Attendance

The internet plays an important role for attendees of live music events, with music audiences more likely to engage online before, during and after events

Live music audiences were more likely than other arts audiences to use the internet at almost all stages when attending a music event.

Popular music attendees were more likely than attendees of opera, classical music and musical theatre to use the internet at various stages of their attendance journey. For example, musical festival attendees were more likely than other music attendees to engage in online word of mouth before (42 percent vs. 28 percent) and after the event (53 percent vs. 37 percent). Meanwhile, opera attendees were less likely than other music attendees to engage in online word of mouth both prior to (16 percent vs. 28 percent) or after an event (18 percent vs. 34 percent).

While opera attendees were also less likely to further enrich their experience by accessing online images and video before or after the event, they were more likely than other music attendees to have an interest in being able to do this (29 percent vs. 13 percent after the event).

Figure 30 - Use of the internet at each stage of the 'attendance journey' - arts attendees and live music attendees

Total arts attendeesLive music attendees
Awareness40%47%
Research75%80%
Booking51%66%
Preparation71%78%
At the event31%32%
After the event66%73%