The Art & artists section of Tate’s website – their online collection – is the most visited area of the site, with around 500 to 600K visits per month. Tate carried out audience research to understand who their users are and what their motivations are for visiting the site. This document summarises the results of the research to discover motivation and usage behaviours around Art & artists.
The main objectives of this piece of research are:
- To understand why people visit the online collection
- To understand what are the main activities that people do
- To get feedback from users for future improvements