Documentos de Académico
Documentos de Profesional
Documentos de Cultura
AUGUST 2014
Executive Summary
Overall social media site usage remains fairly constant, but fans are using social media sites to share their live entertainment experiences
more frequently compared to last year. This report elaborates these trends.
Social media site usage remains fairly constant. YouTube and Facebook are the most popular social media sites among live event attendees,
with 85% using YouTube and 83% using Facebook. Twitter is the only social media platform that has shown notable growth, with 40% of
live event attendees using it compared to 33% last year. Live event attendees have the most friends/followers on Facebook (335 friends),
Instagram (135 followers), and Twitter (114 followers). 13-24-year-old live event attendees have more connections than older attendees,
with 514 friends on Facebook, 270 followers on Instagram, and 226 followers on Twitter.
Engagement on Twitter is up. 61% of live event attendees have followed a live event-related Twitter account, compared to 56% last year;
43% have tweeted that they are planning to attend a live event, compared to 37% last year. Concert attendees and sporting event
attendees are much more likely to use Twitter for live event-related activities. They are most likely to follow an artist or band / a team,
league, or player on Twitter.
Facebook usage in relation to live events continues to rise. 76% of live event attendees, compared to 65% last year, have liked a live event
fan page; 67% (54% last year), have shared the experience or pictures of the event on Facebook. 52% (46% last year) of Facebook users are
Very or Somewhat interested in seeing exactly where their Facebook friends are sitting at live events; 50% (42% last year) of Facebook
users are Very or Somewhat interested in sharing exactly where their live event seats are with their Facebook friends. Concert attendees
are most likely to be interested in an Interactive Seat Map linked to Facebook.
Photo and video sharing on social media has increased. Compared to 66% last year, 73% of live event attendees who took photos and
videos at an event posted them online. 83% (73% last year) of those who post photos or videos online do so during the event. Facebook
and Instagram are the most popular places to post photos and videos.
Word of mouth and deal-of-the-day site usage are up. On average, live event attendees tell 10 people about a live event that they are
interested in attending, compared to 8 people last year. Almost half of live event attendees, compared to about a third last year, have
been influenced to attend a live event by a Facebook post. Facebook is most influential for concerts, and fan reviews are most influential
for live theater or arts event and live family shows. Groupon and Living Social continue to be the most popular deal-of-the-day sites among
live event attendees. 59% have made purchases from Groupon, compared to 50% last year.
Methodology
An online survey was conducted among North American (US & Canada) Ticketmaster ticket purchasers in order to understand
their social media behavior. This is the 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):
Table of Contents
Live Event Attendees
Concert Attendees
19
29
36
43
MUSIC
CONCERTS
2,575
(2,095)
PROFESSIONAL &
COLLEGE
SPORTING EVENTS
2,225
(1,412)
LIVE THEATER OR
ARTS EVENTS
2,466
(1,747)
LIVE FAMILY
SHOWS
2,055
(1,379)
YouTube and Facebook are the most popular social media sites among
live event attendees. 85% use YouTube and 83% use Facebook.
YouTube
44%
83%
85%
40%
38%
(33%)
Foursquare
Snapchat
7%
(7%)
MySpace
19%
9%
41%
(40%)
(83%)
17%
Vine
23%
45%
Facebook
LinkedIn
13%
68%
7%
19%
11%
Twitter
Instagram
12%
9%
10%
22%
Snapchat
12%
15%
19%
11%
6%
9%
7%
56%
5%
59%
5%
60%
4% 3%
62%
5% 2%1%
81%
3%
Vine
5%
6%
4%
83%
Foursquare 2% 3%2%3%
91%
1%
1% 5%
MySpace 1%
93%
Daily
Weekly
Monthly
Yearly
Never
4%
3%2%
15%
17%
100%
90%
80%
YouTube
Facebook
70%
LinkedIn
Pinterest
60%
50%
Instagram
Snapchat
40%
Vine
Foursquare
30%
Myspace
20%
10%
0%
13-17
18-24
25-34
35-44
45-54
55-64
65+
335
friends
145
I follow
114
Follow me
51
135
Follow me
28
I follow
I follow
55
28
Follow me
Follow me
40
I follow
12
friends
12
Follow me
125
I follow
41
friends
514
friends
239
I follow
226
Follow me
63
270
Follow me
40
I follow
I follow
73
39
Follow me
Follow me
38
I follow
27
friends
26
Follow me
227
I follow
50
friends
Twitter Activities
61% (56%) of live event attendees have followed a live event-related
Twitter account; 43% (37%) have tweeted that they are planning to
attend a live event.
