Mobile Report: Canada 2013

© 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. 70% of live event attendees have a smartphone, in comparison to 53% last year; 43% have a

tablet, in comparison to 29% last year. Mobile engagement with live events is also up. 10% of smartphone owners regularly

purchase live event tickets on their smartphones, up from 4% last year. 12% of tablet owners regularly purchase tickets on their

tablets, up from 9% last year.

App downloads have increased. 28% of concert attendees who own smartphones have an app that provides ticket purchase

options, in comparison to 13% last year. 30% 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 22% to 38% and taking photos / videos – from 56% to 71%.

Customers are open to using their mobile devices in more advanced ways. 57% of sporting event attendees are interested in

using an e-ticket on their smartphones for admission. 40% are interested in using their smartphones to order food and drinks at

the venue.


MUSIC

CONCERTS

5,071 (5,119)

PROFESSIONAL

& COLLEGE

SPORTING

EVENTS

3,665 (4,029)

LIVE THEATER

OR

ARTS EVENTS

2,462 (4,810)

LIVE FAMILY

SHOWS

1,841 (3,670)

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 CA 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):


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.

70% (53%) of live event attendees have a smartphone and 10% (12%) plan to purchase one.

The average smartphone owner uses 7 (6) apps at least once a week.

16% (7%)

1% (5%)

38% (22%)

15% (16%)

Throughout this report, 2012 statistics are provided in red type

2011 statistics are provided in (black type in parentheses)


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)

Tablet ownership among live event attendees is growing rapidly.

43% (29%) of live event attendees have a tablet and 22% (25%) plan to purchase one. The average tablet owner uses 7 (6) apps at least once a week.

28% (19%)

1% (1%)

TouchPad

2% (2%)

4% (1%)


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. Note: Population is tablet 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?

20%

47%

60% 20%

24%

22%

39%

21%

13% 21%

9% 4%

14%

39% 45% 17%

26% 22%

42%

23% 23%

26%

11% 10%

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%

38%

49% 14%

20%

20% 37%

28%

21%

27%

14% 9%

20%

35% 41%

15%

19%

18% 40%

31% 29%

25% 16% 12%


16% 16% 22%

62% 62% 56%

22% 22% 22%

Smartphone Mobile Web

App

Both

APP VS MOBILE WEB

Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

16% 15% 15%

64% 63% 64%

21% 22% 21%

Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

Tablet

9%

34%

25%

16% 17%

11%

26% 27%

18% 19%

9%

26% 27%

21% 17%

7%

25% 29%

21% 18%

DEVICE USAGE WHILE WATCHING TV

MOBILE WEB USAGE

Tablet

Smartphone

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 5.9 hours per week using the mobile web on their smartphones and 6.4 hours per week on their tablets.


IN VENUE MOBILE ACTIVITIES LIVE EVENT ATTENDEES

8

More fans are engaging in mobile activities while attending live events. Sharing on Facebook increased the most – from 22% to 38%, but all of the activities except for calling had statistically significant increases.

71%

56%

38%

25%

16%

13%

56%

46%

22%

23%

8%

6%

Take photos or videos

Text message about the event

Share on Facebook about the event

Call someone to talk about the event

Tweet about the event

Check-in using Foursquare, Places, etc

While attending an event, how often do you do the following on your mobile phone?

2012

2011


VIEWERSHIP LIVE EVENT ATTENDEES

9

Note: Population is device owners.

DVR/TIVO

15% (14%)

16% (18%)

22% (23%)

30% (27%)

HDTV

43% (41%)

50% (50%)

70% (70%)

63% (60%)

TABLET

8% (3%)

11% (6%)

7% (4%)

15% (7%)

SMARTPHONE

4% (2%)

10% (5%)

6% (4%)

9% (5%)

On which of the following do you watch live events?

Live event viewership increased on tablets across all event types and grew on smartphones for concerts and sporting events. Viewership remained flat for HDTVs and DVRs.


