Google Arts & Culture is an online platform through which the public can access high-resolution images of artworks. The website offers the opportunity to discover artwork, collections and news about art from all around the world. The project was launched on 1 February 2011 by Google, in cooperation with 17 international museums, including the Tate Gallery, London; the Metropolitan Museum of Art, New York City; and the Uffizi, Florence. Nowadays, The platform has more than 32,000 artworks from 46 museums, they offer video and audio content and users can virtually ‘walk through’ the galleries of each partner museum, using the same controls as Google Street View.
There are 2 kinds of important targets for Google Arts & Culture:
The first one is between the ages of 40 and 45. They are generally divorced, they have a lot of time for themselves. The audience is mostly middle class and they have a college degree. It’s people that care about art and culture, people that try to be wiser day by day because they think that to have culture make us better, deeper and more sensitive. They usually go to the cinema, read a lot, buy tickets for theatre… It’s sophisticated people and they don’t care to spend money if it’s something that is going to make them grown intellectually. The target uses social media like Youtube, Facebook and most of them have a blog in WordPress account. They consume TV to watch documentaries, news and specific channels of history.
The second target is young people, between the ages of 21 to 28. The audience is mostly middle class. They are doing a college degree and internship at the same time. People that enjoy going out with friends and socialising. Our target its open minded because they have been educated on freedom and respect. They have learned fathers, they are used to going to museums, read and talk about deep issues in their homes. This target as the first one, it’s sophisticated people and their fathers don’t care to spend money if it’s something that is going to make their sons grown intellectually. They love Instagram, Pinterest, Tumblr, Netflix and they don’t consume TV frequently.