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Getting social with the U.S. live event fan

We surveyed thousands of North American ticket buyers to capture their social habits to discover where they hang out online, how they engage and when they share throughout the event lifecycle. Here are the results from our U.S. audience.

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Getting social with the U.S. live event fan

  1. 1. SOCIAL MEDIA AND THE LIVE EVENT FAN AUGUST 2014
  2. 2. Executive Summary 2© 2014 Live Nation Entertainment Overall social media site usage remains fairly constant, but fans are using social media sites to share their live entertainment experiences more frequently compared to last year. This report elaborates these trends. Social media site usage remains fairly constant. YouTube and Facebook are the most popular social media sites among live event attendees, with 85% using YouTube and 83% using Facebook. Twitter is the only social media platform that has shown notable growth, with 40% of live event attendees using it compared to 33% last year. Live event attendees have the most friends/followers on Facebook (335 friends), Instagram (135 followers), and Twitter (114 followers). 13-24-year-old live event attendees have more connections than older attendees, with 514 friends on Facebook, 270 followers on Instagram, and 226 followers on Twitter. Engagement on Twitter is up. 61% of live event attendees have followed a live event-related Twitter account, compared to 56% last year; 43% have tweeted that they are planning to attend a live event, compared to 37% last year. Concert attendees and sporting event attendees are much more likely to use Twitter for live event-related activities. They are most likely to follow an artist or band / a team, league, or player on Twitter. Facebook usage in relation to live events continues to rise. 76% of live event attendees, compared to 65% last year, have liked a live event fan page; 67% (54% last year), have shared the experience or pictures of the event on Facebook. 52% (46% last year) of Facebook users are Very or Somewhat interested in seeing exactly where their Facebook friends are sitting at live events; 50% (42% last year) of Facebook users are Very or Somewhat interested in sharing exactly where their live event seats are with their Facebook friends. Concert attendees are most likely to be interested in an Interactive Seat Map linked to Facebook. Photo and video sharing on social media has increased. Compared to 66% last year, 73% of live event attendees who took photos and videos at an event posted them online. 83% (73% last year) of those who post photos or videos online do so during the event. Facebook and Instagram are the most popular places to post photos and videos. Word of mouth and deal-of-the-day site usage are up. On average, live event attendees tell 10 people about a live event that they are interested in attending, compared to 8 people last year. Almost half of live event attendees, compared to about a third last year, have been influenced to attend a live event by a Facebook post. Facebook is most influential for concerts, and fan reviews are most influential for live theater or arts event and live family shows. Groupon and Living Social continue to be the most popular deal-of-the-day sites among live event attendees. 59% have made purchases from Groupon, compared to 50% last year.
  3. 3. An online survey was conducted among North American (US & Canada) Ticketmaster ticket purchasers in order to understand their social media behavior. This is the third annual iteration of a survey originally deployed in December 2011. 2013 statistics are provided in colored type and 2012 statistics are provided in black type in parentheses. Additional questions were added to the 2013 survey that were not asked in the 2012 survey. Questions that were only asked at one time point are noted. Attendees to 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. 2013 data was collected from January 11th to March 31st, 2014. For calculating overall live event statistics, the collected data was weighted to represent the actual purchaser distribution for each event type category in the country. Unweighted sample sizes (2012 sample sizes are in parentheses): Methodology MUSIC CONCERTS 2,575 (2,095) PROFESSIONAL & COLLEGE SPORTING EVENTS 2,225 (1,412) LIVE THEATER OR ARTS EVENTS 2,466 (1,747) LIVE FAMILY SHOWS 2,055 (1,379) 3© 2014 Live Nation Entertainment Table of Contents Live Event Attendees 4 Concert Attendees 19 Sporting Event Attendees 29 Live Theater or Arts Attendees 36 Live Family Show Attendees 43
