More Related Content Similar to Social Report: US 2013 (20) Social Report: US 20132. © 2013 Ticketmaster LLC
SOCIAL MEDIA BEHAVIOR
2
EXECUTIVE SUMMARY
The popularity of social media has continued to increase since last year’s social media report was released. This highlights
the importance of understanding how live event attendees engage with social media and using this information to enhance
their live event experiences. This report presents valuable and interesting findings on social media usage and compares this
year’s findings to those from last year.
Social media usage among live event attendees increased significantly. 63% of live event attendees use Facebook daily,
up from 51% last year. 16% of attendees use Twitter daily, up from 11% last year.
Social media influences attendance. 32% of concert attendees who are on Facebook were influenced to attend a concert
by a Facebook post. 14% of sporting event attendees on Twitter were influenced to attend a game by a tweet.
Attendees interact on social media before, during and after an event. 40% of live family show attendees who are on
Facebook shared the experience or pictures of the show on Facebook. 42% of concert attendees on Twitter tweeted about
planning to attend a concert.
Many live event attendees are very likely to use social media and interactive seat maps in their purchase decisions.
47% of sporting event attendees who are on Facebook are interested in using an interactive seat map to see where their
Facebook friends are sitting. Furthermore, 19% of these sporting event attendees are Extremely Likely to use this
information to upgrade the seats they were planning on purchasing to be near their Facebook friends.
3. © 2013 Ticketmaster LLC
SOCIAL MEDIA BEHAVIOR
3
METHODOLOGY
An online survey was conducted among North American (US & Canada) Ticketmaster ticket purchasers in order to understand
their social media 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 of music concerts, professional and college sporting events, live theater or arts events, and live family shows were
surveyed.
Survey invitations were sent to 200K US 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):
MUSIC
CONCERTS
2,095
(2,314)
PROFESSIONAL
& COLLEGE
SPORTING
EVENTS
1,412
(1,867)
LIVE THEATER
OR
ARTS EVENTS
1,747
(2,187)
LIVE FAMILY
SHOWS
1,379
(1,630)
4. © 2013 Ticketmaster LLC
SOCIAL MEDIA USAGE AND ENGAGEMENT
LIVE EVENT ATTENDEES
Live event attendees have more friends on Facebook, follow more people on Twitter and use these
social media sites more frequently compared to last year.
Q. How often do you use each of the following:
Q. How many friends do you have on Facebook?
Q. How many people do you follow on Twitter?
4
25%
76%
7%
8%
17%
6%
51%
11%
18%
66%
6%
10%
13%
9%
63%
16%
Facebook Twitter
Weekly
Daily
Never
Once a month /
Less frequently
8% 1%
11% 12% 13%
17%
15%
23%
12%
2%
15%
12% 12%
18%
11%
18%
0 1 2-5 6-10 11-20 20-50 50-100 100+
NUMBER FOLLOWING ON TWITTER +
On average, live event
attendees follow 44 (36) people
on Twitter.
8% 8%
12%
22%
33%
14%
4%11% 11%
15%
23%
28%
9% 3%
0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+
On average, live event
attendees have 289 (231)
friends on Facebook.
NUMBER OF FACEBOOK FRIENDS *FREQUENCY OF USE
2012
2011
2012
2011
Note: Population is Facebook (*) or Twitter (+) users.
Throughout this report,
2012 statistics are provided in red type
2011 statistics are provided in (black type in parentheses)
5. © 2013 Ticketmaster LLC
SOCIAL MEDIA INFLUENCE
LIVE EVENT ATTENDEES
5
Q. Have you ever been influenced to attend a music concert / professional and college sporting event / live theater or arts event / live family show by a Facebook post / tweet / fan review?
Note: Population is Facebook (*) or Twitter (+) users.
Compared to last year, more attendees were influenced to attend live events by Facebook posts.
Even with this increase, fan reviews still have more influence.
Influenced to attend a live event by…..
20% (20%)
12% (7%)
TWITTER
14% (12%)
15% (14%)
32% (30%)
33% (24%)
FACEBOOK
19% (14%)
30% (27%)
33% (36%)
48% (49%)
FAN REVIEWS
24% (20%)
56% (59%)
* +
6. © 2013 Ticketmaster LLC
SOCIAL MEDIA USAGE
LIVE EVENT ATTENDEES
6
Q. Have you participated in any of the following activities on Facebook / Twitter:
Note: Population is Facebook (*) or Twitter (+) users.
