- Taylor ranks most popular artist amongst Londoners despite not making the top 10 overall in the UK
- Taylor is most popular amongst Gen Z and Millennials
We’re in the ‘Swiftie’ era, as Taylor Swift returns to the capital for her five-night tour. It was reported her last three-night tour at Wembley was attended by roughly 700,000 people and contributed £300 million to the economy with hotels seeing a considerable increase in trade1. Yet new data reveals that, when it comes to true devotion, the legions of ‘Swifties’ may not be the most dedicated music fans in the UK.
A new survey by vehicle innovators at Kia finds that the average person is willing to travel 204 miles to catch their favourite act perform this summer.
Breaking down the Swiftie stats:
The survey revealed that Taylor Swift is the artist most people want to see live this year, with 15.2% of female and 12.7% of male respondents ranking her the highest. But when broken down by how far people are willing to travel by artist, Taylor doesn’t even make the top ten. While it seems she is the most popular artist, fans aren’t always willing to travel to see her. This could be perhaps due to the high-ticket prices.
Looking at an age split, almost a quarter of Gen Z (16-24 year olds) responded that Taylor is the artist they would most like to see this year. Taylor also ranks the highest among millennials and 35-44 year olds, proving she’s popular across multiple demographics.
Londoners also rank Taylor as the artist they’d most like to see, alongside other cities such as Bristol, Leeds and Manchester, proving she is popular across the whole country.
When it comes to watching live music, it turns out that superfans who are willing to trek hundreds of miles for their favourite artists consider the journey just as memorable as the performance.  Nearly half of respondents (48%) consider the trip to a gig a large part of the concert experience, with over a third (35%) revealing that they love travelling for a concert.
The survey found that a third (33.3%) of Londoners would be willing to travel between fifty and one hundred miles to see their favourite artist live, the highest percentage of the categories. This is followed by 11% of respondents who would be willing to travel between 101 and 200 miles. Interestingly, 8% of the survey respondents from London would not travel any distance to see their favourite artist or band.
For superfans willing to trek hundreds of miles, the journey should be an exceptional experience. Whether navigating city streets or venturing off the beaten path on your journey, Kia’s new all-electric EV9 delivers a well-rounded package that keeps you effortlessly connected on the go to maximise your concert experience. The rear-wheel drive EV9 ‘Air’ is capable of travelling up to 349 miles on a single charge* (WLTP ‘combined’ cycle), while all-wheel drive ‘GT-Line’ and ‘GT-Line S’ models can travel up to 313 miles on a single charge – enough for most superfans looking to travel across the country to see their favourite acts.
With a long electric battery range, premium interior comfort, and intuitive driving assistance, you can sing along to your favourite artists in supreme comfort and style. Browse our entire range of Kia 4×4 and SUV cars today.  
To learn more about the UK superfan hotspots and the full results of the research, please visit the Kia blog.
