- Gen Z music fans prove to be more dedicated than Millennials, stats revealed
- Younger audiences are willing to travel great distances for a Taylor Swift concert this Summer
A new survey by the vehicle innovators at Kia finds that whilst the average person is willing to travel 204 miles to catch their favourite act perform this summer, Gen Z fans are prepared to drive over 245 miles to attend a concert. This interest in music-related tourism has likely peaked due to the impact of rail and tube strikes, with many fans choosing to optimise their concert experience and striving to make the most of their journey.
A staggering 12.5% of Gen Z concertgoers are also happy to travel over 500 miles to see their favourite artists perform live in 2024 — which is more than any other age group. In comparison, only 9.3% of Millennials and 3.7% of Baby Boomers would travel over 500 miles, suggesting younger fans are more driven to see live music in a post lockdown world.
It’s no surprise that pop sensation Taylor Swift emerged as the most popular artist among Gen Z music fans, with 23.4% of respondents wanting to see her live this summer regardless of cost or location. However, Bruce Springsteen, the American rock legend, is the least popular artist, with only 3.5% of Gen Z respondents willing to travel for his show. This is likely due to Gen Z’s significant preference for the pop music genre, with 37.1% of respondents agreeing that they want to see a pop concert this year. Comparatively, only 14.8% favoured rock and 12.9% favoured country.
Social media is likely to be blamed for Gen Z’s listening habits. TikTok, in particular, has emerged as a powerful tool for budding pop artists to promote and share music among younger audiences. On the platform, hits can quickly go viral overnight, propelling trending pop songs to the top of the charts.
The top 10 artists Gen Z fans are willing to travel the furthest to see:
|
1 |
Taylor Swift |
23.4% |
|
2 |
Doja Cat |
19.9% |
|
3 |
Olivia Rodrigo |
19.5% |
|
4 |
Beyonce |
17.2% |
|
5 |
Harry Styles |
14.1% |
|
6 |
Foo Fighters |
10.5% |
|
7 |
Liam Gallagher |
9.4% |
|
8 |
Take That |
8.2% |
|
9 |
Jonas Brothers |
7% |
|
10 |
Jungle |
6.3% |
Gig-tripping is also a popular travel trend among the younger generation. It’s possible that Gen-Z are more willing to travel because they are less likely to have commitments preventing it, such as having family to take care of. However, it’s clear that many young fans value the journey to live concerts as much as the performance itself. Over half (53.1%) of Gen Z respondents say that driving to a gig with friends is just as much fun as the gig itself, while 41.8% admit they wish they could drive to attend even more concerts.
When it comes to long journeys, good company tops the list of priorities for this age group (35.2%). Gen Z cherishes the time spent on the road with friends, getting excited for the concert and creating unforgettable memories. In fact, 34.4% say that a collaborative playlist with friends or karaoke sessions in the car are the most important necessities.
A sense of connection or understanding is the biggest reason superfans become so invested in artists. Courtney Morgan, a Licensed Therapist (LPCC), explains: “Artists often do a really great job of connecting with their fans and put words to the emotions and experiences their community has. This can feel really validating and this connection is what often leads a person becoming a superfan.
“Being a superfan of an artist has its emotional benefits. Superfans are often a part of a larger community of likeminded people with similar interests and opinions. It is also often used as a conversation starter if the artist is popular, which helps them to connect with others around them. There is a lot of emotion connected to music, and superfans find comfort in listening to their favourite artist.”
As the younger generation continues to champion their favourite artists and create lasting memories through live events, it’s clear that Gen Z is redefining what it means to be a true music fan. For superfans willing to trek hundreds of miles, the journey should be an exceptional experience. Whether navigating city streets or venturing off the beaten path on your journey, KIA’S new EV9 car delivers a well-rounded package that keeps you effortlessly connected on the go to maximise your concert experience. The rear-wheel drive EV9 ‘Air’ is capable of travelling up to 349 miles on a single charge* (WLTP ‘combined’ cycle), while all-wheel drive ‘GT-Line’ and ‘GT-Line S’ models can travel up to 313 miles on a single charge – enough for most superfans looking to travel across the country to see their favourite acts.
With a long electric battery range, premium interior comfort, and intuitive driving assistance, you can sing along to your favourite artists in supreme comfort and style. Browse our entire range of Kia 4×4 and SUV cars today.
To learn more about the UK superfan hotspots and the full results of the research, please visit the Kia blog: https://www.kia.com/uk/about/news/music-miles-concert-travel-trends/