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

1. 2013

2. © 2013 Ticketmaster LLC
MOBILE BEHAVIOR & VIEWING TECHNOLOGY
2
EXECUTIVE SUMMARY
Last year’s report showed us how the widespread use of mobile devices was changing the ways customers behaved before, during
and after a live event. This year’s report reinforces that trend. Not only do more attendees own smartphones and tablets, those
that do are using their devices more often to search for live events, buy tickets, and share their experiences. This report presents
interesting and valuable findings on mobile engagement and compares this year’s findings to those from last year.
 Mobile device ownership is up. 75% of live event attendees have a smartphone, in comparison to 63% last year; 52% have a
tablet, in comparison to 34% last year. Mobile engagement with live events is also up. 12% of smartphone owners regularly
purchase live event tickets on their smartphones, up from 7% last year. 15% of tablet owners regularly purchase tickets on their
tablets, up from 10% last year.
 App downloads have increased. 27% of concert attendees who own smartphones have an app that provides ticket purchase
options, in comparison to 15% last year. 31% have a smartphone app that provides concert information.
 Customers are becoming more engaged with their mobile phones while attending live events. Every mobile phone activity
increased over the course of the last year, except for calling. More attendees now take photos/videos, text message, and share
their experiences on social networks during live events. The highest increase was with sharing about the event on Facebook –
from 36% to 49% and taking photos / videos – from 69% to 77%.
Customers are open to using their mobile devices in more advanced ways. 62% of sporting event attendees are interested in
using an e-ticket on their smartphones for admission. 48% are interested in using their smartphones to order food and drinks at
the venue.

3. © 2013 Ticketmaster LLC
MOBILE BEHAVIOR & VIEWING TECHNOLOGY
3
METHODOLOGY
 An online survey was conducted among North American (US & Canada) Ticketmaster ticket purchasers in order to understand
their mobile and viewing technology behavior. This is the second annual iteration of a survey originally deployed in December
2011. 2012 statistics are provided in red type, 2011 statistics are provided in black type in parentheses.
 Significant differences at the 95% confidence level across time points are denoted with arrows. The direction of the arrows ( )
indicates the direction of the change in percentages from 2011 to 2012.
 Additional questions were added to the 2012 survey that were not asked in the 2011 survey. Questions that were only asked at
one time point are noted.
 Attendees to music concerts, professional and college sporting events, live theater and arts events, and live family shows were
surveyed.
 Survey invitations were sent to 200K US ticket purchasers – 50K per each event category.
 2012 data was collected from December 7th to December 13th, 2012.
 For calculating overall live event statistics, the collected data was weighted to represent the actual ticket sale distribution for
each event type category in the country.
 Unweighted sample sizes (2011 sample sizes are in parentheses):
MUSIC
CONCERTS
2,095
(2,314)
PROFESSIONAL
& COLLEGE
SPORTING
EVENTS
1,412
(1,867)
LIVE THEATER
OR
ARTS EVENTS
1,747
(2,187)
LIVE FAMILY
SHOWS
1,379
(1,630)

4. © 2013 Ticketmaster LLC
SMARTPHONES
LIVE EVENT ATTENDEES
4
Q. Do you own or plan to purchase any of the following in the next 6 months?
Q. How many of the apps on your smartphone do you use on a regular basis, meaning you use them at least once a week?
Q. Which smartphone do you own? (Select all that apply)
More live event attendees own a smartphone now compared to last year.
75%(63%) of live event attendees have a smartphone and 9% (11%) plan to purchase one.
The average smartphone owner uses 8 (8) apps at least once a week.
27% (20%)
1% (6%)
41% (27%)
4% (9%)
Throughout this report,
2012 statistics are provided in red type
2011 statistics are provided in (black type in parentheses)

5. © 2013 Ticketmaster LLC
TABLETS
LIVE EVENT ATTENDEES
5
Q. Do you own or plan to purchase any of the following in the next 6 months?
Q. How many of the apps on your tablet do you use on a regular basis, meaning you use them at least once a week?
Q. Which tablet do you own? (Select all that apply)
32% (21%)
.95%
(1.26%)
TouchPad
10% (5%)2% (1%)
Tablet ownership is growing rapidly and has surpassed the 50% mark.
52% (34%) of live event attendees have a tablet and 19% (26%) plan to purchase one.
The average tablet owner uses 7 (7) apps at least once a week.