  4. 4. LIVE EVENT ATTENDEES 4© 2014 Live Nation Entertainment
  5. 5. Social Media Usage Q. How often do you use each of the following: 5© 2014 Live Nation Entertainment YouTube and Facebook are the most popular social media sites among live event attendees. 85% use YouTube and 83% use Facebook. 85% 41% 17% 83% (83%) 40% (33%) 9% 44% (40%) 19%38% 7% (7%) YouTube Facebook LinkedIn SnapchatInstagramTwitter Pinterest Vine Foursquare MySpace
  6. 6. Social Media Usage Frequency Q. How often do you use each of the following: 6© 2014 Live Nation Entertainment 68% (63%) of live event attendees use Facebook daily, 23% use YouTube daily, 22% use Instagram daily and 19% (16%) use Twitter daily. 23% 68% 7% 11% 19% 22% 12% 5% 2% 1% 45% 11% 19% 15% 10% 9% 5% 6% 3% 1% 13% 3% 12% 9% 6% 4% 2% 4% 2% 1% 4% 2% 7% 5% 5% 3% 1% 3% 3% 5% 15% 17% 56% 59% 60% 62% 81% 83% 91% 93% YouTube Facebook LinkedIn Pinterest Twitter Instagram Snapchat Vine Foursquare MySpace Daily Weekly Monthly Yearly Never
  7. 7. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 13-17 18-24 25-34 35-44 45-54 55-64 65+ Social Media Usage by Age Q. How often do you use each of the following: 7© 2014 Live Nation Entertainment Excluding LinkedIn, social media usage decreases with age. YouTube Myspace Facebook LinkedIn Pinterest Twitter Instagram Snapchat Vine Foursquare
  8. 8. Q. How many friends do you have on… Q. How many people do you follow / subscribe to on… 8© 2014 Live Nation Entertainment I follow 145 Follow me 114 friends 41 friends 335 friends 40 Live event attendees have the most friends/followers on Facebook, Twitter, and Instagram. Social Media Connections Q. How many people follow / subscribe to you on… Note: Population is social media users. I follow 51 Follow me 55 I follow 28 Follow me 28 I follow 12 Follow me 12 I follow 125 Follow me 135
  9. 9. Social Media Connections Among 13-24-Year-Old Attendees 9© 2014 Live Nation Entertainment 13-24-year-old live event attendees have more connections than older attendees, especially on Facebook, Twitter, Instagram and YouTube. Q. How many friends do you have on… Q. How many people do you follow / subscribe to on… Q. How many people follow / subscribe to you on… Note: Population is 13-24-year-old social media users. I follow 239 Follow me 226 friends 50 friends 514 friends 38 I follow 63 Follow me 73 I follow 40 Follow me 39 I follow 27 Follow me 26 I follow 227 Follow me 270
  10. 10. Twitter Activities Q. Have you participatedin any of the following activities on Twitter: Q. How often do you retweet or reply to an artist or band’s / team, league or player’s / live theater or arts event’s / live family show’s tweet? 10© 2014 Live Nation Entertainment 61% (56%) of live event attendees have followed a live event-related Twitter account; 43% (37%) have tweeted that they are planning to attend a live event. 61% 43% 42% 24% 23% 56% 37% Followed a live event-related Twitter account Tweeted that you are planning to attend a live event Used a hashtag in relation to a live event* Interacted with a venue, ticketing service or customer service team* Participated in a live event-related sweepstakes* 2013 2012 Q. Do you use Twitter to sign in to other apps or web sites? Note: Asterisks indicate that this was not a response option in 2012. Note: Population is Twitter users. use Twitter to sign in to other apps or websites. 19% (14%) have retweeted or replied to a live event-related tweet. 77% 6% 12% 20% 40% 23% Every day Several times a week Several times a month Less often Never
  11. 11. Facebook Activities Q. Have you participatedin any of the following activities on Facebook: Q. Do you use Facebook Connect to sign in to other apps or web sites? 11© 2014 Live Nation Entertainment Facebook usage in relation to live events continues to rise. 76% (65%) of live event attendees have liked a live event fan page; 67% (54%) have shared the experience or pictures of the event on Facebook. 76% 67% 64% 61% 56% 43% 38% 31% 65% 54% 54% 51% 33% 29% "Liked" a live event-related fan page Shared the experience or pictures of the live event Shared that you were going to a live event Made status updates about live events Joined/RSVP’d to a Facebook event* Shared on a live event-related fan page Shared or invited a friend to a live event Participated in a live event sweepstakes* 2013 2012 use Facebook connect to sign in to other apps or websites. 34% (33%) Note: Population is Facebook users. Note: Asterisks indicate that this was not a response option in 2012.