CONCERT ATTENDEES

10


SMARTPHONE ACTIVITIES CONCERT ATTENDEES

11

Note: Population is smartphone owners. Asterisks (*) indicate that a question was not asked in 2011.

70% (55%) 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% 22% 22%

61% 62% 53%

17% 16% 25%

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

* * *

20%

46%

60% 19%

23%

21%

39%

22%

14% 22%

9% 5%

13%

38% 44% 17%

27% 21%

42%

23% 24%

28%

12% 11%

Never

Regularly

Occasionally

Rarely


2012

2011

Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets


SMARTPHONE ACTIVITIES CONCERT ATTENDEES

12


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.

* *

51% 57% 58%

18% 13% 10%

46% 47%

55%

36%

53%

29% 28% 17%

32%

30%

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

28% 33% 36%

26% 32%

51% 42% 39%

41%

50%

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 * * * * *


TABLET ACTIVITIES CONCERT ATTENDEES

13

Note: Population is tablet owners. Asterisks (*) indicate that a question was not asked in 2011.

42% (28%) of concert attendees have tablets and more owners use their tablets to buy live event tickets compared to last year.

21% 21% 21%

63% 63% 63%

16% 16% 16% 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 * * *


21%

37%

49% 13%

20%

19%

37%

28%

22%

29%

15% 10%

19%

35% 41%

14%

18%

18% 40%

31%

29%

26%

16% 12%

2012

2011

Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

Never

Regularly

Occasionally

Rarely


TABLET ACTIVITIES CONCERT ATTENDEES

14


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.


54% 55% 58%

16% 12% 12%

47% 48% 52%

36%

50%

19% 18% 15%

25%

19%

2012

2011

Downloaded

Interested In

Event info

for a specific

venue

Seating for

venues

Ticket

purchase

options

Music

news or

music

streaming

Concert

info

* *

32% 34% 35% 28%

34%

38% 33% 34%

34%

37%


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

* * * * *


MOBILE ACTIVITIES CONCERT ATTENDEES

15

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. 18% (13%) use their phones every hour, 13% (11%) every 30 minutes and 5% (4%) every 15 minutes.

The increase in mobile engagement was statistically significant for all activities. The largest increases were for taking photos – from 61% to 75% and sharing on Facebook – from 25% to 38%.

call someone to talk about the concert

24% (22%)

check in w/ Foursquare, etc.

14% (6%)

Tweet about the concert

17% (8%)

take photos or videos

75% (61%)

text about the concert

57% (47%)

share on Facebook about the concert

38% (25%)


MOBILE ACTIVITIES CONCERT ATTENDEES

16

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

60% (46%)

are interested in checking in to a concert with an e-ticket

55% (46%)

are interested in ordering food / drinks to be delivered to them at a concert

39% (28%)

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0k3OvBLmsM-_2M&tbnid=KTydoPag4eqi1M:&ved=0CAUQjRw&url=http://www.wfcu-centre.com/pages/suite-and-in-seat-dining.html&ei=HGQUUa26B-TUigLtxYHQCw&bvm=bv.42080656,d.cGE&psig=AFQjCNHfJ5nI-nGra7Z_bhaqi3K1q-IV-w&ust=1360377178647711

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=mN7i0SutP9FvcM&tbnid=wr4ios_5Hu8wCM:&ved=0CAUQjRw&url=http://www.brainsins.com/us/blog/mobile-coupons-market/1326&ei=myoQUfSrIsSniALW94HwBg&bvm=bv.41867550,d.cGE&psig=AFQjCNEqFCSfw_qo_bi-DzAMQBD2N9r04A&ust=1360100362327067

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0nNxTu6oUOwceM&tbnid=TP29XR3SpA5JfM:&ved=0CAUQjRw&url=http://www.ticketmaster.com.au/mobileticket/index.html&ei=2y0QUdmpOaWIiAKs-oCgAQ&bvm=bv.41867550,d.cGE&psig=AFQjCNHgFJt5ltnJbQsypeyJnErBUNx8-Q&ust=1360101184454091


CONCERT ATTENDEES SMS PROMOTIONS

17

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: 9% have signed up for special offers, discounts or upcoming concert information, 6% have sent comments or images to a screen, and 4% have done both.