61%
56%
43%
37%
42%
24%
2013
2012
23%
retweeted or replied to
77% have
a live event-related tweet.
6%
12%
20%
40%
23%
19%
(14%)
Every day
Several times a week
Several times a month
Less often
Never
use Twitter to
sign in to
other apps or
websites.
Facebook Activities
Facebook usage in relation to live events continues to rise. 76% (65%)
of live event attendees have liked a live event fan page; 67% (54%)
have shared the experience or pictures of the event on Facebook.
76%
65%
67%
54%
64%
54%
61%
2012
51%
56%
33%
38%
29%
31%
2013
34%
(33%)
use Facebook
connect to sign
in to other
apps or
websites.
52%
(46%)
50%
(42%)
See Whos
Sitting Where
54%
(43%)
50%
(40%)
Q. Please tell us how interested you are in using an interactive seat map for concerts / sporting
events / live theater or arts events / live family shows:
2014 Live Nation Entertainment
44%
(35%)
Q. If you could see where your friends are sitting on an interactive seat map for concerts / sporting
events / live theater or arts events / live family shows, how likely would you be to:
Note: Population is Facebook users.
12
73%
(66%)
83%
of live event
attendees who
took photos or
videos at an
event post
them online.
(73%)
2013
8%
2012
6%
24%
20%
Always
WHERE
91%
(94%)
52%
47%
Usually
17%
27%
Sometimes
Never
HOW MANY
post on
Facebook
38%
post on
Instagram*
19%
post on
Twitter*
12%
post on
Snapchat*
7%
(7%)
most
24% post
or all
post on
YouTube
(20%)
Q. Have you ever posted photos or videos from your concert / sporting event / live theater or
arts event / live family show online?
Q. How much do you usually post?
Word of Mouth
On average, live event attendees tell 10 (8) people about a live event that they are interested in
attending. 45% (30%) have been influenced to attend a live event by a Facebook post; 42% (36%)
have been influenced by fan reviews; 26% (18%) have been influenced by a tweet. Facebook is most
influential for concerts and fan reviews are most influential for live theater or arts events and live
family shows.
PERCENT THAT HAVE BEEN INFLUENCED TO ATTEND BY:
Fan
Review
49% (32%)
30% (19%)
46% (30%)
41% (33%)
37% (33%)
30% (24%)
63% (56%)
55% (48%)
30% (20%)
16% (14%)
20% (15%)
11% (12%)
Q. On average, how many people do you tell about a live event that you are interested in attending?
Q. Have you ever been influenced by fan reviews / Facebook posts / tweets to attend a concert / sporting event / live theater or arts event / live family show?
2014 Live Nation Entertainment
14
54%
35%
47%
44%
49%
30%
46%
32%
I didnt know
about the
event
Q. Were you aware of the event before seeing the Facebook post / tweet to attend a concert / sporting event / live theater or arts event / live family show?
Note: Population is those who were influenced to attend an event by a Facebook post or tweet.
2014 Live Nation Entertainment
15
2013
31%
23%
12%
18%
9% 8%
8% 9%
5% 4%
4%
4% 4%
3% 3%
3%
2% 2%
1%
1% 1%
0% 0%
57% (50%)
57% (49%)
64% (51%)
64% (54%)
34% (31%)
31% (30%)
37% (32%)
37% (33%)
Q. Which of the following deal of the day sites have you purchased through?
Note: Asterisks indicate that this was not a response option in 2012.
