Mobile Report: US 2014

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Mobile device usage and engagement continues to grow and fans want to use their devices to enhance the live entertainment experience. This report elaborates on these trends.

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Mobile Report: US 2014

  1. 1. MOBILE BEHAVIOR AND VIEWING TECHNOLOGY MAY 2014
  2. 2. Mobile device usage and engagement continues to grow and fans want to use their devices to enhance the live entertainment experience. This report elaborates on these trends. Mobile device ownership is up. 84% of live event attendees have a smartphone, in comparison to 75% last year; 66% have a tablet, in comparison to 52% last year. Smartphone market share continues to be dominated by Apple and Android devices. Market share and rate of growth are highest for iPhones. Tablet ownership is highest among live family show attendees. Mobile engagement with live events is also up. 16% of smartphone owners regularly purchase live event tickets on their smartphones, up from 12% last year. Purchases on tablets remains steady at 15%. Concert attendees are more likely than other live event attendees to purchase tickets on their smartphones. Smartphone app downloads related to concerts have increased. 32% of concert attendees have a smartphone app that provides ticket purchase options, in comparison to 27% last year. 23% have a smartphone app that provides seating information for venues, compared to 19% last year. Furthermore, 44% of concert attendees are interested in downloading an app for their smartphone that provides local information for a specific venue, 43% are interested in an app that provides information about venue wait times and 41% are interested in an app that provides an in-venue friend locator. Mobile phone usage during events continues to rise. 73% of live event attendees checked their mobile phone at least once during an event in 2013 compared to 71% in 2012. Sporting event attendees check their phones the most (78%), while live theater or arts event attendees check their phones the least (62%). Taking photos or videos, sharing on Facebook and tweeting about the event have all increased, while calling and checking-in have decreased. Live event viewership on smartphones and tablets continues to increase. However, HDTV remains the most popular medium to view live events. Executive Summary 2© 2014 Live Nation Entertainment
  3. 3. 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 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 2,121 (2,095) PROFESSIONAL & COLLEGE SPORTING EVENTS 1,799 (1,412) LIVE THEATER OR ARTS EVENTS 2,138 (1,747) LIVE FAMILY SHOWS 1,696 (1,379) 3© 2014 Live Nation Entertainment
  4. 4. LIVE EVENT ATTENDEES 4© 2014 Live Nation Entertainment
  5. 5. Smartphone Ownership Q. Do you own or plan to purchase any of the following in the next 6 months? Q. Which smartphone do you own? (Select all that apply) More live event attendees own a smartphone now compared to last year. 84% (75%) of live event attendees have a smartphone and 5% (9%) plan to purchase one. 63% 75% 84% 11% 9% 5% 2011 2012 2013 Own Plan to Purchase The smartphone market continues to be dominated by Apple and Android devices. Market share and rate of growth are highest for iPhones. 49% iPhone (41% in 2012) 31% Android (27% in 2012) Windows (1% in 2012) 1%2% Blackberry (4% in 2012) 5© 2014 Live Nation Entertainment 18% own Samsung 5% own Motorola 3% own LG 3% own HTC
  6. 6. Tablet Ownership Q. Do you own or plan to purchase any of the following in the next 6 months? Q. Which tablet do you own? (Select all that apply) Tablet ownership is still growing. 66% (52%) of live event attendees have a tablet and 12% (19%) plan to purchase one. 34% 52% 66% 26% 19% 12% 2011 2012 2013 Own Plan to Purchase 36% 13% Kindle Fire (10% in 2012) iPad (32% in 2012) Samsung Galaxy Tab (2% in 2012) Google Nexus (Not Asked in 2012) 2% Live event attendees are more likely to own iPads than any other tablets, although Apple’s market share is lower for iPads compared to iPhones. 6© 2014 Live Nation Entertainment
  7. 7. 14% 13% 65% 60% 21% 27% 15% 16% 62% 58% 23% 26% Buy live event tickets 30% 37% 45% 42% 16% 14% 9% 8% 2012 2013 Frequency Using App vs. Mobile Web Search for information on live events 12% 16% 25% 31% 26% 24% 37% 29% 2012 2013 Smartphone/Tablet Activities Q. How often do you do the following on your smartphone/tablet? Q. Do you use a mobile app or mobile web on your smartphone/tabletto: Note: Population is smartphone/tablet owners. More customers are using their smartphones on a regular basis to search for live event information and to buy live event tickets. The mobile web is still used more often than apps for these activities, although the percentage that use both is growing. 13% 12% 66% 62% 21% 25% 13% 13% 65% 62% 22% 25% App Mobile Web Both Buy live event tickets 25% 27% 38% 36% 15% 16% 23% 21% 2012 2013 Search for information on live events 15% 15% 29% 28% 18% 20% 38% 37% 2012 2013 Regularly Occasionally Rarely Never Smartphone Tablet 7© 2014 Live Nation Entertainment
  8. 8. In-Venue Mobile Usage and Activities Q. How often do you check your mobile phone during an event? Q. While attending an event, how often do you do the following on your mobile phone? Mobile phone usage during live events continues to rise. 73% checked their phone at least once during an event in 2013, compared to 71% in 2012. Taking photos or videos, sharing on Facebook and tweeting about the event have all increased, while calling and checking-in have decreased. 8© 2014 Live Nation Entertainment Mobile Phone Usage During Live Events 78% sporting events 75% concerts 72% live family shows 62% live theater or arts events check-in using Foursquare, etc. 18% (22%) take photos or videos. 81% (77%) text about the event. 64% (64%) share on Facebook about the event. 54% (49%) call someone to talk about the event. 25% (34%) tweet about the event. 20% (15%) use apps that provide updated event information (traffic, weather, event info) 29%
