April 3, 2012 Leave a comment
- Male or Female?
- 18-24 or 25-34?
- Married or Single?
The answers are often surprising and appear to run against intuition. Most of my students would answer male, 18-24 and single. According to Ad-ology 2012 Audience Interest and Attitudes the consumers that have attended concerts are:
- Women (56% of audience/ 5% more likely than the 18+ population)
- 25-34 (32% of the audience/33% more likely than the 18+ population)
- Married (58.9% of the audience/6% more likely than the 18+ population)
This research also covers other activities that concert goers connect with in high numbers (tailgating, playing music, skiing, attending other types of entertainment) all that provide information about the lifestyle; behavioral and psychographic, of the concert goer.
That said, these are average figures: they don’t take into account variations in genres, or venues, or prices. That requires digging deeper into even more research. And is likely to reveal more unexpected information!