2014 Live Nation Entertainment
3%
2012
16
4% 5%
4%
2012
3%
28%
28%
17%
49%
19%
48%
2%
11+
6 to 10
2 to 5
None
% THAT
FORWARD
AVERAGE #
FORWARDED TO
51% (51%)
2.2 (2.1)
50% (50%)
2.2 (2.1)
52% (49%)
2.1 (1.7)
55% (59%)
2.6 (2.6)
Q. On average, how many people do you forward deal of the day offers to?
Note: Population is deal of the day site users.
2014 Live Nation Entertainment
17
49% (42%) of live event attendees that use deal of the day sites
have purchased live event tickets through these sites.
2013
6%
2012 4%
29%
23%
Many times
53% (55%)
15%
A few times
51%
58%
Once
Never
Q. How often have you purchased event tickets on deal of the day sites?
Q. Thinking about your most recent live event purchase through a deal of the day site...
Note: Population is deal of the day site users.
2014 Live Nation Entertainment
14%
18
CONCERT ATTENDEES
19
YouTube
44%
84%
86%
43%
42%
(37%)
Foursquare
Snapchat
7%
(7%)
MySpace
23%
10%
42%
(40%)
(85%)
20
20%
Vine
356
friends
153
I follow
123
Follow me
53
43
I follow
59
friends
Follow me
28
I follow
13
I follow
29
Follow me
13
Follow me
135
I follow
148
Follow me
39
friends
HAVE DONE
WOULD DO
52%
56%
51%
65%
22
Twitter Activities
73% of concert attendees have followed an artist or band;
49% have tweeted that they are planning to attend a concert.
73%
66%
49%
42%
46%
27%
2013
2012
27%
retweeted or replied to
77% have
an artist or bands tweet.
6%
11%
19%
40%
23%
20%
(14%)
Every day
Several times a week
Several times a month
Less often
Never
use Twitter to
sign in to
other apps or
websites.
Facebook Activities
Facebook usage in relation to concerts continues to rise. 84% (74%) of
concert attendees have liked an artist or bands fan page; 73% (61%)
have shared the experience or pictures of the concert on Facebook.
74%
73%
61%
70%
62%
60%
49%
39%
44%
34%
34%
(34%)
37%
2012
56%
2013
67%
On average, concert
attendees have liked 13
artist or bands fan pages.
84%
use Facebook
connect to sign
in to other
apps or
websites.
55%
(49%)
52%
(44%)
See Whos
See Whos
Sitting Where
Sitting Where
56%
(46%)
53%
(42%)
Q. Please tell us how interested you are in using an interactive seat map for concerts:
Q. If you could see where your friends are sitting on an interactive seat map for concerts how likely would you be to:
Note: Population is Facebook users.
2014 Live Nation Entertainment
25
45%
(36%)
Concert Lifecycle
Attendees get amped up for a concert by listening to music, reading about the artist or band
and watching concert videos. Attendees re-live the experience after the concert by listening to
the music, looking at photos and watching videos from the concert that they attended.
85%
79%
44%
33%
29%
61%
0%
51%
29%
29%
29%
21%
23%
25%
22%
19%
19%
18%
19%
4%
4%
BEFORE
After
26%
Look at photos
Watch videos from the concert that you attended*
Before
40%
26
AFTER
Tour Tracking
34% (29%) of concert attendees follow tours online; 27% (22%) keep track of shows that they cant attend.
Concert attendees that track tours online are most likely to do so via Facebook. Although tour tracking via
the artist websites is still popular compared to last year, fewer concert attendees are using this method
while more are using social media.
