77% of concert-goers support pill testing [report]

A new Eventbrite report has unearthed some compelling insights into the widening generation gap of Australian music fans.

Generation Y are the biggest spenders in the experience economy, while Generation Z accounts for 41% of the Australian population and have made marked changes in everything from retail and tourism to the workplace and climate change.

This is according to the Eventbrite 2019 Australian Music Fans Report, by the global ticketing and event technology platform.

55% of all Australian gig-goers rely on social media to learn more about a music event, while 32% will stream an artist’s music before purchasing a ticket to their gig.

Live music is 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.

The majority (79%) of Aussies look for value for money, and seem to have found it, says Eventbrite.

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.

TALKIN’ ‘BOUT MY GENERATION

Baby Boomers (aged 54—73) are the most committed music fans; Generation Z (18—22) most likely to share the moment on social media; while Gen Y (23—39) and Gen X (40—54) look to live music events to 'shake up their routine.

Looking at the two ends of the spectrums of music lovers, these are the differences between Baby Boomers and Generation Z.

BABY BOOMERS VS. GENERATION Z

Born between 1946 and 1964, Baby Boomers attend more gigs than any other generation.

Interestingly, 1 in 5 attends music events alone.

Three-quarters (74%) 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 willing to spend the most on their ticket – 45% spent between $50 and $250 per ticket last year.

With Generation Z (18-22), the study found 85% look for value for money. Close to 2 in 3 (60%) are motivated to buy because of discounted or early bird tickets.

55% rely on social media to discover events, 70%) will search their socials for additional information about an artist or event, and 43% will share news of their ticket purchase with friends on social media.

They’re most likely to post a photo or video to their social media accounts from a live event.

79% of them did so, compared to 49% of their Millennial, 40% of Generation X and 34% of their Baby Boomer counterparts.

WHAT THE GENERATIONS AGREE ON

It’s safety and security at live music events, with 77% of the 1,132 music fans surveyed supporting pill testing at music events.

63% ranked security as being either ‘important’ or ‘very important’ to their event experience.

Phil Silverstone, general manager at Eventbrite Asia Pacific said: “(Australian) 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.”