Mobile Report: Canada 2013

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Last year's report showed us how widespread use of mobile devices was changing the ways customers behaved before, during and after a live event. This year's report reinforces that trend. Not only do more attendees own smartphones and tablets, those that do are using their devices more often to search for live events, buy tickets, and share their experiences. This report presents interesting and valuable findings on mobile engagement and compares this year's findings to those from last year.

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Mobile Report: Canada 2013

  1. 1. 2013
  2. 2. © 2013 Ticketmaster LLC MOBILE BEHAVIOR & VIEWING TECHNOLOGY 2 EXECUTIVE SUMMARY Last year’s report showed us how the widespread use of mobile devices was changing the ways customers behaved before, during and after a live event. This year’s report reinforces that trend. Not only do more attendees own smartphones and tablets, those that do are using their devices more often to search for live events, buy tickets, and share their experiences. This report presents interesting and valuable findings on mobile engagement and compares this year’s findings to those from last year.  Mobile device ownership is up. 70% of live event attendees have a smartphone, in comparison to 53% last year; 43% have a tablet, in comparison to 29% last year. Mobile engagement with live events is also up. 10% of smartphone owners regularly purchase live event tickets on their smartphones, up from 4% last year. 12% of tablet owners regularly purchase tickets on their tablets, up from 9% last year.  App downloads have increased. 28% of concert attendees who own smartphones have an app that provides ticket purchase options, in comparison to 13% last year. 30% have a smartphone app that provides concert information.  Customers are becoming more engaged with their mobile phones while attending live events. Every mobile phone activity increased over the course of the last year, except for calling. More attendees now take photos/videos, text message, and share their experiences on social networks during live events. The highest increase was with sharing about the event on Facebook – from 22% to 38% and taking photos / videos – from 56% to 71%. Customers are open to using their mobile devices in more advanced ways. 57% of sporting event attendees are interested in using an e-ticket on their smartphones for admission. 40% are interested in using their smartphones to order food and drinks at the venue.
  3. 3. © 2013 Ticketmaster LLC MUSIC CONCERTS 5,071 (5,119) PROFESSIONAL & COLLEGE SPORTING EVENTS 3,665 (4,029) LIVE THEATER OR ARTS EVENTS 2,462 (4,810) LIVE FAMILY SHOWS 1,841 (3,670) MOBILE BEHAVIOR & VIEWING TECHNOLOGY 3 METHODOLOGY  An online survey was conducted among North American (US & Canada) Ticketmaster ticket purchasers in order to understand their mobile and viewing technology behavior. This is the second annual iteration of a survey originally deployed in December 2011. 2012 statistics are provided in red type, 2011 statistics are provided in black type in parentheses.  Significant differences at the 95% confidence level across time points are denoted with arrows. The direction of the arrows ( ) indicates the direction of the change in percentages from 2011 to 2012.  Additional questions were added to the 2012 survey that were not asked in the 2011 survey. Questions that were only asked at one time point are noted.  Attendees to music concerts, professional and college sporting events, live theater and arts events, and live family shows were surveyed.  Survey invitations were sent to 200K CA ticket purchasers – 50K per each event category.  2012 data was collected from December 7th to December 13th, 2012.  For calculating overall live event statistics, the collected data was weighted to represent the actual ticket sale distribution for each event type category in the country.  Unweighted sample sizes (2011 sample sizes are in parentheses):
