Staff Reporters
Feb 28, 2024

You belong with me: Gen Z leads the Swiftie surge in Singapore's love story with the pop icon

As Taylor Swift gears up to spend the next 12 days in the Lion City, YouGov's new findings reveal that it's Gen Z, not millennials, who are truly in their Swiftie eras on all-things TayTay in 2024.

You belong with me: Gen Z leads the Swiftie surge in Singapore's love story with the pop icon

Gen Z, not millennials, hold the title as the most fervent supporters of Taylor Swift in Singapore.  

This insight by YouGov arrives just as the pop sensation landed in Singapore yesterday, for the next leg of her sold-out Southeast Asian Eras Tour—marking a pivotal moment not just for Swifties, but for the local economy as well. 

Swift's presence in Singapore is not merely a cultural event but an economic catalyst too. The Singapore Tourism Board (STB) has recognised the enormous benefits of concert traffic to the nation, providing a grant to facilitate such cultural activities as a way to inject considerable economic activity into the region.  

The anticipated 'Swift effect' has already manifested, with hotels and airlines experiencing up to a 30% surge in demand around the concert dates. Places like Marina Bay Sands (MBS) are also hosting curated events and pop-ups in celebration of Swift's concerts, including a light and water show to the soundtrack of the pop icon's albums.

According to YouGov, a quarter of Singaporeans (24%) identify themselves as fans of Taylor Swift.  However, it's the Gen Z cohort that leads the charge, with 42% identifying as either passionate or casual fans, surpassing millennials (32%) and Gen X (17%) by a significant margin. 

This demographic shift indicates a change in the fanbase landscape, with younger audiences driving the fervour for Swift's music. 

The anticipation for Swift's concert is tangible, with 9% of Singaporeans reporting plans to attend the event, a figure that climbs to 21% among Gen Z respondents.  

The findings delve further into the behaviors and preferences of Singaporean concert-goers. Approximately a quarter (26%) of Singaporeans are enthusiastic about attending concerts, with a notable 17% willing to travel for such events, especially if it involves their favorite artists.  

Swifties demonstrate a higher propensity to engage in concert-related activities, with 61% having purchased concert tickets in the past 12 months, compared to 15% of non-fans. 

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online in February 2024, with a national sample of 1,028 Singapore residents, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, and ethnicity to be representative of all adults in Singapore (18 years or older) and reflect the latest Singapore Department of Statistics (DOS) estimates. Learn more about YouGov Surveys: Serviced.

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