In Insight, Marketing

Millennials often get a labeled as selfie-centered, materialistic, entitled narcissists. In their newest study, Challenging the Perception of Millennials, Eventbrite illuminates that these claims may not be true after all. The  UK study surveyed 1,023 millennials (men and women between 21-37 years old) who have been to at least one festival, gig or concert, nightclub, rave, immersive experience, event, or talk in the last year ( they found 62% of millennials met this criteria).

On festivals:

  • Millennials attend a wide variety of events. On average they have been to 30 events or festivals in the past 12 months, spending a total of 840 hours—or 35 days—at venues and festival sites.
  • 33% of millennials have gone to an arts and culture festival, 20% to an immersive experience, and 16% to a wellness event in the last 12 months.
  • 6 in 10 millennials say money stops them from going to more festivals and events, while 4 in 10 say they don’t have enough time.
  • 80% would sacrifice something in their lives to fund going to more festivals/events.
    • 1 in 3 would be willing to sell their possessions on eBay to afford more festivals.
    • 1 in 6 would give up Uber and 1 in 8 their Netflix or Spotify Premium account. 1 in 10 would even stop buying birthday or Christmas presents to pay for a festival ticket.
    • 1 in 5 are willing to give up drinking alcohol in order to fund more events and festivals.
  • 78% of millennials agree that you’re never too old to go to a festival!
  • 84% of millennials would rather live in the moment than share the moment on social media—2 in 5 have even switched off their phone at a festival.
  • 1 in 2 state “creating memories” as the number-one reason for going to events/festivals.

On drinking:

  • 7 in 10 would rather pace themselves on the first night of a festival than go wild. 6 in 10 say they would rather dance all night than drink all night.
  • 71% would rather drink a revitalizing smoothie after a wild night at a festival than have another alcoholic beverage.
  • 42% of millennials say they’re drinking less alcohol than they were three years ago, with 1/4 preferring to spend their money on other things.
  • The typical millennial consumes just 5 units of alcohol a week, which is well below the government recommended weekly limit.
  • 59% of millennials have not drunk alcohol at an event or festival at least once; they’re most likely to be sober at an arts or culture festival (and least likely to be sober at a rave).
  • 7 in 10 would rather brag about how long it’s been since they were drunk last, rather than how much they’ve been drinking.
  • In addition to events and festivals, the average millennial goes out to bars and restaurants 2-3 times a month, and to a fitness class once a month.
  • 1 in 3 are going to nightclubs less often than previously, while 1 in 5 are visiting bars/pubs less frequently.

On Dating:

  • 1 in 5 millennials actually met their current partner when out, citing music festivals the best type of event to meet a long-term partner.
  • 1 in 4 would choose hiking over dinner for a first date, while 1 in 3 prefer an immersive experience over a movie.
  • 42% think the man should always pay on a first date vs. only 3% thinking the woman should. 43% think it should be split and 12% think the person who asked for the date should pay.
  • More than half of men think they should be paying on a first date.

Download the full report.

Photo: Hanny Naibah via Unsplash

Recent Posts
Contact Us

We're not around right now. But you can send us an email and we'll get back to you, asap.

Start typing and press Enter to search