As more than 200,000 people make their way home today from the UK’s Glastonbury Festival, brands still have opportunities to tap into an audience of festival-goers across the rest of the summer.
Why it matters
Festivals have come a long way over the past 50 years. The Woodstock era would never have considered embracing anything corporate but today’s brands are expected and welcomed. Glastonbury attendees, for example, want a decent mobile connection to share their experiences on social – or just to find people on site. The solution is an official connectivity partner in the shape of Vodafone.
Summer festivals are now a tentpole cultural phenomenon, attracting millions across Europe and beyond. They can be a different touchpoint for brands seeking to engage with what is – given the price of tickets – a mostly affluent audience.
Who are they?
Lotame Data Exchange has compiled a report focusing on global summer festival attendees using interest-based data points. The Summer Festivals: Audience Insights for Global Marketers report paints a broad picture of festival-goers:
Attendance skews towards women (61% female vs 39% male).
Attendees have a diverse range of household incomes, with the £40,000- £80,000 bracket the most represented.
Over half (52%) have dietary restrictions, ranging from allergies to specific dietary choices like vegetarianism or veganism.
They also have a passion for culinary exploration and convenience: they are 2.3x more likely to watch cooking content, 1.75x more likely to have groceries delivered, 1.66x are more likely to take cooking and culinary classes, and 30% are more likely to subscribe to meal delivery kits.
Festival-goers actively seek out wellness-based locations (5x more so than the general population), prioritise healthy living, and are 1.7x more likely to participate in sports and physical activities.
Nature enthusiasts, they gravitate towards outdoor escapes such as mountain and ski resorts, sightseeing tours, cruises, and adventure travel. Vineyards and wine tourism also pique their interest.