From year to year, Indonesia has been one of world tour concert destinations for international artists, whether from Asian or Western countries. Moreover, our local artists also often hold their own concerts. Departing from here, approximately there are dozens of concerts being held in a year in Indonesia. Recently, Jakpat has conducted a survey in order to see the preferences and habit of Indonesian concert goers, particularly the youth. This survey involved 294 respondents from age 17 to 30 in 10 big cities including Jakarta, Bandung, Semarang, Surabaya, Yogyakarta, Medan, Makassar, Denpasar, Palembang, and Balikpapan. Apparently, 64% of Indonesian youth has ever been to a concert, at least once. Further, we found out that men are more likely to go to a concert than women (70% VS 59%). As for the age group that often goes to a concert, it spans within a range from 17 to 19 year-old (69%) and from 20 to 25 year-old (64%).
When asked about how many times in a year they go to a concert, most of our respondents (90%) stated that they go to a concert at least once to three times in a year. Only 8% of them admitted that they go to a concert three to five times in a year. Besides, there were also a very few of them found to go to a concert more than five times in a year, and even more than eleven times in a year. Further, we would like to see the motivation that urges them to go to a concert. Apparently, more than half (68%) admitted that they choose to go to a concert because they favor songs of the artist who will perform on the stage. Meanwhile, less popular reasons for going to a concert are including: just for fun and spending their leisure time (30%), and following the trend by saying yes to their friends’ invitation (25%). Only 17% of them admitted that they go to a concert because they are the fans of the artist who will perform at the concert.
When asked about their preferences artists to watch on a concert, most of our respondents (83%) stated that they prefer to go to a concert of local Indonesian artists. Concurrently, less popular preferences are including Western artists (16%) and Asian artists (13%). Apparently, men are more likely than women to prefer local Indonesian artists (86% VS 81%) and Western artists (17% VS 14%). On the other hand, women are more likely than men to prefer Asian artists (16% VS 10%). Further, we would like to know where do concert goers get information regarding to concert they’re about to attend. Apparently, more than half of them stated that they get most of the information from their friends (59%) and social media (58%). Meanwhile, some of them also get the information from advertisements (47%), such as TVC, radio ads, billboards and online ads. There are also concert goers who get the information right through from the artist’s personal account (34%), whether it’s official website or social media account. Furthermore, the least popular source of information is from the news (24%).
When asked about the way they purchase the concert ticket, our respondents choose: via online purchasing (40%), buying via their friends (36%), buying on the spot where the concert takes place (21%). Furthermore, most of concert goers (86%) admitted that they usually buy their concert tickets before the day of the concert. Apparently, women are more likely than men to purchase the ticket long before the D-day (54% VS 46%).
When asked about how much they are willing to spend for a concert ticket, most of our respondents (68%) stated that they prefer to spend only less than IDR500,000 for each ticket. Concurrently, there are 23% of them who are willing to spend from IDR500,000 to IDR1,000,000 for each ticket. Only 6% admitted that they spend from IDR1,000,000 to IDR2,000,000 for each concert ticket.
Aside from giving a chance for watching their favorite artists up close and directly, a concert offers an opportunity to feel the ambience of being among fans and people who love music, getting along together to enjoy the songs, and having fun. Therefore, it’s interesting to see whom people like to go to a concert with. Apparently, most of Indonesian concert goers (84%) tend to go to a concert with their friends. Meanwhile, some of them also choose to go with their lover (27%) and family (17%). However, there are also 10% of them who admitted that they often go to a concert alone all by themselves. Furthermore, we found out that more than half (53%) of Indonesian concert goers are sharing their concert experience through their personal social media account.
In Indonesia, promotor holds a significant role for a concert, particularly in a foreign artist concert. Moreover, with all the fraud case that has happened many times before. We found out that more than half of concert goers (54%) concern about which promotor will hold the concert they’re about to attend. Lastly, we would like to know whether they are willing to go out of town in order to attend a concert. Apparently, only 36% of Indonesian concert goers have been going out of town to attend a concert before, and they are willing too for the next time.
For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.
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