UK Festival Market Driven By "Super Fans"
Research led by Eventbrite identifies a core group of "superfans" driving the UK festival market
Eventbrite has released new research revealing a UK music festival market driven by "Super Fans".
Of the UK festival goers surveyed, one out of every four - the Super Fan - spends more on tickets in a year than the other three combined. Comprising just 28% of attendees, they collectively account for 56% of total ticket spend. They attend more festivals than others, spend more on individual tickets and act as tastemakers to their friends.
Despite reports of increasing festival closures, the survey also found that appetite for music festivals is holding strong: the overwhelming majority (88%) of all respondents said they'd attend at least the same number of festivals over the coming 12 months - with over half (53%) of these saying they'd go to more.
Key Findings Include:
Super Fans Spend £581 Annually on Tickets and Drive the Market
Spending more than all other festival goers combined, Super Fans attend an average of four festivals a year at £149 per ticket. Casual festival goers, who account for 38% of attendees, spend £45 less per ticket, forking out only £104 on just one festival a year.
43% of Super Fans attended more festivals in the past 12 months than the year before, and 53% plan to attend even more this season, helping drive the music festivals market.
They Are Loyal and Act as Tastemakers
Super Fans have attended their favourite festival three times already and 54% would be willing to go alone if need be. Perhaps unsurprisingly, their top festivals are (in order): Glastonbury, V Festival, T in the Park, Reading/Leeds and Download. They act as tastemakers to their peers, with 55% saying their friends count on them to keep informed.
They're Drawn by the Headliners and Like to Own Music
32% cite "The headlining artists" as the #1 reason they go to a music festival, twice as many as the next most popular response "My friends are going" (16%). They still like owning music, with 61% having bought a CD or vinyl in the past year and 79% a digital download. Their favourite genres are alternative/modern rock (59%), classic rock (43%) and dance (41%).
While They Aren't Short of a Penny, Half Think Festivals Are Too Corporate
The average UK festival Super Fan is 32 years old, with an income of £45,000+ and skews male (59% vs. 41% female). 68% get a sense of community from attending music festivals and nearly half (46%) think they are too corporate.
Super Fans Are More Active on Social Media
They are also the most active on social media, with 77% posting at the event. Super Fans are 23% more likely to use Snapchat, 63% more likely to tweet and 70% more likely to use Instagram than casual festival goers.
Eventbrite partnered with independent research firm MusicWatch to survey 504 UK-based 18-49 year olds who attended at least one UK music festival in the 12 months to the end of May. To view the full research and learn more about festival Super Fans, please visit https://www.eventbrite.co.uk/blog/festival-super-fans.
Related News from Mi2N:
» New Exclusive Research Reveals UK Festival Market Driven By “Super Fans”
» Competing Platforms and Services Jockeying to Command Music Consumption
» New Book About Rock 'n' Roll, Technology and Disadvantaged Populations
» Want A Piece of Eminem? Invest In Royalty Flow
» Discogs Releases 2017 Mid-Year Marketplace Analysis Nielsen Vs. Discogs - Database Highlights
» Fake Artists and Fake Streams: Fact or Fiction?
Insider Scoop Directory
» [2017-10-16] Most Girls Smell Good Music Promotion Masterclass And Launch Party; Most Girls Smell Good Presents Music Promotion Masterclass And Launch Party Feat. Luxixi, Dirty Dishes, Missy And Sun Meng
» [2017-10-13] Canadian Singer/Songwriter & Pianist Michael Kaeshammer To Tour China; In Addition To This Tour, Michael Kaeshammer Has Been Asked To Write A Jazz Teaching Book To Be Published In China
» [2017-10-11] SOCAN And Muzooka To Streamline Live Show Reporting For Artists; Integration Of Respective Live Performance Reporting Technologies To Make It Easier For Music Creators To Get Paid For Their Work Performed On Stage
» [2017-10-11] Submit Proper Signs Up SRD For Fulfilment; Proper Will Now Manage SRD's Pick, Pack And Ship And Warehousing For Its Vast Exclusive Label Base
» [2017-10-11] Harmonica Extraordinaire Sugar Blue Performs In Beijing; Grammy Winner Harmonica Virtuoso Sugar Blue Debuts In China Mainland With An Exclusive Show At World Famous Blue Note In Beijing
» [2017-10-10] Will One Genre Rule Them All? China's Love Affair With EDM; The Number Of EDM Listeners In China Has Gone From 197 Million Online Listeners In 2016 To An Estimated 286 Million Listeners In 2017
» [2017-10-08] China-Based Experimental Rock Soloist HUMANS ETCETERA To Dispatch Intelligent Skeleton; The Experimental Rock Outfit's Output Unifies '90s Alternative Rock And Post-hardcore And Modern Experimental Rock Elements
» [2017-10-08] Career Moves: Live Nation, Warner Music, Capitol Music, Atlantic Records & Allihoopa; New Career Promotion And Appointments At Live Nation Entertainment, Warner Music Philippines, Seventeenfifty, Atlantic Records And Allihoopa
» [2017-10-05] SoundCloud Unveils New Playlist Stat; Playlist Stats Informs Musicians On Where Their Plays Are Coming From And The People Behind Them
» [2017-10-03] Lithuanian Experimental Jazz Comes To China; Lithuanian Experimental Psychedelic Jazz Trio Sheep Got Waxed Will Embark On Their Debut China Tour
» [2017-10-03] Audials Music Zoom Visualizes All The Music In The World; Every Artist In The World Is Displayed On One Global Music Map, Based On Similarity And Popularity
» [2017-10-01] HBC Fall Festival Celebrates 12 Years Of HBC Fest; This Is The Second Installment Of HBC Fest In The 12th Year Of The Hae Bang Chon Music Festival With A Great Lineup Taking Us Into A New Decade For Independent Music
follow MusicDish on