Facebook concert-discovery application Bandsintown conducted an online survey of some 1,800 music enthusiasts and active users of the social network between the ages of 16 and 59, and it used its findings to divide the group into five segments: “Super Fans,” “Plugged-Indies,” “Soloists,” “Dedicated Diehards,” and “Tag-Alongs.”
The study by Bandsintown broke down those five segments by categories including age, gender, household income, average number of shows per year, and average spend per show, to aid bands, managers, record labels, and marketers with effectively targeting the right audience.
Bandsintown described the five groups as follows:
- Super Fans: hyper-engaged fans and social leaders with mainstream taste.
- Plugged-Indies: dedicated independent music fans who see live music to express their passion.
- Soloists: like exploring music at home, but not in social situations at live shows.
- Dedicated Diehards: Live music is all about their favorite rock bands.
- Tag-Alongs: lukewarm fans who just go to shows for the social experience.
And highlights from its findings include:
- Super Fans and Plugged-Indies are the most engaged with social media and most likely to post about shows they attend, but even the most engaged fans prefer to receive push notifications, such as Facebook posts and email alerts, about upcoming shows, rather than searching out that information themselves on Google, or artist or event websites.
- 83 percent of Super Fans and 69 percent of Plugged-Indies usually buy tickets well in advance of shows, usually within days of hearing about them.
- Respondents were more likely to pay extra for offers such as artist meet-and-greets or preferred seats, than for convenience offers, like skipping lines or complimentary food and beverages.
- Super Fans and Plugged-Indies were both in their early 30s, most likely single, most engaged with and passionate about music, attend shows most frequently, value the social aspect of shows, and display similar behaviors.
Bandsintown CEO Julien Mitelberg said:
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. 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 that fans know about shows in advance, as well as provide premium options that these fans will pay for — and Bandsintown is set up to support all these efforts.
Readers: Which group do you fit into?