eps Super Leaderboard 2017
LN Source SL
Ticketmaster ILMC 30 SL
ESNS 2018 Super Leaderboard

The latest industry news to your inbox.


Would you be interested in hearing about marketing opportunities?


Over 50s big spenders on live entertainment

Quinquagenarians and above in Australia are outspending their younger counterparts by nearly 8%, reveals new research highlighting the purchasing power of over 50s

By IQ on 24 Nov 2017

Over 50s

image © Jlhopgood on Flickr

Australians over 50 years of age are spending more on live entertainment than people under 50, new research by promoter/ticketer TEG has found.

TEG’s findings – based on a TEG Rewards online survey of 1,000 people in undertaken in August and September, along with TEG Analytics event attendance data over a three-year period to 30 June – reveal over 50s make up more than a third (34.3%) of total spending on live entertainment, spending an average of 7.5% more than their younger countrymen.

The survey forms part of a ‘50+ and the Leisure Economy’ series of research, and also finds:

  • 1.4 million ticket purchasers in Australia over the three-year period covered by the research were individuals over 50, who make up 33.2% of the Australian population
  • While sporting events attract the largest volume of over-50s purchasers, the demographic is also over-represented in arts attendance
  • Musical theatre is very popular with over 50s, who make up 41.7% of purchasers, compared to narrative theatre, where those aged over 50 make up 30.9% of audiences
  • Facebook is by far the most popular social media among over 50s, with 63% reporting daily usage
  • While television remains the dominant medium for over 50s, with 84% watching TV regularly, newspaper reading is a habit particular to that demographic, who are 1.8 times more likely to read print than under 50s

TEG’s managing director of data, digital and analytics, Mazen Kassis, comments: “The synthesis of our market leading data analytics and research continues to uncover fascinating insights, this time in the over 50s live entertainment audience.

“Leveraging our range of data-driven solutions and actionable insights, savvy brands can measurably enhance their ability to engage with such an audience through their passions, motivations and interests.”


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

More news

AEG, Dainty to launch Hangout spin-off in Australi... The one-off SandTunes festival, jointly promoted by AEG, TEG Dainty and Cross Promotions, will have a capacity of 35,000 and take place next December
TEG forms JV with EDM promoter Division Agency The strategic alliance combines Scott Robertson's company's knowledge of dance music with "TEG's strength as a promoter and marketer", says TEG CEO...Geoff Jones
Debut IEM event in Oz “an unqualified succes... The first esports event by Australian concert promoter TEG Live was viewed by 8m people worldwide and a live audience of 15,000 in the Qudos Bank...Arena
ESL continues musical expansion with TEG tie-up Esports competition Intel Extreme Masters (IEM) is headed for Sydney following the signing of a new partnership between ESL and Australian concert...promoter TEG Live
Australians prefer films to live music: study Research from the Australia Council reveals live music is better-attended than galleries and performing arts shows – but less popular than the...cinema