New Study: Many Find Buying Art More Intimidating Than Buying Real Estate

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UGallery survey finds consumers are intimidated by the gallery experience and half think they can’t afford to collect art.

A newly commissioned study by Toluna Research Group on behalf of UGallery (, a leading online art gallery, reveals that nearly 70 percent of people have never purchased artwork for their home, with almost 50 percent citing cost as the barrier. Yet many of the obstacles noted seem to favor the continued growth of online art galleries as a customer-friendly way to browse and buy artworks.

Key findings from the study include:

  •     It’s Too Exclusive. 67 percent have never purchased art, underscoring the perceived barriers to art access.
  •     It’s Too Expensive. 48 percent cite cost as the primary obstacle to buying art.
  •     It’s Too Intimidating. 20 percent found buying art from a gallery to be the most intimidating shopping experience of all, more so than shopping for real estate or a car.

When asked what would make them comfortable buying art, 36 percent name an “easy, money-back return policy,” 30 percent want to better understand the background of the artist, and 25 percent cite a “virtual way to look at the art on their walls.”

Millennials, the ‘touchscreen generation,’ were understandably more inclined to browse online, as they prefer online sites for all shopping experiences, as opposed to the traditional in-person sale. Per the data, 30 percent seek virtual methods for experiencing art before committing to a purchase. They were also four times more likely to buy art online.

These factors may explain the growth of online art galleries. Online art is booming, with over 300 web-based art ventures having launched in recent years* and at least 71% of art collectors having now purchased artwork online. ** Online galleries like UGallery offer curated, original art for sale from the world’s most talented mid-career and emerging artists—all at an affordable price.

“Many people think art – particularly original art – is prohibitively expensive because they hear about the multi-million dollar auction results or get blinded by the number of zeros on the wall of their local galleries,” said Stephen Tanenbaum, President & Co-Founder of UGallery. “Online galleries have the ability to offer a wide range of artwork and prices, with original art that's actually affordable.”

Online galleries, as well as certain in-person exhibitions like the Affordable Art Fair, which will be held at New York’s Metropolitan Pavilion from April 3-6, provide affordable, intimidation-free alternatives for purchasing art.

For further information on UGallery, please visit

About UGallery

UGallery is a curated online art gallery that sells original, one-of-a-kind artworks. Founders Stephen Tanenbaum, Alex Farkas, and Greg Rosborough came together in 2006 to create a revolutionary approach to online art sales that democratizes the entire art buying process. Clients can browse the collection by price, medium, style, size, color, or artist and give any piece a weeklong test run in their home risk-free. More information about UGallery can be found at, or by visiting UGallery on Facebook (, Twitter ( or Pinterest (

  • According to the Deloitte and ArtTactic 2013 Art and Finance Report

** According to the Hiscox 2013 Online Art Trade Report


Media Contact:
Chris Harihar
Crenshaw Communications for UGallery

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Chris Harihar
Crenshaw Communications
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