{"id":5727,"date":"2019-05-25T22:26:11","date_gmt":"2019-05-25T20:26:11","guid":{"rendered":"https:\/\/2022.devartistics.com\/artzine\/rapport-hiscox-2019-sur-le-marche-de-lart-en-ligne\/"},"modified":"2023-07-11T16:31:54","modified_gmt":"2023-07-11T14:31:54","slug":"rapport-hiscox-2019-sur-le-marche-de-lart-en-ligne","status":"publish","type":"post","link":"https:\/\/artistics.com\/fr\/artzine\/rapport-hiscox-2019-sur-le-marche-de-lart-en-ligne\/","title":{"rendered":"Rapport Hiscox 2019 sur le march\u00e9 de l\u2019art en ligne"},"content":{"rendered":"

Le rapport annuel Hiscox vient de para\u00eetre ! Une mine d\u2019informations pour qui s\u2019int\u00e9resse au march\u00e9 de l\u2019art en ligne et \u00e0 la mani\u00e8re dont, ann\u00e9e apr\u00e8s ann\u00e9e, le num\u00e9rique bouleverse le rapport des collectionneurs \u00e0 l\u2019art et \u00e0 l\u2019achat d\u2019\u0153uvres d\u2019art.<\/strong><\/p>\n

\"\"<\/p>\n

En pr\u00e9ambule, un mot sur la m\u00e9thodologie: l\u2019\u00e9tude Hiscox 2019 se base principalement sur les r\u00e9ponses de 706 acheteurs d\u2019art internationaux, de tout \u00e2ge et correspondant \u00e0 diff\u00e9rents profils de collectionneurs (jeunes ou plus avertis). Ont \u00e9galement \u00e9t\u00e9 interrog\u00e9s : 128 galeries et marchands d\u2019art, dont 60% li\u00e9s \u00e0 l\u2019art contemporain et une grande majorit\u00e9 de galeries de taille petite ou moyenne, ainsi que 42 dirigeants de plateformes d\u2019art en ligne (parmi les 75 list\u00e9es \u00e0 la fin du rapport, pp. 35 \u00e0 43).<\/p>\n

En 2018, le march\u00e9 de l\u2019art en ligne a poursuivi sa croissance<\/strong> (+9,8%, s\u2019\u00e9tablissant \u00e0 4,64 milliards de dollars), mais \u00e0 un rythme moindre que les ann\u00e9es pr\u00e9c\u00e9dentes (12% en 2017 et de l’ordre de 20-25% entre 2013 et 2015).<\/p>\n

Le rapport avance que \u00ab\u00a0le sous-investissement technologique pourrait ralentir la croissance de ce secteur\u00a0\u00bb, pointant que \u00ab\u00a0alors que de nombreuses maisons de vente se sont rapidement adapt\u00e9es \u00e0 la nouvelle \u00e8re num\u00e9rique, d’autres secteurs de l’industrie, tels que les galeries et les marchands, sont encore en train de se familiariser avec le march\u00e9 de l’art en ligne et de d\u00e9cider s’ils doivent ou non y adh\u00e9rer et comment s’y prendre\u00a0\u00bb. En substance : le march\u00e9 pourrait \u00eatre plus dynamique\u2026 si les acteurs traditionnels du march\u00e9 de l\u2019art adoptaient une d\u00e9marche plus volontaire pour l\u2019investir.<\/p>\n

De leur c\u00f4t\u00e9, la majorit\u00e9 (77%) des plateformes en ligne interrog\u00e9es continuent de porter un regard positif sur l\u2019\u00e9volution du march\u00e9 au cours des 12 prochains mois. Il est vrai que, si l\u2019on se fie \u00e0 la croissance globale du e-commerce en 2018 (+18%), le potentiel de croissance de l\u2019art en ligne semble plut\u00f4t flatteur. Apr\u00e8s les maisons de vente, les m\u00e9ga-galeries semblent l\u2019avoir compris : Gagosian a lanc\u00e9 sa propre \u00ab\u00a0online viewing room\u00a0\u00bb en juin 2018, embo\u00eetant ainsi le pas \u00e0 David Zwirner qui avait lanc\u00e9 la sienne en janvier 2017. Le rapport \u00e9value \u00e0 15% par an en moyenne le taux de croissance futur du march\u00e9 de l’art en ligne, qui devrait ainsi se hisser \u00e0 9,32 milliards de dollars d\u2019ici 2024<\/strong>.<\/p>\n

