Social Report: US 2013

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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.

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Social Report: US 2013

  1. 1. 2013
  2. 2. © 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. 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. 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. 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. 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. 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. 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. 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. 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.
  11. 11. © 2013 Ticketmaster LLC CONCERT ATTENDEES 11
  12. 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. 13. © 2013 Ticketmaster LLC 13 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
  14. 14. © 2013 Ticketmaster LLC 14 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. 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. 16. © 2013 Ticketmaster LLC 16 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. 17. © 2013 Ticketmaster LLC 17 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. 18. © 2013 Ticketmaster LLC 18 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.*
  19. 19. © 2013 Ticketmaster LLC 19 PROFESSIONAL AND COLLEGE SPORTING EVENT ATTENDEES
  20. 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. 21. © 2013 Ticketmaster LLC 21 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. 22. © 2013 Ticketmaster LLC 22 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. 23. © 2013 Ticketmaster LLC 23 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. 24. © 2013 Ticketmaster LLC 24 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. 25. © 2013 Ticketmaster LLC 25 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.
  26. 26. © 2013 Ticketmaster LLC 27 LIVE THEATER OR ARTS EVENT ATTENDEES
  27. 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. 28. © 2013 Ticketmaster LLC 29 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. 29. © 2013 Ticketmaster LLC 30 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. 30. © 2013 Ticketmaster LLC 31 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. 31. © 2013 Ticketmaster LLC 32 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. 32. © 2013 Ticketmaster LLC 33 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. 33. © 2013 Ticketmaster LLC 34 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.*
  34. 34. © 2013 Ticketmaster LLC 35 LIVE FAMILY SHOW ATTENDEES
  35. 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. 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. 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. 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. 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. 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.
  41. 41. © 2013 Ticketmaster LLC 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.*

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