  9. 9. In-Venue Mobile Activities by Age Q. While attending an event, how often do you do the following on your mobile phone? Note: Graph is for 2013 only. Mobile activities like taking photos, texting, sharing on Facebook and calling someone at an event are fairly steady for 13 to 44 year olds and then begin to decline. Twitter is much more likely to be used by 13 to 24 year olds. 9© 2014 Live Nation Entertainment 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 13-17 18-24 25-34 35-44 45-54 55-64 65+ take photos or videos text about the event share on Facebook about the event call someone to talk about the event tweet about the event check-inusing Foursquare, etc. use apps that provide updated event info
  10. 10. Purchaser Comparison 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 1,000+ (High). Customers who purchase live event tickets through their mobile devices continue to be those who are younger and have lower incomes than the average ticket purchaser. SUMMARY Average DII % Male Average Household Income Average Age Mobile Ticket Purchasers 97 (98) 46% (48%) 86K (86K) 36.6 (36.7) 107 (107) 47% (47%) 94K (94K) All Purchasers 41.6 (42.0) 21% 32% 22% 15% 7% 3% 13% 23% 23% 23% 12% 5% 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ AGE COMPARISON Mobile Ticket Purchasers All Purchasers 10© 2014 Live Nation Entertainment
  11. 11. Purchaser Comparison Source: Ticketmaster Transaction Database Note: Share of event type is a three year average. Customers who purchase tickets through their mobile devices attend more live events, buy more tickets and spend more on their tickets than the average ticket purchaser. They are especially more likely to attend concerts. SUMMARY Mobile Ticket Purchasers Average events per year 1.15 (1.16) .87 (.85) Average spend per year $150 ($154) $126 ($126) All Purchasers Average tickets per year 2.87 (2.95) 2.27 (2.25) 71% 13% 12% 3% 59% 15% 21% 5% Concerts Sporting events Live theater or arts events Live family shows SHARE OF EVENT TYPE Mobile Ticket Purchasers All Purchasers 11© 2014 Live Nation Entertainment
  12. 12. Live Event Viewership Note: Population is device owners. Live event viewership on smartphones and tablets continues to increase, but HDTV remains the most popular medium to view live events. On which of the following do you watch live events? DVR/TIVO 23% (24%) 23% (27%) 33% (32%) 44% (43%) HDTV 53% (47%) 56% (54%) 84% (75%) 77% (69%) TABLET 13% (10%) 20% (14%) 18% (12%) 27% (20%) SMARTPHONE 9% (6%) 20% (13%) 18% (16%) 19% (14%) 12© 2014 Live Nation Entertainment
  13. 13. CONCERT ATTENDEES 13© 2014 Live Nation Entertainment
  14. 14. Smartphone Ownership and Activities 84% (76%) 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 still used more often than apps for these activities, although the percentage that use both is growing. Buy live event tickets 33% 40% 44% 41% 15% 12% 8% 6% 2012 2013 15% 14% 64% 59% 22% 27% 15% 17% 61% 57% 24% 26% App Mobile Web Both Frequency Using App vs. Mobile Web Search for information on live events 13% 18% 25% 32% 27% 24% 35% 27% 2012 2013 Regularly Occasionally Rarely Never 65% 76% 84% 11% 9% 5% 2011 2012 2013 Own Plan to Purchase 14© 2014 Live Nation Entertainment Q. Do you own or plan to purchase any of the following in the next 6 months? Q. How often do you do the following on your smartphone? Q. Do you use a mobile app or mobile web on your smartphone to: Note: Population is smartphone owners.
  15. 15. Smartphone App and Mobile Web Usage Note: Population is smartphone owners. Have you ever downloaded or been interested in an app for your smartphone that provides: Have you ever used or been interested in using the mobile web on your smartphone for: Interested in Downloaded 2013 2012 Interested in Have used 2013 2012 27% 30% 19% 14% 47% 45% 52% 31% 32% 32% 23% 19% 40% 39% 45% 27% 47% 58% 46% 23% 30% 24% 31% 23% 56% 64% 55% 31% 21% 19% 22% 17% Compared to last year, more concert attendees own smartphone apps for ticket purchase options, seating for venues and ticket selling options. The mobile web is still used more than apps for live event-related information among concert attendees. 15© 2014 Live Nation Entertainment
  16. 16. Smartphone App and Mobile Web Usage Q. While attending an event, how often do you do the following on your mobile phone? Note: Population is smartphone owners. 16© 2014 Live Nation Entertainment Have you ever downloaded or been interested in an app for your smartphone that provides: Have you ever used or been interested in using the mobile web on your smartphone for: Interested in Downloaded 2013 2012 Interested in Have used 2013 2012 46% 31% 28% 48% 47% 33% 20% 7% 7% 23% 42% 44% 43% 41% 55% 54% 20% 27% 54% 60% 43% 14% 11% 16% 20% 25% 33% 32% haveusedanappthat providesupdatedevent information(traffic, weather,eventinfo) duringaconcert. 28% 44% of concert attendees are interested in downloading an app for their smartphone that provides local information for a specific venue; 43% are interested in an app that provides information about venue wait times and 41% are interested in an app that provides an in-venue friend locator.
  17. 17. 14% 12% 65% 61% 21% 26% 14% 13% 63% 62% 22% 25% App Mobile Web Both Tablet Ownership and Activities 63% (50%) of concert attendees have tablets. While tablet usage among owners for live event search and ticket purchases has remained relatively stable, the proportion that use both apps and the mobile web to complete these tasks is growing. Buy live event tickets 27% 29% 37% 35% 14% 16% 22% 21% 2012 2013 Frequency Using App vs. Mobile Web Search for information on live events 17% 16% 29% 27% 17% 19% 38% 37% 2012 2013 Regularly Occasionally Rarely Never 32% 50% 63% 27% 20% 13% 2011 2012 2013 Own Plan to Purchase 17© 2014 Live Nation Entertainment Q. Do you own or plan to purchase any of the following in the next 6 months? Q. How often do you do the following on your tablet? Q. Do you use a mobile app or mobile web on your tablet to: Note: Population is tablet owners.
