Festival Findings
Queen tops Brits dream festival headliners
Queen, and specifically Freddie Mercury were the headliners respondents would most like to see, with notable efforts also for Elvis, The Beatles, Adele, Beyonce, Michael Jackson, Coldplay and Bowie. Some less common choices for potential headliners included The Corrs, Sean Paul, S Club 7, Louise and Matt Cardle.
Two fifths have said the only way for them to attend a music festival would be if they had a hotel offsite
Two fifths (38%) of Brits have said they would only attend a music festival if their accommodation was a hotel offsite. This is especially true of boomers, where over half (57%) have said they would need to have a hotel. One in five (21%) have said they would be happy to camp, more so for Gen Z, where over a third (36%) showed a willingness to pitch up their tents. Just 7% of Boomers have said they would be willing to camp; however, this rises to 12% if the camping became glamping. Over a fifth (23%) would be happy to glamp, and 18% would be happy to stay in a campervan.
Seven in ten would pay for a clean toilet or shower
Whilst one in five (22%) have said they would not be willing to pay access for a clean toilet at a festival for one single use, and would be happy to use the toilets provided, seven in ten (69%) would be willing to spend on average £3 to guarantee a clean space. One in ten (11%) would even be willing to spend £5 or more in order to not face a questionable drop toilet.
The same proportion (23%) have said they would be happy to not shower, rising to one in three Boomers (32%). However, 69% would be willing to pay for the luxury, being willing to spend on average £3.70.
Just 8% would embrace festival fashion
Seven in ten (69%) say that if they were to attend a music festival they would dress how they usually do, with a further 23% wearing a slightly more exaggerated version of their usual style. Just one in ten (8%) would go all out and wear outfits they wouldn’t usually, rising to 10% of women and 14% of Gen Z.
One in ten aged 55+ say it is not ok to take pictures or film the acts at gigs
One in ten (10%) of those aged 55+ have said it is not ok to take pictures or film the acts, which is higher than the 6% average. The majority (29%) said they think it is fine to film as much as possible, followed shortly behind with thinking it’s OK to film little snippets of songs (26%), while 11% think filming is off the cards, however it is OK to take pictures.
What’s more, over three in five (62%) agree that they would prefer to watch coverage of a music festival from the comfort of their home rather than attend in person, rising to 73% of Boomers.
Though many do see the benefits a festival can offer, three fifths see music festivals as a cost-effective way to see lots of bands at the same time, and agree that festivals are about so much more than just the music (both 61%), with both of these notably higher amongst Gen Z (73% and 67% respectively) and millennials (71% and 69% respectively).
Thinking of the ever-divisive festival weather, seven in ten (71%) said that they would least prefer heavy rain compared to 29% who would be more deterred by it being uncomfortably hot. There are notable age difference though, 43% of Gen Z would be more deterred by uncomfortable heat compared to 20% of boomers. Perhaps those that would prefer heavy rain enjoyed the consequences of mud. Nearly a quarter (28%) have agreed that mud adds to the festival experience, rising to over half of Gen Z (51%).
For more Insights with Impact contact Faye Boyle (fayeboyle@opinium.com).
