Today’s Man: LIVE!

More young men have been to see live music than have attended footie matches in last 12 months. Just one of the latest finding revealed by IPC’s Today’s Man research...

Part of a major research programme exploring the lifestyle, habits and media consumption of young men.

Today’s Man: LIVE! focuses on men 16-34yrs passion for music and the role it plays in their lives.

The research explored the following:

- The importance of live music to young men today
- The decision making process
- Reaching live music fans

Today's Man: Live! shows that music is hugely important to young men, with 69% saying that it is part of their identity and defines who they are. Seven in 10 also believe you can tell a lot about a person from the music they listen to.

Going to live music events came out as the top 'live' leisure activity among young men, even outdoing football: 63% attended a live music event in the last year compared to just 55% who'd gone to a football match. Going to gigs was the most popular of live music events – 55% had been to a gig in the last year, beating festivals, which were attended by 31%.

The research also found the majority of young men (62%) pay attention to the brand sponsoring a live music event and 64% say they view those brands more favourably.

For further information please contact Verity Amos-Piggott 0203 148 6732 verity_amos-piggott@ipcmedia.com