Millennials are choosing which music event to attend based on more than just the music, according to a new survey by ticketing platform Eventbrite.
The survey, conducted in partnership with research agency Crowd DNA, took a sample audience of 1,001 British adults aged 18 to 45, and gave them a 10 minute online survey.
It has found that in the past 12 months, 49% of Millennials (aged 18-34) living in the UK have attended a live music event, basing their decision to attend on more than just the music, while 81% of those that go to concerts or music festivals, attend to engage with a like-minded community.
Some 78% of Millennials are more likely to attend a music festival that features artists who are affecting positive change through their music, compared to 69% of Gen X (aged 35-45).
Additionally 69% believe that attending a live event is the best way to show other people what they stand for, compared with 59% of Gen X, and 58% of older Millennials are attending more events supporting a particular cause now than they did 10 years ago, compared to only 39% of Gen X.
Finally 60% of Millennial parents admit to attending a live event so they have something to share on social media and 61% have live streamed an event, compared to 48% without children.
