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

“I love reality TV shows. It's always fun to watch average people make themselves look foolish just for a shot at fame.”

—Female, 17, CA

“Bored kids” and “desperate parents” are the most likely to love their smart speakers. Nine out of ten children who own one say they enjoy their device, and 57% of all smart speaker owners with children admit entertaining their children was one of the reasons they opted for the purchase. Ypulse found 13-34-year-olds consider Amazon Alexa one of the “coolest tech products” so it’s no surprise smart speaker owners love their devices: 65% “would not want to go back to their lives before getting one,” 42% consider it an everyday “essential,” and over half of parents plan to purchase another. (Fast Company)

Plastic surgery is reportedly having a moment with Millennial men. According to the American Academy of Facial Plastic and Reconstructive Surgery, of the over one-third of men who are “extremely likely” to consider cosmetic procedures, 58% are 25-34-years-old and 34% are 18-24-years-old. Some reasons they’re willing to go under the knife (or needle)? To boost their self-confidence, to appear less tired or stressed, and to stay competitive in their careers. Experts say social media and the self-care trend is making men more appearance-conscious. (Bloomberg)

Reading Rainbow is back and it’s all grown-up, just like its fans. The well-loved show's host, LeVar Burton, is picking up a book and laying down a podcast for his Millennial fans. He’ll be reading selected works of fiction and breaking down the themes just like in the old days, but he’s also adding a little something extra: his personal take on the tale. The only thing missing from the original PBS Kid’s show? The coveted chance to get on screen and read a review from your favorite story.

(Huffington Post)

Gen Z is thinking finances-first when making college decisions. Almost 80% consider the cost of an institution in their decision of where to attend, which makes sense considering over one in three are planning to pay for part or all their expenses. Avoiding the student loan debt that most Millennials know all too well is a key component of their finance-savvy thinking: 69% of teens are concerned about taking on loans, and the number of teens who plan to borrow has dropped 10% since 2016. (CSF)

Leisure and hospitality are the “hottest” jobs for teens this summer. A full 41% of teens went into leisure and hospitality last year, nearly double those that landed a wholesale and retail gig. Education and health services rounded out the top three, with all other industries claiming 5% or less of the summer teen workforce. When Ypulse asked teens where they’re planning to work this summer, restaurants and fast food jobs combined would land the top spot on the list. (Markets Insider)

“Everybody loves Drake. People that claim to not like Drake don't know themselves well enough.”

—Female, 21, CA

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