A survey of consumers in the United States from March 2024 revealed that 58 percent of Gen Zers in the country said their music artist fandom was important to their own identity. Half of responding millennials said the same about their music artist fandom.
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Share of consumers who say their fandom is important to their identity in the United States as of March 2024, by generation and type
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Deloitte. (March 19, 2024). Share of consumers who say their fandom is important to their identity in the United States as of March 2024, by generation and type [Graph]. In Statista. Retrieved July 08, 2025, from https://www.statista.com/statistics/1607297/fandom-importance-identity-us/
Deloitte. "Share of consumers who say their fandom is important to their identity in the United States as of March 2024, by generation and type." Chart. March 19, 2024. Statista. Accessed July 08, 2025. https://www.statista.com/statistics/1607297/fandom-importance-identity-us/
Deloitte. (2024). Share of consumers who say their fandom is important to their identity in the United States as of March 2024, by generation and type. Statista. Statista Inc.. Accessed: July 08, 2025. https://www.statista.com/statistics/1607297/fandom-importance-identity-us/
Deloitte. "Share of Consumers Who Say Their Fandom Is Important to Their Identity in The United States as of March 2024, by Generation and Type." Statista, Statista Inc., 19 Mar 2024, https://www.statista.com/statistics/1607297/fandom-importance-identity-us/
Deloitte, Share of consumers who say their fandom is important to their identity in the United States as of March 2024, by generation and type Statista, https://www.statista.com/statistics/1607297/fandom-importance-identity-us/ (last visited July 08, 2025)
Share of consumers who say their fandom is important to their identity in the United States as of March 2024, by generation and type [Graph], Deloitte, March 19, 2024. [Online]. Available: https://www.statista.com/statistics/1607297/fandom-importance-identity-us/
