The ticketing and registration service Eventbrite has found some startling and enlightening conclusions when it comes to the behavior of EDM fans. And no, we’re not talking about the likelihood that they feel their parents just don’t understand them (that’s a different study).
Data for this survey was collected by Harris Interactive Service Bureau (“HISB”) on behalf of Eventbrite between May 22 and 30, 2013, among 1,019 U.S. adults, of whom 410 qualified as EDM music event goers and 427 qualified as non-EDM music event goers. The study revealed the EDM fan movement to be much more mobile & social both online and off than their other music fan counterparts.
Perhaps that in of itself is not so surprising since the electronic community is tight knit and electronic music was brought into the mainstream alongside the rise of social media. However, the difference is more pronounced than what we might have expected:
- Social media is a big driver for EDM events: Over 2/3 (67%) of EDM respondents report hearing about the events that they attend via social media (vs. less than half – 40% for other concert goers) and nearly three-quarters (73%) report that seeing friends posting about attending an EDM event on Facebook, Twitter, Instagram, etc. makes them want to attend more (vs. only 36% of other concert goers).
- Smartphones are integral for the EDM experience: Among those surveyed nearly three-quarters (71%) of EDM goers listened to music on their smartphones while less than half (45%) of other concert goers reported the same. Purchasing event tickets on a smartphone was also significantly higher for EDM event attendees with over half (52%) reporting they use their device for this purpose while only 12% of other concert goers said the same thing.
- EDM fans love to share: Interestingly, people who attend EDM events are significantly more likely to share on social media before (67%), during (41%) and after (63%) an EDM event than people who attend music events but not EDM events (with 37%, 21%, 51% respectively). These fans also take more photos and videos of the events than other music fans (on average posting 25 and 5 vs. 17 and 2, respectively).
This study comes at a time when Eventbrite is noticing staggering growth in the advent and consumption of EDM events, and what I found most interesting in this study was power of the live experience for these fans:
Over one-third (36%) reported that they started going to EDM events before they began listening to the music and over one quarter (28%) don’t listen to the music but still like going to the events.
Check out the survey’s results below and let us know what you think by following @SoundCtrl
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