On 11-12 August in Bucharest for the 8th time, the Summer Well Festival took place. The event organized by Orange attracted about 20,000 people. Using our proprietary Selectivv - Geotrapping® technology - we've collected a database of almost 5,500 smartphone and tablet users. The obtained sample was a representative group to carry out the analysis.
40% of people participating in Summer Well 2018 were residents of the 5 largest cities in Romania: Bucharest, Cluj-Napoca, Timisoara, Iaşi, and Constanta. It is not surprising that the majority of participants in this group are Bucharest residents (17%). Interestingly, from Cluj-Napoca (11%) came twice more participants than from Konstanz (5%) or Iasi (4%). The first of these is located twice and taking into account the time necessary for the trip, even three times further than the other (by its own means of transport, as well as by collective transport). Therefore, we have no correlation between travel time and attendance at this year's event.
Taking into account the gender of users, we do not see a significant difference - 52% of participants were women and 48% were men. Over half of the participants were people in the age of 21-35 (64%), of which 26-30 were the biggest part (26% of all festival participants). The least numerous group were people over 50 years old (3%). It is interesting that more people over 41 or 46 years old took part in the concerts than under 20. It disproves the stereotype that very young people mostly take part in such events. An additional argument that contradicts this thesis is the behavioral profile of "young people aged 15-18" represented by 1% of participants of the Summer Well Festival 2018.
The most numerous group, represented by 39% of participants, were those interested in a healthy lifestyle, i.e. those who use such applications as, for example, calorie counter. More than twice less were people who not only show interest but also actively care for their health - people involved in the sport (18%). Large groups were also students and people using communication applications, such as, for example, Uber (21%). Considering the time when the event was organized, we would expect that a large group will be traveling people. According to the data received, 12% were people who were abroad in the last 6 months, and only 4% of participants used the travel application in the last 3 weeks before the event.
Out of curiosity, we decided to compare how many participants at the large music events in Poland and Romania have in common. As a comparative material from Poland, we used the study of Open'er participants, which we completed last year. In the results of the analysis of the Polish event, we see a correlation between the time of travel by rail and the place of residence of the participants. It is interesting, however, that the number of people who came from Warsaw is comparable to those from the Tricity, despite the fact that residents of the capital had to spend at least three hours on the train. For the other cities mentioned, we see a simple relationship between travel time and distance and the number of participants. In the case of Summer Well Festival 2018, we cannot demonstrate such a simple relationship.
In the demographics, we see a similar distribution in both cases. In terms of gender, the values are distributed similarly but for the benefit of the opposite sex (women/men): Romania 52%/48% and Poland 48.5%/51.5%. Considering the age, in both cases, the extreme age groups (below 20 years of age and above 50 years of age) are the least numerous. We see the biggest discrepancy in the group of 30-40-year-olds, which is 6 p.p. between participants of the same age during both events. However, this does not disturb the general age trend (the largest group is 21-30 and the least numerous 50+))
Comparing analogous behavioral profiles, we can see significant differences. We differ the least in terms of sexual preferences (3 p.p) and sports involvement (4 p.p), and the most in terms of foreign trips (16 p.p) and the desire to start a family (8 p.p.).
To sum up, we're similar, but we're different. The average participant in Open'er and the average participant in Summer Well are at a similar age. They differ, however, in their lifestyle and the desire for making a time-consuming journey.
Below is an infographic presenting the results of the study at the Summer Well Festival 2018.