66%
59%
56%
64%
27%
Twitter
MySpace
Other
22%
2013
2%
2012
2%
15%
19%
27
76%
(69%)
83%
of concert
attendees who
took photos or
videos at a
concert post
them online.
(70%)
2013
7%
2012 5%
23%
18%
Always
WHERE
91%
(95%)
52%
47%
Usually
17%
29%
Sometimes
Never
HOW MANY
post on
Facebook
41%
post on
Instagram*
20%
post on
Twitter*
14%
post on
Snapchat*
9%
(8%)
most
25% post
or all
post on
YouTube
(20%)
Q. Have you ever posted photos or videos from your concert online?
Q. How much do you usually post?
Note: Asterisks indicate that this was not a response option in 2012.
2014 Live Nation Entertainment
29
82%
85%
YouTube
(79%)
36%
Pinterest
Snapchat
7%
(7%)
MySpace
(37%)
14%
17%
Foursquare
40%
(41%)
33%
9%
44%
30
Vine
315
143
I follow
friends
99
Follow me
53
46
I follow
47
friends
Follow me
31
I follow
29
Follow me
I follow
10
Follow me
107
I follow
115
Follow me
39
friends
Twitter Activities
62% of sporting event attendees have used Twitter to follow
a team, league, or player; 46% have used a hashtag in
relation to a team or game.
62%
60%
46%
38%
34%
25%
2013
2012
24%
retweeted or replied to
77% have
a team, league or players
tweet.
4%
13%
22%
38%
23%
17%
(15%)
Every day
Several times a week
Several times a month
Less often
Never
use Twitter to
sign in to
other apps or
websites.
Facebook Activities
Facebook usage in relation to sporting events continues to rise. 71%
(62%) of sporting event attendees have liked a team, league or players
fan page; 65% (54%) have shared the experience or pictures of the
game on Facebook.
62%
65%
54%
59%
48%
52%
36%
27%
29%
34%
22%
(35%)
27%
2012
48%
2013
58%
71%
use Facebook
connect to sign
in to other
apps or
websites.
54%
(47%)
50%
(42%)
See Whos
See Whos
Sitting Where
Sitting Where
53%
(45%)
48%
(42%)
Q. Please tell us how interested you are in using an interactive seat map for sporting events:
Q. If you could see where your friends are sitting on an interactive seat map for sporting events how likely would you be to:
Note: Population is Facebook users.
2014 Live Nation Entertainment
34
43%
(38%)
71%
(63%)
89%
of sporting event
attendees who
took photos or
videos at a game
post them
online.
(83%)
2013
11%
2012
8%
Always
WHERE
91%
(92%)
47%
47%
Usually
Sometimes
11%
17%
Never
HOW MANY
post on
Facebook
32%
post on
Instagram*
20%
post on
Twitter*
10%
post on
Snapchat*
5%
(6%)
most
21% post
or all
post on
YouTube
(17%)
Q. Have you ever posted photos or videos from your sporting event online?
Q. How much do you usually post?
Note: Asterisks indicate that this was not a response option in 2012.
2014 Live Nation Entertainment
36
83%
YouTube
80%
48%
(76%)
(43%)
34%
Twitter
12%
Foursquare
Snapchat
5%
8%
(5%)
MySpace
29%
(17%)
39%
37
12%
Vine
286
friends
119
I follow
101
Follow me
41
friends
38
I follow
43
Follow me
24
I follow
24
Follow me
I follow
10
Follow me
88
I follow
91
Follow me
30
friends
Twitter Activities
29% of live theater or arts event attendees have tweeted
that they are planning to attend a live theater or arts event;
26% have followed a live theater or arts event on Twitter.
29%
27%
26%
22%
25%
2013
2012
12%
retweeted or replied to
84% have
an live theater or arts
events tweet.
5%
11%
22%
47%
16%
15%
(13%)
Every day
Several times a week
Several times a month
Less often
Never
use Twitter to
sign in to
other apps or
websites.
