A company called Spring (they work as an e-commerce partner with artists( has just released the results of an in-depth study of the characteristics of various levels of music fans. They surveyed 8,000 fans in an attempt to figure out what makes them tick. From the data, they hope to offer artists insight into how their fans think, act, and (most importantly) spend their money.
When all the numbers were crunched, Spring determined there were ten types of music fans ranging from the super-casual, barely engaged “Browsers” all the way to the “Cult Fan.”
They also found that:
- 40% of fans describe themselves as “active”
- 37% call themselves “casual”
- 23% self-identify as “superfans”
Where are things going next? Musicians should keep in mind that:
- The next group of superfans will come from those born between 2010 and 2024.
- The majority of this group is currently under 12 years of age.
- The first of those people will become teens next year.
- They will be completely shaped by technology.
- Some will be part of Generation COVID. We’re still not sure how that will shake out.
What should musicians consider going forward?
- Closed communities
- Custom creations
- Collaboration culture
There’s more and you should read all about it here.