  18. 18. 37% 41% 38% 19% 29% 27% 29% 23% 39% 43% 40% 23% 26% 24% 26% 20% Tablet App and Mobile Web Usage Note: Population is tablet owners. Have you ever downloaded or been interested in an app for your tablet that provides: Have you ever used or been interested in using the mobile web on your tablet for: Interested in Downloaded 2013 2012 Interested in Have used 2013 2012 20% 22% 18% 12% 41% 40% 42% 29% 20% 20% 17% 14% 39% 38% 40% 27% The mobile web is still used more than apps for live event-related information among concert attendees. 18© 2014 Live Nation Entertainment
  19. 19. Tablet App and Mobile Web Usage Note: Population is tablet owners. 40% 40% 23% 28% 40% 41% 33% 21% 25% 25% 34% 23% 28% 42% 33% 21% 17% 27% 39% 36% Have you ever downloaded or been interested in an app for your tablet that provides: Have you ever used or been interested in using the mobile web on your tablet for: Interested in Downloaded 2013 2012 Interested in Have used 2013 2012 19© 2014 Live Nation Entertainment 36% of concert attendees are interested in downloading an app for their tablet that provides local information for a specific venue; 17% have already downloaded such an app and 33% have already used their mobile web to get this information.
  20. 20. 66% 54% 36% 12% 6% 5% 3% 2% Ticketmaster Live Nation StubHub Bandsintown AXS Songkick Goldstar Other Mobile Web and App Preferences Q. Have you ever downloaded an app specifically for a music festival (Coachella, Lollapalooza, Sasquatch)? Note: Results may be biased towards Ticketmaster or Live Nation because survey respondents are Ticketmaster purchasers. Note: Population is smartphone or tablet owners. 66% of concert attendees have used the Ticketmaster mobile site/app to get information about a concert that they were attending; 54% have used the Live Nation mobile site/app. Additionally, attendees have used the Ticketmaster and Live Nation mobile sites/apps to purchase tickets more than any other site. havedownloadedan appspecificallyfora musicfestival. 16% Have you ever used any of these apps or mobile sites to get information about a concert you were attending? (Select all that apply) 66% 38% 33% 17% 4% 3% 2% 2% 1% Ticketmaster Live Nation StubHub Fandango AXS Goldstar SeatGeek SongKick Other Have you ever used any of these apps or mobile sites to purchase concert tickets? (Select all that apply) 70% 46% 29% 27% 14% 11% 7% 3% 3% 2% 6% Pandora YouTube I Heart Radio Spotify Sirius SoundCloud Slacker Radio Songza LastFM Rdio Other Which mobile apps or mobile sites do you use to stream music? (Select all that apply) 20© 2014 Live Nation Entertainment
  21. 21. In-Venue Mobile Usage and Activities Q. How often do you check your mobile phone during an event? Q. While attending a concert, how often do you do the following on your mobile phone? Concert attendees continue to use their phones more frequently during concerts. 24% (22%) use their phones every hour, 21% (18%) every 30 minutes and 13% (8%) at least once every 15 minutes. More fans are taking photos or videos, sharing on Facebook and tweeting about the concert, while fewer are calling someone to talk about the concert or checking-in with apps like Foursquare. 21© 2014 Live Nation Entertainment check-in using Foursquare, etc. 19% (25%) take photos or videos. 85% (81%) text about the concert. 68% (66%) share on Facebook about the concert. 57% (52%) call someone to talk about the concert. 26% (32%) tweet about the concert. 22% (16%)
  22. 22. In-Venue Mobile Amenities Q. Would you be interested in using your mobile phone to: Q. Have you used your mobile phone to: (Select all that apply) 52% of concert attendees are interested in receiving discounts on their mobile phones at a live event; 50% are interested in scanning their tickets on their mobile phones for admission. 52% are interested in receiving discounts on food and merchandise (8% have already). are interested in scanning their event ticket (e-ticket) (26% have already). 50% are interested in upgrading their seats (3% have already). 49% are interested in ordering food/drinks and having them delivered (4% have already). 40% are interested in ordering merchandise and having it delivered (3% have already). 30% 49% are interested in using a coupon (29% have already). 44% are interested in scanning a movie ticket (14% have already). 42% are interested in e-boarding an airplane (23% have already). 19% are interested in using a mobile wallet (3% have already). 22© 2014 Live Nation Entertainment
  23. 23. SMS Promotion Participation Q. Have you ever participatedin an SMS text message promotion at a concert or related to an upcoming concert? Q. What type of SMS text promotions have you participatedin? (Select all that apply) Q. Which types of SMS text promotions at a concert or related to an upcoming concert would you participate in? (Select all that apply) Text for a prize/sweepstakes Signing up for special offers, discounts or upcoming concert information Sending comments to screen Would participate NOT ASKED 32% 21% 18% Have participated 14% 12% 11% 4%Sending images to screen Text to win! of concert attendees have participated in SMS text messaging promotions at a concert or related to an upcoming concert. 23% 23© 2014 Live Nation Entertainment
  24. 24. Text Message / Push Notification Limits and Influence Note: Population is smartphone or tablet owners. 67% of concert attendees are willing to get push notifications and 55% are willing to get text messages, but most want to limit it to 1-5 times a month. Concert attendees prefer push notifications over text messages. Text Message 14%9%1%6% 39% 45% 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? Have you ever been influenced by a brand’s text message or push notification to attend a concert? Push Notification 16%11%1%7% 48% 33% No limit 11-20 times a month 6-10 times a month 1-5 times a month Never 24© 2014 Live Nation Entertainment