19%

have signed up for special offers, discounts or upcoming concert information

9%

have done both 4%

have sent comments or images to a screen 6%

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=KMbviPaX6FTYjM&tbnid=AFyDRLQ5Tm54TM:&ved=0CAUQjRw&url=http://moneysavingmom.com/2011/08/redbox-10-days-of-deals-text-promotion.html&ei=kDcQUaCrDIGbiAKTnYGwCA&bvm=bv.41867550,d.cGE&psig=AFQjCNGi9jcPDVpqjuBoV3Y4ltILUuhiFg&ust=1360103682531321


CONCERT ATTENDEES PUSH NOTIFICATIONS

18

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)

70% 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.

MESSAGE / PUSH NOTIFICATION LIMIT PER MONTH

Average = 4.1

11 – 20 Times a Month / Unlimited

6 – 10 Times a Month


Never

30%

52%

7%

11%


PHOTOS / VIDEOS CONCERT ATTENDEES

19

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?

63% (48%) of concert attendees who take photos / videos at a concert post them online and 16% (11%) of those usually or always post during the concert.

9% (8%)

2% (3%)

1% (2%)

95% (93%)

20% (14%) post most or all their photos/videos, while 58% (64%) post some and 22% (22%) post only one.


VIEWING TECHNOLOGY CONCERT ATTENDEES

20

HDTV is still the most popular device for watching concerts, but viewership on smartphones and tablets almost doubled while viewership on HDTVs and DVRs remained steady.

75%

71%

70%

55%

46%

46%

42%

28%

7%

3%

6%

8%

10%

12%

7%

8%

21%

25%

5%

4%

50% (50%)

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?

16% (18%)

10% (5%)

11% (6%)

2% (1%)

2012

2011

Own

Plan to

Purchase


21

PROFESSIONAL AND COLLEGE SPORTING EVENT ATTENDEES


SMARTPHONE ACTIVITIES SPORTING EVENT ATTENDEES

22


71% (54%) 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 used more often than apps for these activities.

21% 22% 21%

63% 62% 59%

16% 16% 20% App

Mobile Web

Both


Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

* * *

17%

46%

59% 21%

24%

24%

39%

21%

14% 23%

9% 4%

13%

40% 47% 18%

27%

24%

43%

23% 22%

26%

10% 7%

Never


2012

2011

Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

Regularly

Occasionally

Rarely


SMARTPHONE ACTIVITIES SPORTING EVENT ATTENDEES

23


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.


23%

49% 56% 57%

46%

17%

12% 9%

21%

45% 48%

53%

47%

28% 25% 16%

2012

2011

Downloaded

Interested In

Seating for

venues

Event info for

a specific

venue

Ticket

purchase

options

Updates on

live sports

scores and

stats

17%

27% 34% 34%

51%

51% 38% 39%



Used

Interested In

Event info

for a specific

venue

Seating for

venues

Ticket

purchase

options

* * * Updates on

live sports

scores and

stats

*


TABLET ACTIVITIES SPORTING EVENT ATTENDEES

24


43% (28%) of sporting event attendees have tablets and more owners use their tablets to buy live event tickets compared to last year.

21% 23% 22%

64% 64% 64%

15% 13% 14% App

Mobile Web

Both


Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

* * *


21%

37% 46%

15%

20%

24% 38%

29%

22%

26%

14% 8%

19%

34% 41%

15%

20%

19% 41%

31% 28%

25%

15% 12%

2012

2011

Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

Never

Regularly

Occasionally

Rarely


TABLET ACTIVITIES SPORTING EVENT ATTENDEES

25


More sporting event attendees own tablet apps that provide event information for a specific venue, ticket purchase options and seating for venues. Like smartphones, the most popular tablet apps are still those that provide updates on live sports scores and stats.