  4. 4. © 2013 Ticketmaster LLC SMARTPHONES LIVE EVENT ATTENDEES 4 Q. Do you own or plan to purchase any of the following in the next 6 months? Q. How many of the apps on your smartphone do you use on a regular basis, meaning you use them at least once a week? Q. Which smartphone do you own? (Select all that apply) More live event attendees own a smartphone now compared to last year. 70% (53%) of live event attendees have a smartphone and 10% (12%) plan to purchase one. The average smartphone owner uses 7 (6) apps at least once a week. 16% (7%) 1% (5%) 38% (22%) 15% (16%) Throughout this report, 2012 statistics are provided in red type 2011 statistics are provided in (black type in parentheses)
  5. 5. © 2013 Ticketmaster LLC TABLETS LIVE EVENT ATTENDEES 5 Q. Do you own or plan to purchase any of the following in the next 6 months? Q. How many of the apps on your tablet do you use on a regular basis, meaning you use them at least once a week? Q. Which tablet do you own? (Select all that apply) Tablet ownership among live event attendees is growing rapidly. 43% (29%) of live event attendees have a tablet and 22% (25%) plan to purchase one. The average tablet owner uses 7 (6) apps at least once a week. 28% (19%) 1% (1%) TouchPad 2% (2%) 4% (1%)
  6. 6. © 2013 Ticketmaster LLC SMARTPHONE / TABLET ACTIVITIES LIVE EVENT ATTENDEES 6 More customers are using their smartphones on a regular basis to search for live event information. Ticket purchases increased across both platforms but tablets are still the preferred device. Note: Population is smartphone owners. Note: Population is tablet owners. 2012 2011 Regularly Occasionally Rarely Never Search for information on live events Make general merchandise purchases Buy live event tickets How often do you do the following on your smartphone? 20% 47% 60%20% 24% 22% 39% 21% 13%21% 9% 4% 14% 39% 45%17% 26% 22% 42% 23% 23% 26% 11% 10% Search for information on live events Make general merchandise purchases Buy live event tickets How often do you do the following on your tablet? 22% 38% 49% 14% 20% 20% 37% 28% 21% 27% 14% 9% 20% 35% 41% 15% 19% 18% 40% 31% 29% 25% 16% 12%
  7. 7. © 2013 Ticketmaster LLC 16% 16% 22% 62% 62% 56% 22% 22% 22% Smartphone Mobile Web App Both APP VS MOBILE WEB Search for information on live events Make general merchandise purchases Buy live event tickets 16% 15% 15% 64% 63% 64% 21% 22% 21% Search for information on live events Make general merchandise purchases Buy live event tickets Tablet 9% 34% 25% 16% 17% 11% 26% 27% 18% 19% 9% 26% 27% 21% 17% 7% 25% 29% 21% 18% DEVICE USAGE WHILE WATCHING TV MOBILE WEB USAGE Tablet Smartphone None 1 to 2 Hours per Week 3 to 5 Hours per Week 6 to 10 Hours per Week 10+ Hours per Week Always Often Sometimes Rarely Never SMARTPHONE / TABLET ACTIVITIES LIVE EVENT ATTENDEES 7 Q. How many hours per week do you use the mobile web on your smartphone / tablet? (Note: This question was not asked in 2011) Q. How often do you use your smartphone / tablet while watching TV? (Note: This question was not asked in 2011) Q. Do you use a mobile app or mobile web on your smartphone / tablet to: (Note: This question was not asked in 2011) Note: Population is smartphone / tablet owners. The mobile web is used more often than apps to search for information on live events and make live event ticket purchases. On average, live event attendees spend 5.9 hours per week using the mobile web on their smartphones and 6.4 hours per week on their tablets.
  8. 8. © 2013 Ticketmaster LLC IN VENUE MOBILE ACTIVITIES LIVE EVENT ATTENDEES 8 More fans are engaging in mobile activities while attending live events. Sharing on Facebook increased the most – from 22% to 38%, but all of the activities except for calling had statistically significant increases. 71% 56% 38% 25% 16% 13% 56% 46% 22% 23% 8% 6% Take photos or videos Text message about the event Share on Facebook about the event Call someone to talk about the event Tweet about the event Check-in using Foursquare, Places, etc While attending an event, how often do you do the following on your mobile phone? 2012 2011
  9. 9. © 2013 Ticketmaster LLC VIEWERSHIP LIVE EVENT ATTENDEES 9 Note: Population is device owners. DVR/TIVO 15% (14%) 16% (18%) 22% (23%) 30% (27%) HDTV 43% (41%) 50% (50%) 70% (70%) 63% (60%) TABLET 8% (3%) 11% (6%) 7% (4%) 15% (7%) SMARTPHONE 4% (2%) 10% (5%) 6% (4%) 9% (5%) On which of the following do you watch live events? Live event viewership increased on tablets across all event types and grew on smartphones for concerts and sporting events. Viewership remained flat for HDTVs and DVRs.