Compared to last year, live event attendees who use Facebook are more likely to share the experience
or pictures of the event on Facebook. Likewise, this year, concert and sporting event attendees are
more likely to tweet about planning to attend an event than last year.
Tweeted about
planning to
attend a live
event +
42%
34%
27%
17%
36%
26%
23%
18%
Shared the
experience or
pictures of the
live event on
Facebook *
61%
54%
36%
40%
56%
49%
29%
35% 2012
2011
7. © 2013 Ticketmaster LLC
Q. Please tell us how interested you are in using an interactive seat map for music concerts / professional and college sporting events / live theater or arts events / live family shows:
Note: Population is Facebook users. Interested = Very or Somewhat Interested.
INTERACTIVE SEAT MAPS
LIVE EVENT ATTENDEES
7
Interest in using an interactive seat map integrated with Facebook remains high. Overall, 46% (46%)
of live event attendees who use Facebook are interested in using an interactive seat map to see
where their friends are sitting while 42% (42%) are interested in sharing exactly where their seats
are with Facebook friends.
44%
(44%)
42%
(44%)
33%
(31%)
40%
(37%)
Share exactly
where your
seats are with
your Facebook
friends
49%
(49%)
47%
(47%)
33%
(33%)
42%
(39%)
See exactly
where your
Facebook
friends are
sitting
8. © 2013 Ticketmaster LLC
Q. On average, how many people do you tell about music concerts / professional and college sporting events / live theater or arts events / live family shows that you are interested in attending?
8
WORD OF MOUTH
LIVE EVENT ATTENDEES
Word of mouth marketing remained relatively stable with the exception of concerts. Concert
attendees tell 9 people on average about a concert they want to attend, up from 8 last year.
9 (8)
7 (7)
6 (6)
5 (5)
9. © 2013 Ticketmaster LLC
PURCHASER COMPARISON
LIVE EVENT ATTENDEES
9
Customers who purchase though social media links such as those found on Facebook are younger
than the average ticket purchaser.
SUMMARY
Social Media
Purchasers
Average DII 107 107
% Male 46% 47%
Average Household
Income
92K 94K
All
Purchasers
17%
24%
28%
21%
7% 3%
12%
23% 24% 23%
13%
5%
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
AGE COMPARISON
All
Purchasers
Social Media
Purchasers
Average Age 38.8 42.0
Source: Ticketmaster Transaction Database
Discretionary Income Index (DII): a measure of a customer's expendable income after known expenses. Scores range from 0 (Low) to 5,000 (High).
10. © 2013 Ticketmaster LLC
PURCHASER COMPARISON
LIVE EVENT ATTENDEES
10
Customers who purchase tickets through social media links attend more events and spend more on them
than the average ticket purchaser. They are especially more likely to attend concerts.
85%
5%
8%
2%
62%
15%
17%
6%
SUMMARY
All Purchasers
Social Media Purchasers
Social Media
Purchasers
Avg. Spend per Year $160 $126
Avg. Events per Year 1.27 .85
Avg. Tix per Year 2.95 2.25
All
Purchasers
Concerts Sporting
Events
Arts Events Family Shows
SHARE OF EVENT TYPE
Source: Ticketmaster Transaction Database
Note: Share of event type is a three year average.
12. © 2013 Ticketmaster LLC
SOCIAL MEDIA USAGE AND ENGAGEMENT
CONCERT ATTENDEES
Compared to last year, concert attendees have more friends on Facebook, follow more people on
Twitter and use these social media sites more frequently.
Q. How often do you use each of the following:
Q. How many friends do you have on Facebook?
Q. How many people do you follow on Twitter?
12
21%
73%
6%
8%
17%
6%
55%
12%
15%
63%
6%
10%
12%
9%
67%
18%
Facebook Twitter
Weekly
Daily
Never
Once a month /
Less frequently
7% 1%
9%
12% 12%
17% 17%
25%
11%
1%
14%
11% 12%
17%
12%
21%
0 1 2-5 6-10 11-20 20-50 50-100 100+
NUMBER FOLLOWING ON TWITTER +
On average, concert attendees
follow 46 (39) people on Twitter.
7% 7%
11%
21%
34%
15%
5%
9% 10%
14%
23%
30%
10% 3%
0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+
On average, concert
attendees have 307 (250)
friends on Facebook.
