1、1Harris Insights&Analytics LLC,A Stagwell Company 2018State of Taylor SwiftState of Taylor SwiftA Study of Fandom CultureApril 2024 The Harris Poll Thought Leadership Practice2Harris Insights&Analytics LLC,A Stagwell Company 2018MethodologySTATE OF TAYLOR SWIFT:A STUDY OF FANDOM CULTUREThis survey w
2、as conducted online within the U.S.by The Harris Poll from March 22nd to 24th,2024,among a nationally representative sample of 2,043 U.S.adults.This research is comprised of 1,059 Women and 984 Men,including 204 Gen Z(ages 18-26),619 Millennials(ages 27-42),529 Gen X(ages 43-58),and 691 Boomers(ages
3、 59 and older).The research also includes 1,095 Taylor Swift fans“Fans”are defined as those who selected 5-10 on a 10-point fandom scale(where 1=“Not for me,”5=“Casual fan,”and 10=“Im a Swiftie”).Within this,there were also 333“Swiftie”superfans,defined as those who either selected 10 in the 10-poin
4、t fandom scale,or those who say they have called themselves a Swiftie.“All Americans”stands for the U.S.Total and includes both non-fans and fans.3Harris Insights&Analytics LLC,A Stagwell Company 2018Top HighlightsSTATE OF TAYLOR SWIFT:A STUDY OF FANDOM CULTUREChartChart-Topping AdorationTopping Ado
5、ration:Half of Americans proudly proclaim themselves Taylor Swift fans,with 1 in 8 sworn members calling themselves Swifties.SwiftieSwiftie Fandom Fuels ChartsFandom Fuels Charts:Nearly eight in 10 Swifties rallied behind Taylor Swifts music,streaming and purchasing it in droves to elevate her chart
6、 positions.Beyond Beyond The StageThe Stage:A third of Americans tune into Taylor Swifts personal life,while the Swifties dig deeper,saying theyre familiar even with her net worth.Over 8 in 10 Swifties(83%)consider her to be one of the smartest businesswomen in America.Swifties Open Up Their Wallets
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