Is Gen Z the most passionate music demo? Let’s look at this new study
Secondary concert ticket seller Viagogo has published the results of a survey (via The NME) that the most passionate music fans belong to Gen Z (i.e. those born between 1997 and 2012). Here’s what we learned from this study of 2,000 people in the UK.
- Gen Z has no trouble calling in sick if they want to go to a show. They’re twice as likely to do that as millennials (19% vs. 8%)
- 43% said they’d give up alcohol for six months in exchange for having a front row seat at a gig by their favourite performer.
- They’re 10% more likely to share video from concerts on social media. However, 84% claim they put down their phones to be in the moment and just enjoy the performance of their favourite song.
- 20% say they become so overwhelmed with emotion at a gig that they’ve cried.
- 21% call going to their first concert was more memorable than losing their virginity.
- 15% say that concert tickets are the best gifts to receive. That’s more than clothing, any kind of luxury good, or wellness product.