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The opening ceremony of the 2024 Olympic Games was attended by over 300,000 people this year and, for the first time ever, did not take place inside a stadium. Instead, the ceremony occurred outside on the Seine River in Paris, France on July 26th, marking the start of the nearly three-week long sporting event.
As attendees flocked to Paris for the opening ceremony, insights from Azira’s global consumer behavior data shed light on how attendees travel and behave. Marketers can leverage this information to better understand attendees at large-scale events and, in turn, curate more impactful audiences and personalized messaging for these types of segments.
01
How far did attendees travel to attend the opening ceremony?
Azira’s data revealed that the opening ceremony attracted a primarily European crowd. 92% of attendees were domestic visitors from across France, while only 8% traveled internationally. Outside of France, visitors from Great Britain made up a large portion of attendees (17%), while many from Germany (9.5%) and Spain (9.1%) also traveled for the event.
Additionally, Americans also made up a significant portion of the crowd at 9.5%. Amongst the American visitors, California, Florida, and New York were the states that most attendees traveled from.
U.S. Visitors by State Breakdown
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02
How many days before the opening ceremony did attendees arrive in Paris?
A staggering 50% of both international and U.S. attendees arrived for the opening ceremony on the day of the event, while the remaining 50% arrived one or more days before the opening ceremony began.
Arrival date of U.S. Visitors
03
What were the age and income demographics of attendees?
The opening ceremony attracted U.S. attendees who were primarily Millennials, Gen X, and Boomers, with over 65% of attendees being 25-64 years old. 19% of attendees were over 65, and the remaining 14% were Gen Z’s of 24 years of age and under. Comparatively, the domestic attendees from France saw a slightly younger crowd attend, with 24% of them being Gen Z’s aged 29 or under.
Also, income level appeared to have a minor effect on the likelihood of attending the opening ceremony. 28% of U.S. attendees averaged an income of $30-74k and 23% averaged an income of $150k or more.
Income Split of U.S. Visitors
04
What local attractions did attendees visit while in Paris?
Azira’s data showed that opening ceremony attendees were interested in local attractions around Paris. Visitation to the Eiffel Tower increased by 28% on the opening ceremony weekend, compared with the first and second weekend of July, while the Louvre Museum also saw a 15% increase in visitation compared to the previous two weekends.
“The Olympics provide a great opportunity to better understand consumer behavior on an international scale. Sports fans are an important demographic and better insights into their behaviors can help marketers create unique audiences and run more impactful campaigns as they plan for future events like the Asian Games and FIFA World Cup.”
With Azira’s consumer behavior data insights, marketers gain invaluable information about where attendees come from and what they do while visiting. These types of insights enable marketers to truly understand their target persona and in turn can help them develop more effective digital advertising audiences, messaging, campaigns, and more.
Learn more about how Azira’s consumer behavior data can be used by marketing teams here.
