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Artuk.org is the online home for over 200,000 digitised artworks from British public collections. Research commissioned by Art UK in 2016 showed that young people (16-24) and those who identify as being from a Black, Asian and Minority Ethnic (BAME) background were significantly under-represented in its audience. 

To address this, Art UK received funding from Arts Council England for an 18-month action research project – the Audience Broadening Initiative. The aim was to test and capture the learning from different approaches to engaging 16- to 24-year olds and BAME users online.

This report, by The Audience Agency, presents the findings of the research, which ran from January 2017 to June 2018. Previous audience development projects have tended to focus on ‘live’ arts. This is the first UK arts research project to systematically attempt, over an extended period, to reach specific target audiences online and to record and share the findings from the process with the wider sector.