  10. 10. © 2013 Ticketmaster LLC CONCERT ATTENDEES 10
  11. 11. © 2013 Ticketmaster LLC SMARTPHONE ACTIVITIES CONCERT ATTENDEES 11 Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011. 70% (55%) of concert attendees have smartphones and more owners use their smartphones to search for information on live events and buy live event tickets compared to last year. The mobile web is used more often than apps for these activities. 22% 22% 22% 61% 62% 53% 17% 16% 25% App Mobile Web Both Do you use a mobile app or mobile web on your smartphone to: Search for information on live events Make general merchandise purchases Buy live event tickets * * * 20% 46% 60%19% 23% 21% 39% 22% 14%22% 9% 5% 13% 38% 44%17% 27% 21% 42% 23% 24% 28% 12% 11% Never Regularly Occasionally Rarely How often do you do the following on your smartphone? 2012 2011 Search for information on live events Make general merchandise purchases Buy live event tickets
  12. 12. © 2013 Ticketmaster LLC SMARTPHONE ACTIVITIES CONCERT ATTENDEES 12 Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011. More concert attendees own smartphone apps that provide event information for a specific venue, ticket purchase options and seating for venues. Smartphone apps that provide music news or music streaming are the most commonly downloaded. * * 51% 57% 58% 18% 13% 10% 46% 47% 55% 36% 53% 29% 28% 17% 32% 30% 2012 2011 Have you ever downloaded or been interested in an app that provides… Downloaded Interested In Event info for a specific venue Seating for venues Ticket purchase options Music news or music streaming Concert info 28% 33% 36% 26% 32% 51% 42% 39% 41% 50% Have you ever used or been interested in using the mobile web on your smartphone for: Used Interested In Event info for a specific venue Seating for venues Ticket purchase options Music news or music streaming Concert info * ** * *
  13. 13. © 2013 Ticketmaster LLC TABLET ACTIVITIES CONCERT ATTENDEES 13 Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011. 42% (28%) of concert attendees have tablets and more owners use their tablets to buy live event tickets compared to last year. 21% 21% 21% 63% 63% 63% 16% 16% 16% App Mobile Web Both Do you use a mobile app or mobile web on your tablet to: Search for information on live events Make general merchandise purchases Buy live event tickets * * * How often do you do the following on your tablet? 21% 37% 49% 13% 20% 19% 37% 28% 22% 29% 15% 10% 19% 35% 41% 14% 18% 18% 40% 31% 29% 26% 16% 12% 2012 2011 Search for information on live events Make general merchandise purchases Buy live event tickets Never Regularly Occasionally Rarely
  14. 14. © 2013 Ticketmaster LLC TABLET ACTIVITIES CONCERT ATTENDEES 14 Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011. More concert attendees own tablet apps that provide event information for a specific venue, ticket purchase options and seating for venues. Like smartphone apps, the most popular tablet apps provide music news or music streaming. Have you ever downloaded or been interested in an app that provides… 54% 55% 58% 16% 12% 12% 47% 48% 52% 36% 50% 19% 18% 15% 25% 19% 2012 2011 Downloaded Interested In Event info for a specific venue Seating for venues Ticket purchase options Music news or music streaming Concert info * * 32% 34% 35% 28% 34% 38% 33% 34% 34% 37% Have you ever used or been interested in using the mobile web on your tablet for: Used Interested In Event info for a specific venue Seating for venues Ticket purchase options Music news or music streaming Concert info * ** * *
  15. 15. © 2013 Ticketmaster LLC MOBILE ACTIVITIES CONCERT ATTENDEES 15 Q. How often do you check your mobile phone during an event? (Note: Only concert and sporting event attendees were asked this question) Q. While attending a concert, how often do you do the following on your mobile phone? More concert attendees are using their phones during concerts. 18% (13%) use their phones every hour, 13% (11%) every 30 minutes and 5% (4%) every 15 minutes. The increase in mobile engagement was statistically significant for all activities. The largest increases were for taking photos – from 61% to 75% and sharing on Facebook – from 25% to 38%. call someone to talk about the concert 24% (22%) check in w/ Foursquare, etc. 14% (6%) Tweet about the concert 17% (8%) take photos or videos 75% (61%) text about the concert 57% (47%) share on Facebook about the concert 38% (25%)
