Survey reveals Baby Boomers as the most committed music fans; Generation Z most likely to share the moment on social media; while Millennials look to live music events to ‘shake up their routine’
MELBOURNE — New research conducted by Eventbrite (NYSE: EB), a global ticketing and event technology platform that powers millions of events, has revealed the changing priorities of Australian music fans. Released today, The Eventbrite 2019 Australian Music Fans Report collated the responses of more than 1,130 gig-goers, who weighed in on a range of topics affecting the live music industry, including social media, streaming and safety.
Revealing the preferences of event attendees across generational divides, the report found Baby Boomers to be the most committed live music fans. Born between 1946 and 1964, Baby Boomers attend more gigs than any other generation, and interestingly, 1 in 5 attend music events alone. Three-quarters (74%) of Baby Boomers will actively research an event before buying a ticket, with 1 in 3 reliant on traditional media sources such as TV, radio or newspaper advertising to discover events. Baby Boomers are also willing to spend the most on their ticket – 45% spent between $50 and $250 per ticket last year.
In contrast, 85% of music fans in Generation Z (aged 18-22) are looking for value for money – close to 2 in 3 (60%) point to the availability of discounted or early bird tickets as a motivation to purchase. Unsurprisingly, social media is a critical channel for this generation: more than half (55%) rely on social media to discover events, close to three-quarters (70%) will search their socials for additional information about an artist or event, and almost half (43%) will share news of their ticket purchase with friends on social media.
What’s more, 4 in 5 (79%) Gen Zs have posted a photo or video to their social media accounts from a live event, compared to less than half of their Millennial (49%), Generation X (40%) or Baby Boomer (34%) counterparts.
However, the one thing that the generations agree on is the importance of safety and security at live music events. Following one of the most controversial summer music seasons in Australian history, an overwhelming 77% of the 1,132 music fans surveyed said they support pill testing at live music events; while almost two-thirds (63%) ranked security as being either ‘important’ or ‘very important’ to their event experience. More than a third (39%) of survey respondents across generations reported an increased police presence at the last live music event they attended; over half (52%) experienced a bag search and 1 in 10 encountered drug detection dogs.
The 2019 Eventbrite Australian Music Fans Report also uncovered trends in event discovery, charting the correlation between music event attendance and engagement with social media and music streaming platforms. The survey results demonstrate:
- Social media and streaming are crucial to event discovery: More than half (55%) of respondents rely on social media to learn more about live music events, while almost one-third (32%) stream an artist’s music before purchasing a ticket to their gig.
- While social media plays a role in the event experience, live music is all about being ‘in the moment’ and sharing the experience with others: 60% talked face to face with friends and family, compared with 45% of respondents who shared updates to social media.
- When it comes to live events, the majority (79%) of Aussies want value for money: Fortunately, catching your favourite artist live doesn’t need to cost an arm and a leg. The majority (37%) of respondents paid less than $49 for their ticket, and over half (55%) spent less than $49 on food, drinks and merchandise during their night out.
Phil Silverstone, General Manager at Eventbrite Asia Pacific commented on the results: “In a year where Australia’s live music scene has attracted both high praise and intense criticism, this survey sees us pass the mic to the fans – and the results should be music to the industry’s ears.
“Music fans are attending more shows, they’re sharing more content, and they’re engaging more deeply with artists, venues and festivals across a range of online and offline channels than they ever have before. It’s an exciting time for Australia’s live music industry – and we’re thrilled to play a role in powering its success.”
To learn more about how Australian music fans are discovering and interacting at live shows and festivals, download Eventbrite’s 2019 Australian Music Fans Report.
Eventbrite is a global ticketing and event technology platform that provides creators of all shapes and sizes with tools and resources to seamlessly plan, promote, and produce live experiences around the world. Eventbrite’s powerful platform, which can be accessed online or via mobile apps, scales from basic registration and ticketing to a fully featured event management platform. Customers in the Australian market include The Corner Hotel, Pinot Palooza, The University of New South Wales, and The Noosa Food and Wine Festival. Eventbrite was founded by Julia Hartz, Kevin Hartz, and Renaud Visage and launched operations in 2006. The company has more than 1,000 employees in 14 offices around the world. Learn more at www.eventbrite.com.au.
 The results of the 2019 Australian Music Fans Report are based on responses from 1,132 people aged 18 and over who attended at least one live music event in Australia ticketed by Eventbrite between 1 January 2018 and 31 March 2019.