6. © 2013 Ticketmaster LLC
SMARTPHONE / TABLET ACTIVITIES
LIVE EVENT ATTENDEES
6
More customers are using their smartphones on a regular basis to search for live event information.
Ticket purchases increased across both platforms but tablets are still the preferred device.
Note: Population is smartphone owners.
2012
2011
Regularly
Occasionally
Rarely
Never
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
How often do you do the following on your smartphone?
13%
33%
50%
17%
23%
24%
42%
27%
19%
27%
17%
7%
9%
26%
37%16%
24%
26%
45%
30%
25%
30%
20%
12%
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
24%
33%
45%
14%
16%
19%35%
30%
25%
28%
21%
10%
23%
28%
38%
15%
15%
18%
38%
33%
29%
25% 24%
15%
How often do you do the following on your tablet?
Note: Population is tablet owners.

7. © 2013 Ticketmaster LLC
14% 16% 15%
65%
58% 62%
21% 26% 23%
Smartphone Mobile Web
App
Both
APP VS MOBILE WEB
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
13% 15% 13%
66%
60% 65%
21% 25% 22%
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
Tablet
3%
26%
29%
19%
24%
10%
24%
27%
20% 20%
11%
31% 30%
17%
11%
8%
27%
32%
19%
14%
DEVICE USAGE WHILE WATCHING TV
MOBILE WEB USAGE
None 1 to 2 Hours
per Week
3 to 5 Hours
per Week
6 to 10 Hours
per Week
10+ Hours
per Week
Always Often Sometimes Rarely Never
SMARTPHONE / TABLET ACTIVITIES
LIVE EVENT ATTENDEES
7
Q. How many hours per week do you use the mobile web on your smartphone / tablet? (Note: This question was not asked in 2011)
Q. How often do you use your smartphone / tablet while watching TV? (Note: This question was not asked in 2011)
Q. Do you use a mobile app or mobile web on your smartphone / tablet to: (Note: This question was not asked in 2011)
Note: Population is smartphone / tablet owners.
The mobile web is used more often than apps to search for information on live events and make live event
ticket purchases. On average, live event attendees spend 7.5 hours per week using the mobile web on
their smartphones and 6.8 hours per week on their tablets.
Tablet
Smartphone

8. © 2013 Ticketmaster LLC
IN VENUE MOBILE ACTIVITIES
LIVE EVENT ATTENDEES
8
77%
64%
49%
34%
22%
15%
69%
60%
36%
35%
15%
9%
Take photos or videos
Text message about the event
Share on Facebook about the event
Call someone to talk about the event
Check-in using Foursquare, Places, etc
Tweet about the event
2012
2011
While attending an event, how often do you do the following on your mobile phone?
More fans are engaging in mobile activities while attending live events. Sharing on Facebook
increased the most – from 36% to 49%, but all of the activities except for calling had
statistically significant increases.

9. © 2013 Ticketmaster LLC
PURCHASER COMPARISON
LIVE EVENT ATTENDEES
9
Customers who purchase live event tickets through their mobile devices are younger and have
lower incomes than the average ticket purchaser.
SUMMARY
Average DII
% Male
Average Household
Income
19%
34%
23%
15%
7% 3%
12%
23% 24% 23%
13%
5%
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
AGE COMPARISON
Average Age
Mobile Ticket
Purchasers
98
48%
86K
36.7
107
47%
94K
All
Purchasers
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).
All Purchasers
Mobile Ticket Purchasers

10. © 2013 Ticketmaster LLC
75%
11% 11%
4%
62%
15%
17%
6%
PURCHASER COMPARISON
LIVE EVENT ATTENDEES
10
Concerts Sporting
Events
Arts Events Family Shows
Customers who purchase tickets through their mobile devices attend more shows than the average
ticket purchaser. They are especially more likely to attend concerts.
SUMMARY
Avg. Spend per Year
Avg. Events per Year
Avg. Tix per Year
Mobile Ticket
Purchasers
$154
1.16
2.95
$126
.85
2.25
All
Purchasers
SHARE OF EVENT TYPE
All Purchasers
Mobile Ticket Purchasers
Source: Ticketmaster Transaction Database
Note: Share of event type is a three year average.