  25. 25. Email Marketing Note: Population is smartphone owners. Of concert attendees who open a Ticketmaster or Live Nation email on their smartphones and decide to purchase, 66% switch to their computer to transact; 19% purchase directly from their smartphone. 25© 2014 Live Nation Entertainment 66% 19% 6% When you get an email on your smartphone from Ticketmaster and/or Live Nation and then you want to make a purchase, do you generally: 9% Purchase directly from smartphone Purchase on desktop/laptop computer Purchase on iPad Don’t read Ticketmaster and/or Live Nation emails on smartphone What is your primary device for email? 45% 49% 6% Desktop/Laptop Computer Smartphone Tablet
  26. 26. Ticket Spending Limits on Smartphones and Tablets Q. What is the maximum price point you are comfortable with purchasing live event tickets via your smartphone/tabletbefore you decide to make a purchase on a computer or a call center? Note: Population is smartphone or tablet owners. Concert attendees are slightly more comfortable spending on live event tickets when using their tablets rather than their smartphones. 73% 72% 69% 62% 57% 45% 39% 31% 25% 20% 19% 19% 100% 71% 71% 66% 58% 51% 37% 30% 24% 19% 15% 15% 15% Tablet Smartphone $0 $ 25$ 10 $ 50 $ 75 $ 100 $ 150 $ 200 $ 500$ 250 $ 1000 $ 2500 $5000+ % Willing to Spend 26© 2014 Live Nation Entertainment
  27. 27. Mobile Wallet Use and Interest Note: Results may be biased towards Ticketmaster or Live Nation because survey respondents are Ticketmaster purchasers. Note: Population is smartphone or tablet owners. Mobile ticket purchases using a Ticketmaster or Live Nation account and Paypal have increased since last year. Which method of payment have you used or would be interested in using to purchase live event tickets on your smartphone or tablet? Interested in Have used 2013 2012 43% 30% 3% 3% 29% 25% 16% 11% 52% 37% 4% 4% 21% 22% 12% 9% 27© 2014 Live Nation Entertainment
  28. 28. SPORTING EVENT ATTENDEES 28© 2014 Live Nation Entertainment
  29. 29. Smartphone Ownership and Activities Q. Do you own or plan to purchase any of the following in the next 6 months? Q. How often do you do the following on your smartphone? 85% (77%) 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 still used more often than apps for these activities, although the percentage that use both is growing. Buy live event tickets 28% 35% 45% 42% 16% 16% 10% 8% 2012 2013 12% 14% 67% 60% 21% 25% 16% 16% 62% 58% 22% 25% App Mobile Web Both Frequency Using App vs. Mobile Web Search for information on live events 11% 16% 27% 29% 24% 26% 37% 29% 2012 2013 Regularly Occasionally Rarely Never 63% 77% 85% 10% 7% 5% 2011 2012 2013 Own Plan to Purchase 29© 2014 Live Nation Entertainment Q. Do you use a mobile app or mobile web on your smartphone to: Note: Population is smartphone owners.
  30. 30. Smartphone App and Mobile Web Usage Note: Population is smartphone owners. Have you ever downloaded or been interested in an app for your smartphone that provides: Have you ever used or been interested in using the mobile web on your smartphone for: Interested in Downloaded 2013 2012 Interested in Have used 2013 2012 25% 28% 19% 15% 47% 45% 51% 32% 30% 34% 26% 17% 37% 33% 41% 28% 47% 55% 45% 24% 28% 24% 31% 22% 52% 60% 52% 29% 21% 19% 22% 19% 30© 2014 Live Nation Entertainment Compared to last year, more sporting event attendees own smartphone apps for ticket purchase options, event information for a specific venue and seating for venues. The mobile web is still used more than apps for live event-related information among sporting event attendees.
  31. 31. Q. Have you ever downloaded or been interested in an app for your smartphone that provides: Q. Have you ever used or been interested in using the mobile web on your smartphone for: Smartphone App and Mobile Web Usage 31© 2014 Live Nation Entertainment 41% 13% 10% 24% 31% 27% 23% 7% 6% 37% 39% 34% 37% of sporting event attendees are interested in downloading an app for their smartphone that provides local information for a specific venue; 39% are interested in an app that provides information about venue wait times and 34% are interested in an app that provides an in-venue friend locator. Interested in Downloaded Interested in Used APP MOBILE WEB haveused anappthat providesupdated event information (traffic, weather,eventinfo) duringasporting event. 35% have used an app on their smartphone to get regular updates on live sports scores, stats and results; 61% (64%) have used the mobile web. 55%(54%) Q. While attending a sporting event, how often do you do the following on your mobile phone? Note: Population is smartphone owners.
  32. 32. 10% 14% 68% 61% 21% 25% 11% 14% 67% 61% 22% 25% App Mobile Web Both Tablet Ownership and Activities 67% (52%) of sporting event attendees have tablets. While tablet usage among owners for live event search and ticket purchases has remained relatively stable, the proportion that use both apps and the mobile web to complete these tasks is growing. Buy live event tickets 22% 26% 41% 36% 15% 19% 21% 19% 2012 2013 Frequency Using App vs. Mobile Web Search for information on live events 14% 15% 29% 27% 23% 23% 34% 36% 2012 2013 Regularly Occasionally Rarely Never 35% 52% 67% 25% 18% 11% 2011 2012 2013 Own Plan to Purchase 32© 2014 Live Nation Entertainment Q. Do you own or plan to purchase any of the following in the next 6 months? Q. How often do you do the following on your tablet? Q. Do you use a mobile app or mobile web on your tablet to: Note: Population is tablet owners.
