A new read on the behavior of Millennials shows that while they are settling down and “growing up,” this demographic cohort is also spending a lot of time gathering together — at concerts and festivals, but also at politically charged marches and rallies.
The study showed that experiences continue to “trump buying things.”
Ticket sales technology platform provider Eventbrite teamed with research firm Ipsos to survey more than 2,000 U.S. consumers “with findings reinforcing the notion that the current political climate is fostering an even deeper desire for Americans to connect with each other, their communities, and the world,” the firm said noting that 90 percent of those polled attended at least one live event this past year.
The survey also revealed that Millennials outpace other demographic groups in regard to attending political rallies as well as preferring to have experiences over buying things. “[Three] out of four Millennials would rather buy an experience than something desirable,” the researchers said in its report.
Creating social media moments is also driving a lot of the behavior, the researchers found — even with Millennial parents. The researchers said 61 percent of Millennials polled who were parents, “admit to attending a live event so they have something to share on social channels (versus 34 percent of Millennials without children), and 70 percent use social media to live-stream or share their experience in the moment (versus 47 percent of Millennials without children) on social channels such as Facebook Live and Snapchat.”
The study also showed that 64 percent of Millennials gravitate toward daytime and “family-suitable” events on the weekend. Moreover, more than 80 percent of all those polled said attending live events “makes them feel more connected to other people, the community and the world.”
Regarding political events, 28 percent of Millennials said they have attended a live event that supported a cause in the last year, which compares to 15 percent for older cohorts. Counter-intuitively, the tech savvy Millennials said that while they rely of technology, “they are the strongest believers in face-to-face interaction to promote positive change,” the researchers said, adding that 75 percent of Millennials polled “feel that participating in or attending a live event [such as a march or demonstration] is more impactful than taking action online [e.g. signing a petition], compared to just 55 percent of those aged 35 and older.”
“Millennials are the largest living generation and their ever-increasing demand for live experiences is both exciting and encouraging for us, and for the hundreds of thousands of professional organizers that use Eventbrite,” said Tamara Mendelsohn, general manager of consumer at Eventbrite. “In addition to confirming that Millennials attend more events than any other generation, the research also uncovered the notion that the current political climate is driving a deep desire for Americans to connect with each other, their communities and the world, and that they see live events as an incredible way to do that.”
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