A study was recently conducted by ticketing agency Eventbrite that sought to uncover previously unconfirmed information regarding music festival goers’ preferences and spending habits. Teaming up with research organization MusicWatch, Inc., the company questioned a group of 1,000 participants aged 18 to 49, each of whom attended at least one music festival in the last year.
The wide berth of demographics produced very interesting results that Eventbrite is sure to consider when updating their projects and website.
They found that, on average, festival-goers attend two to three large-scale events per year, spending approximately $150 per ticket. One in five participants even spent more than $1,000 per year on tickets to music festivals.
According to the study, the headlining acts are the biggest driving factor in festivals’ attendance levels. Nearly half of the participants said, however, that they would rather attend “smaller, niche festivals” than overblown, mainstream events. Regardless, Coachella, Bonnaroo and Lollapalooza are still the top three festivals that they attended.
While on the festival grounds, 49% of participants said that they use the official hashtag on social media, with 25% using the dedicated Snapchat filter. Two-thirds said that they use social media during the event. Finally, a third of participants said that they believed festivals to be “too corporate.”
Despite several conflicting results, it’s clear that lovers of music have no intention of decreasing their attendance at festivals. Whether they prefer the biggest names in the business or more intimate, niche affairs, the fact that most participants attend two to three a year is a very telling indicator of such events’ future in the marketplace.
Source: Dancing Astronaut | Image: Mark Hicks