  33. 33. 35% 40% 37% 19% 30% 27% 29% 24% 37% 41% 38% 22% 25% 24% 26% 21% Tablet App and Mobile Web Usage Note: Population is tablet owners. Have you ever downloaded or been interested in an app for your tablet that provides: Have you ever used or been interested in using the mobile web on your tablet for: Interested in Downloaded 2013 2012 Interested in Have used 2013 2012 20% 20% 17% 11% 41% 41% 44% 29% 19% 20% 17% 13% 37% 36% 39% 28% 33© 2014 Live Nation Entertainment The mobile web is still used more than apps for live event- related information among sporting event attendees.
  34. 34. Tablet App and Mobile Web Usage Q. Have you ever downloaded or been interested in an app for your tablet that provides: Q. Have you ever used or been interested in using the mobile web on your tablet for: Note: Population is tablet owners. 34© 2014 Live Nation Entertainment Interested in Downloaded Interested in Used 34% 24% 18% 33% Local info for a specific venue (hotels, transportation, restaurants, etc.) APP MOBILE WEB 33% of sporting event attendees are interested in downloading an app for their tablet that provides local information for a specific venue; 18% have already downloaded such an app and 34% have already used their mobile web to get this information. 33% (32%) have used an app on their tablet to get regular updates on live sports scores, stats and results; 43% (42%) have used the mobile web.
  35. 35. In-Venue Mobile Usage and Activities Q. How often do you check your mobile phone during an event? Q. While attending a sporting event, how often do you do the following on your mobile phone? Sporting event attendees continue to use their phones more frequently during sporting events. 24% (21%) use their phones every hour, 21% (19%) every 30 minutes and 15% (13%) at least once every 15 minutes. More fans are sharing on Facebook and tweeting about the sporting event, while fewer are texting or calling someone to talk about the sporting event or checking-in with apps like Foursquare. 35© 2014 Live Nation Entertainment check-in using Foursquare, etc. 19% (23%) take photos or videos. 81% (80%) text about the event. 67% (70%) share on Facebook about the event. 51% (45%) call someone to talk about the event. 32% (40%) tweet about the event. 23% (17%) 50% check team scores and stats while attending sporting events and 46% check sports news. (50% and 46% respectively in 2012)
  36. 36. In-Venue Mobile Amenities Q. Would you be interested in using your mobile phone to: Q. Have you used your mobile phone to: (Select all that apply) 49% of sporting event attendees are interested in receiving discounts on their mobile phones at a live event; 46% are interested in scanning their tickets on their mobile phones for admission. 49% are interested in receiving discounts on food and merchandise (12% have already). are interested in scanning their event ticket (e-ticket) (26% have already). 46% are interested in upgrading their seats (3% have already). 44% are interested in ordering food/drinks and having them delivered (5% have already). 39% are interested in ordering merchandise and having it delivered (4% have already). 28% 48% are interested in using a coupon (33% have already). 41% are interested in scanning a movie ticket (15% have already). 42% are interested in e-boarding an airplane (23% have already). 18% are interested in using a mobile wallet (4% have already). 36© 2014 Live Nation Entertainment
  37. 37. Text Message / Push Notification Limits and Influence Note: Population is smartphone or tablet owners. 61% of sporting event attendees are willing to get push notifications and 52% are willing to get text messages, but most want to limit it to 1-5 times a month. Sporting event attendees prefer push notifications over text messages. Text Message 15%7% 1% 6% 39% 48% 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? Have you ever been influenced by a brand’s text message or push notification to attend a sporting event? Push Notification 14%8% 1% 6% 46% 39% No limit 11-20 times a month 6-10 times a month 1-5 times a month Never 37© 2014 Live Nation Entertainment
  38. 38. Email Marketing Note: Population is smartphone owners. What is your primary device for email? Desktop/Laptop Computer 47% Smartphone 48% Tablet 6% 63% 17% 5% When you get an email on your smartphone from Ticketmaster and/or Live Nation and then you want to make a purchase, do you generally: Purchase directly from smartphone Purchase on desktop/laptop computer Purchase on iPad Don’t read Ticketmaster and/or Live Nation emails on smartphone 14% 38© 2014 Live Nation Entertainment Of sporting event attendees who open a Ticketmaster or Live Nation email on their smartphones and decide to purchase, 63% switch to their computer to transact; 17% purchase directly from their smartphone.
  39. 39. Ticket Spending Limits on Smartphones and Tablets Q. What is the maximum price point you are comfortable with purchasing live event tickets via your smartphone/tabletbefore you decide to make a purchase on a computer or a call center? Note: Population is smartphone or tablet owners. Sporting event attendees are slightly more comfortable spending on live event tickets when using their tablets rather than their smartphones. 73% 72% 70% 63% 58% 46% 39% 32% 27% 22% 20% 20% 100% 70% 69% 65% 57% 52% 39% 32% 26% 20% 17% 16% 16% Tablet Smartphone $0 $ 25$ 10 $ 50 $ 75 $ 100 $ 150 $ 200 $ 500$ 250 $ 1000 $ 2500 $5000+ % Willing to Spend 39© 2014 Live Nation Entertainment
  40. 40. Mobile Wallet Use and Interest Note: Results may be biased towards Ticketmaster or Live Nation because survey respondents are Ticketmaster purchasers. Note: Population is smartphone or tablet owners. Mobile ticket purchases using a Ticketmaster or Live Nation account and Paypal have increased since last year. Which method of payment have you used or would be interested in using to purchase live event tickets on your smartphone or tablet? Interested in Have used 2013 2012 36% 31% 3% 2% 29% 26% 15% 11% 48% 40% 3% 3% 19% 19% 13% 11% 40© 2014 Live Nation Entertainment
  41. 41. LIVE THEATER OR ARTS EVENT ATTENDEES 41© 2014 Live Nation Entertainment
  42. 42. Smartphone Ownership and Activities Q. Do you own or plan to purchase any of the following in the next 6 months? Q. How often do you do the following on your smartphone? 83% (69%) of live theater or arts 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 still used more often than apps for these activities, although the percentage that use both is growing. Buy live event tickets 23% 27% 45% 43% 19% 18% 13% 12% 2012 2013 13% 12% 69% 63% 19% 25% 14% 13% 66% 61% 20% 26% App Mobile Web Both Frequency Using App vs. Mobile Web Search for information on live events 9% 11% 22% 29% 26% 24% 43% 36% 2012 2013 Regularly Occasionally Rarely Never 58% 69% 83% 13% 10% 5% 2011 2012 2013 Own Plan to Purchase 42© 2014 Live Nation Entertainment Q. Do you use a mobile app or mobile web on your smartphone to: Note: Population is smartphone owners.