2012

2011

Downloaded

Interested In

31%

49% 53% 55%

33%

17% 11% 11%

31%

45% 47% 49%

31%

20% 17% 15%


Seating for

venues

Event info for

a specific

venue

Ticket

purchase

options

Updates on

live sports

scores and

stats

25% 32% 35% 34%

38%

37% 31% 34%



Used

Interested In

Event info

for a specific

venue

Seating for

venues

Ticket

purchase

options

* * * Updates on

live sports

scores and

stats

*


MOBILE ACTIVITIES SPORTING EVENT ATTENDEES

26

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. 18% (15%) use their phones every hour, 14% (13%) every 30 minutes and 6% (6%) every 15 minutes.

The increase in mobile engagement was statistically significant for all activities except for calling, which decreased significantly. The largest increases were for sharing on Facebook – from 21% to 35% and taking photos – from 58% to 71%.

Tweet about the game

17% (8%)


14% (6%)


71% (58%)

text about the game

58% (50%)

share on Facebook about the game

35% (21%)

call someone to talk about the game

26% (28%)

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=MEpH5AawowLTHM&tbnid=zss1OKZuxxGbjM:&ved=0CAUQjRw&url=http://undiscvrddimen101.wordpress.com/2010/06/16/game-6-lakers-vs-celtics/&ei=OTYQUZrBCMiviAL6uYGoDw&bvm=bv.41867550,d.cGE&psig=AFQjCNEg1QHKRSz4Z_GefosQhSQIUeKnHA&ust=1360103334854646

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=nenTHhSvedkigM&tbnid=W4DR5Bbos9ouVM:&ved=0CAUQjRw&url=http://www.fanpop.com/clubs/taylor-swift/images/3535552/title&ei=bTYQUYGXB6GyiQLqjIGgDA&bvm=bv.41867550,d.cGE&psig=AFQjCNGkSZFwTgsCCONsJNGTquYRUytzfQ&ust=1360103401402373


MOBILE ACTIVITIES SPORTING EVENT ATTENDEES

27

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

59% (48%)

are interested in checking in to a game with an e-ticket

57% (48%)

are interested in ordering food / drinks to be delivered to them at a game

40% (32%)

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0k3OvBLmsM-_2M&tbnid=KTydoPag4eqi1M:&ved=0CAUQjRw&url=http://www.wfcu-centre.com/pages/suite-and-in-seat-dining.html&ei=HGQUUa26B-TUigLtxYHQCw&bvm=bv.42080656,d.cGE&psig=AFQjCNHfJ5nI-nGra7Z_bhaqi3K1q-IV-w&ust=1360377178647711

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=mN7i0SutP9FvcM&tbnid=wr4ios_5Hu8wCM:&ved=0CAUQjRw&url=http://www.brainsins.com/us/blog/mobile-coupons-market/1326&ei=myoQUfSrIsSniALW94HwBg&bvm=bv.41867550,d.cGE&psig=AFQjCNEqFCSfw_qo_bi-DzAMQBD2N9r04A&ust=1360100362327067

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0nNxTu6oUOwceM&tbnid=TP29XR3SpA5JfM:&ved=0CAUQjRw&url=http://www.ticketmaster.com.au/mobileticket/index.html&ei=2y0QUdmpOaWIiAKs-oCgAQ&bvm=bv.41867550,d.cGE&psig=AFQjCNHgFJt5ltnJbQsypeyJnErBUNx8-Q&ust=1360101184454091


SPORTING EVENT ATTENDEES PUSH NOTIFICATIONS

28

67% 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.




Average = 3.6




Never

34%

52%

7%

8%


PHOTOS / VIDEOS SPORTING EVENT ATTENDEES

29

Q. Have you ever posted photos or videos from your professional and college sporting events online?




56% (43%) of sporting event attendees who take photos / videos at a game post them online and 25% (20%) of those usually or always post during the game.

1% (2%)

4% (5%)


2% (3%)

93% (92%)


VIEWING TECHNOLOGY SPORTING EVENT ATTENDEES

30

HDTV is still the most popular device for watching games, but viewership on smartphones and tablets increased while viewership on HDTVs and DVRs remained steady.

