Mobile Report: US 2014

MOBILE BEHAVIOR AND VIEWING TECHNOLOGY
MAY 2014

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

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)

LIVE EVENT ATTENDEES

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)
18% own Samsung
5% own Motorola
3% own LG
3% own HTC

Tablet Ownership
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
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.

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
25%
27%
38%
36%
15%
16%
23%
21%
2012
2013
on live events
15%
15%
29%
28%
18%
20%
38%
37%
2012
2013
Regularly Occasionally Rarely Never
Smartphone
Tablet

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.
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%

In-Venue Mobile Activities by Age
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.
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

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

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

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%)

CONCERT ATTENDEES

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.
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
on live events
13%
18%
25%
32%
27%
24%
35%
27%
2012
2013
65%
76%
84%
11% 9% 5%
2011 2012 2013
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.

Smartphone App and Mobile Web Usage
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.

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.

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.
27%
29%
37%
35%
14%
16%
22%
21%
2012
2013
on live events
17%
16%
29%
27%
17%
19%
38%
37%
2012
2013
32%
50%
63%
27% 20%
13%
2011 2012 2013
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.

37%
41% 38%
19%
29%
27%
29%
23%
39%
43% 40%
23%
26%
24%
26%
20%
Tablet App and Mobile Web Usage
an app for your tablet that provides:
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.

40% 40%
23%
28%
40% 41%
33%
21%
25%
25%
34%
23%
28%
42%
33%
21%
17%
27%
39%
36%
Interested in
Downloaded
2013
2012
Interested in
Have used
2013
2012
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.

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?
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?

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.
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%)

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%
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).
using a mobile wallet
(3% have already).

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%

Text Message / Push Notification Limits and Influence
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

Email Marketing
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.
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

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?
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

Mobile Wallet Use and Interest
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%

SPORTING EVENT ATTENDEES

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.
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
on live events
11%
16%
27%
29%
24%
26%
37%
29%
2012
2013
63%
77%
85%
10% 7% 5%
2011 2012 2013

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%
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.

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:
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?

10%
14%
68%
61%
21%
25%
11%
14%
67%
61%
22%
25%
App Mobile Web Both
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.
22%
26%
41%
36%
15%
19%
21%
19%
2012
2013
on live events
14%
15%
29%
27%
23%
23%
34%
36%
2012
2013
35%
52%
67%
25% 18%
11%
2011 2012 2013

35%
40% 37%
19%
30%
27%
29%
24%
37%
41%
38%
22%
25%
24%
26%
21%
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%
The mobile web is still used more than apps for live event-
related information among sporting event attendees.

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:
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.

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.
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)

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
(12% have already).
are interested in
ticket (e-ticket)
(26% have already).
46%
are interested
in upgrading
their seats
(3% have already).
44%
them delivered
(5% have already).
39%
it delivered
(4% have already).
28%
using a coupon
(33% have already).
(4% have already).

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%
notification to attend a sporting event?
Push Notification
14%8%
1%
6% 46% 39%
Never

Email Marketing
Desktop/Laptop
Computer
47%
Smartphone
48%
Tablet
6%
63% 17% 5%
Purchase directly
from
smartphone
Purchase on
desktop/laptop
computer
Purchase on
iPad
Don’t read
Ticketmaster and/or
smartphone
14%
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.

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

Mobile ticket purchases using a Ticketmaster or Live Nation account and Paypal have increased since last year.
Interested in
Have used
2013
2012
36%
31%
3% 2%
29%
26%
15%
11%
48%
40%
3% 3%
19%
19%
13% 11%

LIVE THEATER OR ARTS EVENT ATTENDEES

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.
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
on live events
9%
11%
22%
29%
26%
24%
43%
36%
2012
2013
58%
69%
83%
13% 10% 5%
2011 2012 2013

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%
Compared to last year, more live theater or arts event
attendees own smartphone apps for ticket purchase options.
related information among live theater or arts event attendees.

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%
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
weather,eventinfo)during
alivetheaterorartsevent.
26%

13%
12%
66%
64%
21%
24%
13%
12%
66%
63%
21%
25%
App Mobile Web Both
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.
21%
24%
40%
39%
17%
16%
22%
21%
2012
2013
on live events
13%
12%
28%
30%
18%
19%
40%
38%
2012
2013
39%
54%
70%
23% 17%
11%
2011 2012 2013

Interested in
Downloaded
2013
2012
Interested in
Have used
2013
2012
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.

35%
22%
19%
32%
restaurants, etc.)
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
Interested in
Downloaded
Interested in
Used
APP MOBILE WEB

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.
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%)

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
(10% have already).
are interested in
ticket (e-ticket)
(23% have already).
47%
are interested
in upgrading
their seats
(2% have already).
45%
them delivered
(4% have already).
36%
it delivered
(3% have already).
24%
using a coupon
(33% have already).
(3% have already).

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%
notification to attend a live theater or
arts event?
Push Notification
13%6%
1%
5% 44% 44%
Never

Email Marketing
Desktop/Laptop
Computer
54%
Smartphone
38%
Tablet
7%
63% 12% 9%
Purchase directly
from
smartphone
Purchase on
desktop/laptop
computer
Purchase on
iPad
Don’t read
Ticketmaster and/or
smartphone
17%
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.

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

Mobile ticket purchases using a Ticketmaster or Live Nation account or Paypal have increased since last year.
Interested in
Have used
2013
2012
30%
25%
2% 3%
26%
26%
14% 9%
41%
36%
4% 3%
18%
19%
10%
8%

LIVE FAMILY SHOW ATTENDEES

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
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
on live events
11%
13%
23%
32%
25%
23%
40%
31%
2012
2013
63%
75%
85%
11% 8% 5%
2011 2012 2013

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%
The mobile web is still used more than
apps for live event-related information
among live family show attendees.

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%
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
weather,eventinfo)
duringalivefamilyshow.
25%
Interested in
Downloaded
Interested in
Used
APP MOBILE WEB

14%
11%
67%
65%
19%
24%
12%
12%
69%
64%
19%
24%
App Mobile Web Both
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
22%
24%
36%
40%
15%
15%
26%
21%
2012
2013
on live events
12%
13%
29%
29%
19%
22%
40%
36%
2012
2013
38%
59%
77%
25% 21%
9%
2011 2012 2013

Interested in
Downloaded
2013
2012
Interested in
Have used
2013
2012
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%
related information among live family show attendees.

33%
24%
17%
33%
restaurants, etc.)
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
Interested in
Downloaded
Interested in
Used
APP MOBILE WEB

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.
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%)

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
(11% have already).
are interested in
ticket (e-ticket)
(22% have already).
46%
are interested
in upgrading
their seats
(3% have already).
46%
them delivered
(5% have already).
42%
it delivered
(3% have already).
32%
using a coupon
(38% have already).
(4% have already).

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%
notification to attend a live family
show?
Push Notification
13%8%
1%
4% 46% 41%
Never

Email Marketing
Desktop/Laptop
Computer
41%
Smartphone
51%
Tablet
8%
63% 18% 8%
Purchase directly
from
smartphone
Purchase on
desktop/laptop
computer
Purchase on
iPad
Don’t read
Ticketmaster and/or
smartphone
11%
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.

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

Mobile ticket purchases using a Ticketmaster or Live Nation account or Paypal have increased since last year.
Interested in
Have used
2013
2012
33% 31%
3% 3%
25%
24%
13% 10%
46%
41%
3% 3%
17%
19%
10% 8%

Mobile Report: US 2014

Mobile Report: US 2014

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