Facebook Activities
Facebook usage in relation to live theater or arts events continues to
rise. 61% (43%) of live theater or arts event attendees have liked a live
theater or arts events fan page; 55% (40%) have shared that they were
going to a live theater or arts event.
61%
43%
55%
40%
52%
36%
2013
49%
48%
33%
19%
31%
20%
30%
20%
(28%)
2012
37%
use Facebook
connect to sign
in to other
apps or
websites.
43%
(33%)
41%
(33%)
See Whos
See Whos
Sitting Where
Sitting Where
46%
(32%)
45%
(33%)
Q. Please tell us how interested you are in using an interactive seat map for live theater or arts events:
Q. If you could see where your friends are sitting on an interactive seat map for live theater or arts events how likely would you be to:
Note: Population is Facebook users.
2014 Live Nation Entertainment
41
38%
(27%)
62%
(57%)
81%
of live theater
or arts event
attendees who
took photos or
videos at an
event post
them online.
(71%)
2013 5%
2012 4%
(94%)
22%
54%
19%
47%
Always
WHERE
93%
Usually
19%
29%
Sometimes
Never
HOW MANY
post on
Facebook
29%
post on
Instagram*
14%
post on
Twitter*
7%
5%
(6%)
post on
Snapchat*
most
18% post
or all
post on
YouTube
(16%)
Q. Have you ever posted photos or videos from your live theater or arts event online?
Q. How much do you usually post?
Note: Asterisks indicate that this was not a response option in 2012.
2014 Live Nation Entertainment
43
85%
Facebook
YouTube
31%
33%
Twitter
Foursquare
Vine
6%
(8%)
MySpace
(35%)
10%
12%
(28%)
9%
38%
49%
83%
(82%)
44
Snapchat
309
friends
132
I follow
91
Follow me
59
I follow
58
38
friends
Follow me
33
I follow
27
Follow me
12
I follow
11
Follow me
121
I follow
115
Follow me
38
friends
Twitter Activities
16% of live family show attendees have tweeted that they
are planning to attend a live family show; 15% have followed
a live family show on Twitter.
Tweeted that you are planning to attend a live
family show
16%
17%
15%
14%
15%
11%
2013
7%
2012
Note: Asterisks indicate that this was not a response option in 2012.
retweeted or replied to
79% have
an family shows tweet.
5%
17%
22%
34%
21%
15%
(12%)
Every day
Several times a week
Several times a month
Less often
Never
use Twitter to
sign in to
other apps or
websites.
Facebook Activities
Facebook usage in relation to live family shows continues to rise. 55% (40%) of
live family show attendees have liked a shows fan page; 55% (40%) have shared
the experience or pictures of the live family show on Facebook.
55%
40%
55%
40%
49%
35%
49%
37%
30%
18%
27%
38%
17%
(35%)
19%
2012
48%
2013
use Facebook
connect to sign
in to other
apps or
websites.
48%
(42%)
46%
(40%)
See Whos
See Whos
Sitting Where
Sitting Where
53%
(40%)
45%
(35%)
Q. Please tell us how interested you are in using an interactive seat map for live family shows:
Q. If you could see where your friends are sitting on an interactive seat map for live family shows how likely would you be to:
Note: Population is Facebook users.
2014 Live Nation Entertainment
48
43%
(32%)
68%
(62%)
82%
of live family
show attendees
who took
photos or
videos at the
show post them
online.
(75%)
2013
8%
2012
7%
(95%)
22%
53%
19%
Always
WHERE
94%
49%
Usually
Sometimes
18%
25%
Never
HOW MANY
post on
Facebook
31%
post on
Instagram*
8%
post on
Twitter*
3%
post on
Snapchat*
3%
(5%)
most
25% post
or all
post on
YouTube
(23%)
Q. Have you ever posted photos or videos from your live family show online?
Q. How much do you usually post?
Note: Asterisks indicate that this was not a response option in 2012.
2014 Live Nation Entertainment