A new Australian study of 10,000 music fans has found that people who attend rock concerts and music festivals are highly motivated towards social good and are prepared to put their money where their mouth is.

The study, called “Love Song”, was conducted by festival promoters Secret Sounds, the people behind the likes of Splendour In The Grass and the Falls Festival.

You can read the report in full here.

One of the bigger revelations to come out of the study – in terms of marketing and advertising – was the effectiveness of brand activations at festivals.

According to a 1000 people who answered a survey at this year’s Splendour in the Grass, over two-thirds admitted that brand activations had a huge impact on driving positive attitudes towards the brand.

A further 84 per cent of respondents said they were “more likely or likely” to purchase or use a brand that had been active at a festival they’d attended.

The study also found that music fans are engaged, influential and are an inter-generational group of people. As would be expected, they tend to hold progressive views, support culture and regard themselves as “a force for positive change”.

Other highlights of the study found that respondents listened to upwards of five hours of music a day. They’re also not the broke, student, festival goer you may expect. A third of those surveyed boasting a bank balance in excess of $10,000.

A further third admitted getting their inspiration from activists, while a whopping 92 per cent agreed that young people needed to engage with global issues for things to improve.

And if you want to reach this engaged group – as you’d expect – there’s really only one way: social media.

Half of the survey’s respondents admitted to having more than 500 Instagram followers and used social media to spread their ideas to likeminded friends and music fans.