Au niveau des acheteurs en tout cas, le web ne semble plus \u00eatre un territoire r\u00e9serv\u00e9 aux seuls aventuriers\u2026 Loin s’en faut : 44% des acheteurs d\u2019art interrog\u00e9s ont d\u00e9clar\u00e9 avoir achet\u00e9 de l\u2019art en ligne au cours des 12 derniers mois. Et 46% ont indiqu\u00e9 qu\u2019il leur \u00e9tait indiff\u00e9rent d\u2019acheter en ligne ou hors ligne (contre 41% en 2018). Tandis que certains marchands continuent de voir Internet comme une No Go zone, il semble bien que beaucoup d\u2019acheteurs s’y sentent plut\u00f4t \u00e0 l’aise.<\/p>\n

Cette familiarit\u00e9 est bien s\u00fbr plus prononc\u00e9e encore chez les Millennials : 29% d\u2019entre eux d\u00e9clarent pr\u00e9f\u00e9rer acheter de l\u2019art en ligne que hors ligne (contre 14% il y a un an). 23% indiquent m\u00eame ne pas avoir achet\u00e9 d’\u0153uvres d’art dans un espace physique (galerie, maison de ventes ou\u00a0 foire d’art) avant d’acheter de l’art en ligne. Ce qui, pour les r\u00e9dacteurs du rapport, \u00ab\u00a0indique que le march\u00e9 de l’art en ligne joue un r\u00f4le important dans l’\u00e9ducation et l’introduction de nouvelles g\u00e9n\u00e9rations d’acheteurs \u00e0 la collection d’art.<\/strong>\u00a0\u00bb<\/p>\n

La majorit\u00e9 (55%) de ces Millennials acheteurs d’art d\u00e9couvrent les plateformes d’art en ligne via les m\u00e9dias sociaux. Des r\u00e9seaux qui sont de plus investis par les collectionneurs dans leur ensemble, en particulier Instagram qui, depuis 2017, est devenu le r\u00e9seau de pr\u00e9dilection (devant Facebook) pour d\u00e9couvrir, suivre, voir les tendances et trouver de l’art \u00e0 acheter<\/strong>. 34% des acheteurs ont ainsi d\u00e9clar\u00e9 que les m\u00e9dias sociaux avaient un impact croissant sur leur d\u00e9cision d’acheter de l’art.<\/p>\n

Le rapport Hiscox 2019 se penche \u00e9galement pour la premi\u00e8re fois sur des sujets qui, pour le meilleur ou pour le pire, s\u2019invitent de plus en plus souvent dans l\u2019actualit\u00e9 du monde de l\u2019art : menace de la cybercriminalit\u00e9 (p. 23), march\u00e9 des crypto-monnaies et technologie Blockchain (p. 24), \u00e9mergence de la propri\u00e9t\u00e9 partag\u00e9e (fractional ownership) en mati\u00e8re d\u2019achat d\u2019\u0153uvres d\u2019art (p. 25).<\/p>\n","protected":false},"excerpt":{"rendered":"

Le rapport annuel Hiscox vient de para\u00eetre ! Une mine d\u2019informations pour qui s\u2019int\u00e9resse au march\u00e9 de l\u2019art en ligne et \u00e0 la mani\u00e8re dont le num\u00e9rique bouleverse le rapport des collectionneurs \u00e0 l\u2019art et \u00e0 l\u2019achat d\u2019\u0153uvres d\u2019art.<\/p>\n","protected":false},"author":2,"featured_media":5731,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","inline_featured_image":false,"footnotes":""},"categories":[1187],"tags":[],"class_list":["post-5727","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-le-guide-acheteur-art"],"acf":[],"yoast_head":"\nRapport Hiscox 2019 sur le march\u00e9 de l\u2019art en ligne<\/title>\n<meta name=\"description\" content=\"Le rapport annuel Hiscox vient de para\u00eetre ! 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