Study: 42% of Taylor Swift fans in SG are Gen Z

It seems like Taylor Swift's got that red lip, classic thing that Singaporeans like with almost a quarter (24%) of Singaporeans claiming to be fans of the singer. 

6% of Singaporeans described the singer as their top interest, while 18% are said to be casual fans. On the other hand, 20% of Singaporeans said they are little bit interested in Swift. 56% claimed to not be interested at all. This was according to a report by YouGov. 

In Singapore, fans of Swift, otherwise known as Swifties, are likely to be working individuals (28%), with a large proportion (35%) belonging to the high-income group (SG$8000 and above), said report. They are also concert fans in general and are thrice more likely to travel to attend concerts. 

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Across all generations, Gen Zs are most likely to be passionate and casual fans of Swift at 42%. Millennials follow after at 32% and GenX at 17%. 

Ahead of Swift's Southeast Asian leg of The Eras Tour, the report found that one in ten Singaporeans are attending the concert (9%). Of which, Gen Z make up 21% of the respondents, followed by millennials (14%). 

That said, Swifties tend to be concert fans in general, said the report. The report found that a quarter (26%) of Singaporeans are concert enthusiasts and claim that they have purchased a concert ticket in the past 12 months. 

Furthermore, 17% said that they are willing to travel to attend concerts. 13% of them are willing to travel if they don't get a ticket in their country. 

Out of the concertgoers, 41% are likely to attend concerts of favourite artists, while 19% are likely to attend Broadway of musical theatre concerts. Orchestra recitals come up to 12% and classical music recitals make up 11%. 

With Swift set to play her first night of The Eras Tour in Singapore on 2 March, Marina Bay Sands has curated one-of-a-kind showcases to celebrate the Grammy-winning singer-songwriter. 

Some of the showcases include a light and water show that is synchronised to the rhythms of Cruel Summer, You Belong With Me, Shake It Off and Style, an installation trail, a retail pop up and an architectural light up. 

Prior to this, Marina Bay Sands released hotel-stay packages ranging from SG$10,000 to SG$50,00. All the packages are now sold out. 

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