Brits ditch social media to ‘feel more’ this festival season

• Seven in ten Brits will indulge in a digital detox at festivals this summer, with 62 per cent also staying away from social media to spend more time enjoying live performances
• Eating well is a top priority for 47 per cent who seek healthier food and drink to fuel their festival fun, as creating long-lasting memories becomes increasingly important
• The research has been commissioned for Barclaycard’s Summer of Goosebumps Study, a year-long exploration into Brits’ experience of live entertainment and the science behind music and emotion
• Aspiring headliners will have the chance to feel like a true music star and complete their own stage dive as part of the new Perk Park, an exclusive place for customers at Barclaycard presents British Summer Time Hyde Park which kicks off on Friday 6th July 

Brits are set to ditch social media, opt for healthier food choices and practice mindfulness in order to be ‘in the moment’ and get the most out of their festival experiences this summer, new research from Barclaycard has revealed.

Despite living in the digital age, audience members filming on smartphones is a no-no for almost a quarter (23 per cent) of festival revellers, with 37 per cent preferring to be in the moment rather than watching a performance through a lens.

The research, conducted as part of Barclaycard’s Summer of Goosebumps Study, a year-long exploration into Brits’ experience of live entertainment and the science behind music and emotion, also found that 71 per cent plan to indulge in a ‘digital detox’ and ditch their smartphones altogether.

A further 62 per cent report feeling that social media is a distraction which hinders their festival experience and instead will opt to step outside their comfort zone at this summer’s events to make new friends (19 per cent).

Food, fitness and the festival experience

Being well fuelled and hydrated is also a priority, as almost half of Brits (47 per cent) admit to changing their eating habits to boost energy levels while out in the field, choosing salads and smoothies over burgers and hot dogs (32 per cent). Vegan dishes, fresh fruit juices and quinoa are also popular, becoming fixtures on the menu for a fifth (21 per cent) of festival-goers.

A third (33 per cent) of Brits say they plan to drink less at this summer’s live events, with 19 per cent claiming a hangover affects the next day’s festival experience. This comes as 41 per cent admit they struggle to remember the whole experience come the journey home.

The research also found that festival-goers are looking for more immersive experiences. Rather than mosh pits and getting stuck in the mud, 30 per cent now look to take part in activities such as yoga, meditation and mindfulness to enhance their overall enjoyment during live events.

What’s more, it seems the days of scheduling clashes and band-hopping between performances may be over. 42 per cent of ticket holders will make a detailed timeline of their favourite acts to ensure they don’t miss a thing this summer and 29 per cent plan to arrive early to get as close to their favourite acts as possible.

With consumers now wanting to feel more when attending live events, Barclaycard is offering its customers the ultimate experience as part of the new Perk Park at Barclaycard presents British Summer Time Hyde Park. Kicking off on Friday July 6th, cardholders will be given the chance to act like a headliner and complete their own stage dive, a privilege traditionally reserved for the front men and women of world famous bands. They will then be escorted through a backstage experience in true rock star style, entering a stage that resembles the greatest music venues in the world with the whole experience captured as part of an incredible 3D, 180° video. 

The UK’s top 10 festival favourites and flops

The research also identified the best bits of British festivals and the things most likely to dampen the mood for music fans. Making memories (34 per cent), getting goosebumps from a live performance (34 per cent) and feeling a sense of freedom (26 per cent) were among the list of festival favourites for Brits, while queuing (38 per cent), bad weather (31 per cent) and audience members filming on their smartphones (23 per cent) were found to be some of the biggest bugbears.

Daniel Mathieson, Head of Sponsorship at Barclaycard, said:

 “It’s fascinating to see the new trends changing what consumers want from live entertainment events. Our research shows it’s now as much about the performance on show as it is about the overall festival experience, whether that’s the food on offer or the acts on site.

“Festivals have a history of producing some of the most emotive performances that easily translate into a strong physiological response and it’s this feeling of excitement, elation and euphoria we’re hoping to recreate through the Perk Park Stage Dive in Hyde Park. We’re looking forward to seeing customers experiencing those magical, goosebump-inducing moments for themselves.”

Jo Hemmings, behavioural psychologist said:

“The phenomenon of using festivals as a way to relax and unwind is nothing new, however our behaviours at these live events are changing significantly. Festivals are now seen as more than just a raucous weekend away in the countryside – they are a form of escapism fuelled by a growing desire to be mindful and ‘present’ in the moment.

As we live in an ‘always on’ economy, the thought of a digital detox is becoming more appealing and there are huge benefits to our physical and mental well-being. By embracing a new attitude at festivals, we could see stronger emotional connections to the audience and acts, and even improved sleep and lower blood pressure amongst attendees.”

Notes to Editors

* A nationally representative survey of 2,000 British adults was conducted by One Poll between 27th June – 2nd July 2018.

For more information, please contact Rebecca Butler at Barclaycard on Rebecca.butler@barclaycard.co.uk or 020 7116 1993.

About Barclaycard

Barclaycard, part of Barclays Bank PLC, is a leading global payment business that helps consumers, retailers and businesses to make and take payments flexibly, and to access short-term credit and point-of-sale finance. In 2017 we processed over £250bn in transactions globally. Barclaycard is a pioneer of new forms of payment and is at the forefront of developing viable contactless and mobile payment schemes for today and cutting-edge forms of payment for the future. We also partner with a wide range of organisations across the globe to offer their customers or members payment options and credit.

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