Britons spend almost £1bn yearly on live events they wouldn’t choose themselves, poll claims

A poll of 2,000 adults claims the UK spends £965m every year on events that would not be their own choice.

Almost three quarters of Britons have sat through a concert or live event they had no interest in to please someone else, the survey found.

In fact, of all the entertainment events respondents attend each year, more than half are for someone else’s benefit.

Despite this, 68 per cent admit to secretly enjoying these events when they are there.

Barclaycard has called such people “Gigplomats”, meaning those who go these entertainment events for a partner, friend or family member.

Daniel Mathieson, head of sponsorship at Barclaycard, said: “For every event Britons can’t wait to get to the front of, there are many more we are attending to accompany a family member, partner or friend in the name of ‘Gigplomacy’.

“Our findings show that consumers spend a phenomenal amount attending events and acts in support of their loved ones.”

Of these giving individuals, 50 per cent do so to make someone happy, 43 per cent attend in the name of love and 38 per cent say it is worth it to spend more time together.

The study found romantic partners are most likely to be Gigplomats, with two thirds having accompanied their other half to live entertainment events which they wouldn’t have chosen themselves.

If Brits cannot convince a partner then asking a parent is the next best thing as almost half of mums and dads would offer to attend, followed by a quarter of best friends.

Respondents aged 18-24 are most willing to go to live entertainment events for others, while people over 55 tend to be less likely to give up their time.

SWNS