Social Media and The Live Event Fan

SOCIAL MEDIA AND THE LIVE EVENT FAN
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.
2014 Live Nation Entertainment
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
Sporting Event Attendees
29
Live Theater or Arts Attendees
36
Live Family Show Attendees
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)
LIVE EVENT ATTENDEES
Social Media Usage
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%
LinkedIn
Facebook
40%
38%
(33%)
Twitter
Foursquare
Snapchat
7%
(7%)
MySpace
Q. How often do you use each of the following:
Pinterest
19%
Instagram
9%
41%
(40%)
(83%)
17%
Vine
Social Media Usage Frequency

68% (63%) of live event attendees use Facebook daily, 23% use YouTube daily, 22%
use Instagram daily and 19% (16%) use Twitter daily.
YouTube
23%
45%
Facebook
LinkedIn
13%
68%
7%
Pinterest
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%
Social Media Usage by Age

Excluding LinkedIn, social media usage decreases with age.
100%
90%
80%
YouTube
Facebook
70%
LinkedIn
Pinterest
60%
Twitter
50%
Instagram
Snapchat
40%
Vine
Foursquare
30%
Myspace
20%
10%
0%
13-17
18-24
25-34
35-44
45-54
55-64
65+
Social Media Connections
Live event attendees have the most friends/followers on

Facebook, Twitter, and Instagram.
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
Q. How many friends do you have on

Q. How many people do you follow / subscribe to on
125
I follow
Q. How many people follow / subscribe to you on

Note: Population is social media users.
8
41
friends
Social Media Connections Among 13-24-Year-Old Attendees
13-24-year-old live event attendees have more

connections than older attendees, especially
on Facebook, Twitter, Instagram and YouTube.
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

Note: Population is 13-24-year-old social media users.
9
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%
Followed a live event-related Twitter account
56%
Tweeted that you are planning to attend a live

event
43%
37%
42%
Used a hashtag in relation to a live event*

Interacted with a venue, ticketing service or
customer service team*
Participated in a live event-related sweepstakes*
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
Q. Have you participated in any of the following activities on Twitter:

Q. How often do you retweet or reply to an artist or bands / team, league or players /
live theater or arts events / live family shows tweet?
use Twitter to
sign in to
other apps or
websites.
Q. Do you use Twitter to sign in to other apps or web sites?

Note: Asterisks indicate that this was not a response option in 2012.
Note: Population is Twitter users.
10
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%
"Liked" a live event-related fan page
65%
67%
Shared the experience or pictures of the live event
54%
64%
Shared that you were going to a live event
54%
61%
Made status updates about live events
2012
51%
56%
Joined/RSVPd to a Facebook event*

43%
Shared on a live event-related fan page
33%
38%
Shared or invited a friend to a live event
29%
31%
Participated in a live event sweepstakes*
Q. Have you participated in any of the following activities on Facebook:

Q. Do you use Facebook Connect to sign in to other apps or web sites?
2013
34%
(33%)
Note: Population is Facebook users.

11
use Facebook
connect to sign
in to other
apps or
websites.
Interactive Seat Map Linked to Facebook
52%
(46%)
50%
of Facebook users are Very or Somewhat

interested in seeing exactly where their
Facebook friends are sitting at live events.
(42%)

interested in sharing exactly where their live
event seats are with their Facebook friends.
Sec 107, Row A, Seat 2
Is this your seat?
Tag Yourself
See Whos
Sitting Where
54%
(43%)
are Extremely or Very likely to

purchase tickets for themselves and
others to be near their Facebook
friends, if they could see where
their friends were sitting on an
interactive seat map.
Tag Your Seat
50%
(40%)
are Extremely or Very likely

to purchase a single ticket
for themselves to be near
their friends who have
already purchased tickets.
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:
44%
(35%)
are Extremely or Very

likely to upgrade what
they were going to
purchase to be able to
sit in the same area as
their friends.
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:
12
Photo and Video Posts on Social Media
73%
(66%)
83%
of live event
attendees who
took photos or
videos at an
event post
them online.
of those who post photos or videos

online do so during the event.
(73%)
2013
8%
2012
6%
24%
20%
Always
WHERE
91%
(94%)
52%
47%
Usually
17%
27%
Sometimes
Never
HOW MANY
post on
Facebook
19% post one

(23%)
38%
post on
Instagram*
19%
post on
Twitter*
12%
post on
Snapchat*
7%
(7%)
57% post some

(58%)
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?
Q. Where do you post them?