  12. 12. Interactive Seat Map Linked to Facebook Q. Please tell us how interested you are in using an interactive seat map for concerts / sporting events / live theater or arts events / live family shows: 12© 2014 Live Nation Entertainment of Facebook users are Very or Somewhat interested in seeing exactly where their Facebook friends are sitting at live events. 52% (46%) of Facebook users are Very or Somewhat interested in sharing exactly where their live event seats are with their Facebook friends. 50% (42%) See Who’s Sitting Where Q. If you could see where your friends are sitting on an interactive seat map for concerts / sporting events / live theater or arts events / live family shows, how likely would you be to: Note: Population is Facebook users. are Extremely or Very likely to purchase tickets for themselves and others to be near their Facebook friends, if they could see where their friends were sitting on an interactive seat map. 54% (43%) are Extremely or Very likely to purchase a single ticket for themselves to be near their friends who have already purchased tickets. 50% (40%) are Extremely or Very likely to upgrade what they were going to purchase to be able to sit in the same area as their friends. 44% (35%) Tag Your Seat Sec 107, Row A, Seat 2 Is this your seat? Tag Yourself
  13. 13. Photo and Video Posts on Social Media Q. Have you ever posted photos or videos from your concert / sporting event / live theater or arts event / live family show online? Q. How much do you usually post? 13© 2014 Live Nation Entertainment Q. Where do you post them? Q. Do you post them during the event? Note: Population is those who took photos/videos. Note: Asterisks indicate that this was not a response option in 2012. of live event attendees who took photos or videos at an event post them online. 73% (66%) 8% 6% 24% 20% 52% 47% 17% 27% 2013 2012 Always Usually Sometimes Never 19% (23%) post one 57% (58%) post some 24% (20%) post most or all WHERE HOW MANY 83% (73%) of those who post photos or videos online do so during the event. post on Facebook 91% (94%) post on Twitter* 19% post on Snapchat*12% post on Instagram* 38% post on YouTube 7% (7%)
  14. 14. 49% (32%) 30% (19%) 46% (30%) 41% (33%) Word of Mouth Q. On average, how many people do you tell about a live event that you are interested in attending? Q. Have you ever been influenced by fan reviews / Facebook posts / tweets to attend a concert / sporting event / live theater or arts event / live family show? 14© 2014 Live Nation Entertainment On average, live event attendees tell 10 (8) people about a live event that they are interested in attending. 45% (30%) have been influenced to attend a live event by a Facebook post; 42% (36%) have been influenced by fan reviews; 26% (18%) have been influenced by a tweet. Facebook is most influential for concerts and fan reviews are most influential for live theater or arts events and live family shows. 30% (20%) 16% (14%) 20% (15%) 11% (12%) 37% (33%) 30% (24%) 63% (56%) 55% (48%) PERCENT THAT HAVE BEEN INFLUENCED TO ATTEND BY: Fan Review
  15. 15. Word of Mouth Awareness Lift Q. Were you aware of the event before seeing the Facebook post / tweet to attend a concert / sporting event / live theater or arts event / live family show? Note: Population is those who were influenced to attend an event by a Facebook post or tweet. 15© 2014 Live Nation Entertainment 50% of live event attendees who were influenced to attend a live event by a Facebook post were not aware of the event before seeing the post; 47% of those influenced to attend by a tweet were not aware of the event before seeing the tweet. 49% 54% 30% 35% 46% 47% 32% 44% I didn’t know about the event… PERCENT NOT AWARE OF THE EVENT PRIOR TO SEEING THE SOCIAL MEDIA POST
  16. 16. 59% 34% 23% 12% 9% 8% 5% 4% 4% 3% 3% 3% 2% 1% 1% 0% 4% 50% 31% 18% 8% 9% 4% 4% 3% 2% 1% 0% 5% 2013 2012 Deal of the Day Sites Q. Which of the following deal of the day sites have you purchased through? Note: Asterisks indicate that this was not a response option in 2012. 16© 2014 Live Nation Entertainment Groupon and Living Social are still the most popular deal of the day sites among live event attendees. 59% (50%) have purchased from Groupon; 34% (31%) have purchased from Living Social. More live theater or arts event and live family show attendees use deal of the day sites compared to concert and sporting event attendees. 57% (50%) 34% (31%) 57% (49%) 31% (30%) 64% (51%) 37% (32%) 64% (54%) 37% (33%)
