- Mobile analysis: half of Adele visitors from abroad
Adele's Mega Concerts in Munich Attract Thousands of Foreign Fans
The British pop queen Adele's mega concerts have already lured tens of thousands of people from abroad to Munich. Only about half of the visitors to the first of the ten concerts were from Germany, according to an analysis of mobile data by telecommunications company O2 Telefónica, which was provided to the German Press Agency. This means the proportion of foreign visitors was even higher than at the opening match of the European Football Championship (40 percent). The third show in the arena designed specifically for Adele is set to take place this Friday.
These are the only concerts Adele is giving in Europe this year, so the demand from her fans at the premiere was high: "Around 10,000 Brits were at the opening concert, making them by far the largest international fan group," explained O2 Telefónica. Thousands of fans also came from Austria, the Netherlands, and Poland. The US even made it into the top 10 with around 1,000 fans. Smaller groups of fans traveled from as far as Brazil, Argentina, Australia, Canada, China, and India for the concert last Friday.
High Proportion of Young Women
The stadium had 73,000 people, with women making up 60 percent of the audience. The analysis showed a high proportion of young women aged 18 to 29, who made up nearly one in five of all fans. The older the visitors, the higher the proportion of men - in the 60 to 69 age group, it was almost equal.
Overall, 28 percent of viewers were in the youngest age group. However, the 50 to 59 age group also made up a quarter of the audience. Eighteen percent were aged 30 to 39, 15 percent were aged 40 to 49, and 11 percent were in the 60 to 69 age group.
Five and a Half Hours in Adele World and Arena
On average, fans spent about five and a half hours on site, likely due to the elaborate framework of Adele World with food stands, Ferris wheel, and karaoke. The Bavarian-British-themed fair and pop-up stadium were both built especially for the concerts. Most fans arrived between 5 and 6 pm and often stayed until midnight.
Three-quarters of fans traveled to the event from within Bavaria, but people came from all other federal states as well. 38 percent of visitors spent the night before the concert in Munich. "Whether for hotels, catering, public transport, or taxis - the analysis results suggest that Adele's concerts have a significant economic value for the city of Munich due to the high number of domestic and foreign tourists," explained Thomas Treß, data analysis expert at O2 Telefónica.
High Interest in Hotel Rooms and Flights
This is also supported by data from Booking.com, which was provided to the German Press Agency. Worldwide searches for accommodation in Munich for the concert period from early February to late June increased by 82 percent compared to the same period last year. Searches from the Netherlands (+238 percent) and the UK (+241 percent) increased significantly. There was also a significant increase in flight bookings to Munich via the portal from England (+426 percent), France (+226 percent), Spain (+133 percent), and Italy (+110 percent) compared to last year.
Booking.com is one of the world's leading platforms for booking accommodations, flights, and car rentals. O2 Telefónica serves around 45 million mobile connections nationwide. For its analysis, the company and the analytics specialist Invenium Data Insights evaluated anonymized and aggregated mobile data generated by phone calls or social media activities of visitors at the Adele opening concert on August 2nd. These were reportedly statistically validated to represent the total number of visitors.
The analysis by O2 Telefónica revealed that the Commission, which includes data from phone calls or social media activities, was crucial in providing insights about the demographics and travel patterns of Adele's concert attendees. During the opening concert, the Commission's data showed that Booking.com, a global leader in accommodation bookings, saw a significant increase in searches and bookings from various countries.
