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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Millennial News Feed

Quote of the Day: “I accept friend requests on social media from people I don’t know or have mutual friends with to broaden my horizons; meet people I otherwise wouldn't in day-to-day life.”—Male, 23, MN

Vice’s fastest growing division is news, and the media brand has struck gold with younger audiences by filling the “big white space” co-founder Shane Smith says was created by “perception that Gen Y didn’t really care about news which is obviously not true.” Their unconventional approach to news has been incredibly successful with the generation, and their new channel Viceland will continue to cover the stories that young viewers are passionate about. Prioritizing young people’s point of view is a part of how the network is run. Smith explains, “the BBC isn’t going to give a 23-year-old kid straight out of college $10 million to make a TV show–but we are. It’s about taking risks.” (Creative Review

Millennials are at a greater risk to be scammed than the elderly. A new survey released by the Better Business Bureau revealed that almost 90% seniors have been able to spot a scam in time, compared to 66% of Millennials. The BBB cites online scams like the request of usernames and passwords from “official-looking” emails as the most common. Our recent trend The Privacy Issue found that Millennials assume security is part of the deal when using trusted sites for email, social media, and even payments, with 65% of 13-33-year-olds saying they assume the websites they visit are secure. (Airdrie City View)

Mobile wallets have become one of the main channels that Millennials would prefer that brands send them sales and offers on. Along with email, websites, and apps, mobile wallets like Apple Pay, Android Pay, and Samsung Pay have become logical platforms for brands to use to send out marketing messaging to young consumers. Campaigns like loyalty programs, push messaging, and digital coupons can all be held on mobile wallet platforms. Over half of consumers say they have used mobile wallets and 30% say they have used them in the past week. (MediaPost

AT&T Hello Lab and Rooster Teeth are looking for the next big competitive gaming star. The digital series Schooled will be following the digital media company’s co-founder as he puts together a team of 8-12-year-old gamers to take on his experienced staff in a “winner-take-all finale.” Rooster Teeth, best known for “web classic” Red Vs. Blue and the Let’s Play franchise, hopes to be “the next big gaming sensation” with young players, and introduce their brand to a younger audience. (StreamDaily

According to an Adobe survey, over half of Millennials say that email is their preferred option to be contacted by a brand—so what’s the best way to use it? Thinking mobile is a good start. The same study found that 88% of Millennials are using smartphone to check their emails, so marketers need to find the best strategy to “optimize their content and campaigns for mobile devices to effectively convey their messages.” Including social media links to continue the conversation and going image heavy is also crucial. (Huffington Post

Quote of the Day: “Whether I want to draw, paint, read, study, or dance, influences the kind of music I listen to.”—Female, 25, GA

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