Millennials Are Discovering Art by Ditching Museums for Instagram and Pinterest | Adweek


It was bound to happen sooner or later. For the first time, social media has nudged museums aside as the primary venue by which American consumers discover works of art.

According to a survey released this week by online auction site Invaluable, nearly 23 percent of Americans find artwork that appeals to them on social media channels such as Instagram or Pinterest. By contrast, 20 percent discover artwork by going to museums and nearly 16 percent by visiting brick-and-mortar galleries.

The findings are significant not just because Americans drop an estimated $150 billion on arts and entertainment each year, but because it suggests that millennial buyers seem far more comfortable buying art online as opposed to the staid and starchy world of galleries and auction houses.

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