  16. 16. © 2013 Ticketmaster LLC MOBILE ACTIVITIES CONCERT ATTENDEES 16 Q. Would you be interested in using your mobile phone to: More concert attendees are interested in using their mobile phones to receive discounts on food and merchandise during a concert, check into a concert with an e-ticket and order food / drinks to have delivered to them at a concert. are interested in receiving discounts on food and merchandise on their phone 60% (46%) are interested in checking in to a concert with an e-ticket 55% (46%) are interested in ordering food / drinks to be delivered to them at a concert 39% (28%)
  17. 17. © 2013 Ticketmaster LLC CONCERT ATTENDEES SMS PROMOTIONS 17 Q. Have you ever participated in an SMS text message promotion at a concert or related to an upcoming concert (e.g., contest/sweepstakes, text comments to screen, sign up for special offer or discounts)? Q. What type of SMS text promotions have you participated in? Note: These questions were not asked in 2011. of concert attendees have participated in a SMS text message promotion at a concert or related to an upcoming concert: 9% have signed up for special offers, discounts or upcoming concert information, 6% have sent comments or images to a screen, and 4% have done both. 19% have signed up for special offers, discounts or upcoming concert information 9% have done both4% have sent comments or images to a screen6%
  18. 18. © 2013 Ticketmaster LLC CONCERT ATTENDEES PUSH NOTIFICATIONS 18 Q. How many times a month would you allow a mobile app to send messages or push notifications to your smartphone or tablet related to live events that you are interested in attending, as long as the messages are relevant? (Note: This question was not asked in 2011) 70% of concert attendees are willing to get push notifications on their mobile devices but most want to limit it to 1 – 5 times a month. MESSAGE / PUSH NOTIFICATION LIMIT PER MONTH Average = 4.1 11 – 20 Times a Month / Unlimited 6 – 10 Times a Month 1 – 5 Times a Month Never 30% 52% 7% 11%
  19. 19. © 2013 Ticketmaster LLC PHOTOS / VIDEOS CONCERT ATTENDEES 19 Q. Have you ever posted photos or videos from your concerts online? Q. Do you post them during the event? Q. Where do you post them? Q. How much do you usually post? 63% (48%) of concert attendees who take photos / videos at a concert post them online and 16% (11%) of those usually or always post during the concert. 9% (8%) 2% (3%) 1% (2%) 95% (93%) 20% (14%) post most or all their photos/videos, while 58% (64%) post some and 22% (22%) post only one.
  20. 20. © 2013 Ticketmaster LLC VIEWING TECHNOLOGY CONCERT ATTENDEES 20 HDTV is still the most popular device for watching concerts, but viewership on smartphones and tablets almost doubled while viewership on HDTVs and DVRs remained steady. 75% 71% 70% 55% 46% 46% 42% 28% 7% 3% 6% 8% 10% 12% 7% 8% 21% 25% 5% 4% 50% (50%) Do you own or plan to purchase in the next 6 months? HDTV Smartphone DVR / TIVO Tablet 3D - TV On which do you watch music concerts? 16% (18%) 10% (5%) 11% (6%) 2% (1%) 2012 2011 Own Plan to Purchase
  21. 21. © 2013 Ticketmaster LLC 21 PROFESSIONAL AND COLLEGE SPORTING EVENT ATTENDEES
  22. 22. © 2013 Ticketmaster LLC SMARTPHONE ACTIVITIES SPORTING EVENT ATTENDEES 22 Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011. 71% (54%) of sporting event attendees have smartphones and more owners use their smartphones to search for information on live events and buy live event tickets compared to last year. The mobile web is used more often than apps for these activities. 21% 22% 21% 63% 62% 59% 16% 16% 20% App Mobile Web Both Do you use a mobile app or mobile web on your smartphone to: Search for information on live events Make general merchandise purchases Buy live event tickets * * * 17% 46% 59%21% 24% 24% 39% 21% 14%23% 9% 4% 13% 40% 47%18% 27% 24% 43% 23% 22% 26% 10% 7% Never How often do you do the following on your smartphone? 2012 2011 Search for information on live events Make general merchandise purchases Buy live event tickets Regularly Occasionally Rarely
