Professional Documents
Culture Documents
Consumer preferences of
Generation Y: Evidence from
live music tourism event
performances in South Africa
Abstract
Generation Y (born between 1982 and 2002) has caught the attention of researchers due to the sheer
size of this consumer segment and also its significant spending power. The purpose of this exploratory
research was to cluster Generation Y concertgoers to various concerts held in South Africa during
2012 and 2013 based on their age to identify and profile different market segments at the concerts.
Data were collected at eight live music performances, during 2012 and 2013, by performers Linkin
Park, Adam Lambert, Celtic Woman, Lady Gaga, Red Hot Chilli Peppers, Bon Jovi, Justin Bieber and
Rodriguez. This resulted in a total factor analysis conducted to identify the main motives of Generation
Yers to attend live music performances. Generation Yers were then divided into three groups based
on their age in order to give a better idea of the differences among these concertgoers. Three Generation Y clusters were identified, namely, Tweens, Twixters and Tweeds. Analyses of variance, twoway frequency tables and w2 tests showed significant differences between the segments in terms of
socio-demographic and behavioural characteristics as well as motives. Based on the results, it is evident
that generation theory needs to be taken into consideration, and it can be a useful tool to segment
markets.
Keywords
Generation theory, Generation Y, live music performances, South Africa
Introduction
Generation Y is a generation still in the process
of defining itself, which causes difficulties in
setting a distinct end date (Glover, 2010). For
the purpose of this research, Generation Y
includes individuals born between 1982 and
2002 (Pendergast, 2010; Schiffman and Kanuk,
2009). Generation Y has caught the attention of
researchers due to the sheer size of this consumer segment and also its significant spending
power (Kueh and Voon, 2007; Moscardo et al.,
2011). More than 70% of Generation Y has
reached adulthood (Paul, 2001), and this cohort
is three times the size of its Generation X predecessor (Stevens et al., 2005). The youth market
has been characterized as one of the most
coveted segments because of the Generation
Corresponding author:
Martinette Kruger, Tourism Research in Economic Environs
and Society (TREES), Potchefstroom Campus, Potchefstroom
2520, South Africa.
Email: martinette.kruger@nwu.ac.za
367
Literature review
To fill the knowledge gap about the Generation Y
market at live music performances, four aspects
need to be considered: generational theory;
Generation Y; their music preferences; and live
music performances, the profile of the attendees
and the motives for attending. Here we examine
the literature relevant to these four aspects.
Generational theory
The profile of the tourism industry is characterized by multigenerational visitors and a multigenerational workforce (Pendergast, 2010). A
major shift in the balance of generational dominance is currently occurring, with the baby
boomer generation leaving the leadership roles
in the workforce and Generation Y dramatically
entering both as the workforce and as visitors
(Pendergast, 2010). According to generational
theory, each generation brings with it somewhat
predictable traits, values and beliefs, along with
skills, attributes, capacities, interests, expectations and preferred modus operandi directly attributable to their generational location (Pendergast,
2010). The idea of generation and generation
gap derived from generational theory is not a new
concept (Mannheim, 1952), nor is it uncontested
(Donnison, 2007; Huntley, 2006). Generational
368
Who is Generation Y?
The age or life stage of Generation Y makes
them unique to other cohorts. Generation Y was
born during 19822002 and are in the 1131 age
range as of 2013. The characteristics, lifestyles
and attitudes of Generation Y include older teens
and young adults, and this cohort is thus now
reaching adulthood (Moscardo et al., 2011).
They are children of the original baby boomers
and their numbers rival that of the baby boomers
(Williams and Page, 2011). They grow up in
times of immense and fast-paced change, including virtually full employment opportunities for
women, dual-income households as the standard,
wide array of family types seen as normal, significant respect for ethnic and cultural diversity
including a heightened social awareness and
computers in the home and school (Moscardo
et al., 2011; Williams and Page, 2011). Currently,
Generation income
19011924
19251942
19431960
19611981
19822002
GI
Silent
Baby Boomer
Generation X
Generation Y
(Millennials)
Generation Z
2003
Age range
in 2013
89112
7188
5370
3252
1131
10 or younger
Generation Y members are characterized as conventional and committed, with respect for authority and with civic pride (Pendergast, 2010). Key
features of the Generation Y as travellers include
the following: they travel more often, explore
more destinations, spend more on travel, book
more over the Internet, they are hungry for experience, hungry for information, intrepid travellers
and want to get a lot out of their travel (Leask
et al., 2014a; Leask et al., 2014b; Richards, 2007).
