Insight of the week: Getting in the groove with music festival revellers
12% of adults in the Republic of Ireland - just under half a million people - have attended a music festival in the country in the past 12 months, according to latest data from Kantar Media’s Republic of Ireland TGI study of consumer behaviour.
Whilst it will be no surprise to learn that music festival goers tend towards the younger age ranges, it is instructive to note that over a quarter of them are aged 50+.
Music festival revellers also tend towards the more upmarket and wealthier end of the socio-economic spectrum. They are 29% more likely to be in the AB social grades and 24% more likely to have a family income of €75,000 or more.
Looking good, having fun and standing out are all particularly important to this group in comparison to the average adult. They are almost twice as likely to say they like drinking for long sessions, two-thirds more likely to like to stand out in a crowd and 55% more likely to believe that a designer label improves a person’s image.
The most popular music types bought by festival goers are pop bands (bought by 18%), well known chart artists (16%) and music from the 90s (10%). As well as being popular with this audience in their own right, these music types are also especially likely to be purchased by this group compared to the average adult.
Music festival goers are particularly likely to be influenced by sponsorship. They are over twice as likely as the average adult to agree that they tend to buy products from companies who sponsor TV programmes and just under twice as likely to tend to buy products from companies who sponsor exhibitions or music events.
Celebrities also appeal to this group. TGI data shows that they are well over twice as likely to agree that celebrities influence their purchase decisions as the average adult. In terms of which celebrities make the most impact with this audience, TGI data reveals they are 63% more likely to admire Harry styles and 60% more likely to admire Miley Cyrus. However, neither of these celebrities are overall as popular with them as Judi Dench, who is admired by 44% of festival goers and Dara O’Briain, admired by 40%.