  23. 23. © 2013 Ticketmaster LLC SMARTPHONE ACTIVITIES SPORTING EVENT ATTENDEES 23 Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011. More sporting event attendees own smartphone apps that provide event information for a specific venue, ticket purchase options and seating for venues. The most commonly downloaded apps are still those that provide updates on live sports scores and stats. Have you ever downloaded or been interested in an app that provides… 23% 49% 56% 57% 46% 17% 12% 9% 21% 45% 48% 53% 47% 28% 25% 16% 2012 2011 Downloaded Interested In Seating for venues Event info for a specific venue Ticket purchase options Updates on live sports scores and stats 17% 27% 34% 34% 51% 51% 38% 39% Have you ever used or been interested in using the mobile web on your smartphone for: Used Interested In Event info for a specific venue Seating for venues Ticket purchase options * **Updates on live sports scores and stats *
  24. 24. © 2013 Ticketmaster LLC TABLET ACTIVITIES SPORTING EVENT ATTENDEES 24 Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011. 43% (28%) of sporting event attendees have tablets and more owners use their tablets to buy live event tickets compared to last year. 21% 23% 22% 64% 64% 64% 15% 13% 14% App Mobile Web Both Do you use a mobile app or mobile web on your tablet to: Search for information on live events Make general merchandise purchases Buy live event tickets * * * How often do you do the following on your tablet? 21% 37% 46% 15% 20% 24% 38% 29% 22% 26% 14% 8% 19% 34% 41% 15% 20% 19% 41% 31% 28% 25% 15% 12% 2012 2011 Search for information on live events Make general merchandise purchases Buy live event tickets Never Regularly Occasionally Rarely
  25. 25. © 2013 Ticketmaster LLC TABLET ACTIVITIES SPORTING EVENT ATTENDEES 25 Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011. More sporting event attendees own tablet apps that provide event information for a specific venue, ticket purchase options and seating for venues. Like smartphones, the most popular tablet apps are still those that provide updates on live sports scores and stats. 2012 2011 Downloaded Interested In 31% 49% 53% 55% 33% 17% 11% 11% 31% 45% 47% 49% 31% 20% 17% 15% Have you ever downloaded or been interested in an app that provides… Seating for venues Event info for a specific venue Ticket purchase options Updates on live sports scores and stats 25% 32% 35% 34% 38% 37% 31% 34% Have you ever used or been interested in using the mobile web on your tablet for: Used Interested In Event info for a specific venue Seating for venues Ticket purchase options * **Updates on live sports scores and stats *
  26. 26. © 2013 Ticketmaster LLC MOBILE ACTIVITIES SPORTING EVENT ATTENDEES 26 Q. How often do you check your mobile phone during an event? (Note: Only concert and sporting event attendees were asked this question) Q. While attending a professional and college sporting event, how often do you do the following on your mobile phone? More sporting event attendees are using their phones during games. 18% (15%) use their phones every hour, 14% (13%) every 30 minutes and 6% (6%) every 15 minutes. The increase in mobile engagement was statistically significant for all activities except for calling, which decreased significantly. The largest increases were for sharing on Facebook – from 21% to 35% and taking photos – from 58% to 71%. Tweet about the game 17% (8%) check in w/ Foursquare, etc. 14% (6%) take photos or videos 71% (58%) text about the game 58% (50%) share on Facebook about the game 35% (21%) call someone to talk about the game 26% (28%)
  27. 27. © 2013 Ticketmaster LLC MOBILE ACTIVITIES SPORTING EVENT ATTENDEES 27 Q. Would you be interested in using your mobile phone to: More sporting event attendees are interested in using their mobile phones to receive discounts on food and merchandise during a game, check into a game with an e-ticket and order food / drinks to have delivered to them at a game. are interested in receiving discounts on food and merchandise on their phone 59% (48%) are interested in checking in to a game with an e-ticket 57% (48%) are interested in ordering food / drinks to be delivered to them at a game 40% (32%)