NUMBER OF FACEBOOK FRIENDS *FREQUENCY OF USE
2012
2011
2012
2011
Note: Population is Facebook (*) or Twitter (+) users.
13. © 2013 Ticketmaster LLC
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Q. Have you participated in any of the following activities on Facebook:
Q. Have you ever been influenced to attend music concerts by a Facebook post?
Note: Population is Facebook users.
“Liked” an artist or
band’s fan page
74%
(72%)
shared that they
were going to a
concert
62%
(61%)
shared the
experience or
pictures of the
concert
61%
(56%)
shared on an artist
or band’s fan page
39%
(37%)
made status
updates about
concerts
56%
(48%)
shared or invited a
friend to a concert
34%
(30%)
have been influenced
to attend concerts by
a Facebook post
32%
(30%)
More concert attendees use Facebook to engage with others about concerts compared to last year;
the increases were significant for sharing the experience or pictures, making status updates and
inviting a friend to a concert.
FACEBOOK ACTIVITIES
CONCERT ATTENDEES
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Q. Have you participated in any of the following activities on Twitter?
Q. Have you ever been influenced to attend music concerts by a tweet?
Note: Population is Twitter users.
Follow an
artist or band
Tweet about
planning to
attend a
concert
A tweet influenced
them to attend a
concert
66% (60%)
42% (36%)
20% (20%)
More concert attendees follow artists on
Twitter and tweet about their plans to
attend a concert compared to last year.
TWITTER ACTIVITIES
CONCERT ATTENDEES
15. © 2013 Ticketmaster LLC
Q. Please tell us how interested you are in using an interactive seat map for music concerts:
Q. If you could see where your friends are sitting on an interactive seat map for music concerts, how likely would you be to:
Note: Population is Facebook users.
24% of concert attendees who are on Facebook would be Extremely Likely to purchase a single ticket for
themselves to be near Facebook friends after seeing where they are sitting on an interactive seat map.
15
INTERACTIVE SEAT MAPS
CONCERT ATTENDEES
28% 28%
22%
14% 11%
10%
25%
17%
21%
19%
20% 24%
15%
24% 24%
31% 32%
26%
12% 10%
10%
21%
16%
19%
17%
18% 21%
19%
24% 25%
2012
2011
Upgrade what you
were going to
purchase to be able
to sit in the same
area as your friends
3
5 - Extremely Likely
1 – Not At All Likely
2
4
Purchase a single
ticket for yourself to
be near friends who
have already
purchased
Purchase tickets for
you and others to
be near your friends
INTEREST IN USING INTERACTIVE SEAT MAPS TO:
16. © 2013 Ticketmaster LLC
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Q. Have you ever been influenced by fan reviews to attend music concerts?
On average, concert attendees tell 9 people about a concert that they are interested in attending.
The influence of fan reviews on concert attendance decreased, although they remain as influential as
Facebook posts and more influential than Twitter posts.
WORD OF MOUTH
CONCERT ATTENDEES
33%
(36%)
have been influenced
by fan reviews to
attend concerts, a
significant decrease
from 2011.
1 2%
(3%)
0 2%
(1%)
2 - 5
50%
(54%)
6 - 10 27%
(28%)
11 - 20 10%
(9%)
9%
(6%)20+
On average, how many people do you tell about a concert that you are interested in attending?
Average = 9.2 (7.8)
17. © 2013 Ticketmaster LLC
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Q. Which of the following deal-of-the-day sites have you purchased through? (Select all that apply)
Note: Travelzoo and AmazonLocal were not response options in 2011.
14% (15%)
OTHER
8%
8%(7%)
18%
4% (5%)
31% (26%)
50% (43%)
USE OF DEAL-OF-THE-DAY SITES
CONCERT ATTENDEES
Groupon is still the most popular Deal-of-
the-Day site among concert attendees and
the market is growing – 50% purchased
from the site, up from 43% last year.
18. © 2013 Ticketmaster LLC
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DEAL-OF-THE-DAY SITE ENGAGEMENT
CONCERT ATTENDEES
Q. On average, how many people do you forward deal-of-the-day offers to?
Q. How often have you purchased event tickets on deal-of-the-day sites?
Q. Thinking about your most recent live event purchase through a deal-of-the-day site... Were you aware of the event/artist before purchasing your tickets on the deal-of-the-day site?
Note: These questions were not asked in 2011. Population is deal-of-the-day purchasers (*) or live event deal-of-the-day purchasers (+).