Being young they have different priorities to
older generations (McCrindle, 2002). Generation
Yers have a strong focus on leisure and recreation,
and on socializing in general, with shopping and
dining out two of their key preferred activities
(Keating, 2000). Most of them are pragmatic, like
convenience and are value orientated (Morton,
2002). They are brand and fashion conscious and
prefer brands with a core identity based on core
values (Morton, 2002). Word of mouth is the best
marketing method to target this group of people
since they value friends opinions enormously
(Morton, 2002) and like to have friends around
them wherever they go (Rowe, 2008). Research
furthermore suggests that Generation Yers use
radio as their major medium for music and
information but are loyal to only a few stations
(Morton, 2002). They respond to humorous and
emotional advertising the best when it uses real
people in real-life situations (Kumar and Lim,
2008). It has further been suggested that advertising aimed at Generation Y should focus on
lifestyle and fun rather than product features
and specifications (Morton, 2002). They have
different recreational pursuits to other generations, with their top spare time activities being
going to parties, listening to the radio and going
to the movies. Additionally, Generation Y values
diversity and equity and loves music, movies,
television shows, friends and dining out (Brooks,
2005; Noble et al., 2009; Paul, 2001). They generally have no financial commitments, thus over
369
370
Method of research
As this was a quantitative research, a structured
questionnaire was used. Data were collected at
eight live music performances, during 2012 and
2013, by performers Linkin Park, Adam Lambert, Celtic Woman, Lady Gaga, Red Hot Chilli
Peppers, Bon Jovi, Justin Bieber and Rodriguez.
These eight concerts were selected for their
different genres (rock, pop, classical, R&B and folk,
respectively) and their ability to appeal to a wide
range of audiences, including Generation Y. This
section describes the questionnaire, the sampling
method and survey and the statistical analyses.
The questionnaire
The same questionnaire was used at all eight
shows and adapted for each performance, taking
the artist or band into consideration. Although
certain aspects measured especially in the motivational question was artist specific, only the
items that corresponded in all eight questionnaires, could be pooled. The questionnaire had
two sections. Section A captured demographic
details (gender, home language, age, occupation,
home province, country of origin, level of education, marital status and when the decision was
made to attend the event) and spending behaviour
(number of persons paid for, length of stay and
expenditure). Section B captured motivational
factors, measuring 21 items on a 5-point Likerttype scale, where 1 not at all important, 2
371
slightly important, 3 important, 4 very important and 5 extremely important. The items
included in the motives section were based on the
works of Formica and Uysal (1996), Faulkner
et al. (1999), Tomljenovic et al. (2001), Nicholson
and Pearce (2000), Thrane (2002), Bowen and
Daniels (2005) and Pegg and Patterson (2010).
The motivational items measured included themes
such as respondents affiliation with the artist/
band, their need to escape and for socialization
and group affiliation as well as enjoyment. This
section also elicited information specific to
visitors behaviour during the event (preferred
accommodation, initiator of attendance and
when the decision to attend was made) as well
as their music preferences (preferred type of
music, attendance at other music festivals and
sources of information about the concert).
Statistical analyses
The data were captured using Microsoft Excel
and analysed using SPSS (SPSS Inc., 2013, Chicago, Illinois, USA). The data from the eight
concerts were pooled, and the analysis was done
in three stages: a factor analysis, identification of
Generation Y among the attendees and an analysis of significant differences between the Generation Y attendees.