  28. 28. © 2013 Ticketmaster LLC SPORTING EVENT ATTENDEES PUSH NOTIFICATIONS 28 67% of sporting event attendees are willing to get push notifications on their mobile devices but most want to limit it to 1 – 5 times a month. Q. How many times a month would you allow a mobile app to send messages or push notifications to your smartphone or tablet related to live events that you are interested in attending, as long as the messages are relevant? (Note: This question was not asked in 2011) MESSAGE / PUSH NOTIFICATION LIMIT PER MONTH Average = 3.6 11 – 20 Times a Month / Unlimited 6 – 10 Times a Month 1 – 5 Times a Month Never 34% 52% 7% 8%
  29. 29. © 2013 Ticketmaster LLC PHOTOS / VIDEOS SPORTING EVENT ATTENDEES 29 Q. Have you ever posted photos or videos from your professional and college sporting events online? Q. Do you post them during the event? Q. Where do you post them? Q. How much do you usually post? 56% (43%) of sporting event attendees who take photos / videos at a game post them online and 25% (20%) of those usually or always post during the game. 1% (2%) 4% (5%) 11% (8%) post most or all their photos/videos, while 61% (61%) post some and 28% (31%) post only one. 2% (3%) 93% (92%)
  30. 30. © 2013 Ticketmaster LLC VIEWING TECHNOLOGY SPORTING EVENT ATTENDEES 30 HDTV is still the most popular device for watching games, but viewership on smartphones and tablets increased while viewership on HDTVs and DVRs remained steady. 2012 2011 77% 75% 71% 54% 49% 48% 43% 28% 7% 3% 7% 9% 10% 12% 7% 8% 22% 27% 4% 4% 70% (70%) Do you own or plan to purchase in the next 6 months? HDTV Smartphone DVR / TIVO Tablet 3D - TV On which do you watch professional and college sporting events? 22% (23%) 6% (4%) 7% (4%) 2% (1%) Own Plan to Purchase
  31. 31. © 2013 Ticketmaster LLC 31 LIVE THEATER OR ARTS EVENT ATTENDEES
  32. 32. © 2013 Ticketmaster LLC SMARTPHONE ACTIVITIES LIVE THEATER OR ARTS EVENT ATTENDEES 32 Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011. 65% (48%) of arts event attendees have smartphones and more owners use their smartphones to buy live event tickets compared to last year. 21% 25% 22% 66% 60% 63% 13% 15% 15% App Mobile Web Both Do you use a mobile app or mobile web on your smartphone to: Search for information on live events Make general merchandise purchases Buy live event tickets * * * 23% 53% 66%24% 23% 21% 38% 18% 10%15% 6% 2% 21% 47% 55% 21% 22% 22% 40% 21% 18% 19% 10% 6% Never How often do you do the following on your smartphone? 2012 2011 Search for information on live events Make general merchandise purchases Buy live event tickets Regularly Occasionally Rarely
  33. 33. © 2013 Ticketmaster LLC SMARTPHONE ACTIVITIES LIVE THEATER OR ARTS EVENT ATTENDEES 33 Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011. More arts event attendees own smartphone apps that provide event information for a specific venue, ticket purchase options and seating for venues. The mobile web is used more often for these activities, but interest is high for apps. Have you ever downloaded or been interested in an app that provides… 49% 53% 54% 15% 9% 7% 45% 49% 52% 23% 18% 14% 2012 2011 Downloaded Interested In Seating for venues Event info for a specific venue Ticket purchase options 31% 38% 38% 41% 29% 29% Have you ever used or been interested in using the mobile web on your smartphone for: Used Interested In Event info for a specific venue Seating for venues Ticket purchase options * **
  34. 34. © 2013 Ticketmaster LLC 18% 20% 18% 68% 66% 69% 14% 15% 13% App Mobile Web Both Do you use a mobile app or mobile web on your tablet to: Search for information on live events Make general merchandise purchases Buy live event tickets * * * How often do you do the following on your tablet? 25% 42% 55% 17% 19% 19% 38% 26% 20% 21% 12% 7% 21% 35% 41% 14% 19% 20% 42% 32% 29% 23% 14% 10% 2012 2011 Search for information on live events Make general merchandise purchases Buy live event tickets Regularly Occasionally Rarely Never TABLET ACTIVITIES LIVE THEATER OR ARTS EVENT ATTENDEES 34 Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011. 46% (30%) of arts event attendees have tablets and more owners use their tablets to search for information on live events and buy live event tickets compared to last year. The mobile web is used more often than apps for these activities.