3%
(4%)
of concert attendees who have purchased
through Deal-of-the-Day sites have bought event
tickets many times on these sites.*
were not aware of the event before
purchasing the ticket.+
were not aware of the artist before
purchasing the ticket.+
45%
13%
On average, concert attendees forward
Deal-of-the-Day sites to 2.1 (2.1) people.*
20. © 2013 Ticketmaster LLC
SOCIAL MEDIA USAGE AND ENGAGEMENT
SPORTING EVENT ATTENDEES
Q. How often do you use each of the following:
Q. How many friends do you have on Facebook?
Q. How many people do you follow on Twitter?
20
1%
29%
75%
6%
7%
17%
6%
48%
12%
21%
63%
5%
9%
14%
10%
60%
18%
Weekly
Daily
Never
Once a month /
Less frequently
8% 1%
12% 13%
11%
17%
15%
23%
11%
3%
15% 14% 13%
19%
9%
16%
0 1 2-5 6-10 11-20 20-50 50-100 100+
NUMBER FOLLOWING ON TWITTER +
On average, sporting event
attendees follow 44 (33) people
on Twitter.
8% 8%
11%
24%
34%
13%
3%
12% 12%
16%
22%
27%
9% 2%
0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+
On average, sporting event
attendees have 274 (221)
friends on Facebook.
NUMBER OF FACEBOOK FRIENDS *FREQUENCY OF USE
2012
2011 2012
2011
Facebook Twitter
Compared to last year, sporting event attendees have more friends on Facebook, follow more
people on Twitter and use these social media sites more frequently.
Note: Population is Facebook (*) or Twitter (+) users.
21. © 2013 Ticketmaster LLC
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Q. Have you participated in any of the following activities on Facebook:
Q. Have you ever been influenced to attend professional and college sporting events by a Facebook post?
Note: Population is Facebook users.
More sporting event attendees use Facebook to engage with others about games compared to last year;
the increases were significant for most of the activities. Also, more have been influenced to attend
games by Facebook posts.
FACEBOOK ACTIVITIES
SPORTING EVENT ATTENDEES
“Liked” a team,
league or player’s
fan page
62%
(59%)
shared that they
were going to a
game
48%
(44%)
shared the
experience or
pictures of the
game
54%
(49%)
shared on a team,
league or player’s
fan page
27%
(20%)
made status
updates about
games
48%
(44%)
shared or invited a
friend to a game
22%
(20%)
have been influenced
to attend games by a
Facebook post
19%
(14%)
22. © 2013 Ticketmaster LLC
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Follow a
team, league
or player
Tweet about
planning to
attend a
sporting
event
A tweet influenced
them to attend a
sporting event
60% (54%)
34% (26%)
14% (12%)
More sporting event attendees tweet
about planning to attend a game
compared to last year.
TWITTER ACTIVITIES
SPORTING EVENT ATTENDEES
Q. Have you participated in any of the following activities on Twitter?
Q. Have you ever been influenced to attend professional and college sporting events by a tweet?
Note: Population is Twitter users.
23. © 2013 Ticketmaster LLC
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INTERACTIVE SEAT MAPS
SPORTING EVENT ATTENDEES
30% 32%
25%
15% 10%
10%
23%
17%
21%
19%
18%
21%
14%
21% 22%
30% 30% 26%
12% 9%
10%
20%
18%
19%
19%
19% 21%
19% 23% 24%
2012
2011
Upgrade what you
were going to
purchase to be able
to sit in the same
area as your friends
3
5 - Extremely Likely
1 – Not At All Likely
2
4
Purchase a single
ticket for yourself to
be near friends who
have already
purchased
Purchase tickets for
you and others to
be near your friends
INTEREST IN USING INTERACTIVE SEAT MAPS TO:
Q. Please tell us how interested you are in using an interactive seat map for professional and college sporting events:
Q. If you could see where your friends are sitting on an interactive seat map for professional and college sporting events, how likely would you be to:
Note: Population is Facebook users.
Compared to last year, more sporting event attendees who are on Facebook are Extremely Likely to
upgrade the seats they were planning on purchasing to be near their Facebook friends.
24. © 2013 Ticketmaster LLC
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Q. Have you ever been influenced by fan reviews to attend professional and college sporting events?
WORD OF MOUTH
SPORTING EVENT ATTENDEES
On average, how many people do you tell about professional and college sporting events that you are interested in attending?
1 4%
(5%)
0 9%
(6%)
2 - 5 51%
(53%)
6 - 10 23%
(25%)
11 - 20 10%
(7%)
5%
(4%)20+
Average = 7.1 (6.7)
24%
(20%)
have been influenced
by fan reviews to
attend sporting events,
a significant increase
from 2011.
On average, sporting event attendees tell 7 people about a game that they are interested in attending.
The influence of fan reviews on sporting event attendance increased.
25. © 2013 Ticketmaster LLC
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13% (11%)
OTHER
8%
9% (7%)
17%
3% (4%)
30% (23%)
49% (43%)
USE OF DEAL-OF-THE-DAY SITES
SPORTING EVENT ATTENDEES
Groupon is still the most popular Deal-of-the-
Day site among sporting event attendees and
the market is growing – 49% purchased from
the site, up from 43% last year.
Q. Which of the following deal-of-the-day sites have you purchased through? (Select all that apply)
Note: Travelzoo and AmazonLocal were not response options in 2011.
27. © 2013 Ticketmaster LLC
SOCIAL MEDIA USAGE AND ENGAGEMENT
LIVE THEATER OR ARTS EVENT ATTENDEES
Q. How often do you use each of the following:
Q. How many friends do you have on Facebook?
Q. How many people do you follow on Twitter?
28
32%
83%
9%
7%
18%
4%
41%
6%
24%
73%
7%
9%
16%
7%
54%
10%
Weekly
Daily
Never
Once a month /
Less frequently
11%
3%
14%
9%
17% 17%
10%
19%
13%
5%
18%
14%
10%
18%
9%
14%
0 1 2-5 6-10 11-20 20-50 50-100 100+
NUMBER FOLLOWING ON TWITTER +
On average, arts event
attendees follow 37 (30) people
on Twitter.
10%
12%
15%
21%
27%
12%
3%
14% 13%
20%
24%
22%
6% 1%
0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+
On average, arts event attendees
have 249 (182) friends on
Facebook.
NUMBER OF FACEBOOK FRIENDS *FREQUENCY OF USE
2012
2011 2012
2011
Facebook Twitter
Compared to last year, arts event attendees have more friends on Facebook, follow more people
on Twitter and use these social media sites more frequently.
Note: Population is Facebook (*) or Twitter (+) users.
28. © 2013 Ticketmaster LLC
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Q. Have you participated in any of the following activities on Facebook:
Q. Have you ever been influenced to attend live theater or arts events by a Facebook post?
Note: Population is Facebook users.
FACEBOOK ACTIVITIES
LIVE THEATER OR ARTS EVENT ATTENDEES
“Liked” a live
theater or arts
event’s fan page
43%
(36%)
shared that they
were going to an
event
40%
(37%)
shared the
experience or
pictures of the
event
36%
(29%)
shared on a live
theater or arts
event’s fan page
19%
(14%)
made status
updates about
events
37%
(30%)
shared or invited a
friend to an event
20%
(16%)
have been
influenced to attend
events by a
Facebook post
30%
(27%)
More arts event attendees use Facebook to engage with others about events compared to last year; the
increases were significant for most of the activities. Also, more have been influenced to attend events by
Facebook posts.
29. © 2013 Ticketmaster LLC
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Follow a live
theater or
arts event
Tweet about
planning to
attend a live
theater or
arts event
A tweet influenced
them to attend a
live theater or arts
event
22% (16%)
27% (23%)
15% (14%)
TWITTER ACTIVITIES
LIVE THEATER OR ARTS EVENT ATTENDEES
Q. Have you participated in any of the following activities on Twitter?
Q. Have you ever been influenced to attend live theater or arts events by a tweet?
Note: Population is Twitter users.
More arts event attendees follow an
event on Twitter compared to last year.
30. © 2013 Ticketmaster LLC
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INTERACTIVE SEAT MAPS
LIVE THEATER OR ARTS EVENT ATTENDEES
Q. Please tell us how interested you are in using an interactive seat map for live theater or arts events:
Q. If you could see where your friends are sitting on an interactive seat map for live theater or arts events, how likely would you be to:
Note: Population is Facebook users.