11. © 2013 Ticketmaster LLC
VIEWERSHIP
LIVE EVENT ATTENDEES
The increase in live event viewership on smartphones and tablets was statistically significant across all
event categories. Viewership mostly decreased on DVRs / TIVOs and remained flat on HDTVs, which is
still the most commonly used medium.
11
Note: Population is device owners.
DVR/TIVO
24% (26%)
27% (33%)
32% (37%)
43% (48%)
HDTV
47% (48%)
54% (58%)
75% (77%)
69% (69%)
TABLET
10% (5%)
14% (7%)
12% (7%)
20% (9%)
SMARTPHONE
6% (3%)
13% (8%)
16% (12%)
14% (7%)
On which of the following do you watch live events?

12. © 2013 Ticketmaster LLC
CONCERT ATTENDEES
12

13. © 2013 Ticketmaster LLC
SMARTPHONE ACTIVITIES
CONCERT ATTENDEES
13
Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011.
76% (65%) of concert attendees have smartphones and more owners use their smartphones to search for
information on live events and buy live event tickets compared to last year. The mobile web is used more
often than apps for these activities.
22%
26% 24%
64% 58% 61%
15% 16% 15%
App
Mobile Web
Both
Do you use a mobile app or mobile web on your smartphone to:
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
* * *
12%
33%
49%
16%
23%
24%
44%
27%
19%
28%
17%
8%
8%
26%
35%15%
24%
27%
44%
30%
25%
33%
20%
13%
Never
Regularly
Occasionally
Rarely
How often do you do the following on your smartphone?
2012
2011
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets

14. © 2013 Ticketmaster LLC
SMARTPHONE ACTIVITIES
CONCERT ATTENDEES
14
Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011.
More concert attendees own smartphone apps that provide event information for a specific venue, ticket
purchase options and seating for venues. Smartphone apps that provide music news or music streaming
are the most commonly downloaded.
* *
53%
57% 57%
18%
15%
11%
45% 47%
52%
28%
48%
30% 27% 19%
46%
31%
2012
2011
Have you ever downloaded or been interested in an app that provides…
Downloaded
Interested In
Event info
for a specific
venue
Seating for
venues
Ticket
purchase
options
Music
news or
music
streaming
Concert
info
24%
30% 31%
20%
27%
58% 47% 46%
55%
54%
Have you ever used or been interested in using the mobile
web on your smartphone for:
Used
Interested In
Event info
for a specific
venue
Seating for
venues
Ticket
purchase
options
Music
news or
music
streaming
Concert
info
* ** * *

15. © 2013 Ticketmaster LLC
TABLET ACTIVITIES
CONCERT ATTENDEES
15
Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011.
50% (32%) of concert attendees have tablets and more owners use their tablets to buy live event tickets
compared to last year.
21% 24% 22%
65% 60% 63%
14% 15% 14%
App
Mobile Web
Both
Do you use a mobile app or mobile web on your tablet to:
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
* * *
How often do you do the following on your tablet?
24%
33%
46%
14%
17%
19%34%
30%
25%
29%
20%
10%
22%
28%
38%
14%
15%
17%
37%
32%
29%
27% 24%
17%
2012
2011
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
Never
Regularly
Occasionally
Rarely

16. © 2013 Ticketmaster LLC
TABLET ACTIVITIES
CONCERT ATTENDEES
16
Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011.
More concert attendees own tablet apps that provide event information for a specific venue, ticket
purchase options and seating for venues. Like smartphone apps, the most popular tablet apps provide
music news or music streaming.
Have you ever downloaded or been interested in an app that provides…
50% 50% 52%
15% 14% 13%
40% 41% 42%
28%
42%
22% 20% 18%
34%
23%
2012
2011
Downloaded
Interested In
Event info
for a specific
venue
Seating for
venues
Ticket
purchase
options
Music
news or
music
streaming
Concert
info
* *
27% 29% 29%
23%
28%
41% 37% 38%
40%
40%
Have you ever used or been interested in using the mobile
web on your tablet for:
Used
Interested In
Event info
for a specific
venue
Seating for
venues
Ticket
purchase
options
Music
news or
music
streaming
Concert
info
* ** * *

17. © 2013 Ticketmaster LLC
MOBILE ACTIVITIES
CONCERT ATTENDEES
17
Q. How often do you check your mobile phone during an event? (Note: Only concert and sporting event attendees were asked this question)
Q. While attending a concert, how often do you do the following on your mobile phone?
More concert attendees are using their phones during concerts. 22% (20%) use their phones every hour,
18% (14%) every 30 minutes and 7% (6%) every 15 minutes.
The increase in mobile engagement was statistically significant for all activities except for calling. The
largest increase was for sharing on Facebook – from 40% to 52%.
call someone
to talk about
the concert
32%
(33%)
check in w/
Foursquare,
etc.
25%
(16%)
Tweet about
the concert
16%
(10%)
take photos
or videos
81%
(75%)
text about
the concert
66%
(63%)
share on
Facebook about
the concert
52%
(40%)

