Reports Music

Decoding The Live Event Consumer How Social Media and Smartphones Are Redefining Live Experiences

Report by Mark Mulligan
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The 20,000 Foot View

The prolonged decline of the recorded music business is a mirror opposite of the dynamic growth in the live music sector, which itself is just one part of a booming live event marketplace. In the age of content abundance, consumers increasingly value the scarcity of live experiences. Meanwhile social media and smartphones are becoming an integral part of the entire live experience, from discovery, through purchasing to the live event itself.

This report leverages the findings of a See Tickets partnered with Schlesinger Associates consumer survey. All data refers to US event goers.

Key Findings

               of event goers rely on event advertising across all channels to discover upcoming events            of event goers turn to friends for live event recommendations, rising to            for males
  • Half of            goers turn straight to search            find out more about an            after they have first heard            it
  •            of event goers ask others if they want to go before they buy tickets, while,            act on impulse and buy immediately            of event goers buy tickets from ticketing companies’ websites
  • The average            of tickets bought is            with                       the most common quantities bought            buyer
  • Event goers            split evenly into Urgent Seekers            Considered Buyers
  •            of event goers print e-Tickets at home while            use e-Tickets on smartphones
  • Over half            physical ticket holders, however, keep            of events that they enjoyed            a memento for at least           
  •            of live event goers use smartphones to take photos at events while            use them to take videos            of event goers do social posts or post photos when at events while            use social notifications to let people know they are attending
  • Only            of            goers regularly buy merchandise at            with just            doing so always
  • The            that            buy occasionally represents a key            to grow the number of            buyers
  •            of event goers would buy merchandise if they could buy it when booking the ticket, rising to            for under           

Companies mentioned in this report:    See Tickets, Facebook, Groupon

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