According to a new Nielsen report, 32 million people attend a music festival in the U.S. each year.
46 percent of these 32 million people are aged 18-34. 51 percent are women and 49 percent are men. Nielsen also says music festivals are most popular among Hispanics and African American populations.
The attendees travelled an average of 903 miles to attend a festival. One third of them attended more than one festival.
That means about 10.7 million people attended two or more music festivals.
On average, this group of people spends $207 a year on live music events and digital music/streaming.
*”The data for this study was collected in August and September of 2014 among 3,805 total respondents (2,581 respondents after weighting). This data was then weighted to the U.S. Census population based on age, gender, race, education and household size. The festival fan profile was then constructed using those respondents, within the Music 360 study, who expressed their intention to attend any one of the 35 fielded music festivals (Coachella, SXSW, Electric Daisy Carnival, Wango Tango, Warped Tour, Jingle Ball, iHeartRadio Music Festival, Burning Man, Spring Awakening Festival, Bonnaroo, Pitchfork, Summerfest, Sasquatch!, Mayhem Festival, Newport Folk Festival, Lollapalooza, Electric Zoo, Outside Lands, Rock the Bells, Bumbershoot, Made in America, Austin City Limits, CMJ Marathon, Voodoo Music Experience, OzzFest, Firefly Music Festival, CMA Music Festival, Ultimate Pool Party, Stagecoach, Essence Music Festival, Governor’s Ball, Ultra Music Festival, Hangout Music Fest, Country Thunder). Further Music 360 behavior as well as Simmons data was then tabulated against this custom audience.”