  17. 17. Deal of the Day Site Forwarding Behavior Q. On average, how many people do you forward deal of the day offers to? Note: Population is deal of the day site users. 17© 2014 Live Nation Entertainment 51% (53%) of attendees that use deal of the day sites forward the offers to others. On average, each deal of the day offer is forwarded to 2.2 people. 2% 2% 4% 3% 28% 28% 17% 19% 49% 48% 2013 2012 11+ 6 to 10 2 to 5 1 None 51% (51%) 55% (59%) 2.2 (2.1) 2.6 (2.6) % THAT FORWARD AVERAGE # FORWARDED TO 50% (50%) 2.2 (2.1) 52% (49%) 2.1 (1.7)
  18. 18. Live Event Ticket Purchases on Deal of the Day Sites 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... Note: Population is deal of the day site users. 18© 2014 Live Nation Entertainment 49% (42%) of live event attendees that use deal of the day sites have purchased live event tickets through these sites. 4% 6% 23% 29% 15% 14% 58% 51% 2012 2013 Many times A few times Once Never of live event attendees who have purchased live event tickets on a deal of the day site were aware of the event before purchasing their tickets. 53% (55%) were aware of the artist/team before purchasing their tickets on the deal of the day site. 88% (85%) of those who were aware of the artist/team had seen them live before. 42% (46%)
  19. 19. CONCERT ATTENDEES 19© 2014 Live Nation Entertainment
  20. 20. Social Media Usage Q. How often do you use each of the following: 20© 2014 Live Nation Entertainment YouTube and Facebook are the most popular social media sites among concert attendees. 86% use YouTube and 84% use Facebook. 86% 42% 20% 84% (85%) 43% (37%) 10% 44% (40%) 23%42% 7% (7%) YouTube Facebook LinkedIn SnapchatInstagramTwitter Pinterest Vine Foursquare MySpace
  21. 21. Q. How many friends do you have on… Q. How many people do you follow / subscribe to on… 21© 2014 Live Nation Entertainment friends 43 friends 356 friends 39 Concert attendees have the most friends/followers on Facebook, Twitter and Instagram. Social Media Connections Q. How many people follow / subscribe to you on… Note: Population is social media users. I follow 153 Follow me 123 I follow 53 Follow me 59 I follow 28 Follow me 29 I follow 13 Follow me 13 I follow 135 Follow me 148
  22. 22. Brand Engagement on Social Media Q. Have you done the following… Q. Would you do the following… 22© 2014 Live Nation Entertainment 52% of concert attendees have followed a brand based on an artist’s post on social media; 51% have engaged with a brand on social media to gain access to music or related concert promotions. HAVE DONE WOULD DO 51% 52% 65% 56% Follow/ friend / subscribe to a brand based on an artist’s post on social media Engage with a brand on social media to gain access to music related content or promotions
  23. 23. Twitter Activities 23© 2014 Live Nation Entertainment use Twitter to sign in to other apps or websites. 20% (14%) 6% 11% 19% 40% 23% Every day Several times a week Several times a month Less often Never Q. Have you participatedin any of the following activities on Twitter: Q. How often do you retweet or reply to an artist or band’s tweet? Q. Do you use Twitter to sign in to other apps or web sites? Note: Asterisks indicate that this was not a response option in 2012. Note: Population is Twitter users. have retweeted or replied to an artist or band’s tweet. 77% 73% 49% 46% 27% 27% 66% 42% Followed an artist or band Tweeted that you are planning to attend a concert Used a hashtag in relation to an artist or concert* Interacted with a venue, ticketing service or artist’s customer service team* Participated in an concert-related sweepstakes* 2013 2012 73% of concert attendees have followed an artist or band; 49% have tweeted that they are planning to attend a concert.
  24. 24. 84% 73% 70% 67% 60% 49% 44% 37% 74% 61% 62% 56% 39% 34% "Liked" an artist or band's fan page Shared the experience or pictures of the concert Shared that you were going to a concert Made status updates about concerts Joined/RSVP’d to a Facebook event* Shared on an artist or band's fan page Shared or invited a friend to a concert Participated in a concert sweepstakes* 2013 2012 On average, concert attendees have liked 13 artist or band’s fan pages. Facebook Activities Q. Have you participatedin any of the following activities on Facebook: Q. Do you use Facebook Connect to sign in to other apps or web sites? 24© 2014 Live Nation Entertainment use Facebook connect to sign in to other apps or websites. 34% (34%) Note: Population is Facebook users. Note: Asterisks indicate that this was not a response option in 2012. Facebook usage in relation to concerts continues to rise. 84% (74%) of concert attendees have liked an artist or band’s fan page; 73% (61%) have shared the experience or pictures of the concert on Facebook.