  43. 43. Smartphone App and Mobile Web Usage Note: Population is smartphone owners. Have you ever downloaded or been interested in an app for your smartphone that provides: Have you ever used or been interested in using the mobile web on your smartphone for: Interested in Downloaded 2013 2012 Interested in Have used 2013 2012 22% 26% 17% 11% 45% 41% 48% 26% 25% 27% 19% 13% 38% 34% 43% 23% 40% 51% 39% 16% 31% 26% 32% 22% 46% 53% 46% 23% 22% 20% 23% 16% 43© 2014 Live Nation Entertainment Compared to last year, more live theater or arts event attendees own smartphone apps for ticket purchase options. The mobile web is still used more than apps for live event- related information among live theater or arts event attendees.
  44. 44. Smartphone App and Mobile Web Usage Q. Have you ever downloaded or been interested in an app for your smartphone that provides: Q. Have you ever used or been interested in using the mobile web on your smartphone for: Q. While attending a live theater or arts event, how often do you do the following on your mobile phone? Interested in Downloaded Interested in Used 39% 10% 8% 23% 30% 25% 21% 5% 4% 38% 38% 30% 44© 2014 Live Nation Entertainment Note: Population is smartphone owners. Note: Data is for 2013 only. APP MOBILE WEB 38% of live theater or arts event attendees are interested in downloading an app for their smartphone that provides local information for a specific venue; 38% are interested in an app that provides information about venue wait times and 30% are interested in an app that provides an in-venue friend locator. haveusedanappthat providesupdatedevent information(traffic, weather,eventinfo)during alivetheaterorartsevent. 26%
  45. 45. 13% 12% 66% 64% 21% 24% 13% 12% 66% 63% 21% 25% App Mobile Web Both Tablet Ownership and Activities 70% (54%) of live theater or arts event attendees have tablets. While tablet usage among owners for live event search and ticket purchases has remained relatively stable, the proportion that use both apps and the mobile web to complete these tasks is growing. Buy live event tickets 21% 24% 40% 39% 17% 16% 22% 21% 2012 2013 Frequency Using App vs. Mobile Web Search for information on live events 13% 12% 28% 30% 18% 19% 40% 38% 2012 2013 Regularly Occasionally Rarely Never 39% 54% 70% 23% 17% 11% 2011 2012 2013 Own Plan to Purchase 45© 2014 Live Nation Entertainment Q. Do you own or plan to purchase any of the following in the next 6 months? Q. How often do you do the following on your tablet? Q. Do you use a mobile app or mobile web on your tablet to: Note: Population is tablet owners.
  46. 46. Tablet App and Mobile Web Usage Note: Population is tablet owners. Have you ever downloaded or been interested in an app for your tablet that provides: Have you ever used or been interested in using the mobile web on your tablet for: Interested in Downloaded 2013 2012 Interested in Have used 2013 2012 46© 2014 Live Nation Entertainment 18% 20% 16% 9% 43% 41% 45% 26% 18% 18% 15% 11% 36% 34% 39% 23% 32% 39% 35% 14% 32% 29% 31% 21% 36% 41% 38% 18% 24% 22% 24% 19% The mobile web is still used more than apps for live event-related information among live theater or arts event attendees.
  47. 47. Tablet App and Mobile Web Usage Q. Have you ever downloaded or been interested in an app for your tablet that provides: Q. Have you ever used or been interested in using the mobile web on your tablet for: Note: Population is tablet owners. 35% 22% 19% 32% Local info for a specific venue (hotels, transportation, restaurants, etc.) 47© 2014 Live Nation Entertainment 32% of live theater or arts event attendees are interested in downloading an app for their tablet that provides local information for a specific venue; 19% have already downloaded such an app and 35% have already used their mobile web to get this information. Interested in Downloaded Interested in Used APP MOBILE WEB
  48. 48. In-Venue Mobile Usage and Activities Q. How often do you check your mobile phone during an event? Q. While attending a live theater or arts event, how often do you do the following on your mobile phone? Live theater or arts event attendees use their phones frequently during live theater or arts events. 18% use their phones every hour, 16% every 30 minutes and 8% at least once every 15 minutes. More fans are taking photos or videos, sharing on Facebook and tweeting about the live theater or arts event, while fewer are calling someone to talk about the live theater or arts event or checking-in with apps like Foursquare. 48© 2014 Live Nation Entertainment check-in using Foursquare, etc. 14% (17%) take photos or videos. 68% (58%) text about the event. 53% (55%) share on Facebook about the event. 46% (39%) call someone to talk about the event. 19% (32%) tweet about the event. 15% (12%)
  49. 49. In-Venue Mobile Amenities Q. Would you be interested in using your mobile phone to: Q. Have you used your mobile phone to: (Select all that apply) 45% of live theater or arts event attendees are interested in receiving discounts on their mobile phones at a live event; 47% are interested in scanning their tickets on their mobile phones for admission. 45% are interested in receiving discounts on food and merchandise (10% have already). are interested in scanning their event ticket (e-ticket) (23% have already). 47% are interested in upgrading their seats (2% have already). 45% are interested in ordering food/drinks and having them delivered (4% have already). 36% are interested in ordering merchandise and having it delivered (3% have already). 24% 47% are interested in using a coupon (33% have already). 44% are interested in scanning a movie ticket (16% have already). 46% are interested in e-boarding an airplane (28% have already). 17% are interested in using a mobile wallet (3% have already). 49© 2014 Live Nation Entertainment
  50. 50. Text Message / Push Notification Limits and Influence Note: Population is smartphone or tablet owners. 56% of live theater or arts event attendees are willing to get push notifications and 45% are willing to get text messages, but most want to limit it to 1-5 times a month. Live theater or arts event attendees prefer push notifications over text messages. Text Message 11%5% 1% 4% 35% 55% 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? Have you ever been influenced by a brand’s text message or push notification to attend a live theater or arts event? Push Notification 13%6% 1% 5% 44% 44% No limit 11-20 times a month 6-10 times a month 1-5 times a month Never 50© 2014 Live Nation Entertainment
  51. 51. Email Marketing Note: Population is smartphone owners. What is your primary device for email? Desktop/Laptop Computer 54% Smartphone 38% Tablet 7% 63% 12% 9% When you get an email on your smartphone from Ticketmaster and/or Live Nation and then you want to make a purchase, do you generally: Purchase directly from smartphone Purchase on desktop/laptop computer Purchase on iPad Don’t read Ticketmaster and/or Live Nation emails on smartphone 17% 51© 2014 Live Nation Entertainment Of live theater or arts event attendees who open a Ticketmaster or Live Nation email on their smartphones and decide to purchase, 63% switch to their computer to transact; 12% purchase directly from their smartphone.
