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New Research From BandsInTown Profiles Today's Social Concertgoer

6a00d83451b36c69e2015432576c28970c-800wiFacebook concert discovery application Bandsintown recently commissioned the research firm Insight Strategy Group to study the behavior of concertgoers nationwide and identify trends in how they kept informed of live music events. The online survey polled around 1,800 music “enthusiasts” (defined as people who have paid to see live music in the past year) ages 16-59 that are active Internet and Facebook users, and the research aimed to explore musical engagements that uncover genre preferences, music-related behaviors and purchasing habits.

Taking into account both the social and musical aspects of attending a concert, fans were split into five distinct segments that reveal how bands, managers, labels and marketers can effectively target each one. These five segments of online live music fans (categorized as Super Fans, Plugged-Indies, Soloists, Dedicated Diehards, and Tag-Alongs) were broken down by age, gender, household income, average number of shows per year, average spend per show, and more.

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The most influential groups – the Super Fans and the Plugged-Indies – are said to be the most engaged with social media and most likely to post about the shows they attend. However, even the most engaged fans exhibited habits of wanting to receive show information rather than actively seek it out. These people prefer to receive push notifications such as Facebook posts, email alerts, and smartphone notifications about upcoming shows rather than search out that information themselves on Google, artist or event websites.

Not surprisingly, the more engaged fans usually buy tickets well in advance – 83% of Super Fans (35% at on-sale, 6% at the door) and 69% of Plugged-Indies. They do so generally within days of hearing about a concert. These target segments are also more likely to pay extra for offers that make them feel “special,” such as artist meet-and-greets and preferred seats, rather than offers that improve their convenience, such as skipping the line or complimentary food and beverages.

“So much of fan behavior is anecdotal; we thought it was high time to examine real live music fans and get to the bottom of what drives their decisions around concerts,” said Julien Mitelberg, CEO of Bandsintown. “We were surprised to find that as engaged as these people are online, they now rely on ‘push’ communications to find out about new events. Clearly, musicians and promoters need to take an active role to ensure fans know about shows in advance as well as provide premium options that these fans will pay for.”

For the complete research findings from BandsInTown and Insight Strategy Group, click here.

Hisham Dahud is a Senior Analyst for Hypebot.com. Additionally, he is the head of Business Development for Fame House and an independent musician. Follow him on Twitter: @HishamDahud

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