We have developed a segmentation of the different types of website visits based primarily on the motivations that drive users to the site, but also, taking into account a set of other variables such as knowledge of art, vocational connection and online behaviour. These are the nine website visit segments:
Personal interest research (16%)
They come to the website to learn and gain knowledge to satisfy their art interest and hobby. They have a general knowledge of art and no vocational connection with the arts sector. They tend to arrive to the website looking for art terms on search engines and although they will methodically navigate through the website, they don’t know what they are looking for or what to expect.
Student research (17%)
Visits from these users are driven by study and research reasons. They are looking for aid for a school or university project. By definition they are studying in visual art or museums. This group are heavy users of our Art & artists section and will also search for related art content, especially homework resources. A large proportion of the student research visit mode are young and come from the UK. This group are more active than others in following Tate on social media. The levels of study breakdown as follows: GCSE (3%), A-level (19%), undergraduate (52%), master’s (12%), PhD (7%), other (7%).
Professional research (14%)
They are either professionally connected to the arts or they are teachers in the arts who come to the website to further their deep art knowledge. Compared to the other segements, this group are significantly more likely to be specialists in art. The arts is essential to their life, they have eclectic taste in the arts and like to be at the cutting edge. They are the most methodical of users and are coming with a purpose – mainly to search our online collection and visit other specialist content such as papers, articles and teaching resources. Thirty-five percent of the users of this group are teachers and the levels of teaching are as follows: university (52%), secondary (21%), primary (2%), sixth form (or equivalent vocational course) (7%) and other (17%).
These users are coming to the website with a range of motivations. Generally, they can be considered as coming to the website for a visceral and largely aesthetic experience. They are hoping for detail and quality and want high-resolution images. This is a ‘virtual visit’ and may serve as a substitute for a gallery visit. They are more than likely hoping for an emotional or nostalgic experience. Their agenda is therefore open and pleasure-driven.
This type of visit to the site is driven by a desire to have fun by playing games, participating in quizzes or looking for and entering competitions. This group are also using the website as a social resource – either by commenting on blogs, or finding aspects of the site to share with their friends on Facebook or Twitter.
Art news (3%)
For these users art is essential to their lives. Their visit is predominantly centred on finding out about new and upcoming exhibitions to stay ahead of the curve, as well as discovering what’s new – even if they are not planning a visit. They also use the website as a way to keep up with art news in general, either by looking up artists and artworks, or from reading articles.
Repeat visit planning (27%)
The majority of users in this visit mode are regular gallery attenders and they are using the website to find out about current and upcoming exhibitions and book their tickets. They are already familiar with the permanent offer of the galleries. They are predominantly from the UK, with 46% originating in London. They have a strong emotional tie with Tate and are regular website visitors.
First visit planning (14%)
Users in this visit mode are driven to the site to find out general visitor information for a first time, or lapsed, visit to Tate. They are also looking for information about what’s on. They need information about what they can expect to see, as well as opening times, prices, parking and travel information. There is a fairly even split between those from the UK and overseas. Compared with users in a repeat visit planning mode, users in a first time visit planning mode are likely to have less specialist knowledge of art or museums.
Organisational information (4%)
People in this group are on Tate’s website to find out about working or volunteering at Tate, followed by looking up business information and finding out more about the work that Tate does. The majority have a professional connection with the arts and they are from both the UK and overseas.
Download the full report
- Tate website audience segmentation (PDF, 578KB)