This festival season we’ve teamed up with Livewire to bring you a series of reports that explore the nation's relationship with festivals. We asked 1000 people who are nationally representative of the population via an online survey their attitudes and opinions towards festivals. In our last blog post (click here to view) we looked at who attends festivals, how often they attend and the generational differences that exist.
With Longitude, the third most popular festival among festival goers taking place this weekend we decided to take a look at what Irish people like and dislike about festivals and what our essential festival items are.
Festivals are more than just music and this is evident in what festivals goers enjoy the most about festivals. Half of festival goers say that the performance element of festivals is what they enjoy the most with 42% saying that they enjoy the music on offer the most and 8 % saying that they enjoy other performers such as comedians and shows the most.
The social aspect of festivals is the other area that is enjoyed by festival goers. 28% of festival goers said that spending time with friends is what they enjoy the most at festivals. Another 8% said meeting new people and 4% said camping are the things that they enjoy the most.
Unsurprisingly, the unpredictable Irish weather is seen the worst thing about festivals in Ireland with 27% of festival goers saying so.
This is followed by using the toilets (21%), the price of alcohol (21%) and drunk people (21%).
Given that the weather is seen the worst aspect of festivals in Ireland, the two most essential items for Irish festival goers are a rain coat (29%) and a waterproof tent (24%).
Looking at what festival goers like and dislike about festivals there are opportunities for brands to engage in a genuine way with both the positive and negative elements of Irish festivals. Opportunities may lie in the positives by enhancing the experience of the music on offer and the social aspects while opportunities may lie in the negatives by helping festival goers to navigate difficulties with Irish festivals such as the weather and facilities.
To discuss these opportunities further feel free to get in touch below.