First, a principal axis factor analysis, using
an Oblimin rotation with Kaiser normalization,
was performed on the 21 motivational items to
explain the variancecovariance structure of a set
of variables through a few linear combinations of
these variables. The KaiserMeyerOlkin measure of sampling adequacy was used to determine
whether the covariance matrix was suitable for
factor analysis. Kaisers criteria for the extraction of all factors with eigenvalues larger than
one were used because they were considered to
explain a significant amount of variation in the
data. All items with a factor loading greater than
0.3 were considered as contributing to a factor,
and all items with loadings less than 0.3 as not
correlating significantly with this factor (Steyn,
2000). Items that cross-loaded on two factors,
which both had factor loadings greater than 0.3,
were categorized in the factor where interpretability was best. A reliability coefficient (Cronbachs a) was computed for each factor to
estimate its internal consistency. All factors with
a reliability coefficient above 0.6 were considered
as acceptable in this study. As another measure of
reliability, the average inter-item correlations
were also computed these, according to Clark
and Watson (1995), should lie between 0.15 and
0.55. Second, Generation Yers were divided into
three groups based on their age in order to give
a better idea of the differences among these concertgoers. Third, analyses of variance (ANOVAs),
two-way frequency tables and w2 tests were used
to investigate any significant differences between
the segments in terms of demographic variables
(gender, home language, occupation, level of education, marital status and province of origin) and
behavioural variables (group size, number of tickets purchased, length of stay, type of accommodation, preferred type of music, expenditure, other
music festivals and events attended, initiator of
attendance and when the decision to attend was
made). Effect sizes and values were used to
372
Factor 1: escape
To experience new things
For a chance to be with people who are enjoying themselves
For nostalgic reasons
To relax and escape from daily tension
Factor 2: artist affiliation and unique experience
I always wanted to see the artist/band perform live
It is a unique, exciting, once-in-a-lifetime experience
To see my favourite artist(s)/band
The artist/band is a well-known international act
This concert is value for money
Factor 3: event novelty
Because I have seen this artist/band before and wanted to do so again
Because of social status in terms of being seen by others
Because of the possibility to meet the artist/band in person
Because the attendance makes one part of the performances
Because these concerts enable one to get physically close to the artists
Factor 4: socialization
It is a sociable event
To spend time with family, friends or someone special
Because I got tickets for free or as a present
Factor 5: entertainment
These concerts are entertainment at its best
To have fun and because I enjoy these types of special events
To enjoy the music
I try to attend as many of these music events as possible
Average inter-item correlation
Reliability coefficient
Mean value
Total variance explained
Results
This section discusses the results of the factor
analysis (travel motives) and presents the results
of the ANOVAs and cross-tabulations with w2
tests to investigate significant differences.
0.68
0.60
0.43
0.31
0.76
0.70
0.57
0.51
0.38
0.78
0.74
0.59
0.46
0.40
0.66
0.56
0.24
0.47
0.78
3.65
62%
0.40
0.76
4.18
0.50
0.83
2.97
0.34
0.59
3.15
0.85
0.76
0.41
0.34
0.46
0.75
3.94
373
Count
Percentage
934
26%
1857
51%
874
23%
