As Taylor Swift’s The Eras Tour tickets reach the UK, research reveals over 11 million Brits identify as Swifties

As tickets for music sensation Taylor Swift’s UK Eras Tour went live this week, data from global research and insights agency Opinium, reveals that over one in five (21%) of UK adults identify as Swifties – equating to 11 million people. The figure rises up to two fifths (40%) amongst 18-34 year olds.

Over half (56%) of Taylor Swift fans say they planned on trying to secure tickets for The Eras tour, although some will likely be disappointed as almost one in ten (8%) were not aware that they had to register to be able to purchase tickets. Looking at how fans plan to secure tickets, a quarter (25%) either registered themselves or have a friend that registered to get a code for the general sale. Almost a quarter (23%) pre-ordered Swift’s latest Midnights album, or have a friend who pre-ordered the album, and so have been granted a presale code.

On average, Swifties are willing to pay £309 for a ticket to The Eras Tour, despite tickets starting at £59, with one in ten (11%) willing to pay over £500 for a chance to see Taylor in concert.

Despite Taylor Swift’s country music roots, her fans are no longer just limited to those who regularly listen to country music, as close to half (46%) of those who mostly listen to Latin music also consider themselves to be a Swiftie.

Faye Boyle, Associate Director at Opinium, comments: “Given how Enchanted fans have been with ‘The Eras Tour’ so far, and with it slated to break records in terms of being the highest grossing tour of all time, it makes sense that such a large group of the adult population confess to being Swifties. It has been reported that some UK tickets are already being re-sold by touts for as much as £10,000, a figure many in their Wildest Dreams couldn’t imagine parting with, particularly with the current cost of living so high. However, with reports of Bad Blood following technical glitches on sale sites such as Ticketmaster, who knows how much fans are willing to spend to get their hands on tickets. One thing is for sure, the Love Story between Taylor and her fans remains stronger than ever.”