|CM.com, a leading customer engagement platform, has launched a brand new report summarising the results from a nationwide, representative survey looking at the shifting attitudes and behaviours of live music fans in the UK. The findings in their report are based on a nationally representative survey of 1,003 live music event attendees (those who have attended at least one live music gig, concert or festival in the past three years), aged between 17 – 55 in the UK. Fieldwork took place in September 2022. Alongside this primary quantitative data, CM.com conducted interviews with five experts who work in the live music events industry to add depth and qualitative insights to the report.
The expert interviewees were Carly Heath (Night Time Economy Advisor, Bristol City Council); Michelle Manetti (DJ/Promoter, Fèmmme Frâiche), India Mansfield (Gen Z representative who turned 18 in 2020); Conor McTernan (Marketing & Programming Manager – AVA Festival & Up Productions) and Hannah Shogbola (Agent – UTA, Founder – DAJU).
Key findings show:
- 1 in 3 plan to go to fewer live music events in 2023.
- Close to half (46%) of fans who haven’t been to a live music event in the past year say it’s because they can’t afford it.
- Despite their change in habits, two thirds of people (66%) say that the experience itself of live music events is the same as before the pandemic.
- Gen Z attendees were 1.5x more likely than average to have spent under £10 on their last night out, compared with Millennials and Gen Xers who were more likely than average to have spent between £50-£100 on their last night out.
- No-shows are more commonplace and two in five consumers now buy tickets later than before the pandemic.
In addition to presenting the results from the survey, conducted with 1,003 live music attendees aged between 17 – 55 in the UK, the report explores the impact that the Covid pandemic – and now cost of living crisis – have had on both event organisers and live music fans. In exploring and quantifying the shifts occurring, the report provides insights into the ‘new normal’ – how the industry is rebuilding itself from the ground up.
Paul Everett, Head of Music & Live Events, CM.com said, “The findings from our report show what we have been experiencing on the ground, which is that consumer behaviour within live music is shifting rapidly. We’ve taken care to report honestly and accurately on what is happening right now. The pandemic was a time when collectivism and creativity flourished. This report provides insights which will keep the spirit of conversation and collaboration going as we navigate the new landscape together.”
Click here to download the full report.