Announcement of Results of Joint Survey by Dream Incubator and Boardwalk Concerning Music Concert Attendance based on “Connection recommendations”
Announcement of Results of Joint Survey by Dream Incubator and Boardwalk Concerning Music Concert Attendance based on “Connection recommendations*”
Connections between fans support expansion in artists’ fanbases;
Strong recommendations between closely connected people
(spouses, significant others, parents and children) impact fanbase growth
*Recommendations made by close connections such as family or significant others
・Respondents: 3,524 people (ticket board members）
・Survey period: November 1, 2019 to November 11, 2019 (11 days)
*2. Committed fans: Fans who actively try to attend concerts of the artists they like (more than ordinary music fans)
Comparing the rate of invited people who were new fans by relationship type, we see that the new fan rate goes up when invitations are made from parents to children or vice-versa. This means we can expect to expand the range of the fanbase by increasing the number of new fans through parent-child invitations. However, it is necessary to devise ways to turn new fans into repeat concertgoers.
Totaling the connection type between the inviter and invitee for each artist type, we see a high ratio of invitations between spouses or significant others for artists with longer careers and a high ratio of invitations between parents and children for artists with shorter careers. As the career length of an artist increases, so does the average duration of fandom and the likelihood that fans will be married. We can expect continuous growth in the fanbase by taking in fans’ spouses.
On the other hand, fans of artists with shorter careers tend to invite parents or children (high new fan rate). Focusing on these will cause rapid growth in the fanbase.
For example, we can expect to expand the fanbase by incorporating measures such as offering parent-child discounts or family discounts and setting up nursery facilities. By making use of the characteristics of e-ticketing, it is also possible to support committed fans through new value-added services such as travel and dining experiences packaged with concert admission.
Dream Incubator Inc., “The Business Producing Company,” create and support growth of new businesses and industries through professional services including strategic consulting and business producing support services, as well as through business investment in group companies and investment in startups.
With the corporate philosophy of “aiming to move each person’s heart to the greatest degree by providing enjoyable entertainment that defy stereotypes,” Boardwalk Inc. operates “ticket board,” the largest e-ticketing service in Japan with over 8.7 million members. The Company’s works to fully digitize ticketing for performances of the largest scale and its services are used in a wide variety of entertainment and leisure.
Namie Amuro, E-girls, EXILE, SMTOWN LIVE, Sandaime J SOUL BROTHERS from EXILE TRIBE, SHINee, GENERATIONS from EXILE TRIBE, Girls’ Generation, Tokyo Girls Collection, TWICE, Naoto Inti Rayme, Kyosuke Himuro, Mr. Children, Eikichi Yazawa, L’Arc-en-Ciel
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For further information
Dream Incubator Inc.
Strategy consulting: Akihiro Nakamata
Corporate communication team: Nozomu Ogawa
Phone: +81 (3) 5532-3200 / Email: email@example.com