  35. 35. © 2013 Ticketmaster LLC TABLET ACTIVITIES LIVE THEATER OR ARTS EVENT ATTENDEES 35 Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011. More arts event attendees own tablet apps that provide ticket purchase options. The mobile web is used more often for these activities, but interest is high for apps. Have you ever downloaded or been interested in an app that provides… 48% 50% 51% 15% 9% 11% 49% 52% 52% 16% 13% 13% 2012 2011 Downloaded Interested In Event info for a specific venue Seating for venues Ticket purchase options 34% 38% 36% 37% 30% 32% Have you ever used or been interested in using the mobile web on your tablet for: Used Interested In Event info for a specific venue Seating for venues Ticket purchase options * **
  36. 36. © 2013 Ticketmaster LLC MOBILE ACTIVITIES LIVE THEATER OR ARTS EVENT ATTENDEES 36 Q. While attending a live theater or arts event, how often do you do the following on your mobile phone? More arts event attendees are using their phones during events. The increase in mobile engagement was statistically significant for all activities. The largest increases were for taking photos – from 33% to 51% and sharing on Facebook – from 19% to 32%. check in w/ Foursquare, etc. 11% (5%) Tweet about the event 9% (3%) take photos or videos 51% (33%) text about the event 44% (34%) share on Facebook about the event 32% (19%) call someone to talk about the event 24% (21%)
  37. 37. © 2013 Ticketmaster LLC LIVE THEATER OR ARTS EVENT ATTENDEES PUSH NOTIFICATIONS 37 59% of arts event attendees are willing to get push notifications on their mobile devices but most want to limit it to 1 – 5 times a month. Q. How many times a month would you allow a mobile app to send messages or push notifications to your smartphone or tablet related to live events that you are interested in attending, as long as the messages are relevant? (Note: This question was not asked in 2011) MESSAGE / PUSH NOTIFICATION LIMIT PER MONTH Average = 3.1 11 – 20 Times a Month / Unlimited 6 – 10 Times a Month 1 – 5 Times a Month Never 40% 48% 5% 6%
  38. 38. © 2013 Ticketmaster LLC PHOTOS / VIDEOS LIVE THEATER OR ARTS EVENT ATTENDEES 38 Q. Have you ever posted photos or videos from your live theater or arts events online? Q. Do you post them during the event? Q. Where do you post them? Q. How much do you usually post? 1% (2%) 15% (9%) post most or all their photos/videos, while 56% (61%) post some and 29% (30%) post only one. 94% (93%) 3% (3%) 7% (6%) 50% (37%) of arts event attendees who take photos / videos at an event post them online and 15% (9%) of those usually or always post during the event.
  39. 39. © 2013 Ticketmaster LLC VIEWING TECHNOLOGY LIVE THEATER OR ARTS EVENT ATTENDEES 39 HDTV is still the most popular device for watching arts events, but viewership on tablets more than doubled while viewership on HDTVs and DVRs remained steady. 75% 69% 65% 48% 48% 44% 46% 30% 6% 3% 5% 8% 10% 12% 6% 6% 21% 24% 4% 3% 43% (41%) Do you own or plan to purchase in the next 6 months? HDTV Smartphone DVR / TIVO Tablet 3D - TV On which do you watch live theater or arts events? 15% (14%) 4% (2%) 8% (3%) 2% (1%) 2012 2011 Own Plan to Purchase
  40. 40. © 2013 Ticketmaster LLC 40 LIVE FAMILY SHOW ATTENDEES
  41. 41. © 2013 Ticketmaster LLC SMARTPHONE ACTIVITIES LIVE FAMILY SHOW ATTENDEES 41 Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011. 69% (54%) of live family show attendees have smartphones and more owners use their smartphones to buy live event tickets compared to last year. 21% 24% 21% 64% 62% 62% 15% 15% 16% App Mobile Web Both Do you use a mobile app or mobile web on your smartphone to: Search for information on live events Make general merchandise purchases Buy live event tickets * * * 18% 44% 58%21% 25% 24% 40% 22% 14%21% 9% 4% 16% 37% 46% 18% 23% 22%42% 26% 24% 23% 14% 9% Regularly Occasionally Rarely Never How often do you do the following on your smartphone? 2012 2011 Search for information on live events Make general merchandise purchases Buy live event tickets
  42. 42. © 2013 Ticketmaster LLC SMARTPHONE ACTIVITIES LIVE FAMILY SHOW ATTENDEES 42 Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011. More live family show attendees own smartphone apps that provide event information for a specific venue, ticket purchase options and seating for venues. The mobile web is used more often for these activities, but interest is high for apps. 49% 56% 55% 16% 9% 8% 46% 50% 52% 24% 21% 14% 2012 2011 Have you ever downloaded or been interested in an app that provides… Downloaded Interested In Seating for venues Event info for a specific venue Ticket purchase options 27% 33% 35% 48% 37% 35% Have you ever used or been interested in using the mobile web on your smartphone for: Used Interested In Event info for a specific venue Seating for venues Ticket purchase options * **
  43. 43. © 2013 Ticketmaster LLC TABLET ACTIVITIES LIVE FAMILY SHOW ATTENDEES 43 Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011. 21% 23% 20% 64% 62% 65% 15% 15% 15% App Mobile Web Both Do you use a mobile app or mobile web on your tablet to: Search for information on live events Make general merchandise purchases Buy live event tickets * * * How often do you do the following on your tablet? 24% 38% 49% 15% 19% 20% 36% 28% 23% 25% 15% 7% 22% 34% 40% 17% 18% 20% 37% 30% 27% 24% 18% 13% 2012 2011 Search for information on live events Make general merchandise purchases Buy live event tickets Regularly Occasionally Rarely Never 48% (30%) of live family show attendees have tablets and more owners use their tablets to buy live event tickets compared to last year.
