Fuseworks Media

Over half amillion Kiwis would ‘pull a sickie’ to attend a music event, Afterpay data reveals

New research from leading BNPL provider, Afterpay New Zealand reveals that over half a million (2,939,000, representing 21% of employed New Zealanders) (21%) Kiwis would ‘pull a sickie’ to attend a music event. When diving into the generational divide of the data, younger Kiwis are twice as likely to take sick leave, with more than 2 in 5 (43%) Gen Zers and almost a third (30%) of millennials admitting they would do so. In addition, almost a third (31%) of Kiwis have already booked annual leave to attend a gig or festival this year, highlighting the significant impact music events have on their social calendars.

Breaking down the data regionally, over a third (35%) of Hawke’s Bay residents would ‘pull a sickie’ to attend a music event, compared to only 6% of those in Nelson, West Coast, Marlborough, Tasman and Gisborne.

The data forms Afterpay’s latest report into the nation’s enthusiasm for and spending habits around live entertainment experiences, with Kiwis saying they are keen to attend two (1.9 on average) events this year and spend roughly $310which is in line with 2023. If they weren’t constrained financially, Kiwis would like to spend $258 (86%more) to attend entertainment events.

Delving into the lengths Kiwis are willing to go to attend live events, almost a third of Kiwis (31%) are willing to go without takeaway coffees, 1 in 5 (21%) would go without new clothes, while over a quarter (29%) would give up beauty therapies and ditch their gym memberships (27%). Interestingly, more than a quarter (28%) are even prepared to forego a new car in order to prioritise their passion for live music.

Kiwis aren’t just partying close to home, they’ve got their sights set on travel adventures, too. Data reveals 3 in 5 (61%) of gig-goers are willing to travel around the country and almost a third (30%) would travel internationally to attend a gig. Gen Zers (72%) and millennials (66%) are the most eager to travel close by, while almost half of Gen Z’s (43%) and almost a quarter of Boomers (24%) would consider travelling internationally.

Concerts and gigs are ultimately the clear preferred event for Kiwis, and it’s not surprising that 71% of Gen Z and millennials are looking to attend these experiences. Over half of Boomers said concerts (57%) and 40% chose sporting events as their top pick.

Katrina Konstas, Country Manager ANZ, Afterpay, commented: “Kiwis are showing a continuous appetite for getting out, dancing, singing and sharing laughter. Despite the challenging times we face, it’s heartening to witness our continued dedication to entertainment and enjoyment. It illuminates the profound impact these types of social and cultural events have in lifting our spirits, reinforcing the importance of coming together to celebrate life, even when faced with challenges.

“Afterpay can be used to help Kiwis budget and manage the breadth of concert and festival expenses by paying in four, fortnightly interest free instalments.”

Afterpay is available where you wouldn’t believe, both in-store and online, to help Kiwis budget for everything in their life from travel and ticketing, fashion and health, to homewares, tech, appliances and DIY. Customers can pay off purchases in four, fortnightly instalments without incurring interest.

Afterpay enables gig-goers to purchase tickets to their favourite festivals and live events through participating merchants. Head to the Afterpay website (www.afterpay.com/en-NZ) or the Afterpay app to see where Afterpay is accepted.


Powered by Fuseworks and Truescope - Media monitoring, insights and news distribution for New Zealand organisations.