Music Festival-goers tend to be younger, 26 percent more likely to be millennials and Hispanic, at 32 percent more likely than the general population. Attendees also are 35 percent more likely to come from households that bringing in more than $80,000 a year, and spend an average of $247 per year on tickets to live music events, in comparison to $147 per year for the general population.
Studies show that people aren’t opposed to spending money on tickets because it’s all about the experience. Most of attendees spend an average of 33.5 hours a week listening to music. Most attendees spend money beyond the cost of the ticket, whether that be on merch, foods, drinks, etc.
Attendees 21 and older are bigger drinkers than the general population. 34 percent more likely to drink liquor, 34 percent are more likely to drink wine and 27 percent more likely to drink beer. 79 percent of attendees say music helps them relive the past, 73 percent said they would be completely lost without music, 70 percent said it helps them identify with who they are individually and 67 percent say they connect with friends and family through music.
Evolution of Festivals 