2012

2011

77%

75%

71%

54%

49%

48%

43%

28%

7%

3%

7%

9%

10%

12%

7%

8%

22%

27%

4%

4%

70% (70%)


HDTV

Smartphone

DVR / TIVO

Tablet

3D - TV

On which do you watch professional

and college sporting events?

22% (23%)

6% (4%)

7% (4%)

2% (1%)

Own

Plan to

Purchase


31

LIVE THEATER OR ARTS EVENT ATTENDEES


SMARTPHONE ACTIVITIES LIVE THEATER OR ARTS EVENT ATTENDEES

32


65% (48%) of arts event attendees have smartphones and more owners use their smartphones to buy live event tickets compared to last year.

21% 25% 22%

66% 60% 63%

13% 15% 15% App

Mobile Web

Both


Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

* * *

23%

53%

66% 24%

23%

21%

38%

18%

10% 15% 6%

2%

21%

47% 55%

21%

22%

22% 40%

21%

18%

19% 10%

6%

Never


2012

2011

Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

Regularly

Occasionally

Rarely


SMARTPHONE ACTIVITIES LIVE THEATER OR ARTS EVENT ATTENDEES

33


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.


49% 53% 54%

15% 9% 7%

45% 49% 52%

23% 18% 14%

2012

2011

Downloaded

Interested In

Seating for

venues

Event info for a

specific venue

Ticket purchase

options

31% 38% 38%

41% 29% 29%



Used

Interested In

Event info

for a specific

venue

Seating for

venues

Ticket

purchase

options

* * *


18% 20% 18%

68% 66% 69%

14% 15% 13% App

Mobile Web

Both


Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

* * *


25%

42%

55%

17%

19%

19% 38%

26%

20%

21% 12%

7%

21%

35% 41%

14%

19%

20%

42%

32%

29%

23% 14%

10%

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

34


46% (30%) 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.


TABLET ACTIVITIES LIVE THEATER OR ARTS EVENT ATTENDEES

35


More arts event attendees own tablet apps that provide ticket purchase options. The mobile web is used more often for these activities, but interest is high for apps.


48% 50% 51%

15% 9% 11%

49% 52% 52%

16% 13% 13%

2012

2011

Downloaded

Interested In

Event info for a

specific venue

Seating for

venues

Ticket purchase

options

34% 38% 36%

37% 30% 32%



Used

Interested In

Event info

for a specific

venue

Seating for

venues

Ticket

purchase

options

* * *


MOBILE ACTIVITIES LIVE THEATER OR ARTS EVENT ATTENDEES

36

Q. While attending a live theater or arts event, how often do you do the following on your mobile phone?

More arts event attendees are using their phones during events. The increase in mobile engagement was statistically significant for all activities. The largest increases were for taking photos – from 33%

to 51% and sharing on Facebook – from 19% to 32%.


11% (5%)

Tweet about the event

9% (3%)


51% (33%)

text about the event

44% (34%)

share on Facebook about the event

32% (19%)

call someone to talk about the event

24% (21%)


LIVE THEATER OR ARTS EVENT ATTENDEES PUSH NOTIFICATIONS

37

59% 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.




Average = 3.1




Never

40%

48%

5% 6%


PHOTOS / VIDEOS LIVE THEATER OR ARTS EVENT ATTENDEES

38

Q. Have you ever posted photos or videos from your live theater or arts events online?




1% (2%)


94% (93%)

3% (3%)

7% (6%)

50% (37%) of arts event attendees who take photos / videos at an event post them online and 15% (9%) of those usually or always post during the event.


VIEWING TECHNOLOGY LIVE THEATER OR ARTS EVENT ATTENDEES

39

HDTV is still the most popular device for watching arts events, but viewership on tablets more than doubled while viewership on HDTVs and DVRs remained steady.

75%

69%

65%

48%

48%

44%

46%

30%

6%

3%

5%

8%

10%

12%

6%

6%

21%

24%

4%

3%

43% (41%)


HDTV

Smartphone

DVR / TIVO

Tablet

3D - TV

On which do you watch live

theater or arts events?