  52. 52. Ticket Spending Limits on Smartphones and Tablets Q. What is the maximum price point you are comfortable with purchasing live event tickets via your smartphone/tabletbefore you decide to make a purchase on a computer or a call center? Note: Population is smartphone or tablet owners. Live theater or arts event attendees are slightly more comfortable spending on live event tickets when using their tablets rather than their smartphones. 71% 70% 69% 63% 59% 47% 40% 32% 25% 20% 19% 18% 100% 67% 66% 63% 56% 51% 37% 31% 23% 18% 14% 14% 14% Tablet Smartphone $0 $ 25$ 10 $ 50 $ 75 $ 100 $ 150 $ 200 $ 500$ 250 $ 1000 $ 2500 $5000+ % Willing to Spend 52© 2014 Live Nation Entertainment
  53. 53. Mobile Wallet Use and Interest Note: Results may be biased towards Ticketmaster or Live Nation because survey respondents are Ticketmaster purchasers. Note: Population is smartphone or tablet owners. Mobile ticket purchases using a Ticketmaster or Live Nation account or Paypal have increased since last year. Which method of payment have you used or would be interested in using to purchase live event tickets on your smartphone or tablet? Interested in Have used 2013 2012 30% 25% 2% 3% 26% 26% 14% 9% 41% 36% 4% 3% 18% 19% 10% 8% 53© 2014 Live Nation Entertainment
  54. 54. LIVE FAMILY SHOW ATTENDEES 54© 2014 Live Nation Entertainment
  55. 55. Smartphone Ownership and Activities Q. Do you own or plan to purchase any of the following in the next 6 months? Q. How often do you do the following on your smartphone? 85% (75%) of live family show 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 still used more often than apps for these activities, although the percentage that use both is growing. Buy live event tickets 28% 30% 43% 44% 18% 16% 12% 10% 2012 2013 12% 11% 67% 65% 20% 24% 12% 13% 68% 62% 20% 24% App Mobile Web Both Frequency Using App vs. Mobile Web Search for information on live events 11% 13% 23% 32% 25% 23% 40% 31% 2012 2013 Regularly Occasionally Rarely Never 63% 75% 85% 11% 8% 5% 2011 2012 2013 Own Plan to Purchase 55© 2014 Live Nation Entertainment Q. Do you use a mobile app or mobile web on your smartphone to: Note: Population is smartphone owners.
  56. 56. Smartphone App and Mobile Web Usage Note: Population is smartphone owners. Have you ever downloaded or been interested in an app for your smartphone that provides: Have you ever used or been interested in using the mobile web on your smartphone for: Interested in Downloaded 2013 2012 Interested in Have used 2013 2012 22% 26% 17% 12% 45% 43% 47% 29% 23% 25% 18% 12% 39% 37% 44% 26% 40% 51% 41% 21% 31% 25% 30% 21% 48% 56% 49% 25% 22% 19% 22% 18% 56© 2014 Live Nation Entertainment The mobile web is still used more than apps for live event-related information among live family show attendees.
  57. 57. Smartphone App and Mobile Web Usage Q. Have you ever downloaded or been interested in an app for your smartphone that provides: Q. Have you ever used or been interested in using the mobile web on your smartphone for: Q. While attending a live family show, how often do you do the following on your mobile phone? 39% 12% 10% 24% 32% 27% 20% 8% 4% 39% 37% 32% 57© 2014 Live Nation Entertainment Note: Population is smartphone owners. Note: Data is for 2013 only. 39% of live family show attendees are interested in downloading an app for their smartphone that provides local information for a specific venue; 37% are interested in an app that provides information about venue wait times and 32% are interested in an app that provides an in-venue friend locator. haveusedanappthat providesupdatedevent information(traffic, weather,eventinfo) duringalivefamilyshow. 25% Interested in Downloaded Interested in Used APP MOBILE WEB
  58. 58. 14% 11% 67% 65% 19% 24% 12% 12% 69% 64% 19% 24% App Mobile Web Both Tablet Ownership and Activities 77% (59%) of live family show 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 still used more often than apps for these activities, although the percentage that use both is growing. Buy live event tickets 22% 24% 36% 40% 15% 15% 26% 21% 2012 2013 Frequency Using App vs. Mobile Web Search for information on live events 12% 13% 29% 29% 19% 22% 40% 36% 2012 2013 Regularly Occasionally Rarely Never 38% 59% 77% 25% 21% 9% 2011 2012 2013 Own Plan to Purchase 58© 2014 Live Nation Entertainment Q. Do you own or plan to purchase any of the following in the next 6 months? Q. How often do you do the following on your tablet? Q. Do you use a mobile app or mobile web on your tablet to: Note: Population is tablet owners.
