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Ticket access was not much of an issue. About 36 percent of attendees got tickets in the pre-sale with another 44 percent getting them in the first ticket sale. Only 12 percent got them thru the second ticket sale, with 4 percent on the resale market.
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It’s a family affair. Nearly 20 percent noted attending with parents, 31 percent with children and nearly 20 percent with siblings.
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Besties and partners. The highest proportion of attendees listed going with their friends (53 percent and romantic partner (42 percent).
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New fans. 71 percent said this was their first Taylor Swift concert, while 25 percent said they’d been to at least 2 and as many as 10 concerts. A few groupies (3 percent) have been to 10 or more.
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It cost more, lots. The average concert goer spent about $720 more than their budget for a total average of $1,327.74, including expenses such as tickets, outfits/costumes, merchandise, food & drink, and travel.
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Happy campers. Despite paying more than budgeted, the Eras Tour achieved a Net Promoter Score of 68, putting it on par with the top 3 admired brands such as Costco, USAA, and Southwest Airlines (it would be tied with Apple and the Ritz Carlton for fourth)
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Not just for kids. About 58 percent of attendees are between 35 and 64 years old while just 37 percent are between 18 and 34. Less than 5 percent are under 18.
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Would do it all over again. More than 70 percent said going to this event was worth it and a whopping 91 percent said they are likely to attend another concert – and would pay up to $1,311.35 to go again.
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