UK: Ticketing company Eventbrite has released the findings of research it recently conducted into the attitudes Millennials hold towards live events.
The survey, conducted in partnership with research agency Crowd DNA, took a sample audience of 1,001 British adults aged 18 – 45 and gave them a 10 minute online survey in April 2017.
Millennials believe that live events are essential for political change
- 84% feel that when thinking about the future of their country, it is essential for people to come together in person to promote positive change
- 80% of Millennials agree that attending live events makes them feel more connected to other people, the community, and the world, compared to 72% of Gen X
- 85% believe all sorts of different live events can inspire positive change for the country, not just purely politically focused events
- 20% of Millennials have attended an event supporting a particular cause in the last 12 months
Millennials choose music events based on more than just the music; for them attending is an expression of what they believe in
- In the past 12 months, nearly half (49%) of Millennials living in the UK have attended a live music event, basing their decision to attend on more than just the music
- 81% of those that go to concerts or music festivals attend to engage with a like-minded community
- 78% of Millennials are more likely to attend a music festival that features artists who are affecting positive change through their music, compared to 69% of Gen X
- 75% of Millennials attend concerts or music festivals that align with their beliefs and values, 69% of Gen X feel this way
- 78% of Millennials attend live music events to express their support for the artists beliefs and values as well as their music, compared to 71% of Gen X
Unlike Gen X, Millennials treat live events as a form of self-expression as well as self-improvement
- 69% believe that attending a live event is the best way to show other people what they stand for (compared with 59% of Gen X)
- 58% of older Millennials are attending more events supporting a particular cause now than they did 10 years ago, compared to only 39% of Gen X
Despite their reliance on technology, Millennials are the strongest believers that face-to-face interaction is the most impactful form of promoting positive change
- 74% of Millennials feel that participating in or attending a live event is more impactful than taking action online, significantly more than Gen X (64%)
- 56% of Millennials have taken offline political action after engaging in a non-for-profit cause online, significantly more than the 37% of Gen X
Millennial parents attend more live events than child-free 18 – 34s. Regardless of age, Millennials feel the same about live events, seeking to connect, escape, challenge and express themselves
- 84% of Millennial parents are making time to attend a live event vs 79% without children
- Millennial parents feel most strongly about valuing experiences, 77% would rather choose an experience over buying something, compared to 72% of Millennials without children
Millennial parents embrace social media with great vigour, allowing them to fulfil their need to connect and express themselves
- 81% of Millennials with children enjoy seeing other people’s experiences on social media, compared with 74% of Millennials without children
- 60% admit to attending a live event so they have something to share on social media
- 61% have live streamed an event, compared to 48% without children