The Kunsthal focuses on a wide audience without making concessions to quality. In 2016 the Kunsthal welcomed 211,677 visitors, 33% of whom had never visited the Kunsthal before. On average 61% of our visitors are female and 39% are male, with 29% educated at WO-level (university), 44% at HBO-level (university of applied sciences), 11% at intermediate vocational level and 16% at secondary education level or other.
Our own audience research, carried out via random checks, shows variations in the characteristics of our visitors for each exhibition programme. In the spring of 2016, for instance, there were more visitors from the region. And visitors indicated that they had come specifically for either the main exhibition ‘Astonish me!’ by Philippe Halsmans (22%), ‘The Museum of Everything’ (30%) or ‘Fatal art’ (10%), although 28% of them allowed themselves to be surprised. In June, the Kunsthal started actively asking visitors for their postal codes (excluding those with a Museumkaart, Rotterdampas, CJP or Friends card of whom the general data are already known) in order to get a clearer picture of where our visitors hail from.
Reaching a younger and more international audience
In summer there was a proportional rise in the number of tourists from Europe and further afield visiting the Kunsthal. This number peaked in the months of June and July, but stayed constant throughout the autumn. Our English language audience survey shows a few significant results concerning this target audience. The group, for instance, included high percentages of first-time visitors (80%), higher educated visitors (63% at university level) and young visitors (55% between the ages of 18 and 40).
In the autumn, many visitors indicated that they specifically came to see the Lindbergh exhibition (70%, 40% of whom were first-time visitors) or Making Africa (21%), while a smaller percentage (23%) allowed themselves to be surprised. In 2016, around 25% of visitors were Rotterdam residents and 17% lived in the region.
Museumkaart and Rotterdampas
The national Museumkaart (Museum Card) and the regional Rotterdampas lower the Kunsthal’s threshold even more. Of the total number of 211,677 visitors, 44% (38% in 2015) carried a Museumkaart and 6% (7% in 2015) held a Rotterdampas. In total, the Kunsthal welcomed 13,493 holders of the Rotterdampas (61% of whom at a reduced fee because of their minimum income).