18. © 2013 Ticketmaster LLC
MOBILE ACTIVITIES
CONCERT ATTENDEES
18
Q. Would you be interested in using your mobile phone to:
More concert attendees are interested in using their mobile phones to receive discounts on food
and merchandise during a concert, check into a concert with an e-ticket and order food / drinks to
have delivered to them at a concert.
are interested in
receiving discounts on
food and merchandise
on their phone
65%
(60%)
are interested
in checking in
to a concert
with an e-ticket
59%
(56%)
are interested in
ordering food /
drinks to be delivered
to them at a concert
47%
(43%)

19. © 2013 Ticketmaster LLC
CONCERT ATTENDEES
SMS PROMOTIONS
19
Q. Have you ever participated in an SMS text message promotion at a concert or related to an upcoming concert (e.g., contest/sweepstakes, text comments to screen, sign up
for special offer or discounts)?
Q. What type of SMS text promotions have you participated in?
Note: These questions were not asked in 2011.
of concert attendees have participated in a SMS text message promotion at a
concert or related to an upcoming concert: 14% have signed up for special
offers, discounts or upcoming concert information, 6% have sent comments or
images to a screen, and 8% have done both.
28%
have signed up for
special offers, discounts
or upcoming concert
information
14%
have done
both8%
have sent
comments or
images to a screen6%

20. © 2013 Ticketmaster LLC
CONCERT ATTENDEES
PUSH NOTIFICATIONS
20
68% of concert attendees are willing to get push notifications on their mobile devices but
most want to limit it to 1 – 5 times a month.
Q. How many times a month would you allow a mobile app to send messages or push notifications to your smartphone or tablet related to live events that you are interested in attending,
as long as the messages are relevant? (Note: This question was not asked in 2011)
MESSAGE / PUSH NOTIFICATION LIMIT PER MONTH
Average = 3.8
11 – 20 Times a Month / Unlimited
6 – 10 Times a Month
1 – 5 Times a Month
Never
32%
51%
8%
9%

21. © 2013 Ticketmaster LLC
PHOTOS / VIDEOS
CONCERT ATTENDEES
21
Q. Have you ever posted photos or videos from your concerts online?
Q. Do you post them during the event?
Q. Where do you post them?
Q. How much do you usually post?
69% (59%) of concert attendees who take photos / videos at a concert post them online and
24% (19%) of those usually or always post during the concert.
8%
(9%)
3%
(4%)
1%
(3%)
20% (17%) post most or all their photos/videos, while
57% (61%) post some and 22% (23%) post only one.
95%
(95%)

22. © 2013 Ticketmaster LLC
VIEWING TECHNOLOGY
CONCERT ATTENDEES
22
HDTV is still the most popular device for watching concerts, but viewership on smartphones and
tablets increased while viewership on HDTVs and DVRs decreased.
77%
77%
76%
65%
60%
64%
50%
32%
8%
4%
6%
7%
9%
11%
5%
6%
20%
27%
4%
4%
2012
2011
Own
Plan to
Purchase
54% (58%)
Do you own or plan to purchase in the next 6 months?
HDTV
Smartphone
DVR / TIVO
Tablet
3D - TV
On which do you watch music concerts?
27% (33%)
13% (8%)
14% (7%)
2% (1%)

23. © 2013 Ticketmaster LLC
23
PROFESSIONAL AND COLLEGE
SPORTING EVENT ATTENDEES

24. © 2013 Ticketmaster LLC
SMARTPHONE ACTIVITIES
SPORTING EVENT ATTENDEES
24
Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011.
77% (63%) of sporting event attendees have smartphones and more owners use their smartphones to buy
live event tickets compared to last year.
21%
28%
22%
67% 58%
62%
12% 15% 16% App
Mobile Web
Both
Do you use a mobile app or mobile web on your smartphone to:
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
* * *
11%
29%
47%
17%
25%
27%
42%
28%
18%29%
18%
7%
10%
23%
37%16%
25%
24%45%
30%
27%
28%
21%
11%
Never
How often do you do the following on your smartphone?
2012
2011
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
Regularly
Occasionally
Rarely

