US

AMP UP YOUR CONNECTIONS

WITH CONCERTGOERS
Streaming services and social media have changed how people listen to
music and interact with artists, and now digital channels are changing how
people discover concerts and decide which shows to attend. Here are three
key insights to help marketers understand today’s connected concertgoer.

Social media is a hub to follow artists

and learn about upcoming shows

85% 63% 59%

of concertgoers discover of concertgoers say they of concertgoers* discover
live music events online like to learn about concerts shows via content from friends
they might be interested in or family on social media
attending via social media
*who discover concerts on social media

Spending time with others is a key

driver for attendance

96% 61% 42%

of concertgoers say they go of 18-34-year-old music listeners of concertgoers plan show
to shows with others, whether say they attend concerts even logistics with others using
it’s a significant other, family when they "don't really know or social media or messaging
members or friends love the artist" just to spend time apps/services
with someone important to them1

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Brands can avoid missed opportunities
through ongoing engagement
83% 70%
of concertgoers say they’d of music listeners say they
like to receive information missed a concert in the last year
from the artist, venue or because they learned about
ticketing service after the show too late, forgot about
making a ticket purchase the concert in between learning
about it and tickets going on
sale, or because of challenges
planning with friends1
WHERE DO FACEBOOK PLATFORMS FIT IN?
53%
49%
WHAT IT MEANS FOR MARKETERS
Make concert discovery Help during the planning
a social experience process
With many concertgoers turning to Messaging services are important
social media to discover upcoming tools that consumers use to plan
shows, tap into online communities concert outings with others and to
to rally fanbases and make it easy communicate with brands. Be sure
for social audiences to share events to offer always-on messaging support
with their own networks. to share important show details.
Source unless otherwise specified: “Concerts Consumer Journey Study” by Kantar Profiles (Facebook-commissioned online survey of 586 respondents ages 18+, USA, July-November 2019)
Additional Sources: 1. "Music Study" by Accenture (Facebook-commissioned online study of 1,036 people ages 18+, USA, Oct-Nov 2019)
Definitions: Concertgoers are people ages 18+ in the US who’ve spent money on a ticket to a concert they personally attended in the last 12 months | Music listeners are people ages 18+
in the US who listen to at least one hour of music they have some control over each week
48%
of concertgoers would like
to receive show reminders
through social media or
messaging apps/services
of music listeners follow artists on Facebook
or Instagram to learn about upcoming live
performances1
of concertgoers discover shows via Facebook,
Instagram, Messenger or WhatsApp (compared
with 31% via ticketing websites/apps and 31%
via search engines)
Communicate throughout
the journey
Concertgoers typically hear about
shows weeks or months in advance
of actually purchasing tickets. Ensure
your communication goes beyond the
initial launch and provide frequent
reminders to consumers as they plan
their experience.