Festival season is upon us. Find out everything you need to know about the cause-conscious music lovers who attend music festivals in the US.
Festival season is upon us, and music festival sponsorships are often known for driving memorable experiences for festivalgoers.
At SponsorPulse, we're all about streamlining sponsorship decision-making through consumer insight.
Consumers are the key to understanding the impact of your investment. So, what should marketers know about connecting with music festival attendees in the USA?
We've delved deep into the hearts and minds of festivalgoers in the US.
Here's what you need to know 👇
1. Festivalgoers are music fans, through and through.
It may not come as a surprise, but the percentage of music festivalgoers that listen to music across genres listen with greater frequency than the general population. The most popular genre? It's a tie between Rock & Roll, Top 40, and Pop.
2. Music festival attendees also have a strong connection to sports.
US residents who attend music festivals participate in more activities than the average consumer. Softball, tennis, football, volleyball, and soccer top the list of sports that over-index among festivalgoers.
3. Fesitvalgoers are active in their communities.
They attend a number of other cultural events, including concerts, cultural festivals, comedy shows, art festivals, and plays. All at a greater frequency than the general population.
4. Connection to friends and family is number 1.
Festivalgoers make it a priority to stay in touch with family and friends, often traveling to do so. In fact, 32% more festivalgoers have vacationed with friends in the past year compared to the general population.
5. They care about a wide range of social causes.
Music festival attendees are cause-conscious and have shown support for both global and local community issues, as well as children's, mental health, and arts-based causes at a greater rate than the general population.
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