February 27th, 2024, Bhawna Singh
A fifth say they are all set to attend the Eras Tour in Singapore
Ahead of her South East Asian leg of the tour, a new research from YouGov shows that around a quarter of Singaporeans (24%) claim to be fans of Taylor Swift, with less than one in ten (6%) describing their level of interest in her as one of their top interests. 18% say they are casual fans- somewhat interested in her.
The majority however claims to be a little bit interested (20%) or not interested in her at all (56%).
In Singapore, Taylor Swift fans, popularly called Swifties, are more likely to be full time working individuals (28%), with a large proportion (35%) belonging to a high-income group (SG$8000 and above).
Amongst all the generations, the youngest generation or GenZ are most likely to be fans of Taylor Swift (passionate and casual)- at 42%, ahead of millennials (32%) and GenX (17%).
Thinking about the upcoming Eras Tour in Singapore, around one in ten Singaporeans say they are going to attend the concert (9%)- with GenZ saying this most strongly (at 21%), followed by millennials (14%).
A dive into their attitudes shows that a quarter of Singaporeans (26%) are concert enthusiasts and claim they have purchased a concert ticket in the past 12 months. Furthermore, 17% say they are willing to travel to attend concerts, but 13% are willing to travel if they don't get the ticket in their country. The majority, however, are not willing to travel for concerts.
Concerts of favourite artists top the list of events that people are more likely to attend (at 41%), folowed by broadway or musical theatre concerts (19%), orchestra concerts (12%) and classical music recitals (11%). Once again we see more enthusiasm among the younger generations- GenZ and millennials (54% and 48%)- to attend concerts of their favourite artists, as compared to the older generations.
YouGov data shows that Swifties (pasisonate and casual fans) tend to be concert fans in general. They are thrice more likely than non-fans to say they have purchaed concert tickets in the past 12 months (61% fans vs15% non fans), and are also more likely to travel to attend concerts.
Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online in February 2024, with a national sample of 1,028 Singapore residents, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, and ethnicity to be representative of all adults in Singapore (18 years or older) and reflect the latest Singapore Department of Statistics (DOS) estimates. Learn more about YouGov Surveys: Serviced.