Beck's Beer Announces Results of 'State of the Arts' Study
Beck's Beer, the most popular German beer brand in the world and longtime friend of the arts, today 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 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 more than 2,000 U.S. adults ages 18 and older.
The Beck's State of the Arts Study found that Americans 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. Americans 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 Americans (aged 21-29) agree that art is a valuable cultural institution.
- 81 percent of young Americans are regularly exposed to art, versus only 60 percent of older Americans aged 30 or older.
- Younger 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 younger American adults (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 older Americans aged 30 or older are likely to consume it via a visit to a gallery or museum (25 percent).
- 50 percent of Americans aged 21-29 regularly consume art organically, on the street or by walking around, whereas only 28 percent regularly experience art via museums or galleries.
- Americans as a whole appear to believe that high-quality art does not need to be expensive. 68 percent believe that they do not need to spend a great deal of money (more than $1,000) on a quality work of art. Sixty-three 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. "Our State of the Arts Study reveals that Americans have an extremely healthy appetite for art. Much like how they consume books, music, TV and movies, Americans are increasingly bypassing the traditional gatekeepers to experience art."