Swifties travelled far and wide to see their idol perform in concert, with almost 4 out of 10 from interstate or overseas. While Pink fans love to RAISE A GLASS of coffee and GET THE PARTY STARTED at a bookstore, according to new data.
These are some of the incredible marketing insights that the LUMOS Intelligence platform was able to reveal about people who showed up near two of Melbourne's most talked-about live music events.
LUMOS Chief Executive Officer, Eric Fan says “we’ve gathered these incredible insights from processing nearly instantaneous, privacy-compliant data, secured from 41 million anonymised and consented smart devices. We take the movement and behaviour data from these devices and linked profiles and process them through LUMOS’s robust analytic engine. This enables us to identify prospective audiences and attendees with remarkable speed.”
For the Taylor Swift concert, 16 February within vicinity of Melbourne Cricket Ground (MCG):
Characteristics:
62% female
42% within 25-34 years
Interests:
29% show an interest in bookstores and have visited before
25% shopped at pet stores or showed interested in pets
Consumer behaviour:
12% showed intent to purchase with Premium Airlines, indicating a segment with a preference for luxury or high-quality travel experiences
35% bought coffee in the last 30 days, suggesting a considerable interest in coffee or related products, potentially indicating a daily routine or a strong coffee culture among the attendees
29% are considered in-market property buyers, which highlights a substantial portion of the attendees actively looking into buying or renting properties
35% from interstate or overseas, possibly reflecting a variety of cultural backgrounds or a tendency towards travel and relocation
For the Pink concert, 24 February within vicinity of Marvel Stadium:
Characteristics:
68% female
59% within 25 and 44 years
Interests:
31% show an interest in bookstores and have visited before
28% shopped at pet stores or showed interest in pets
Consumer behaviour:
10% showed intent to purchase with Premium Airlines, indicating a segment with a preference for luxury or high-quality travel experiences
38% bought coffee in the last 30 days, suggesting a considerable interest in coffee or related products, potentially indicating a daily routine or a strong coffee culture among the attendees
18% are considered in-market property buyers, which highlights a substantial portion of the attendees actively looking into buying or renting properties
28% from interstate or overseas, possibly reflecting a variety of cultural backgrounds or a tendency towards travel and relocation
LUMOS also discovered foot traffic increased by 300% at Queen Victoria Market and near Crown in Southbank during the concert, compared to the previous ten days. And traffic near Melbourne CBD, within a 10 km radius, saw more than a 48% increase leading up to the event.
This data is a marketer’s dream as it collectively offers a multifaceted view of attendees, where interests span from high-end travel to daily coffee consumption, alongside significant life events like property acquisition, enriched by geographical diversity.
Fan adds, “we combined proprietary audience data with our unique methodology to offer a glimpse into who attended these events. These findings are incredibly useful to media professionals. They can use our platform to conduct real-time campaign tracking, to know the demographic and interests of those viewing their ads, and even buy and execute campaigns based on target audience.”
The LUMOS Intelligence platform is the world's first tool to unify audience targeting and attribution across channels, utilising geotagging, mobility data, and artificial intelligence to process more than 100 billion data points monthly and analyse consumer behaviour.
