According to recent research released by Roy Morgan around 1 in 8 Australians aged 14+ (12%, or almost 2.4 million) go to at least one concert within an average three month period compared with 11% going to a professional sports event.
This research has been broken down even further by Roy Morgan’s Helix Personas into 7 community groups. Helix Personas found that people in the Metrotech community of young, trendy and often high-earning urbanites are, perhaps not surprisingly, by far the most likely to have seen a concert recently (21%), ahead of Leading Lifestyles (15%), Aussie Achievers or Today’s Families (11%), Getting By (10%), Golden Years (9%) or Battlers (8%).
“More Australians go to a concert within an average three months than go to a professional sporting event. However those identified as Today’s Families or Aussie Achievers are more likely to go see live sport than live music.” Norman Morris, Industry Communications Director, Roy Morgan Research commented.
Mr Morris pointed out that the research found that around 40% of Metrotech concert-goers went to a jazz, blues and classical concert, the highest proportion of all communities. The research also showed that outer suburban young parents in Today’s Families or multigenerational and multicultural family members in Getting By are each almost five times more likely to go see rock or pop than jazz, blues or classical music.