"What is this you’re listening to!?!", "Back in my day"¦now that’s music!" The familiar sounds of parents sounding off as their kids blast the latest hits from top artists such as Lady Gaga and the Black Eyed Peas. I however, have the feeling that despite their ranting about how the music back in their day was "real" music, the parents and older members of the population are just as interested in the biggest hit artists of today. To prove this I looked at the ages of users who searched for concert tickets on Ticketmaster.com over the first 4 months of the year. The below graph shows the top 25 artists for unique visitors during the first quarter of 2010, which include artists from several genres including pop, hip-hop, alternative, hard rock, and country. As expected the top three were Lady Gaga, Justin Bieber, and the Black Eyed Peas. Not only is their popularity due to the massive amount of attention they receive from the media, but also because they had ticket releases for their upcoming summer tours during these months. This is also why we see artists such as Bon Jovi and Nickelback beating out pop culture sensations like Taylor Swift.
I chose to analyze the visitors of the top three artists. To do this I categorized each user into generations based off of their ages. The chart below shows the generation and ages in each generation.
Not surprisingly we see that the largest percentage of visitors searching for tickets for these top 3 artists are from the heavily media targeted Generation Y..
However, when we look at Generation X, a generation consisting of fairly young individuals, but also parents of the younger Generation Y individuals, we see nearly a third of the visitors are from this generation.
This is slightly surprising given that this generation grew up with music from the 70′s and 80′s which differs greatly from the styles of Lady Gaga, Justin Bieber, and the Black Eyed Peas.
The biggest surprise is the percentage of Baby Boomers who have interest in tickets to these artist’s shows. About 25%, 30%, and 22% for Lady Gaga, Justin Bieber, and the Black Eyed Peas, respectively, are from the Baby Boomer Generation, who are also the majority of the parents for Generation Y. When combined with Generation X, they account for over 50% of prospective ticket buyers. This goes to show that while the parents of Generation Y may be heckling their children about their taste in music, secretly they like the songs too and may even be singing them in the car when no one is around.