  44. 44. © 2013 Ticketmaster LLC TABLET ACTIVITIES LIVE FAMILY SHOW ATTENDEES 44 Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011. More live family show attendees own tablet apps that provide event information for a specific venue, ticket purchase options and seating for venues. The mobile web is used more often for these activities, but interest is high for apps. Have you ever downloaded or been interested in an app that provides… 52% 54% 57% 13% 8% 8% 46% 48% 48% 17% 14% 13% 2012 2011 Downloaded Interested In Event info for a specific venue Seating for venues Ticket purchase options 34% 36% 37% 33% 29% 28% Have you ever used or been interested in using the mobile web on your tablet for: Used Interested In Event info for a specific venue Seating for venues Ticket purchase options * **
  45. 45. © 2013 Ticketmaster LLC Tweet about the show 9% (6%) More live family show attendees are using their phones during shows. The increase in mobile engagement was statistically significant for all activities except for calling. The largest increases were for taking photos – from 54% to 66% and texting about the show – from 40% to 49%. MOBILE ACTIVITIES LIVE FAMILY SHOW ATTENDEES 45 Q. While attending a live family show, how often do you do the following on your mobile phone? check in w/ Foursquare, etc. 11% (7%) take photos or videos 66% (54%) text about the show 49% (40%) share on Facebook about the show 35% (27%) call someone to talk about the show 26% (26%)
  46. 46. © 2013 Ticketmaster LLC LIVE FAMILY SHOW ATTENDEES PUSH NOTIFICATIONS 46 67% of live family show attendees are willing to get push notifications on their mobile devices but most want to limit it to 1 – 5 times a month. Q. How many times a month would you allow a mobile app to send messages or push notifications to your smartphone or tablet related to live events that you are interested in attending, as long as the messages are relevant? (Note: This question was not asked in 2011) MESSAGE / PUSH NOTIFICATION LIMIT PER MONTH Average = 3.3 11 – 20 Times a Month / Unlimited 6 – 10 Times a Month 1 – 5 Times a Month Never 34% 54% 6% 7%
  47. 47. © 2013 Ticketmaster LLC 51% (39%) of live family show attendees who take photos / videos at a show post them online and 18% (12%) of those usually or always post during the show. PHOTOS / VIDEOS LIVE FAMILY SHOW ATTENDEES 47 Q. Have you ever posted photos or videos from your live family shows online? Q. Do you post them during the event? Q. Where do you post them? Q. How much do you usually post? 2% (3%) 94% (95%) 16% (14%) post most or all their photos/videos, while 62% (67%) post some and 21% (18%) post only one. 5% (6%) 3% (4%)
  48. 48. © 2013 Ticketmaster LLC VIEWING TECHNOLOGY LIVE FAMILY SHOW ATTENDEES 48 HDTV is still the most popular device for watching family shows, but viewership on tablets doubled while viewership on HDTVs and DVRs remained steady. 74% 70% 69% 54% 50% 44% 48% 30% 8% 4% 7% 8% 11% 13% 6% 7% 24% 27% 6% 4% 63% (60%) Do you own or plan to purchase in the next 6 months? HDTV Smartphone DVR / TIVO Tablet 3D - TV On which do you watch live family shows? 30% (27%) 9% (5%) 15% (7%) 4% (2%) 2012 2011 Own Plan to Purchase

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