  59. 59. Tablet App and Mobile Web Usage Note: Population is tablet owners. Have you ever downloaded or been interested in an app for your tablet that provides: Have you ever used or been interested in using the mobile web on your tablet for: Interested in Downloaded 2013 2012 Interested in Have used 2013 2012 59© 2014 Live Nation Entertainment 15% 15% 13% 10% 41% 42% 44% 29% 16% 17% 13% 10% 37% 35% 38% 25% 29% 33% 30% 16% 33% 31% 32% 24% 35% 39% 36% 19% 25% 24% 25% 20% The mobile web is still used more than apps for live event- related information among live family show attendees.
  60. 60. Tablet App and Mobile Web Usage Q. Have you ever downloaded or been interested in an app for your tablet that provides: Q. Have you ever used or been interested in using the mobile web on your tablet for: Note: Population is tablet owners. 33% 24% 17% 33% Local info for a specific venue (hotels, transportation, restaurants, etc.) 60© 2014 Live Nation Entertainment 33% of live family show attendees are interested in downloading an app for their tablet that provides local information for a specific venue; 17% have already downloaded such an app and 33% have already used their mobile web to get this information. Interested in Downloaded Interested in Used APP MOBILE WEB
  61. 61. In-Venue Mobile Usage and Activities Q. How often do you check your mobile phone during an event? Q. While attending a live family show, how often do you do the following on your mobile phone? Live family show attendees use their phones frequently during live family shows. 19% use their phones every hour, 19% every 30 minutes and 10% at least once every 15 minutes. More fans are taking photos or videos and sharing on Facebook about the live family show, while fewer are texting or calling someone to talk about the live family show or checking-in with apps like Foursquare. 61© 2014 Live Nation Entertainment check-in using Foursquare, etc. 16% (24%) take photos or videos. 80% (75%) text about the show. 55% (58%) share on Facebook about the show. 55% (48%) call someone to talk about the show. 18% (37%) tweet about the show. 12% (12%)
  62. 62. In-Venue Mobile Amenities Q. Would you be interested in using your mobile phone to: Q. Have you used your mobile phone to: (Select all that apply) 51% of live family show attendees are interested in receiving discounts on their mobile phones at a live event; 46% are interested in scanning their tickets on their mobile phones for admission. 51% are interested in receiving discounts on food and merchandise (11% have already). are interested in scanning their event ticket (e-ticket) (22% have already). 46% are interested in upgrading their seats (3% have already). 46% are interested in ordering food/drinks and having them delivered (5% have already). 42% are interested in ordering merchandise and having it delivered (3% have already). 32% 50% are interested in using a coupon (38% have already). 44% are interested in scanning a movie ticket (15% have already). 42% are interested in e-boarding an airplane (20% have already). 17% are interested in using a mobile wallet (4% have already). 62© 2014 Live Nation Entertainment
  63. 63. Text Message / Push Notification Limits and Influence Note: Population is smartphone or tablet owners. 59% of live family show attendees are willing to get push notifications and 52% are willing to get text messages, but most want to limit it to 1-5 times a month. Live family show attendees prefer push notifications over text messages. Text Message 13%7% 0.5% 4% 40% 48% 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? Have you ever been influenced by a brand’s text message or push notification to attend a live family show? Push Notification 13%8% 1% 4% 46% 41% No limit 11-20 times a month 6-10 times a month 1-5 times a month Never 63© 2014 Live Nation Entertainment
  64. 64. Email Marketing Note: Population is smartphone owners. What is your primary device for email? Desktop/Laptop Computer 41% Smartphone 51% Tablet 8% 63% 18% 8% When you get an email on your smartphone from Ticketmaster and/or Live Nation and then you want to make a purchase, do you generally: Purchase directly from smartphone Purchase on desktop/laptop computer Purchase on iPad Don’t read Ticketmaster and/or Live Nation emails on smartphone 11% 64© 2014 Live Nation Entertainment Of live family show attendees who open a Ticketmaster or Live Nation email on their smartphones and decide to purchase, 63% switch to their computer to transact; 18% purchase directly from their smartphone.
  65. 65. Ticket Spending Limits on Smartphones and Tablets Q. What is the maximum price point you are comfortable with purchasing live event tickets via your smartphone/tabletbefore you decide to make a purchase on a computer or a call center? Note: Population is smartphone or tablet owners. Live family show attendees are slightly more comfortable spending on live event tickets when using their tablets rather than their smartphones. 73% 73% 69% 61% 56% 43% 37% 30% 24% 20% 19% 19% 100% 69% 68% 64% 55% 50% 35% 29% 23% 18% 15% 14% 14% Tablet Smartphone $0 $ 25$ 10 $ 50 $ 75 $ 100 $ 150 $ 200 $ 500$ 250 $ 1000 $ 2500 $5000+ % Willing to Spend 65© 2014 Live Nation Entertainment
  66. 66. Mobile Wallet Use and Interest Note: Results may be biased towards Ticketmaster or Live Nation because survey respondents are Ticketmaster purchasers. Note: Population is smartphone or tablet owners. Mobile ticket purchases using a Ticketmaster or Live Nation account or Paypal have increased since last year. Which method of payment have you used or would be interested in using to purchase live event tickets on your smartphone or tablet? Interested in Have used 2013 2012 33% 31% 3% 3% 25% 24% 13% 10% 46% 41% 3% 3% 17% 19% 10% 8% 66© 2014 Live Nation Entertainment

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