Audience Research
Tate carries out regular audience research within its galleries and a summary of results since 2003 is given below.
2008 (Research carried out by Ipsos MORI)
Tate Britain
- 62% of respondents live in the UK and 35% are from overseas.
- 40% of visitors are male and 60% female.
- An average of 33% of visitors are on their first visit, and 67% are repeat visitors.
- An average of 36% of visitors are between the ages of 17-34, 14% are 35-44, 28% are 45-59, and 21% are 60+.
Tate Modern
- 60% of respondents live in the UK and 39% are from overseas.
- 41% of visitors are male and 59% female.
- An average of 28% of visitors are on their first visit, and 72% are repeat visitors.
- An average of 49% of visitors are are between the ages of 17-34, 16% are 35-44, 22% are 45-59, 13% are 60+.
2007 (Research carried out by Ipsos MORI)
Tate Britain
- 63% of respondents live in the UK and 37% are from overseas.
- 40% of visitors are male and 60% female.
- An average of 32% of visitors are on their first visit, and 68% are repeat visitors.
- An average of 31% of visitors are between the ages of 17-34, 14% are 35-44, 27% are 45-59, and 27% are 60+.
Tate Modern
- 58% of respondents live in the UK and 42% are from overseas.
- 51% of visitors are male and 49% female.
- An average of 32% of visitors are on their first visit, and 68% are repeat visitors.
- An average of 48% of visitors are are between the ages of 17-34, 19% are 35-44, 22% are 45-59, 11% are 60+.
2006 (Research carried out by BDRC and Ipsos MORI)
Tate Britain
- 79% of respondents live in the UK and 19% are from overseas (Winter 06).
- 42% of visitors are male and 58% female.
- An average of 31% of visitors are on their first visit, 43% have been in the last 12 months, and 26% have been over a year ago.
- An average of 23% of visitors are between the ages of 17-34, 16% are 34-44, 28% are 45-59, and 33% are 60+.
Tate Modern
- 64% of respondents live in the UK and 34% are from overseas (Winter 06).
- 44% of visitors are male and 56% female.
- An average of 35% of visitors are on their first visit, 45% have visited in the last 12 months and 20% have been over a year ago.
- An average of 47% of visitors are are between the ages of 17-34, 20% are 35-44, 23% are 45-59, 11% are 60+.
2005 (Research carried out by BDRC)
Tate Britain
- 35% of respondents live in London, 12% in the South East, 15% in the rest of the UK, 22% in Europe, 10% in North America and 6% in the rest of the world.
- 39% of visitors are male and 61% female (up to Summer 06).
- An average of 33% of visitors are on their first visit, 38% have been in the last 12 months, and 29% have been over a year ago (up to Summer 06).
- An average of 9 % of visitors are between the ages of 17-24, 15% are 25-34, 15% are 35-44, 32% are 45-59, and 29% are 60+ (up to Summer 06).
Tate Modern
- 27% of respondents live in London, 9% in the South East, 14% in the rest of the UK, 31% in Europe, 10% in North America and 9% in the rest of the world.
- 43% of visitors are male and 57% female (up to Summer 06).
- An average of 45% of visitors are on their first visit, 43% have visited in the last 12 months and 12% have been over a year ago (up to Summer 06).
- An average of 25% of visitors are are between the ages of 17-24, 32% are 25-34, 14% are 35-44, 20% are 45-59, and 9% are 60+ (up to Summer 06).
2004 (Research carried out by BDRC)
Tate Britain
- 46% of visitors are male and 54% female.
- An average of 39% of visitors are on their first visit, 40% have been in the last 12 months, 17% have been twice before, 12% have been 3-4 times before, 6% have been 5-10 times before, 4% have been more than 10 times before, and 22% have been before but not in the last 12 months.
- An average of 18% of visitors are between the ages of 17-24, 22% are 25-34, 18% are 35-44, 26% are 45-59, and 16% are 60+ (Spring and Winter statistics only).
Tate Modern
- 51% of visitors are male and 49% female.
- An average of 52% of visitors are on their first visit, 40% have been in the last 12 months, 19% have been twice before, 13% have been 3-4 times before, 5% have been 5-10 times before, 2% have been more than 10 times before and 7% have been before but not in the last 12 months.
- An average of 27% of visitors are between the ages of 17-24, 31% are 25-34, 17% are 35-44, 17% are 45-59, and 8% are 60+.
2003 (Research carried out by BDRC)
Tate Britain
- 48% of visitors are male and 52% female.
- An average of 16% of visitors are between the ages of 17-24, 25% are 25-34, 19% are 35-44, 25% are 45-59, and 15% are 60+.
- 38% of visitors live in London, 12% in the South East, 17% in the rest of the UK, 16% in Europe, 12% in North America, and 5% from the rest of the world.
Tate Modern
- 49% of visitors are male and 51% female.
- An average of 21% of visitors are between the ages of 17-24, 30% are 25-34, 19% are 35-44, 21% are 45-59, and 9% are 60+.
- 35% of visitors live in London, 12% lived in the South East, 18% in the rest of the UK, 19% in Europe, 10% in North America and 6% in the rest of the world.