So far, we have looked at the participants of festivals and music events several times. Not only in Poland. They constitute a very interesting research group. They have many common features but depending on the event - they have characteristics that make them different. What are these features? Details below.
In 2017, using Geotrapping®, we analyzed 118 000 members who attended the Open'er Festival in Gdynia. It was surprising that the majority of participants (56%) live outside the 30 largest Polish cities. We also included their demographics and characteristics. Summary with the infographic you will find here.
At the end of 2018, we headed to Zakopane. About 90 000 people had fun there during the New Year's concert. Once again, we used Geotrapping® and collected a database of almost 75 000 of them. It was a surprise that more people came to Zakopane from Warsaw (7,621 people) than from Krakow (6,921 people), which is four times closer. Article and infographic with data here.
W sierpniu 2018 w Bukareszcie po raz 8 odbył się Summer Well Festival. Wydarzenie organizowane przez Orange przyciągnęło ok 20 000 osób. Podczas dwóch dni wydarzenia zebraliśmy bazę obejmującą prawie 5500 użytkowników, którą następnie poddaliśmy analizie. Oprócz przedstawienia demografii i charakterystyki, zestawiliśmy otrzymane wyniki z tymi z Open’era 2017. Jaki był główny wniosek? Jestesmy podobni, ale się różnimy 😉 Więcej przeczytasz here.
This year, especially for TrendSignals report, we collected and analyzed 214 000 users of mobile devices who used on their smartphones apps with ads during Polish music festivals. The data was passively collected during last year's Open'er Festival, OFF Festival, Audioriver and Orange Warsaw Festival editions. The obtained results were compared with the average for individual categories calculated on the basis of data from Selectivv DMP from the period of the year preceding the event.
When analyzing the collected data, the biggest surprise turned out to be an increase of over 232% in the level of use of social media applications by festival participants, compared to the average day of the year. Such a significant increase could be caused by uploading photos to inform friends and fans where we are, and then check comments and respond to them, as well as the so-called effect of FOMO - and thus fear that something will miss us out in social media.
Interestingly enough, participation in the music festival did not generate an increase in the number of installations of social media applications. The data obtained shows that users of mobile devices did not install the application because of departure - they usually had it before.
The situation was similar in the case of applications enabling identification of the artist or song title, based on the recorded sound fragment. Festivals did not cause a significant increase in the installation of Shazam app, while people who already had it launched it 20% more often than usual.
Of course, it is not a new statement that the participants of music festivals are young people, often without children. However, among the collected data we see a large group of people using dating applications (14.20%), i.e. probably looking for a partner.
In the last 3 weeks preceding the trip to festivals, the majority of people (32%) also used tourist applications (e.g. Skyscanner, Kayak, Booking). This means that they could partially organize their trip via smartphone. More than 73% of festival participants use streaming applications to listen to music like Spotify, Dezeer, Tidal etc.
We observed an interesting phenomenon among the participants of this year's Open'er festival. Instagram stopped working because of a failure - no photos were loading, and stories could not be placed on profiles. So we checked what the festival participants were doing at that time. Our information shows that 21.42% of the participants have reinstalled the application, so it has been removed and reinstalled. However, 9.42% of participants decided to search and install the so-called replacement applications (Instagram Alternative), also offering access to Instagram but through external applications.
As you can see, social media applications are now an important part of life. The data analyzed by Selectivv shows that the need to share information about where we are and what we are doing at the moment is an integral part of spending free time. The still open question is how much space is left for participants of music festivals to truly enjoy the music and atmosphere of a given event.
Trend report prepared by Natalia Hatalska and her team, to which we have provided an analysis of festival participants can be found here. Także darmowy fragment demonstracyjny 😉