25. © 2013 Ticketmaster LLC
SMARTPHONE ACTIVITIES
SPORTING EVENT ATTENDEES
25
Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011.
More sporting event attendees own smartphone apps that provide event information for a specific venue,
ticket purchase options and seating for venues. The most commonly downloaded apps are still those that
provide updates on live sports scores and stats.
Have you ever downloaded or been interested in an app that provides…
23%
49%
54% 55%
54%
19%
15% 13%
21%
45% 47%
51%
54%
28% 25% 19%
2012
2011
Downloaded
Interested In
Seating for
venues
Event info for
a specific
venue
Ticket
purchase
options
Updates on
live sports
scores and
stats
14%
24%
28% 31%
64%
55% 47%
45%
Have you ever used or been interested in using the mobile
web on your smartphone for:
Used
Interested In
Event info
for a specific
venue
Seating for
venues
Ticket
purchase
options
* **Updates on
live sports
scores and
stats
*

26. © 2013 Ticketmaster LLC
TABLET ACTIVITIES
SPORTING EVENT ATTENDEES
26
Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011.
52% (35%) of sporting event attendees have tablets and more owners use their tablets to buy live event tickets
compared to last year.
21%
27%
22%
68% 60% 67%
10% 13% 11%
App
Mobile Web
Both
Do you use a mobile app or mobile web on your tablet to:
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
* * *
How often do you do the following on your tablet?
22%
31%
42%
14%
14%
20%34%
32%
26%
30%
23%
12%
21% 25%
34%
15%
17%
23%
41%
36%
29%
22% 22%
14%
2012
2011
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
Never
Regularly
Occasionally
Rarely

27. © 2013 Ticketmaster LLC
TABLET ACTIVITIES
SPORTING EVENT ATTENDEES
27
Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011.
Live event related tablet downloads remained high but steady for sporting event attendees. Like smartphones,
the most popular tablet apps are still those that provide updates on live sports scores and stats.
2012
2011
Downloaded
Interested In
32%
47% 46%
50%
35%
16% 17%
15%
29%
41% 41%
44%
32%
20% 20%
17%
Have you ever downloaded or been interested in an app that provides…
Seating for
venues
Event info for
a specific
venue
Ticket
purchase
options
Updates on
live sports
scores and
stats
22%
27% 30% 29%
42%
40% 35% 37%
Have you ever used or been interested in using the mobile
web on your tablet for:
Used
Interested In
Event info
for a specific
venue
Seating for
venues
Ticket
purchase
options
* **Updates on
live sports
scores and
stats
*

28. © 2013 Ticketmaster LLC
MOBILE ACTIVITIES
SPORTING EVENT ATTENDEES
28
Q. How often do you check your mobile phone during an event? (Note: Only concert and sporting event attendees were asked this question)
Q. While attending a professional and college sporting event, how often do you do the following on your mobile phone?
More sporting event attendees are using their phones during games. 21% (20%) use their phones every hour,
19% (17%) every 30 minutes and 11% (8%) every 15 minutes.
The increase in mobile engagement was statistically significant for all activities except for calling, which
decreased significantly. The largest increase was for sharing on Facebook – from 33% to 45%.
Tweet about
the game
17%
(9%)
check in w/
Foursquare,
etc.
23%
(16%)
take photos
or videos
80%
(74%)
text about
the game
70%
(64%)
share on
Facebook about
the game
45%
(33%)
call someone
to talk about
the game
40%
(44%)

29. © 2013 Ticketmaster LLC
MOBILE ACTIVITIES
SPORTING EVENT ATTENDEES
29
Q. Would you be interested in using your mobile phone to:
More sporting event attendees are interested in using their mobile phones to receive discounts on
food and merchandise during a game, check into a game with an e-ticket and order food / drinks
to have delivered to them at a game.
are interested in
receiving discounts on
food and merchandise
on their phone
66%
(59%)
are interested
in checking in
to a game with
an e-ticket
62%
(54%)
are interested in
ordering food /
drinks to be delivered
to them at a game
48%
(41%)

30. © 2013 Ticketmaster LLC
SPORTING EVENT ATTENDEES
PUSH NOTIFICATIONS
30
66% of sporting event attendees are willing to get push notifications on their mobile devices
but most want to limit it to 1 – 5 times a month.
Q. How many times a month would you allow a mobile app to send messages or push notifications to your smartphone or tablet related to live events that you are interested in attending,
as long as the messages are relevant? (Note: This question was not asked in 2011)
MESSAGE / PUSH NOTIFICATION LIMIT PER MONTH
Average = 3.6
11 – 20 Times a Month / Unlimited
6 – 10 Times a Month
1 – 5 Times a Month
Never
34%
51%
7%
8%

31. © 2013 Ticketmaster LLC
PHOTOS / VIDEOS
SPORTING EVENT ATTENDEES
31
Q. Have you ever posted photos or videos from your professional and college sporting events online?
Q. Do you post them during the event?
Q. Where do you post them?
Q. How much do you usually post?
63% (55%) of sporting event attendees who take photos / videos at a game post them online and
35% (26%) of those usually or always post during the game.
3%
(3%)
6%
(5%)
2%
(3%)
17% (12%) post most or all their photos/videos, while
59% (61%) post some and 24% (27%) post only one.
92%
(93%)

32. © 2013 Ticketmaster LLC
VIEWING TECHNOLOGY
SPORTING EVENT ATTENDEES
32
HDTV is still the most popular device for watching games. Viewership on smartphones and tablets
increased while viewership on DVRs decreased.
80%
80%
77%
63%
61%
65%
52%
35%
8%
5%
5%
7%
7%
10%
5%
6%
18%
25%
5%
4%
75% (77%)
Do you own or plan to purchase in the next 6 months?
HDTV
Smartphone
DVR / TIVO
Tablet
3D - TV
On which do you watch professional
and college sporting events?
32% (37%)
16% (12%)
12% (7%)
3% (2%)
2012
2011
Own
Plan to
Purchase

33. © 2013 Ticketmaster LLC
33
LIVE THEATER OR ARTS
EVENT ATTENDEES

34. © 2013 Ticketmaster LLC
SMARTPHONE ACTIVITIES
LIVE THEATER OR ARTS EVENT ATTENDEES
34
Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011.
69% (58%) of 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 used
more often than apps for these activities.
19%
24% 20%
69% 59% 66%
13% 17% 14%
App
Mobile Web
Both
Do you use a mobile app or mobile web on your smartphone to:
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
* * *
17%
40%
57%22%
23%
22%
39%
24%
16%22%
13%
5%
13%
28%
43%19%
24%
26%45%
31%
22%
23%
17%
9%
Never
How often do you do the following on your smartphone?
2012
2011
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
Regularly
Occasionally
Rarely

35. © 2013 Ticketmaster LLC
SMARTPHONE ACTIVITIES
LIVE THEATER OR ARTS EVENT ATTENDEES
35
Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011.
More arts event attendees own smartphone apps that provide event information for a specific venue,
ticket purchase options and seating for venues. The mobile web is used more often for these activities,
but interest is high for apps.
Have you ever downloaded or been interested in an app that provides…
46%
52% 51%
17%
11% 11%
41%
45% 48%
26%
22% 17%
2012
2011
Downloaded
Interested In
Seating for
venues
Event info for a
specific venue
Ticket purchase
options
26%
31% 32%
51% 40% 39%
Have you ever used or been interested in using the mobile
web on your smartphone for:
Used
Interested In
Event info
for a specific
venue
Seating for
venues
Ticket
purchase
options
* **

36. © 2013 Ticketmaster LLC
21% 25% 21%
66% 61% 66%
13% 15% 13%
App
Mobile Web
Both
Do you use a mobile app or mobile web on your tablet to:
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
* * *
How often do you do the following on your tablet?
26%
39%
51%
15%
15%
19%35%
29%
23%
24%
17%
8%
22%
28%
40%
17%
16%
18%
40% 34%
28%
21% 23%
13%
2012
2011
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
Regularly
Occasionally
Rarely
Never
TABLET ACTIVITIES
LIVE THEATER OR ARTS EVENT ATTENDEES
36
Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011.
54% (39%) of arts event attendees have tablets and more owners use their tablets to search for information on live
events and buy live event tickets compared to last year. The mobile web is used more often than apps for these
activities.

37. © 2013 Ticketmaster LLC
TABLET ACTIVITIES
LIVE THEATER OR ARTS EVENT ATTENDEES
37
Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011.
More arts event attendees own tablet apps that provide event information for a specific venue, ticket
purchase options and seating for venues. The mobile web is used more often for these activities, but
interest is high for apps.
Have you ever downloaded or been interested in an app that provides…
44%
48% 48%
15%
11% 11%
41% 43% 45%
20% 18% 16%
2012
2011
Downloaded
Interested In
Event info for a
specific venue
Seating for
venues
Ticket purchase
options
29% 32% 31%
39% 32% 35%
Have you ever used or been interested in using the mobile
web on your tablet for:
Used
Interested In
Event info
for a specific
venue
Seating for
venues
Ticket
purchase
options
* **

38. © 2013 Ticketmaster LLC
MOBILE ACTIVITIES
LIVE THEATER OR ARTS EVENT ATTENDEES
38
Q. While attending a live theater or arts event, how often do you do the following on your mobile phone?
check in w/
Foursquare,
etc.
17%
(11%)
Tweet about
the event
12%
(5%)
take photos
or videos
58%
(47%)
text about
the event
55%
(47%)
share on
Facebook about
the event
39%
(29%)
call someone
to talk about
the event
32%
(32%)
More arts event attendees are using their phones during events. The increase in mobile engagement
was statistically significant for all activities except for calling. The largest increases were for taking
photos – from 47% to 58%, and sharing on Facebook – from 29% to 39%.

39. © 2013 Ticketmaster LLC
LIVE THEATER OR ARTS EVENT ATTENDEES
PUSH NOTIFICATIONS
39
60% of arts event attendees are willing to get push notifications on their mobile devices but
most want to limit it to 1 – 5 times a month.
Q. How many times a month would you allow a mobile app to send messages or push notifications to your smartphone or tablet related to live events that you are interested in attending,
as long as the messages are relevant? (Note: This question was not asked in 2011)
MESSAGE / PUSH NOTIFICATION LIMIT PER MONTH
Average = 3.1
11 – 20 Times a Month / Unlimited
6 – 10 Times a Month
1 – 5 Times a Month
Never
40%
49%
5%
6%

40. © 2013 Ticketmaster LLC
PHOTOS / VIDEOS
LIVE THEATER OR ARTS EVENT ATTENDEES
40
Q. Have you ever posted photos or videos from your live theater or arts events online?
Q. Do you post them during the event?
Q. Where do you post them?
Q. How much do you usually post?
6%
(7%)
2%
(3%)
16% (12%) post most or all their photos/videos, while
56% (60%) post some and 28% (28%) post only one.
94%
(94%)
2%
(5%)
57% (47%) of arts event attendees who take photos / videos at an event post them online and
24% (15%) of those usually or always post during the event.

41. © 2013 Ticketmaster LLC
VIEWING TECHNOLOGY
LIVE THEATER OR ARTS EVENT ATTENDEES
41
HDTV is still the most popular device for watching arts events, but viewership on smartphones and
tablets increased while viewership on HDTVs and DVRs remained steady.
75%
77%
69%
58%
60%
62%
54%
39%
8%
5%
5%
5%
10%
13%
6%
5%
17%
23%
4%
2%
47% (48%)
Do you own or plan to purchase in the next 6 months?
HDTV
Smartphone
DVR / TIVO
Tablet
3D - TV
On which do you watch live
theater or arts events?
24% (26%)
6% (3%)
10% (5%)
3% (2%)
2012
2011
Own
Plan to
Purchase

42. © 2013 Ticketmaster LLC
42
LIVE FAMILY SHOW
ATTENDEES

43. © 2013 Ticketmaster LLC
SMARTPHONE ACTIVITIES
LIVE FAMILY SHOW ATTENDEES
43
Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011.
75% (63%) of live family show attendees have smartphones and more owners use their smartphones to
buy live event tickets compared to last year.
20%
28%
20%
67%
57%
68%
12% 15% 12%
App
Mobile Web
Both
Do you use a mobile app or mobile web on your smartphone to:
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
* * *
14%
31%
48%20%
23%
26%
42%
28%
19%
25%
18%
7%
12%
24%
40%18%
23%
25%43%
29%
23%
28% 24%
11%
Regularly
Occasionally
Rarely
Never
How often do you do the following on your smartphone?
2012
2011
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets

44. © 2013 Ticketmaster LLC
SMARTPHONE ACTIVITIES
LIVE FAMILY SHOW ATTENDEES
44
Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011.
More live family show attendees own smartphone apps that provide event information for a specific
venue, ticket purchase options and seating for venues. The mobile web is used more often for these
activities, but interest is high for apps.
48%
53% 53%
18%
14% 12%
43% 45% 47%
26% 22% 17%
2012
2011
Have you ever downloaded or been interested in an app that provides…
Downloaded
Interested In
Seating for
venues
Event info for a
specific venue
Ticket purchase
options
25%
31% 30%
51% 40% 41%
Have you ever used or been interested in using the mobile
web on your smartphone for:
Used
Interested In
Event info
for a specific
venue
Seating for
venues
Ticket
purchase
options
* **