Q. Do you post them during the event?
Note: Population is those who took photos/videos.
13
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?
14
Word of Mouth Awareness Lift

50% of live event attendees who were influenced to attend a live event by a
Facebook post were not aware of the event before seeing the post; 47% of
those influenced to attend by a tweet were not aware of the event before
seeing the tweet.
PERCENT NOT AWARE OF THE EVENT PRIOR TO SEEING THE SOCIAL MEDIA POST
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.
15
Deal of the Day Sites

Groupon and Living Social are still the most popular deal of the day sites among live
event attendees. 59% (50%) have purchased from Groupon; 34% (31%) have
purchased from Living Social. More live theater or arts event and live family show
attendees use deal of the day sites compared to concert and sporting event
attendees.
59%
50%
34%
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?
3%
2012
16
4% 5%
Deal of the Day Site Forwarding Behavior

51% (53%) of attendees that use deal of the day
sites forward the offers to others. On average, each
deal of the day offer is forwarded to 2.2 people.
2%
2013
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.
17
Live Event Ticket Purchases on Deal of the Day Sites
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
88% (85%) were aware of the artist/team
of live event attendees who

have purchased live event
tickets on a deal of the day
site were aware of the
event before purchasing
their tickets.
before purchasing their tickets

on the deal of the day site.
42% (46%) of those who were aware of

the artist/team had seen
them live before.
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.
14%
18
CONCERT ATTENDEES
19
Social Media Usage

concert attendees. 86% use YouTube and 84% use Facebook.
YouTube
44%
84%
86%
LinkedIn
Facebook
43%
42%
(37%)
Twitter
Foursquare
Snapchat
7%
(7%)
MySpace
Pinterest
23%
Instagram
10%
42%
(40%)
(85%)
20
20%
Vine
Concert attendees have the most friends/followers on

Facebook, Twitter and Instagram.
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


21
135
I follow
148
Follow me
39
friends
Brand Engagement on Social Media

52% of concert attendees have followed a brand based on an artists post on social media; 51%
have engaged with a brand on social media to gain access to music or related concert promotions.
HAVE DONE
WOULD DO
Follow/ friend / subscribe to a

brand based on an artists
post on social media
52%
56%
Engage with a brand on social

media to gain access to music
related content or promotions
51%
65%
Q. Have you done the following

Q. Would you do the following
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%
Followed an artist or band
66%
49%
Tweeted that you are planning to attend a concert
42%
46%
Used a hashtag in relation to an artist or concert*

Interacted with a venue, ticketing service or artists
customer service team*
Participated in an concert-related sweepstakes*
27%
2013
2012
27%
77% have
an artist or bands tweet.
6%
11%
19%
40%
23%
20%
(14%)
Every day
Less often
Never

Q. How often do you retweet or reply to an artist or bands tweet?
use Twitter to
sign in to
other apps or
websites.

23
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.
"Liked" an artist or band's fan page
74%
73%
Shared the experience or pictures of the concert
61%
70%
Shared that you were going to a concert
62%
60%
49%
Shared on an artist or band's fan page
39%
44%
34%
34%
(34%)
37%

2012
56%
Participated in a concert sweepstakes*
2013
67%
Made status updates about concerts
Shared or invited a friend to a concert
On average, concert
attendees have liked 13
artist or bands fan pages.
84%

24
use Facebook
connect to sign
in to other
apps or
websites.
55%
(49%)
52%

Facebook friends are sitting at concerts.
(44%)

interested in sharing exactly where their
concert seats are with their Facebook friends.
Is this your seat?
Tag Yourself
See Whos
See Whos
Sitting Where
Sitting Where
56%
(46%)

Tag Your Seat
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:
25
45%
(36%)

they were going to
their
friends.
UPGRADE
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%
Listen to the music
79%
44%
Read about the artist/band
33%
Watch previous concert videos
29%
61%
0%
51%
29%
29%
Like the artist/band on Facebook

Look for a setlist from previous shows / the show that you
attended
29%
21%
23%
25%
Post/tweet about going to a concert
22%
19%
Watch artist interviews
19%
18%
Read general music news
19%
RSVP on Facebook for the event*

15%
14%
Follow the artist/band on Twitter

Participate in artist chats online
4%
4%
BEFORE
Q. Do you do any of the following to get amped up for a concert?

Q. Do you do any of the following after attending a concert?
Note: Asterisks indicate that this response option was only available with regards to one time point.
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%
Facebook
59%
56%
Artist Web Site
64%
27%
Twitter
MySpace
Other
22%
2013
2%
2012
2%
15%
19%
Q. Do you do the following online:

Q. How do you track them?
27
76%
(69%)
83%
of concert
attendees who
took photos or
videos at a
concert post
them online.

online do so during the concert.
(70%)
2013
7%
2012 5%
23%
18%
Always
WHERE
91%
(95%)
52%
47%
Usually
17%
29%
Sometimes
Never
HOW MANY
post on
Facebook
17% post one

(22%)
41%
post on
Instagram*
20%
post on
Twitter*
14%
post on
Snapchat*
9%
(8%)
57% post some

(57%)
most
25% post
or all
post on
YouTube
(20%)
Q. Have you ever posted photos or videos from your concert online?

