Events Behavior in 2023 – shows, fairs and music festivals are Romanians’ favorite events 

According to the new study, most Romanians from urban areas participate at least once a year in events, regardless of their type. If we look, however, among the frequent (monthly) participants, we notice a slight maturation of the age segment (25-44 years) compared to last year (18-34 years).

In the camp of those who do not usually go to events, there are two main barriers mentioned by Romanians from urban areas: the precarious financial situation and the lack of time.

In 2022, the pandemic took a backseat to people’s minds, leading to a significant increase in event participation. 8 out of 10 people were present at the events last year, thus registering a significantly higher number compared to 2021. Most participants (92%) were young people aged 18-24.

According to the study, on average, an urban Romanian Internet user attended approximately four events in 2022, compared to three events in 2021. In addition, last year, fairs, festivals and exhibitions that involved the sale of products were the events which attracted the most participants.

Concerts and shows continued to be popular in 2022, with 6 in 10 respondents attending such events. Unlike in 2021, when most concert and show attendees were more mature (35-44 years old), last year most attendees were from Generation Z (18-24 years old).

Interest in music festivals has also increased significantly in 2022, with 41% participation compared to just 28% the previous year, and film festivals have also gained in popularity, especially among young audiences (25 -34 years old).

According to the Events Behavior in 2023 study, the intention to attend events is increasing in 2023. Thus, 9 out of 10 respondents said they plan to attend at least one event this year, with members of Generation Z being the most eager. In addition, Romanians plan to go to an average of 5 events in 2023, maintaining increased interest among the mature age segment (45+ years).

Concerts/shows, fairs and music festivals remain the main types of events planned for 2023. Music festivals are also the first in the list of preferences of the younger generations (18-34).

Thus, while in the category of fairs and exhibitions, Street Food Festival and BookFest are the main events that Romanians plan to attend, NeverSea and Untold are the most anticipated events in the category of music festivals. Tiff is the most anticipated event in the film festival category.

Most Romanian Internet users in urban areas are more likely to inform themselves or plan their participation in events a month in advance. Fewer and fewer people nowadays opt for last-minute decisions.

In terms of information sources, TV continues to be relevant, rather for people over 35 years old. Instead, Generation Z and Millennials rely heavily on social media to get information and keep up with the latest news. Thus, Gen Zen tend to follow influencers and celebrities, as well as event/event organizer pages, while Millennials are more inclined to pay attention to content published by event partners.

In terms of festival expectations, things haven’t changed much from last year. Thus, 6 out of 10 Romanians, urban internet users, want to relax and live the moment during the festivals planned for this year. We’re also seeing people getting more excited about festival-specific opportunities like interacting with artists or influencers/celebs in attendance.

While young people (18-24 years old) are more interested in singing and dancing to their favorite artists, having fun with friends and simply enjoying the festival atmosphere, mature people (over 55 years) prefer culinary attractions. New for the latter, however, is their increased interest in participating in brand activations, a preference of Generation Z last year.

In 2023, Romanians seem to be less willing to react immediately to the presence of brands, focusing more on the experience offered by the event.

However, the presence of brands at events continues to have significant effects on audiences. In particular, young people between the ages of 18 and 24 are prone toconsider the products or services offered by the brand and share photos of them on social media. On the other hand, mature people (45+ years) become more curious, willing to expand their horizons.

The Events Behavior in 2023 study was conducted online, on a sample of 973 people over the age of 18, urban Internet users. Of these, 810 respondents stated that they usually participate in cultural events/activities. Data collection took place between April 26 and May 5.

The Events Behavior in 2023 study is a Starcom Romania initiative that is part of the HumanGraphExperience series. The extended version of the study or additional information can be requested at the email address consumer@starcomww.com.