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: “When I order takeout or delivery, I’ll order almost anything as long as it can be split into multiple meals.” –Male, 27, FL

There’s good news and there’s bad news. Though the CDC reports that traditional cigarette use fell to a record low last year, electronic cigarette use continues to increase quickly for young consumers. E-cigarette use among high schoolers grew from 4.5% in 2013 to 13.4% in 2014. The product’s increasing accessibility could be contributing to the rise of its use, and theafter effects of the new chemicals in e-cigs are still largely unknown. (The Daily Beast

One teacher is finding out what is really going on in her students’ lives, thanks to a project that is now going viral. After Kyle Schwartz asked her students, many from underprivileged households, to write down something they wished she knew about them, she received revealing notes about their home and school life. One child shared that they don’t have pencils at home to do homework, while another confided that they don’t have a friend to play with. Schwartz has been sharing their notes on Twitter using the hashtag #IWishMyTeacherKnew, and encouraging other teachers to do the same. (The Daily WhatCNN)

Mattel is hoping to use crowdsourcing to find their next big toy. They’re asking members of product co-creation platform Quirky to “invent the future of play” and submit innovative new ideas for the company’s biggest brands, from Hot Wheels to Barbie. The project is a part of Mattel’s turnaround efforts, and the toys, games, and family products that Quirky users help create will be produced for the holiday season. We’ve said before that co-creation is the future of products, and 81% of Millennials say that they would be interested in helping a brand or company design a new product. (KidscreenEntrepreneur

Are Millennials that different from previous generations? Comparing Pew Research Center data from 1976-1979 and 2010-2013 shows that 18-34-year-olds today are less likely to expect work to be a central part of life than Boomers did when they were the same age. Almost double the percentage of Millennials expect that they’ll go to grad school, and are more likely than Boomers were at that age to say they “attend college to make more money.” (New York Times)

Museums and other art experiences are being Millennialized as young consumers’ spending clout grows. But exactly what kinds of art events appeal to them most? Ticketing platform Eventbrite surveyed members of the generation who attended a performing or visual arts event in the past 12 months to find out their preferences. Unsurprisingly, 66% prefer events with food. They’re also looking for unique experiences: 63% prefer events that are different from others they’ve attended. (Eventbrite)

Need to keep up with social media usage? Ypulse tracks social media trends in our monthly surveys, and we found that Vine, Instagram, and Snapchat have seen steady growth since November 2013. Finishing out 2014, 16% of Millennials were on Vine, 50% on Instagram, and 40% on Snapchat. Our Silver and Gold subscribers can find helpful visuals that detail our tracked trends in the Data Room on Ypulse.com. (Ypulse)

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