Q. Do you post them during the concert?
28
SPORTING EVENT ATTENDEES
29
Social Media Usage

sporting event attendees. 85% use YouTube and 82% use Facebook.
82%
85%
YouTube
(79%)
Facebook
36%
Pinterest
Snapchat
7%
(7%)
MySpace
(37%)
Twitter
14%
17%
Instagram
Foursquare
40%
(41%)
LinkedIn
33%
9%
44%
30
Vine
Sporting event attendees have the most friends/followers on

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


31
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%
Followed a team, league, or player
60%
46%
Used a hashtag in relation to a team or game*

Tweeted that you are planning to attend a
game
Participated in an game-related sweepstakes*
team's customer service team*
38%
34%
25%
2013
2012
24%
77% have
a team, league or players
tweet.
4%
13%
22%
38%
23%
17%
(15%)
Every day
Less often
Never

Q. How often do you retweet or reply to a league, team or players tweet?
use Twitter to
sign in to
other apps or
websites.

32
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.
"Liked" a team, league or player's fan page
62%
65%
Shared the experience or pictures of the game
54%
59%
Made status updates about sporting events
48%
52%
36%
Shared on a team, league or player's fan page
27%
29%
34%
22%
(35%)
27%

2012
48%
Participated in a sporting event sweepstakes*
2013
58%
Shared that you were going to a game
Shared or invited a friend to a game
On average, sporting event

attendees have liked 6
team, league, or player fan
pages.
71%

33
use Facebook
connect to sign
in to other
apps or
websites.
54%
(47%)
50%

Facebook friends are sitting at sporting
events.
(42%)

interested in sharing exactly where their
sporting event seats are with their Facebook
friends.
Is this your seat?
Tag Yourself
See Whos
See Whos
Sitting Where
Sitting Where
53%
(45%)

Tag Your Seat
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:
34
43%
(38%)

they were going to
their
friends.
UPGRADE
71%
(63%)
89%
of sporting event
attendees who
took photos or
videos at a game
post them
online.
(83%)
2013
11%
2012
8%

online do so during the game.
32%
28%
Always
WHERE
91%
(92%)
47%
47%
Usually
Sometimes
11%
17%
Never
HOW MANY
post on
Facebook
21% post one

(24%)
32%
post on
Instagram*
20%
post on
Twitter*
10%
post on
Snapchat*
5%
(6%)
57% post some

(59%)
most
21% post
or all
post on
YouTube
(17%)
Q. Have you ever posted photos or videos from your sporting event online?

Q. Do you post them during the sporting event?
35
LIVE THEATER OR ARTS ATTENDEES
36
Social Media Usage

YouTube and Facebook are the most popular social media sites among live
theater or arts event attendees. 83% use YouTube and 80% use Facebook.
83%
YouTube
80%
48%
(76%)
(43%)
Facebook
34%
Twitter
12%
Instagram
Foursquare
Snapchat
5%
8%
(5%)
MySpace
Pinterest
LinkedIn
29%
(17%)
39%
37
12%
Vine
Live theater or arts event attendees have the most

friends/followers on Facebook, Twitter and Instagram.
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


38
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%

theater or arts event
27%
26%
Followed a live theater or arts event
22%
25%
Used a hashtag in relation to a live theater or arts

event*
17%
Interacted with a venue, ticketing service or live

theater or arts event's customer service team*
Participated in an live theater or arts-related
sweepstakes*
2013
2012
12%
84% have
an live theater or arts
events tweet.
5%
11%
22%
47%
16%
15%
(13%)
Every day
Less often
Never

Q. How often do you retweet or reply to live theater or arts events tweet?
use Twitter to
sign in to
other apps or
websites.

39
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%
"Liked" a live theater or arts event's fan page
43%
55%
Shared that you were going to a live theater or arts event
40%
Shared the experience or pictures of the live theater or

arts event
52%
36%
2013
49%
Made status updates about a live theater or arts event
48%

Shared on a live theater or arts event's fan page
Shared or invited a friend to a live theater or arts event
Participated in a live theater or arts event sweepstakes*
33%
19%
31%
20%
30%
20%
(28%)

2012
37%

40
use Facebook
connect to sign
in to other
apps or
websites.
43%
(33%)
41%

Facebook friends are sitting at live
theater or arts events.
(33%)

theater or arts event seats are with their
Facebook friends.
Is this your seat?
Tag Yourself
See Whos
See Whos
Sitting Where
Sitting Where
46%
(32%)

Tag Your Seat
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:
41
38%
(27%)

they were going to
their
friends.
UPGRADE
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%

online do so during the live theater
or arts event.
Usually
19%
29%
Sometimes
Never
HOW MANY
post on
Facebook
24% post one