  25. 25. Interactive Seat Map Linked to Facebook Q. Please tell us how interested you are in using an interactive seat map for concerts: Q. If you could see where your friends are sitting on an interactive seat map for concerts how likely would you be to: Note: Population is Facebook users. 25© 2014 Live Nation Entertainment See Who’s Sitting Where Tag Your Seat Sec 107, Row A, Seat 2 Is this your seat? Tag Yourself UPGRADE of Facebook users are Very or Somewhat interested in seeing exactly where their Facebook friends are sitting at concerts. 55% (49%) of Facebook users are Very or Somewhat interested in sharing exactly where their concert seats are with their Facebook friends. 52% (44%) See Who’s Sitting Where are Extremely or Very likely to purchase tickets for themselves and others to be near their Facebook friends, if they could see where their friends were sitting on an interactive seat map. 56% (46%) are Extremely or Very likely to purchase a single ticket for themselves to be near their friends who have already purchased tickets. 53% (42%) are Extremely or Very likely to upgrade what they were going to purchase to be able to sit in the same area as their friends. 45% (36%)
  26. 26. Concert Lifecycle Q. Do you do any of the following to get amped up for a concert? Q. Do you do any of the following after attending a concert? Note: Asterisks indicate that this response option was only available with regards to one time point. 26© 2014 Live Nation Entertainment Attendees get amped up for a concert by listening to music, reading about the artist or band and watching concert videos. Attendees re-live the experience after the concert by listening to the music, looking at photos and watching videos from the concert that they attended. 85% 44% 40% 29% 0% 29% 29% 23% 22% 19% 19% 15% 4% 79% 33% 26% 61% 51% 29% 21% 25% 19% 18% 14% 4% Listen to the music Read about the artist/band Watch previous concert videos Look at photos Watch videos from the concert that you attended* Like the artist/band on Facebook Look for a setlist from previous shows / the show that you attended Post/tweet about going to a concert Watch artist interviews Read general music news RSVP on Facebook for the event* Follow the artist/band on Twitter Participate in artist chats online Before After BEFORE AFTER
  27. 27. Tour Tracking Q. Do you do the following online: Q. How do you track them? 27© 2014 Live Nation Entertainment 34% (29%) of concert attendees follow tours online; 27% (22%) keep track of shows that they can’t attend. Concert attendees that track tours online are most likely to do so via Facebook. Although tour tracking via the artist websites is still popular compared to last year, fewer concert attendees are using this method while more are using social media. 66% 56% 27% 2% 15% 59% 64% 22% 2% 19% Facebook Artist Web Site Twitter MySpace Other 2013 2012
  28. 28. Photo and Video Posts on Social Media Q. Have you ever posted photos or videos from your concert online? Q. How much do you usually post? Note: Asterisks indicate that this was not a response option in 2012. 28© 2014 Live Nation Entertainment Q. Where do you post them? Q. Do you post them during the concert? Note: Population is those who took photos/videos. 83% (70%) of those who post photos or videos online do so during the concert. of concert attendees who took photos or videos at a concert post them online. 76% (69%) 7% 5% 23% 18% 52% 47% 17% 29% 2013 2012 Always Usually Sometimes Never WHERE HOW MANY 17% (22%) post one 57% (57%) post some 25% (20%) post most or all post on Facebook 91% (95%) post on Twitter* 20% post on Snapchat*14% post on Instagram* 41% post on YouTube 9% (8%)
  29. 29. SPORTING EVENT ATTENDEES 29© 2014 Live Nation Entertainment
  30. 30. Social Media Usage Q. How often do you use each of the following: 30© 2014 Live Nation Entertainment YouTube and Facebook are the most popular social media sites among sporting event attendees. 85% use YouTube and 82% use Facebook. 85% 36% 14% 82% (79%) 40% (37%) 9% 44% (41%) 17%33% 7% (7%) YouTube Facebook LinkedIn SnapchatInstagram Twitter Pinterest Vine Foursquare MySpace
  31. 31. Q. How many friends do you have on… Q. How many people do you follow / subscribe to on… 31© 2014 Live Nation Entertainment friends 39 friends 315 friends 46 Sporting event attendees have the most friends/followers on Facebook, Twitter and Instagram. Social Media Connections Q. How many people follow / subscribe to you on… Note: Population is social media users. I follow 143 Follow me 99 I follow 53 Follow me 47 I follow 31 Follow me 29 I follow 9 Follow me 10 I follow 107 Follow me 115
  32. 32. Twitter Activities 32© 2014 Live Nation Entertainment use Twitter to sign in to other apps or websites. 17% (15%) 4% 13% 22% 38% 23% Every day Several times a week Several times a month Less often Never Q. Have you participatedin any of the following activities on Twitter: Q. How often do you retweet or reply to a league, team or player’s tweet? Q. Do you use Twitter to sign in to other apps or web sites? Note: Asterisks indicate that this was not a response option in 2012. Note: Population is Twitter users. have retweeted or replied to a team, league or player’s tweet. 77% 62% 46% 38% 25% 24% 60% 34% Followed a team, league, or player Used a hashtag in relation to a team or game* Tweeted that you are planning to attend a game Participated in an game-related sweepstakes* Interacted with a venue, ticketing service or team's customer service team* 2013 2012 62% of sporting event attendees have used Twitter to follow a team, league, or player; 46% have used a hashtag in relation to a team or game.
  33. 33. 71% 65% 59% 58% 52% 36% 29% 27% 62% 54% 48% 48% 27% 22% "Liked" a team, league or player's fan page Shared the experience or pictures of the game Made status updates about sporting events Shared that you were going to a game Joined/RSVP’d to a Facebook event* Shared on a team, league or player's fan page Shared or invited a friend to a game Participated in a sporting event sweepstakes* 2013 2012 On average, sporting event attendees have liked 6 team, league, or player fan pages. Facebook Activities Q. Have you participatedin any of the following activities on Facebook: Q. Do you use Facebook Connect to sign in to other apps or web sites? 33© 2014 Live Nation Entertainment use Facebook connect to sign in to other apps or websites. 34% (35%) Note: Population is Facebook users. Note: Asterisks indicate that this was not a response option in 2012. Facebook usage in relation to sporting events continues to rise. 71% (62%) of sporting event attendees have liked a team, league or player’s fan page; 65% (54%) have shared the experience or pictures of the game on Facebook.
  34. 34. Interactive Seat Map Linked to Facebook Q. Please tell us how interested you are in using an interactive seat map for sporting events: Q. If you could see where your friends are sitting on an interactive seat map for sporting events how likely would you be to: Note: Population is Facebook users. 34© 2014 Live Nation Entertainment See Who’s Sitting Where Tag Your Seat Sec 107, Row A, Seat 2 Is this your seat? Tag Yourself UPGRADE of Facebook users are Very or Somewhat interested in seeing exactly where their Facebook friends are sitting at sporting events. 54% (47%) of Facebook users are Very or Somewhat interested in sharing exactly where their sporting event seats are with their Facebook friends. 50% (42%) See Who’s Sitting Where are Extremely or Very likely to purchase tickets for themselves and others to be near their Facebook friends, if they could see where their friends were sitting on an interactive seat map. 53% (45%) are Extremely or Very likely to purchase a single ticket for themselves to be near their friends who have already purchased tickets. 48% (42%) are Extremely or Very likely to upgrade what they were going to purchase to be able to sit in the same area as their friends. 43% (38%)
  35. 35. Photo and Video Posts on Social Media Q. Have you ever posted photos or videos from your sporting event online? Q. How much do you usually post? Note: Asterisks indicate that this was not a response option in 2012. 35© 2014 Live Nation Entertainment Q. Where do you post them? Q. Do you post them during the sporting event? Note: Population is those who took photos/videos. 89% (83%) of those who post photos or videos online do so during the game. of sporting event attendees who took photos or videos at a game post them online. 71% (63%) 11% 8% 32% 28% 47% 47% 11% 17% 2013 2012 Always Usually Sometimes Never WHERE HOW MANY 21% (24%) post one 57% (59%) post some 21% (17%) post most or all post on Facebook 91% (92%) post on Twitter* 20% post on Snapchat*10% post on Instagram* 32% post on YouTube 5% (6%)
  36. 36. LIVE THEATER OR ARTS ATTENDEES 36© 2014 Live Nation Entertainment
  37. 37. Social Media Usage Q. How often do you use each of the following: 37© 2014 Live Nation Entertainment YouTube and Facebook are the most popular social media sites among live theater or arts event attendees. 83% use YouTube and 80% use Facebook. 83% 39% 12% 80% (76%) 34% (17%) 8% 48% (43%) 12%29% 5% (5%) YouTube Facebook LinkedIn SnapchatInstagramTwitter Pinterest Vine Foursquare MySpace
  38. 38. Q. How many friends do you have on… Q. How many people do you follow / subscribe to on… 38© 2014 Live Nation Entertainment friends 30 friends 286 friends 41 Live theater or arts event attendees have the most friends/followers on Facebook, Twitter and Instagram. Social Media Connections Q. How many people follow / subscribe to you on… Note: Population is social media users. I follow 119 Follow me 101 I follow 38 Follow me 43 I follow 24 Follow me 24 I follow 9 Follow me 10 I follow 88 Follow me 91
  39. 39. Twitter Activities 39© 2014 Live Nation Entertainment use Twitter to sign in to other apps or websites. 15% (13%) 5% 11% 22% 47% 16% Every day Several times a week Several times a month Less often Never Q. Have you participatedin any of the following activities on Twitter: Q. How often do you retweet or reply to live theater or arts event’s tweet? Q. Do you use Twitter to sign in to other apps or web sites? Note: Asterisks indicate that this was not a response option in 2012. Note: Population is Twitter users. have retweeted or replied to an live theater or arts event’s tweet. 84% 29% 26% 25% 17% 12% 27% 22% Tweeted that you are planning to attend a live theater or arts event Followed a live theater or arts event Used a hashtag in relation to a live theater or arts event* Interacted with a venue, ticketing service or live theater or arts event's customer service team* Participatedin an live theater or arts-related sweepstakes* 2013 2012 29% of live theater or arts event attendees have tweeted that they are planning to attend a live theater or arts event; 26% have followed a live theater or arts event on Twitter.
  40. 40. 61% 55% 52% 49% 48% 33% 31% 20% 43% 40% 36% 37% 19% 20% "Liked" a live theater or arts event's fan page Shared that you were going to a live theater or arts event Shared the experience or pictures of the live theater or arts event Made status updates about a live theater or arts event Joined/RSVP’d to a Facebook event* Shared on a live theater or arts event's fan page Shared or invited a friend to a live theater or arts event Participated in a live theater or arts event sweepstakes* 2013 2012 Facebook Activities Q. Have you participatedin any of the following activities on Facebook: Q. Do you use Facebook Connect to sign in to other apps or web sites? 40© 2014 Live Nation Entertainment use Facebook connect to sign in to other apps or websites. 30% (28%) Note: Population is Facebook users. Note: Asterisks indicate that this was not a response option in 2012. Facebook usage in relation to live theater or arts events continues to rise. 61% (43%) of live theater or arts event attendees have liked a live theater or arts event’s fan page; 55% (40%) have shared that they were going to a live theater or arts event.
  41. 41. Interactive Seat Map Linked to Facebook 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. 41© 2014 Live Nation Entertainment See Who’s Sitting Where Tag Your Seat Sec 107, Row A, Seat 2 Is this your seat? Tag Yourself UPGRADE of Facebook users are Very or Somewhat interested in seeing exactly where their Facebook friends are sitting at live theater or arts events. 43% (33%) of Facebook users are Very or Somewhat interested in sharing exactly where their live theater or arts event seats are with their Facebook friends. 41% (33%) See Who’s Sitting Where are Extremely or Very likely to purchase tickets for themselves and others to be near their Facebook friends, if they could see where their friends were sitting on an interactive seat map. 46% (32%) are Extremely or Very likely to purchase a single ticket for themselves to be near their friends who have already purchased tickets. 45% (33%) are Extremely or Very likely to upgrade what they were going to purchase to be able to sit in the same area as their friends. 38% (27%)
  42. 42. Photo and Video Posts on Social Media Q. Have you ever posted photos or videos from your live theater or arts event online? Q. How much do you usually post? Note: Asterisks indicate that this was not a response option in 2012. 42© 2014 Live Nation Entertainment Q. Where do you post them? Q. Do you post them during the live theater or arts event? Note: Population is those who took photos/videos. 81% (71%) of those who post photos or videos online do so during the live theater or arts event. of live theater or arts event attendees who took photos or videos at an event post them online. 62% (57%) 5% 4% 22% 19% 54% 47% 19% 29% 2013 2012 Always Usually Sometimes Never WHERE HOW MANY 24% (28%) post one 58% (56%) post some 18% (16%) post most or all post on Facebook 93% (94%) post on Twitter* 14% post on Snapchat*7% post on Instagram* 29% post on YouTube 5% (6%)
  43. 43. LIVE FAMILY SHOW ATTENDEES 43© 2014 Live Nation Entertainment
  44. 44. Social Media Usage Q. How often do you use each of the following: 44© 2014 Live Nation Entertainment Facebook and YouTube are the most popular social media sites among live family show attendees. 85% use Facebook and 83% use YouTube. 83% 49% 12% 85% (82%) 31% (28%) 9% 38% (35%) 10%33% 6% (8%) YouTubeFacebook LinkedIn SnapchatInstagram Twitter Pinterest Vine Foursquare MySpace
  45. 45. Q. How many friends do you have on… Q. How many people do you follow / subscribe to on… 45© 2014 Live Nation Entertainment friends 38 friends 309 friends 38 Live family show attendees have the most friends/followers on Facebook, Twitter and Instagram. Social Media Connections Q. How many people follow / subscribe to you on… Note: Population is social media users. I follow 132 Follow me 91 I follow 59 Follow me 58 I follow 33 Follow me 27 I follow 12 Follow me 11 I follow 121 Follow me 115
