with the statement that art is “an asset that can be leveraged to build wealth” vs. only 16% of collectors overall (2018 S. Trust Insights on Wealth and Worth).
• Many young collectors inherit a love of art from their families and often expect to inherit art collections as well. 87% of established art collectors intend to pass their collection on to their heirs, and roughly one-third of these heirs say that they have become active art collectors themselves (2017 UBS Investor Watch).
• Millennials demonstrate a strong preference for contemporary art. Over 90% of young collectors are interested in contemporary pieces (2014 AXA Art Survey).