Came across a couple of web links that could be useful.

Constructing audiences, defining art. Public Art and social research
http://eipcp.net/transversal/0102/buchholzwuggenig/en/print

Quantifying the audience for ones and zeros
demographic description for the audiences for digital art
http://www.davidberman.com/CHINDigitalArtAudiencesLiteratureReviewandMethodologyBerman20050418.pdf