(28%)
29%
post on
Instagram*
14%
post on
Twitter*
7%
5%
(6%)
58% post some

(56%)
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. Do you post them during the live theater or arts event?
42
LIVE FAMILY SHOW ATTENDEES
43
Social Media Usage

Facebook and YouTube are the most popular social media sites among
live family show attendees. 85% use Facebook and 83% use YouTube.
85%
Facebook
YouTube
Instagram
Pinterest
31%
33%
Twitter
Foursquare
Vine
6%
(8%)
MySpace
(35%)
LinkedIn
10%
12%
(28%)
9%
38%
49%
83%
(82%)
44
Snapchat
Live family show attendees have the most friends/followers on

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


45
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.
family show
16%
17%
15%
Followed a live family show
14%
Used a hashtag in relation to a live family

show*
15%

live family show's customer service team*
Participated in a live family show-related
sweepstakes*
11%
2013
7%
2012
79% have
an family shows tweet.
5%
17%
22%
34%
21%
15%
(12%)
Every day
Less often
Never

Q. How often do you retweet or reply to a live family shows tweet?
use Twitter to
sign in to
other apps or
websites.

46
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%
"Liked" a live family show's fan page
40%
Shared the experience or pictures of the live

family show
55%
40%
49%
Shared that you were going to a live family show
35%
49%
Shared or invited a friend to a live family show

Participated in a live family show sweepstakes*
37%
30%
18%
27%
38%
17%
(35%)
19%

2012
48%
Made status updates about a live family show

Shared on a live family show's fan page
2013

47
use Facebook
connect to sign
in to other
apps or
websites.
48%
(42%)
46%

Facebook friends are sitting at live family
shows.
(40%)

family show seats are with their Facebook
friends.
Is this your seat?
Tag Yourself
See Whos
See Whos
Sitting Where
Sitting Where
53%
(40%)

Tag Your Seat
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:
48
43%
(32%)

they were going to
their
friends.
UPGRADE
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%

online do so during the live family show.
49%
Usually
Sometimes
18%
25%
Never
HOW MANY
post on
Facebook
18% post one

(20%)
31%
post on
Instagram*
8%
post on
Twitter*
3%
post on
Snapchat*
3%
(5%)
56% post some

(57%)
most
25% post
or all
post on
YouTube
(23%)
Q. Have you ever posted photos or videos from your live family show online?

Q. Do you post them during the live family show?
49

Social Media and The Live Event Fan

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SOCIAL MEDIA AND THE LIVE EVENT FAN

2014 Live Nation Entertainment

Sporting Event Attendees

Live Theater or Arts Attendees

Live Family Show Attendees

2014 Live Nation Entertainment

LIVE EVENT ATTENDEES

2014 Live Nation Entertainment

Social Media Usage

Q. How often do you use each of the following:

2014 Live Nation Entertainment

Social Media Usage Frequency

Q. How often do you use each of the following:

2014 Live Nation Entertainment

Social Media Usage by Age

Q. How often do you use each of the following:

2014 Live Nation Entertainment

Social Media Connections

Live event attendees have the most friends/followers on

Q. How many friends do you have on

Q. How many people follow / subscribe to you on

Social Media Connections Among 13-24-Year-Old Attendees

13-24-year-old live event attendees have more

Q. How many friends do you have on

Q. How many people follow / subscribe to you on

Followed a live event-related Twitter account

Tweeted that you are planning to attend a live

Used a hashtag in relation to a live event*

Q. Have you participated in any of the following activities on Twitter:

Q. Do you use Twitter to sign in to other apps or web sites?

"Liked" a live event-related fan page

Shared the experience or pictures of the live event

Shared that you were going to a live event

Made status updates about live events

Joined/RSVPd to a Facebook event*

Shared on a live event-related fan page

Shared or invited a friend to a live event

Participated in a live event sweepstakes*

Q. Have you participated in any of the following activities on Facebook:

Note: Population is Facebook users.

Interactive Seat Map Linked to Facebook

of Facebook users are Very or Somewhat

of Facebook users are Very or Somewhat

are Extremely or Very likely to

Tag Your Seat

are Extremely or Very likely

are Extremely or Very

Photo and Video Posts on Social Media

of those who post photos or videos

19% post one

57% post some

2014 Live Nation Entertainment

Q. Where do you post them?

Word of Mouth Awareness Lift

Deal of the Day Sites

Deal of the Day Site Forwarding Behavior

Live Event Ticket Purchases on Deal of the Day Sites

88% (85%) were aware of the artist/team

of live event attendees who

before purchasing their tickets

42% (46%) of those who were aware of

2014 Live Nation Entertainment

Social Media Usage

Q. How often do you use each of the following: