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.

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 40+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

Alan Cross has 38035 posts and counting. See all posts by Alan Cross

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