  46. 46. Twitter Activities 46© 2014 Live Nation Entertainment use Twitter to sign in to other apps or websites. 15% (12%) 5% 17% 22% 34% 21% Every day Several times a week Several times a month Less often Never Q. Have you participatedin any of the following activities on Twitter: Q. How often do you retweet or reply to a live family show’s tweet? Q. Do you use Twitter to sign in to other apps or web sites? Note: Asterisks indicate that this was not a response option in 2012. Note: Population is Twitter users. have retweeted or replied to an family show’s tweet. 79% Note: Asterisks indicate that this was not a response option in 2012. 16% 15% 15% 11% 7% 17% 14% Tweeted that you are planning to attend a live family show Followed a live family show Used a hashtag in relation to a live family show* Interacted with a venue, ticketing service or live family show's customer service team* Participated in a live family show-related sweepstakes* 2013 2012 16% of live family show attendees have tweeted that they are planning to attend a live family show; 15% have followed a live family show on Twitter.
  47. 47. 55% 55% 49% 49% 48% 30% 27% 19% 40% 40% 35% 37% 18% 17% "Liked" a live family show's fan page Shared the experience or pictures of the live family show Shared that you were going to a live family show Joined/RSVP’d to a Facebook event* Made status updates about a live family show Shared on a live family show's fan page Shared or invited a friend to a live family show Participated in a live family show sweepstakes* 2013 2012 Facebook Activities Q. Have you participatedin any of the following activities on Facebook: Q. Do you use Facebook Connect to sign in to other apps or web sites? 47© 2014 Live Nation Entertainment use Facebook connect to sign in to other apps or websites. 38% (35%) Note: Population is Facebook users. Note: Asterisks indicate that this was not a response option in 2012. Facebook usage in relation to live family shows continues to rise. 55% (40%) of live family show attendees have liked a show’s fan page; 55% (40%) have shared the experience or pictures of the live family show on Facebook.
  48. 48. Interactive Seat Map Linked to Facebook 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. 48© 2014 Live Nation Entertainment See Who’s Sitting Where Tag Your Seat Sec 107, Row A, Seat 2 Is this your seat? Tag Yourself UPGRADE of Facebook users are Very or Somewhat interested in seeing exactly where their Facebook friends are sitting at live family shows. 48% (42%) of Facebook users are Very or Somewhat interested in sharing exactly where their live family show seats are with their Facebook friends. 46% (40%) See Who’s Sitting Where are Extremely or Very likely to purchase tickets for themselves and others to be near their Facebook friends, if they could see where their friends were sitting on an interactive seat map. 53% (40%) are Extremely or Very likely to purchase a single ticket for themselves to be near their friends who have already purchased tickets. 45% (35%) are Extremely or Very likely to upgrade what they were going to purchase to be able to sit in the same area as their friends. 43% (32%)
  49. 49. Photo and Video Posts on Social Media Q. Have you ever posted photos or videos from your live family show online? Q. How much do you usually post? Note: Asterisks indicate that this was not a response option in 2012. 49© 2014 Live Nation Entertainment Q. Where do you post them? Q. Do you post them during the live family show? Note: Population is those who took photos/videos. 82% (75%) of those who post photos or videos online do so during the live family show. of live family show attendees who took photos or videos at the show post them online. 68% (62%) 8% 7% 22% 19% 53% 49% 18% 25% 2013 2012 Always Usually Sometimes Never WHERE HOW MANY 18% (20%) post one 56% (57%) post some 25% (23%) post most or all post on Facebook 94% (95%) post on Twitter* 8% post on Snapchat*3% post on Instagram* 31% post on YouTube 3% (5%)

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  • CaitlynLubas

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    Mar. 20, 2017
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    Jul. 16, 2017
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    Nov. 20, 2017

We surveyed thousands of North American ticket buyers to capture their social habits to discover where they hang out online, how they engage and when they share throughout the event lifecycle. Here are the results from our U.S. audience. Tips: • View as an infographic here • Looking for Canada's report or just Concerts? Go here. • Want to print or save this report? Click the SlideShare logo on the bottom left and then "Save."

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