From the people, to the panels, the parties and the RSVPs, SXSW can be overwhelming. In order to make sense of it all–and identify the events worth attending–People Pattern analyzed a sample audience of folks interested in SXSW.
On a high level, we discovered that the majority of folks visiting Austin flew in from New York and Chicago. Most of these folks are young professionals falling into the older bracket of the millennial demographic. Interesting to note is the fact that personal social accounts made up 56% of the total audience, indicating that nearly half of the SXSW-related behavior was driven by brands and organizations. Also curious is the relatively high percentage of folks operating on desktop devices, suggesting perhaps that much of that brand-led promotion is happening off-site. Not surprising, top interests during the event revolve around innovations in business, technology and design. Hot panels being discussed include diverse panelists with backgrounds in data science, luxury retail and creative design.
After analysis, four distinct persona segments emerged: The Account Director, the Business Executive, the Creative and the Data Analyst. Using insights derived from the digital behaviors behind each segment, we put together persona-based recommendations to help make the most of the SXSW experience.
Don’t get lost in the chaos of SXSW. With the help of data, life just got a little easier.
For a full rundown of how you can harness digital behaviors to improve messaging and communications, check out our white paper.
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