(CelebrityAccess MediaWire) — Scarborough Research, a leader in identifying the shopping, media and lifestyle behaviors of consumers in the United States, announced that a study of consumers in local markets across the U.S. finds that San Francisco is the top market for rock concert attendance. Nineteen percent of adult consumers there say they have attended a rock concert during the past year.
Minneapolis (18 percent), Austin, TX (18 percent), Milwaukee (17 percent) and Chicago (17 percent) round out the leading local markets for rock concert attendance. Nationally, 12 percent of adults have attended a rock concert during the past year.
Rock concert attendees lead active lives and are in high income brackets. They are more than twice as likely as all consumers to have gone snow skiing, in-line skating, or to have played tennis during the past year. They are 49 percent more likely than all consumers to have gone swimming during the past year; 63 percent more likely to have bicycled; 67 percent more likely to have gone jogging; and 85 percent more likely to have participated in adult team sports. Twenty-one percent of rock concert attendees have an annual household income of $100K +. They are 58 percent more likely than all adults to be in this income bracket. On average, rock concert attendees are 36 years old and they are 60 percent more likely than all adults to be single.
“Marketers across the U.S. take advantage of the summer concert season as an opportunity for co-sponsorships and promotions,” said Alisa Joseph, Vice President, Advertiser Marketing Services, Scarborough Research. “Through using consumer research to better understand the lifestyles, media patterns and shopping preferences of concert attendees, those marketers will undoubtedly create more successful programs and realize better ROI for their investment.”
Rock concert attendees are avid consumers in top concert sponsorship categories, including automotive and beverage. This segment is 45 percent more likely than all consumers to have three or more cars in their household. They are 21 percent more likely than all consumers to have consumed bottled or canned tea during the past week and 43 percent more likely to have consumed a sports drink during the past seven days.
When it comes to radio formats, rock concert attendees are true to their interest and are 87 percent more likely than all consumers to tune in to rock radio stations. But their tastes go beyond the rock genre. An analysis shows that they are 32 percent more likely than all consumers to tune into adult contemporary; 39 percent more likely to tune in to contemporary hits radio; more than twice as likely as all consumers to listen to alternative format stations; 17 percent more likely to listen to oldies and 13 percent more likely to tune in to news/talk/information. –by CelebrityAccess Staff Writers