45. © 2013 Ticketmaster LLC
TABLET ACTIVITIES
LIVE FAMILY SHOW ATTENDEES
45
Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011.
19%
26%
19%
67%
60% 69%
14% 15% 12%
App
Mobile Web
Both
Do you use a mobile app or mobile web on your tablet to:
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
* * *
How often do you do the following on your tablet?
21%
29%
42%
14%
17%
23%40%
32%
24%
25% 23%
11%
26% 28%
40%
15% 14%
19%
36% 33%
29%
22% 24%
12%
2012
2011
Search for
information on
live events
Make general
merchandise
purchases
Buy live event
tickets
Regularly
Occasionally
Rarely
Never
59% (38%) of live family show attendees have tablets. The mobile web is used more often than apps to search
for information on live events and buy live event tickets.

46. © 2013 Ticketmaster LLC
TABLET ACTIVITIES
LIVE FAMILY SHOW ATTENDEES
46
Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011.
There were no significant changes in live event related downloads for tablets. The mobile web is used
more often for these activities, but interest is high for apps.
Have you ever downloaded or been interested in an app that provides…
47% 50% 52%
17% 13% 12%
42% 41% 44%
15% 15%
13%
2012
2011
Downloaded
Interested In
Event info for a
specific venue
Seating for
venues
Ticket purchase
options
31% 33% 32%
33% 29% 30%
Have you ever used or been interested in using the mobile
web on your tablet for:
Used
Interested In
Event info
for a specific
venue
Seating for
venues
Ticket
purchase
options
* **

47. © 2013 Ticketmaster LLC
More live family show attendees are using their phones during shows. The increase in mobile
engagement was statistically significant for all activities except for calling. The largest increases
were for sharing on Facebook – from 35% to 48% and taking photos – from 64% to 75%.
MOBILE ACTIVITIES
LIVE FAMILY SHOW ATTENDEES
47
Q. While attending a live family show, how often do you do the following on your mobile phone?
check in w/
Foursquare,
etc.
24%
(14%)
Tweet about
the show
12%
(6%)
take photos
or videos
75%
(64%)
text about
the show
58%
(52%)
share on
Facebook about
the show
48%
(35%)
call someone
to talk about
the show
37%
(35%)

48. © 2013 Ticketmaster LLC
LIVE FAMILY SHOW ATTENDEES
PUSH NOTIFICATIONS
48
64% of live family show attendees are willing to get push notifications on their mobile
devices but most want to limit it to 1 – 5 times a month.
Q. How many times a month would you allow a mobile app to send messages or push notifications to your smartphone or tablet related to live events that you are interested in attending,
as long as the messages are relevant? (Note: This question was not asked in 2011)
MESSAGE / PUSH NOTIFICATION LIMIT PER MONTH
Average = 3.6
11 – 20 Times a Month / Unlimited
6 – 10 Times a Month
1 – 5 Times a Month
Never
36%
50%
5%
9%

49. © 2013 Ticketmaster LLC
PHOTOS / VIDEOS
LIVE FAMILY SHOW ATTENDEES
49
Q. Have you ever posted photos or videos from your live family shows online?
Q. Do you post them during the event?
Q. Where do you post them?
Q. How much do you usually post?
4%
(6%)
5%
(7%)
2%
(2%)
95%
(93%)
23% (16%) post most or all their photos/videos, while 57%
(63%) post some and 20% (20%) post only one.
62% (52%) of live family show attendees who take photos / videos at a show post them online and
26% (18%) of those usually or always post during the show.

50. © 2013 Ticketmaster LLC
VIEWING TECHNOLOGY
LIVE FAMILY SHOW ATTENDEES
50
HDTV is still the most popular device for watching family shows. Viewership on smartphones and
tablets doubled while viewership on DVRs decreased.
79%
77%
75%
63%
62%
65%
59%
38%
9%
6%
5%
7%
8%
11%
5%
5%
21%
25%
5%
5%
69% (69%)
Do you own or plan to purchase in the next 6 months?
HDTV
Smartphone
DVR / TIVO
Tablet
3D - TV
On which do you watch
live family shows?
43% (48%)
14% (7%)
20% (9%)
5% (3%)
2012
2011
Own
Plan to
Purchase