INTEREST IN USING INTERACTIVE SEAT MAPS TO:
40% 39%
33%
18%
13%
13%
21%
16%
21%
12%
15% 18%
9%
16% 15%
41% 40% 36%
14%
10%
11%
18%
17% 21%
14%
16% 16%
13% 17% 16%
2012
2011
Upgrade what you
were going to
purchase to be able
to sit in the same
area as your friends
3
5 - Extremely Likely
1 – Not At All Likely
2
4
Purchase a single
ticket for yourself to
be near friends who
have already
purchased
Purchase tickets for
you and others to
be near your friends
17% of arts event attendees who are on Facebook would be Extremely Likely to purchase a single ticket
for themselves to be near Facebook friends after seeing where they are sitting on an interactive seat map.
31. © 2013 Ticketmaster LLC
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Q. Have you ever been influenced by fan reviews to attend live theater or arts events?
On average, arts event attendees tell 6 people about an event that they are interested in attending.
The influence of fan reviews on arts event attendance decreased, although they remain more
influential than both Facebook and Twitter posts.
WORD OF MOUTH
LIVE THEATER OR ARTS EVENT ATTENDEES
On average, how many people do you tell about live theater or arts events that you are interested in attending?
1 7%
(5%)
0 3%
(3%)
2 - 5 59%
(64%)
6 - 10 22%
(22%)
11 - 20 5%
(4%)
3%
(2%)20+
Average = 6.1 (5.6)
56%
(59%)
have been influenced
by fan reviews to
attend arts events, a
significant decrease
from 2011.
32. © 2013 Ticketmaster LLC
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18% (15%)
OTHER
11%
9% (7%)
20%
4% (4%)
32% (26%)
51% (44%)
USE OF DEAL-OF-THE-DAY SITES
LIVE THEATER OR ARTS EVENT ATTENDEES
Groupon is still the most popular Deal-of-
the-Day site among arts event attendees
and the market is growing – 51% purchased
from the site, up from 44% last year.
Q. Which of the following deal-of-the-day sites have you purchased through? (Select all that apply)
Note: Travelzoo and AmazonLocal were not response options in 2011.
33. © 2013 Ticketmaster LLC
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DEAL-OF-THE-DAY SITE ENGAGEMENT
LIVE THEATER OR ARTS EVENT ATTENDEES
Q. On average, how many people do you forward deal-of-the-day offers to?
Q. How often have you purchased event tickets on deal-of-the-day sites?
Q. Thinking about your most recent live event purchase through a deal-of-the-day site... Were you aware of the event/artist before purchasing your tickets on the deal-of-the-day site?
Note: These questions were not asked in 2011. Population is deal-of-the-day purchasers (*) or live event deal-of-the-day purchasers (+).
5%
(4%)
of arts event attendees who have purchased
through Deal-of-the-Day sites have bought event
tickets many times on these sites.*
were not aware of the event before
purchasing the ticket.+
were not aware of the artist before
purchasing the ticket.+
42%
17%
On average, arts event attendees forward
Deal-of-the-Day sites to 1.7 (1.8) people.*
35. © 2013 Ticketmaster LLC
SOCIAL MEDIA USAGE AND ENGAGEMENT
LIVE FAMILY SHOW ATTENDEES
Q. How often do you use each of the following:
Q. How many friends do you have on Facebook?
Q. How many people do you follow on Twitter?
36
1%
27%
80%
8%
8%
16%
5%
49%
8%
18%
72%
7%
10%
14%
6%
62%
11%
Weekly
Daily
Never
Once a month /
Less frequently
10%
2%
15% 15%
13%
16%
11%
17%17%
2%
15% 14%
12%
18%
10%
13%
0 1 2-5 6-10 11-20 20-50 50-100 100+
NUMBER FOLLOWING ON TWITTER +
On average, live family show
attendees follow 35 (31)
people on Twitter.
8% 8%
13%
24%
33%
11%
2%
11% 11%
15%
24%
31%
6% 1%
0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+
On average, live family show
attendees have 256 (206)
friends on Facebook.
NUMBER OF FACEBOOK FRIENDS *FREQUENCY OF USE
2012
2011 2012
2011
Facebook Twitter
Compared to last year, live family show attendees have more friends on Facebook, follow more
people on Twitter and use these social media sites more frequently.
Note: Population is Facebook (*) or Twitter (+) users.
36. © 2013 Ticketmaster LLC
37
Q. Have you participated in any of the following activities on Facebook:
Q. Have you ever been influenced to attend live family shows by a Facebook post?
Note: Population is Facebook users.
FACEBOOK ACTIVITIES
LIVE FAMILY SHOW ATTENDEES
“Liked” a family
show’s fan page
40%
(34%)
shared that they
were going to a
show
35%
(34%)
shared the
experience or
pictures of the
show
40%
(35%)
shared on a family
show’s fan page
18%
(12%)
made status
updates about
shows
37%
(31%)
shared or invited a
friend to a show
17%
(15%)
have been influenced
to attend shows by a
Facebook post
33%
(24%)
More live family show attendees use Facebook to engage with others about shows compared to last
year; the increases were significant for most of the activities. Also, more have been influenced to attend
shows by Facebook posts.
37. © 2013 Ticketmaster LLC
38
Follow a
family show
Tweet about
planning to
attend a
family show
A tweet influenced
them to attend a
live family show
14% (12%)
17% (18%)
12% (7%)
TWITTER ACTIVITIES
LIVE FAMILY SHOW ATTENDEES
Q. Have you participated in any of the following activities on Twitter?
Q. Have you ever been influenced to attend live family shows by a tweet?
Note: Population is Twitter users.
More family show attendees were
influenced to attend a show by a
tweet compared to last year.
38. © 2013 Ticketmaster LLC
39
INTERACTIVE SEAT MAPS
LIVE FAMILY SHOW ATTENDEES
Q. Please tell us how interested you are in using an interactive seat map for live family shows:
Q. If you could see where your friends are sitting on an interactive seat map for live family shows, how likely would you be to:
Note: Population is Facebook users.
INTEREST IN USING INTERACTIVE SEAT MAPS TO:
36% 40%
30%
15% 11%
10%
21%
15%
21%
15%
15%
17%
13%
19% 22%
36% 38%
29%
11% 9%
11%
20% 18%
19%
16%
16%
18%
16% 19% 22%
2012
2011
Upgrade what you
were going to
purchase to be able
to sit in the same
area as your friends
3
5 - Extremely Likely
1 – Not At All Likely
2
4
Purchase a single
ticket for yourself to
be near friends who
have already
purchased
Purchase tickets for
you and others to
be near your friends
Compared to last year, more live family show attendees who are on Facebook are Extremely Likely to
upgrade seats they were planning on purchasing to be near their Facebook friends.
39. © 2013 Ticketmaster LLC
40
Q. Have you ever been influenced by fan reviews to attend live family shows?
On average, live family show attendees tell 5 people about a show that they are interested in attending.
The influence of fan reviews on live family show attendance remained stable.
WORD OF MOUTH
LIVE FAMILY SHOW ATTENDEES
On average, how many people do you tell about live family shows that you are interested in attending?
1 9%
(7%)
0 6%
(6%)
2 - 5 60%
(64%)
6 - 10 18%
(19%)
11 - 20 5%
(3%)
2%
(1%)20+
Average = 5.4 (4.8)
48%
(49%)
have been influenced
by fan reviews to
attend live family
shows.
40. © 2013 Ticketmaster LLC
41
16% (13%)
OTHER
11%
9% (8%)
20%
4% (3%)
33% (26%)
54% (43%)
USE OF DEAL-OF-THE-DAY SITES
LIVE FAMILY SHOW ATTENDEES
Groupon is still the most popular Deal-of-the-
Day site among live family show attendees
and the market is growing – 54% purchased
from the site, up from 43% last year.
Q. Which of the following deal-of-the-day sites have you purchased through? (Select all that apply)
Note: Travelzoo and AmazonLocal were not response options in 2011.
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42
DEAL-OF-THE-DAY SITE ENGAGEMENT
LIVE FAMILY SHOW ATTENDEES
Q. On average, how many people do you forward deal-of-the-day offers to?
Q. How often have you purchased event tickets on deal-of-the-day sites?
Q. Thinking about your most recent live event purchase through a deal-of-the-day site... Were you aware of the event/artist before purchasing your tickets on the deal-of-the-day site?
Note: These questions were not asked in 2011. Population is deal-of-the-day purchasers (*) or live event deal-of-the-day purchasers (+).
7%
(4%)
of live family show attendees who have
purchased through Deal-of-the-Day sites have
bought event tickets many times on these sites.*
were not aware of the event before
purchasing the ticket.+
were not aware of the artist before
purchasing the ticket.+
48%
19%
On average, live family show attendees forward
Deal-of-the-Day sites to 2.6 (2.4) people.*