According to online auction site, Invaluable, as much as 40 percent of Americans discover artwork on social media channels such as Instagram and Pinterest instead of art museums and galleries , as millennials opt to purchase artwork online instead of attending auction houses. Invaluable's marketing VP,O'Neal Rowe, stated that the survey "shows a lot of opportunity for our business to reach and engage young collectors as we prepare for the next generation of digital-first art buyers." The rise in popularity of social media as a means of art buying has led to a growing number of auction houses offering online auctions.
According to online auction site, Invaluable, 23% of Americans discover artwork on social media channels such as Instagram and Pinterest instead of art museums and galleries , as millennials opt to purchase artwork online instead of attending auction houses. Invaluable's marketing VP,O'Neal Rowe, stated that the survey "shows a lot of opportunity for our business to reach and engage young collectors as we prepare for the next generation of digital-first art buyers." The rise in popularity of social media as a means of art buying has led to a growing number of auction houses offering online auctions.