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Eventbrite | Millennials and Live Experiences

The Experience Movement: Research Report

How Millennials are Bridging Cultural & Political Divides Offline

According to research, Americans are attending more live events than ever before. In the past year, 4 out of 5 (78%) Americans attended a live event, from entertainment-focused experiences like music concerts and beer festivals, to more cause-related events like marches and rallies. Our increased preference for live experiences is being driven by a strong desire to connect with people, the community and the world and there’s no doubt that the current political climate is contributing to this uptick.

For Millennials, experiences continue to trump things: 3 out of 4 Millennials would choose to spend their money on an experience rather than buying something desirable.

A recent poll of adults aged 18+ in the U.S. conducted by event technology platform Eventbrite (in partnership with Ipsos and Crowd DNA) revealed that when Americans consider the future of our country, they say that two things are essential to promoting positive change: Connecting with one another in real life, and the resulting expansion of perspective. As the largest living generation, Millennials are at the forefront of this movement as they look to live experiences for solidarity and as a form of expression.

80% of Americans believe it’s essential for people to come together in person to promote positive change — regardless of age, gender, income, or geography — and 1 in 5 Americans attended an event supporting a particular cause within the last year.

2017 Millennial Research Infographic

millenial graphic

About this study

These findings are from research conducted by Ipsos and CrowdDNA in April, 2017 on behalf of Eventbrite. A sample of 2,012 adults age 18+ were surveyed online in English.