Filipinos are not just passionate about music; they also tend to spend significantly more when attending concerts, whether at home or overseas. This trend was highlighted in a recent study conducted by Visa Consulting & Analytics, which analyzed spending patterns using data from VisaNet.
According to the report, from April to December 2023, Filipino concertgoers who also traveled abroad for shows between January and March 2024 spent 58% more on average than those who did not attend concerts. Their main expenses were shopping, particularly in luxury retail, apparel, accessories, and department stores.
“Concertgoers in the Philippines typically have higher disposable incomes, and this is reflected in their spending habits, which are concentrated in Metro Manila, especially in Makati,” Visa stated. “They spend significantly on international brand apparel and accessories, luxury items, and dine frequently at quick-service restaurants, often spending double what non-concertgoers do.”
The study also noted that Filipino concertgoers are more digitally savvy, frequently shopping online, booking flights, and making other purchases such as food delivery and insurance.
Jeff Navarro, Visa Philippines country manager, emphasized the importance of understanding this distinct consumer behavior. “Recognizing the spending behaviors of concertgoers helps tailor services and marketing strategies effectively,” he said.
Further highlighting the global perspective, Visa mentioned that Filipinos rank among the top concertgoers in the Asia Pacific for international events. With 65% planning to attend overseas concerts within the next year, the preferred destinations are Japan, South Korea, and Singapore.
