viagogo, the world’s leading marketplace to buy and sell tickets to live events, surveyed 2,000 adults across the UK on the role live events play in their lives. The results reinforced the importance of live events and showed the length some fans may go to in order to facilitate these experiences. The influence of live events extends beyond mere leisure activities. It’s intriguing to note that a significant portion of Gen-Z respondents would willingly make substantial lifestyle changes, such as abstaining from alcohol for half a year, for the opportunity to witness their favourite artists perform live. Additionally, the willingness to prioritize live events is so strong that a notable proportion of Gen-Z is open to skipping work commitments to attend concerts or sports games.
The survey has shown that live events are a form of self-care, they strengthen online and real-life communities & relationships, and are deeply emotional experiences. In essence, the behaviour of Gen-Z underscores the transformative effect of live events on their social dynamics, preferences, and choices, shaping a new cultural norm where these experiences take precedence.
Here are the full findings:
Gen Z – Changing attitudes to gigs
- 28% of UK Brits say they’d give up alcohol for six months for the chance to be front row at their favourite gig.
- This stat spikes to 43% amongst Gen Z who are veering towards low and no alcohol options and put off by growing inflation and alcohol duty price hikes
- 84% of Brits say that when their favourite song plays at a gig, they are more likely to put their phone down and enjoy it, rather than record the moment.
Gigs as a form of self-care and maintaining mental wellbeing
- 19% of Gen-Z young adults say a concert is the main reason they would spontaneously call in sick to work, compared to 8% of millennials.
- Fans find concerts a deeply emotional experience with Gen-Z (20%), millennials (18%), Gen X (17%) and boomers (11%) all admitting they have cried at a concert
- 20% of UK adults and 21% of Gen-Z consider going to their first concert as one of their best memories
Live events – strengthening online and real-life communities
- Gen Z are 10% more likely to share content of the performer or teams playing (33%) compared to millennials (23%).
Finding love at live events
- 15% of Brits say live event tickets are their favourite gift to receive, especially compared to pets, clothing, luxury goods and wellness products. Travel came out on top, as 22% of Brits think a trip away is the perfect gift.
- 20% of UK adults and 21% of Gen-Z say that seeing a concert would make them more likely to hook up with a date; compared to spa days (9%), picnics 16%) museum dates (13%) or a home-cooked meal (22%).
Nostalgia and live event
- 61% of Gen Z fans have already seen up to 25 concerts in their lifetime
- 21% of UK adults consider their first concert as more memorable than their first job (20%), first kiss (16%) and losing their virginity (13%)
Survey Methodology: The online survey was conducted by YouGov, in partnership with viagogo, in July 2023 with 2,000 adults across the UK.
