August 30th, 2023, Kineree Shah
While many relish the joy of a live performance at music events, there have also been unsettling reports of incidents, such as concertgoers throwing objects at performers. Based on a recent survey conducted by YouGov Surveys: Serviced, three in ten of the 1,172 respondents say they have attended a live music concert in the past 12 months (30%). This article will delve into the intricacies of their experiences – from capturing memories with smartphones, donning band merchandise, to uncomfortable experiences witnessed at live concerts.
In the digital age, it's no surprise that many attendees whip out their smartphones to capture moments. Three in ten concert goers (30%) say they use their devices to capture visuals "very often" during a concert. This behavior is more prominent among females compared to males (38% vs 23%). Notably, about an eighth of the total respondents (12%) prefer to keep their phones tucked away throughout the performance, not using them "at all" to capture visuals.
A quarter of concert goers (26%) say they "very often" share the visuals they capture at concerts on social media. This trend is slightly more common among females, with nearly three in ten (29%) choosing to do so compared to males (23%).
One in five attendees wear band merchandise to concerts "very often". Females are slightly more inclined, with 22% of them doing so compared to 18% of males. A plurality of both male and female concert goers prefers not to wear band merchandise "at all" during concerts (36%).
Delving further into our survey data, uncomfortable weather conditions emerged as a significant concern, with one in four attendees (25%). Entry and exit logistics, too, proved to be a bottleneck for one-fifth of concert goers. About one in five lamented a lack of access to crucial facilities like bathrooms, food, and water (18%). Disturbingly, but not unsurprisingly given the size and fervor of some events, aggressive or violent behavior in the crowd was reported by 16% of those surveyed. One in 10 witnessed objects being hurled into the audience (13%) while a slightly smaller but significant percentage witnessed objects being thrown at performers (9%).
Understanding both the joys and pain points of concertgoers can guide more relevant and empathetic brand strategies. Whether it's providing weather-appropriate merchandise, enhancing the visibility of performances, or ensuring better amenities and safety, there lies a vast expanse of opportunities.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on August 8-9, 2023, with a nationally representative sample of 1,172 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region, and race to be representative of all adults in the US (18 years or older) and reflect the latest population estimates. Learn more about YouGov Surveys: Serviced.