15% (14%)

4% (2%)

8% (3%)

2% (1%)

2012

2011

Own

Plan to

Purchase


40

LIVE FAMILY SHOW ATTENDEES


SMARTPHONE ACTIVITIES LIVE FAMILY SHOW ATTENDEES

41


69% (54%) of live family show attendees have smartphones and more owners use their smartphones to buy live event tickets compared to last year.

21% 24% 21%

64% 62% 62%

15% 15% 16% App

Mobile Web

Both


Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

* * *

18%

44%

58% 21%

25%

24%

40%

22%

14% 21%

9% 4%

16%

37% 46%

18%

23%

22% 42%

26%

24%

23% 14%

9%

Regularly

Occasionally

Rarely

Never


2012

2011

Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets


SMARTPHONE ACTIVITIES LIVE FAMILY SHOW ATTENDEES

42


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.

49% 56% 55%

16% 9% 8%

46% 50% 52%

24% 21% 14%

2012

2011


Downloaded

Interested In

Seating for

venues

Event info for a

specific venue

Ticket purchase

options

27% 33% 35%

48% 37% 35%



Used

Interested In

Event info

for a specific

venue

Seating for

venues

Ticket

purchase

options

* * *


TABLET ACTIVITIES LIVE FAMILY SHOW ATTENDEES

43


21% 23% 20%

64% 62% 65%

15% 15% 15% App

Mobile Web

Both


Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

* * *


24%

38%

49%

15%

19%

20% 36%

28%

23%

25%

15% 7%

22%

34% 40%

17%

18%

20%

37%

30%

27%

24% 18%

13%

2012

2011

Search for

information on

live events

Make general

merchandise

purchases

Buy live event

tickets

Regularly

Occasionally

Rarely

Never

48% (30%) of live family show attendees have tablets and more owners use their tablets to buy live event tickets compared to last year.


TABLET ACTIVITIES LIVE FAMILY SHOW ATTENDEES

44


More live family show 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.


52% 54% 57%

13% 8% 8%

46% 48% 48%

17% 14% 13%

2012

2011

Downloaded

Interested In

Event info for a

specific venue

Seating for

venues

Ticket purchase

options

34% 36% 37%

33% 29% 28%



Used

Interested In

Event info

for a specific

venue

Seating for

venues

Ticket

purchase

options

* * *


Tweet about the show

9% (6%)

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 taking photos – from 54% to 66% and texting about the show – from 40% to 49%.

MOBILE ACTIVITIES LIVE FAMILY SHOW ATTENDEES

45

Q. While attending a live family show, how often do you do the following on your mobile phone?


11% (7%)


66% (54%)

text about the show

49% (40%)

share on Facebook about the show

35% (27%)

call someone to talk about the show

26% (26%)


LIVE FAMILY SHOW ATTENDEES PUSH NOTIFICATIONS

46

67% 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.




Average = 3.3




Never

34%

54%

6%

7%


51% (39%) of live family show attendees who take photos / videos at a show post them online and 18% (12%) of those usually or always post during the show.

PHOTOS / VIDEOS LIVE FAMILY SHOW ATTENDEES

47

Q. Have you ever posted photos or videos from your live family shows online?




2% (3%)

94% (95%)


5% (6%)

3% (4%)


VIEWING TECHNOLOGY LIVE FAMILY SHOW ATTENDEES

48

HDTV is still the most popular device for watching family shows, but viewership on tablets doubled while viewership on HDTVs and DVRs remained steady.

74%

70%

69%

54%

50%

44%

48%

30%

8%

4%

7%

8%

11%

13%

6%

7%

24%

27%

6%

4%

63% (60%)


HDTV

Smartphone

DVR / TIVO

Tablet

3D - TV

On which do you watch

live family shows?

30% (27%)

9% (5%)

15% (7%)

4% (2%)

2012

2011

Own

Plan to

Purchase

Mobile Report: Canada 2013

Entertainment & Humor

Transcript of Mobile Report: Canada 2013