4.13b
1.61b
1.70
2.08b
14.38b
2.38ab
R 764.77
R 82.01
R 117.11a
R 127.81b
R 140.61a
R 55.38
R 27.30a
R 1 200.28a
R 822.88b
3.64b
4.19
3.01a
3.15
3.94ab
2.24b
2.93b
2.30b
2.00b
1.90b
3.00a
2.68a
2.21b
1.97b
2.46ab
4.61a
1.81a
1.35
2.60a
10.74a
2.03a
R831.78
R97.65
R 120.33a
R 65.65a
R 128.88a
R 58.06
R 20.21a
R 1 145.55a
R 669.81a
3.76a
4.21
3.13a
3.19
4.02a
2.62a
3.09a
2.50a
2.48a
2.22a
3.09a
2.81a
2.68a
2.22a
2.59a
2.03c
2.80c
2.11c
1.78c
1.77c
2.77b
2.26b
1.89c
1.77c
2.36b
3.56b
4.15
2.76b
3.13
3.89b
R 831.79
R 103.76
R 171.58b
R 205.18c
R 230.18b
R 70.91
R 41.50b
R 1 529.00b
R 1000.26c
3.82c
1.73a,b
1.81
2.30c
15.94c
2.46b
Generation
Y Tweeds
(26 years)
39.215
10.851
16.214
62.588
26.176
13.316
34.631
64.635
22.033
5.219
7.262
1.490
20.657
0.615
4.552
1.362
0.404
8.507
24.290
8.320
2.380
6.658
8.534
10.772
17.891
4.382
1.946
21.904
220.059
9.298
F ratio
0.001*
0.001*
0.001*
0.001*
0.001*
0.001*
0.001*
0.001*
0.001*
0.005*
0.001*
0.226
0.000*
0.541
0.011*
0.256
0.668
0.001*
0.001*
0.001*
0.093
0.001*
0.001*
0.001*
0.001*
0.013*
0.143
0.001*
0.001*
0.001*
Significance
level
0.05
0.04
0.15
0.12
0.12
0.07
0.07
0.13
0.08
0.29**
0.09
0.11
0.08
0.04
Groups 2 and 3
0.12
0.18
0.07
0.02
0.08
0.06
0.10
0.30**
0.21**
0.03
0.05
0.02
0.09
0.14
0.06
Due to the 4-point Likert scale used, effect sizes
were not calculated for the media sources
0.00
0.01
0.12
0.21**
0.14
0.06
0.10
0.15
0.15
0.88****
0.02
0.73***
0.11
0.05
0.02
0.01
0.21**
0.02
0.02
0.09
0.03
0.17
0.26**
0.03
0.17
Groups 1 and 3
0.16
0.09
0.11
Groups 1 and 2
Effect sizes
Group size
Number of people paid for
Nights stayed over
Number of tickets purchased
Age first exposed to music genre
Number of similar music events attended during the year
Spending categories
Tickets
Accommodation
Food
Beverages
Transport
Souvenirs
Parking
Total spending
Spending per persond
Motives
Escape
Artist affiliation and unique experience
Event novelty
Socialisation
Entertainment
Influential mediae
Television
Radio
Music promoters website
Magazines
Newspapers
Word of mouth
Facebook
Twitter
Internet blogs
Computickets website
Characteristics
Generation
Y Twixters
(1925 years)
Generation
Y Tweens
(18 years)
Table 4. ANOVA and Tukeys post hoc multiple comparison results for socio-demographic and behavioural factors in three clusters of Generation Y concertgoers.
375
376
377
Conclusion
This exploratory research investigated a sample
of South Africas Generation Y market at live
concerts and profiled three segments of this market. The contributions of this research are as follows: This was the first time that the profile,
motives and preferences of the Generation Y market have been analysed in a live music performance context. The results offer insights into the
needs of this unexplored market, particularly as
regards their music preferences and behaviour.
The three Generation Y clusters that the study
identified, Tweens, Twixters and Tweeds, differed
significantly in terms of their socio-demographic
and behavioural characteristics and, especially,
in terms of what motivates them to attend a live
music performance. Managers can package a live
concert accordingly in order to develop this
undervalued market. The results support Kruger
and Saaymans argument (2012a, 2012b) that
attendees at live music performances cannot be
regarded as homogeneous in terms of their profiles, needs and preferences. As there has been
only limited research in this area, this study fills
a gap in the literature regarding the profile,
motives and preferences of the Generation Y market at live music performances. Based on the
results, it is evident that generational theory needs
to be taken into consideration, and it can be a useful
