Eventbrite report: UK festivals driven by super-fans
August 8, 2016 3:24 PM
Festival super-fans spend more on tickets in a year than any other type of attendee, according to research by Eventbrite.
The new research, which was released today (8 August), also downplays reports of attendee appetite waning, with 88 per cent of respondents saying they would attend at least the same number of festivals in the next 12 months.
UK festivals have flourished to the point of saturation, so it's never been more important for promoters to know their customers, said Marino Fresch, Eventbrite head of marketing, UK & Ireland. Our research indicates that a group of loyal super-fans drive revenues and attendance and power the market. Festival promoters would do well to nurture the super-fans of tomorrow.
Super-fans spend 581 annually
Spending more than all other festivalgoers combined, super-fans attend an average of four festivals a year at 149 per ticket. Casual festivalgoers, who account for 38 per cent of attendees, spend 45 less per ticket, forking out only 104 on just one festival a year.
Forty-three per cent of super-fans attended more festivals in the past 12 months than the year before, and 53 per cent plan to attend even more this season, helping drive the music festivals market.
Glastonbury still on top
Super-fans have attended their favourite festival three times already and 54 per cent would be willing to go alone if need be. Their top festivals are (in order): Glastonbury, V Festival, T in the Park, Reading/Leeds and Download. They act as tastemakers to their peers, with 55 per cent saying their friends count on them to keep informed.
Headliners continue to be a draw
Thirty-two per cent cite The headlining artists as the number one reason they go to a music festival twice as many as the next most popular response, My friends are going (16 per cent). Super-fans also still like owning music, with 61 per cent having bought a CD or vinyl in the past year and 79 per cent a digital download. Their favourite genres are alternative/modern rock (59 per cent), classic rock (43 per cent) and dance (41 per cent).
Half think festivals are too corporate
The average UK festival super-fan is 32 years old, with an income of 45,000+ and skews male (59 per cent vs. 41 per cent female). 68 per cent get a sense of community from attending music festivals and nearly half (46 per cent) think they are too corporate.
Super-fans more active on social channels
Seventy-seven per cent post on various social media feeds during the festival. Super-fans are 23 per cent more likely to use Snapchat, 63 per cent more likely to tweet and 70 per cent more likely to use Instagram than casual festivalgoers.
Eventbrite partnered with independent research firm MusicWatch to survey 504 UK-based 18-49 year olds who attended at least one UK music festival in the 12 months to the end of May.
The full report can be viewed at eventbrite.co.uk/blog/festival-super-fans.