Decoding Millennial Concertgoers

Today’s post comes from Ypulse’s Research Intern Phil Savarese.

Decoding Millennial Concertgoers

In today’s smartphone-obsessed society, it’s rare that you’ll go to a concert where people aren’t snapping pictures, recording videos, or updating their status during the show. Millennials are extremely interested in seeing artists live and partaking in epic experiences; according to Ypulse research among 339 13-34 year olds, four of five Millennials have been to a concert before. However, the “in the moment” experience of a concert has collided with the timelessness of the digital age. As an avid concertgoer, I‘ve found that smartphone and tablet use during shows has created four types of fans:

“I’ll never get a chance to see this again!” – The Capturer

These are the people that shed some light on the “sea of hands” at concerts, literally. They hold their phone or tablet as high above the crowd as possible to capture the concert forever. Fully, 67% of Millennial concertgoers said that they have taken a picture of a performer with their smartphone. These capturers want to permanently document the concert for future reference. Additionally, 47% said they have filmed parts of the concert. Sometimes this involves distracting oneself from the show or viewing it through a screen, but they sacrifice fully enjoying moments live so that they can enjoy it over and over again.

“Guess where I am?!” – The Bragger

Braggers are the ones who take their attention completely off of the show for a moment to tell their network of friends where they are and what they’re doing. Half of the Millennials surveyed (51%) said they’ve updated a Facebook status during a show, while a quarter (24%) said they’ve Instagramed the performer. They want their friends to know where they are and how much fun it is…

 
 

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The Newsfeed

“Crochet and knitting are very relaxing, therapeutic, and have tangible results."—Female, 31, AL

The CW is betting on competitive video gaming being “a perfect match” for their audience. The network now known for popular dramas like Riverdale and Arrow is airing EA Madden NFL 18 Challenge, a “‘Survivor’-style” show where esports celebrities face off each week. The esports special featuring “the biggest and most popular” game was planned after they learned that CW viewers who watch their superhero shows also over index on esports. The show will be live-streamed and then broadcast to the network. (Variety)

Applebee’s has been getting boozy to appeal to Millennial customers—but is it working? Kind of. Their “Dollaritas” and $1 Long Island ice teas (L.I.T.s) are bringing in business; at some locations, lines have reportedly formed out the door and “four keg-sized batches” of L.I.T. are mixed up daily. Applebee’s hopes the promotion will remind young consumers that they’re more than just a chain restaurant—they’re also a bar. But it’s hard to say if the drink specials will solve their Millennial problem in the long-term. (Eater)

2017 has been independent beauty brands’ year, thanks to social media. Cult favorites like Glossier and Colourpop have seen their category’s sales surge 43%, according to the NPD Group, propelled by unboxing videos, influencer collaborations, and Instagrammable products. One editor made the point that “Social media is a hotbed of free consumer research,” which could be why 2017 has seen inclusive brands like Fenty Beauty go viral, and gender genreless makeup lines like Milk Makeup’s “Blur the Line” take off. (Glossy)

More big retailer brands are getting into the subscription box service game, eyeing Stitch Fix’s success. ThredUp, the digital consignment store that focuses on luxury resale, has introduced a new “Goody Box” to package up items each month for customers. Meanwhile, Baby Gap began their “Outfit Box” program in October, offering curated kids clothes sent to Millennial parents. The “experimental effort” has reportedly had high retention rates, prompting the brand to start Superbox, a similar service for Old Navy. (DigiDay)

Pinterest reports that Millennials are looking to their platform for style, food, and home décor inspiration. Half of Millennials use Pinterest at least on a monthly basis, according to comScore, and Pinterest’s new research found that 63% say they “discover new brands or products to buy” on the platform. Ypulse data shows Millennials are looking to social media for fashion inspiration and this study concurs: Pinners were 11% more likely to spend more on style than non-Pinners and 6% more likely to spend more on home décor. (Pinterest)

“I am currently working towards graduating high school with a high GPA and as many college credits as possible.”—Female, 16, MO

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