tool to segment markets, as it provides valuable
378
Appendix 1
Table A1. Chi-square test results of Generation Y concertgoers characteristics.
Characteristics
Artist/band attended
Adam Lambert
Bon Jovi
Celtic Woman
Justin Bieber
Lady Gaga
Linkin Park
Red Hot Chilli Peppers
Rodriguez
Language
Afrikaans
English
Other
Occupation
Professional
Self-employed
Technical
Sales
Work at mine
Civil service
Housewife
Pensioner
Student
Unemployed
Other (specify)
Province
Gauteng
Western Cape
Eastern Cape
North West
Mpumalanga
Northern Cape
KwaZulu-Natal
Limpopo
Free State
Outside RSA borders
Local residence
Yes
No
Marital status
Single
In a relationship
Married
Living together
Divorced
Widow/er
18 years
Gen Y
Tweens
1925 years
Gen Y
Twixters
26 years
Gen Y
Tweeds
16%
5%
2%
37%
17%
8%
14%
2%
12%
8%
4%
9%
17%
23%
17%
7%
13%
14%
6%
6%
14%
23%
17%
7%
25%
73%
3%
33%
65%
2%
38%
60%
3%
3%
1%
0%
1%
0%
0%
1%
0%
88%
2%
4%
22%
6%
3%
6%
0%
0%
1%
0%
53%
3%
5%
58%
11%
7%
9%
1%
1%
1%
0%
5%
1%
7%
51%
39%
1%
2%
1%
0%
3%
1%
1%
1%
47%
39%
3%
2%
2%
0%
4%
1%
2%
1%
38%
48%
4%
1%
2%
0%
5%
1%
1%
1%
73%
27%
67%
33%
69%
31%
75%
22%
2%
1%
1%
1%
54%
36%
6%
3%
0%
0%
36%
26%
31%
6%
1%
0%
w2
Value
df
Significance
level
Value
614.32
14
0.001*
0.409***
0.001*
0.099
1378.251 20
0.001*
0.619****
58.247 18
0.001*
0.127**
0.007*
0.520****
655.763 10
0.001*
0.428***
9.891
(continued)
379
Characteristics
18 years
Gen Y
Tweens
Level of education
Scholar
67%
Matric
25%
Diploma, degree
3%
Post-graduate
1%
Professional
2%
Other (specify)
2%
When tickets were purchased
Spontaneous decision
14%
A month ago
7%
More than a month ago
16%
When it was announced
61%
Other, specify
3%
Initiator of attendance
Self
Yes 56%;
No 44%
Friends
Yes 55%;
No 45%
Media
Yes 25%;
No 75%
Spouse
Yes 4%;
No 96%
Family
Yes 37%;
No 63%
Work
Yes 4%;
No 96%
Boyfriend/girlfriend
Yes 10%;
No 90%
Preferred type of music
Pop
Yes 75%;
No 25%
Punk rock
Yes 47%;
No 53%
Classical
Yes 23%;
No 77%
Instrumental
Yes 28%;
No 72%
Jazz
Yes 24%;
No 76%
Blues
Yes 24%;
No 76%
Heavy metal
Yes 30%;
No 70%
Rap
Yes 46%;
No 54%
Rock and roll
Yes 65%;
No 35%
R&B
Yes 51%;
No 49%
Reggae
Yes 33%;
No 67%
Country
Yes 31%;
No 69%
Folk/traditional
Yes 18%;
No 82%
Afrikaans
Yes 22%;
No 78%
1925 years
Gen Y
Twixters
26 years
Gen Y
Tweeds
4%
31%
42%
15%
7%
1%
1%
18%
43%
18%
18%
2%
12%
8%
14%
63%
4%
8%
7%
14%
66%
4%
Yes 60%;
No 40%
Yes 49%;
No 51%
Yes 21%;
No 79%
Yes 9%;
No 92%
Yes 24%;
No 76%
Yes 5%;
No 95%
Yes 17%;
No 83%
Yes 62%;
No 38%
Yes 37%;
No 63%
Yes 14%;
No 86%
Yes 12%;
No 88%
Yes 17%;
No 83%
Yes 4%;
No 96%
Yes 13%;
No 87%
Yes 63%;
No 37%
Yes 60%;
No 40%
Yes 27%;
No 73%
Yes 30%;
No 70%
Yes 26%;
No 74%
Yes 27%;
No 73%
Yes 33%;
No 67%
Yes 34%;
No 66%
Yes 74%;
No 26%
Yes 40%;
No 60%
Yes 32%;
No 68%
Yes 30%;
No 70%
Yes 19%;
No 81%
Yes 23%;
No 77%
Yes 69%;
No 31%
Yes 63%;
No 37%
Yes 33%;
No 67%
Yes 29%;
No 71%
Yes 27%;
No 73%
Yes 24%;
No 76%
Yes 35%;
No 65%
Yes 31%;
No 70%
Yes 79%;
No 21%
Yes 39%;
No 61%
Yes 26%;
No 74%
Yes 31%;
No 69%
Yes 24%;
No 76%
Yes 26%;
No 74%
w2
Value
df
2073.349 14
Significance
level
Value
0.001*
0.761****
20.200
0.010*
0.075
5.278
0.071
0.041
54.960
0.001*
0.132**
29.243
0.001*
0.096
31.524
0.001*
0.100**
82.342
0.001*
0.162**
2.246
0.325
0.027
24.509
0.001*
0.088
40.751
0.001*
0.108**
55.797
0.001*
0.127**
20.536
0.001*
0.078
4.179
0.382
0.035
1.633
0.442
0.022
3.427
0.180
0.032
6.881
0.142
0.045
51.535
0.001*
0.123
45.021
0.001*
0.114**
33.523
0.001*
0.099
11.450
0.003*
0.058
1.091
0.896
0.018
11.302
0.023*
0.058
3.675
0.159
0.033
*Significance at the 5% level. value: **small effect 0.1; ***medium effect 0.3; ****large effect 0.5.
380
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