Social Report: Canada 2013

2013

© 2013 Ticketmaster LLC

SOCIAL MEDIA BEHAVIOR

2

EXECUTIVE SUMMARY

The popularity of social media has continued to increase since last year’s social media report was released. This highlights the importance of understanding how live event attendees engage with social media and using this information to enhance their live event experiences. This report presents valuable and interesting findings on social media usage and compares this year’s findings to those from last year.

Social media usage among live event attendees increased significantly. 60% of live event attendees use Facebook daily, up from

43% last year. 19% of attendees use Twitter daily, up from 9% last year.

Social media influences attendance. 31% of concert attendees who are on Facebook were influenced to attend a concert by a

Facebook post. 14% of sporting event attendees on Twitter were influenced to attend a game by a tweet.

Attendees interact on social media before, during and after an event. 32% of live family show attendees who are on Facebook

shared the experience or pictures of the show on Facebook. 45% of concert attendees on Twitter tweeted about planning to attend

a concert.

Many live event attendees are very likely to use social media and interactive seat maps in their purchase decisions. 43% of

sporting event attendees who are on Facebook are interested in using an interactive seat map to see where their Facebook friends

are sitting. Furthermore, 15% of these sporting event attendees are Extremely Likely to use this information to upgrade the seats

they were planning on purchasing to be near their Facebook friends.


SOCIAL MEDIA BEHAVIOR

3

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 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 of music concerts, professional and college sporting events, live theater or 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):

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)


SOCIAL MEDIA USAGE AND ENGAGEMENT LIVE EVENT ATTENDEES

Live event attendees have more friends on Facebook, follow more people on Twitter and use these social media sites more frequently compared to last year.

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

Q. How many friends do you have on Facebook?

Q. How many people do you follow on Twitter?

4

30%

79%

9%

7%

18%

5%

43%

9%

19%

63%

7%

9%

13%

9%

60%

19%

Facebook Twitter

Weekly

Daily

Never

Once a month /

Less frequently

8% 2% 10% 11% 11%

16% 15%

26%

12%

2%

15% 13% 13%

18%

10%

17%

0 1 2-5 6-10 11-20 20-50 50-100 100+

NUMBER FOLLOWING ON TWITTER +

On average, live event

attendees follow 46 (34) people

on Twitter.

10% 10%

14%

23%

31%

9% 2%

17%

14%

18%

25%

21%

5% 1%

0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+

On average, live event

attendees have 230 (163)

friends on Facebook.

NUMBER OF FACEBOOK FRIENDS * FREQUENCY OF USE

2012

2011

2012

2011

Note: Population is Facebook (*) or Twitter (+) users.

Throughout this report, 2012 statistics are provided in red type

2011 statistics are provided in (black type in parentheses)


SOCIAL MEDIA INFLUENCE LIVE EVENT ATTENDEES

5

Q. Have you ever been influenced to attend a music concert / professional and college sporting event / live theater or arts event / live family show by a Facebook post / tweet / fan review?


Influenced to attend a live event by…..

22% (18%)

10% (10%)

TWITTER

14% (9%)

12% (14%)

31% (26%)

28% (22%)

FACEBOOK

17% (12%)

28% (23%)

34% (37%)

50% (51%)

FAN REVIEWS

26% (25%)

54% (60%)

* +

Compared to last year, more attendees were influenced to attend live events by Facebook posts and tweets. Even with this increase, fan reviews still have more influence.


SOCIAL MEDIA USAGE LIVE EVENT ATTENDEES

6

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


Tweeted about planning to

attend a live event +

45%

35%

22%

16%

35%

27%

20%

14%

Shared the experience or

pictures of the live event on

Facebook *

56%

44%

32%

32%

43%

33%

21%

23% 2012

2011

Compared to last year, live event attendees who use Facebook are more likely to share the experience or pictures of the event on Facebook. Likewise, this year, concert and sporting event attendees are more likely to tweet about planning to attend an event than last year.


Q. Please tell us how interested you are in using an interactive seat map for music concerts / professional and college sporting events / live theater or arts events / live family shows:

Note: Population is Facebook users. Interested = Very or Somewhat Interested.

INTERACTIVE SEAT MAPS LIVE EVENT ATTENDEES

7

Interest in using an interactive seat map integrated with Facebook increased since last year. 46% (38%) of live event attendees who use Facebook are interested in using an interactive seat map to see where their friends are sitting and 42% (36%) are interested in sharing exactly where their seats are with Facebook friends.

45% (39%)

39% (34%)

36% (30%)

38% (35%)

Share exactly where your

seats are with your Facebook

friends

49% (42%)

43% (35%)

36% (29%)

41% (35%)

See exactly where your

Facebook friends are

sitting:


Q. On average, how many people do you tell about music concerts / professional and college sporting events / live theater or arts events / live family shows that you are interested in attending?

8

WORD OF MOUTH LIVE EVENT ATTENDEES

Compared to last year, live event attendees tell more people about events that they are interested in attending. Concert attendees tell 9 people, on average, up from 7 last year.

9 (7)

7 (6)

6 (5)

6 (5)


CONCERT ATTENDEES

9


SOCIAL MEDIA USAGE AND ENGAGEMENT CONCERT ATTENDEES




10

Compared to last year, concert attendees have more friends on Facebook, follow more people on Twitter and use these social media sites more frequently.

27%

77%

9%

7%

17%

5%

46%

10%

18%

62%

7%

10%

13%

9%

62%

20%

Facebook Twitter

Weekly

Daily

Never

Once a month /

Less frequently

7% 2% 9%

11% 11%

16% 15%

28%

11%

2%

14% 13% 12%

19%

12%

19%

0 1 2-5 6-10 11-20 20-50 50-100 100+


On average, concert

attendees follow 48 (37)

people on Twitter.

9% 10%

14%

23%

32%

10% 2%

15% 14%

17%

25%

22%

5% 1%

0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+

On average, concert




2012

2011 2012

2011



11

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

Q. Have you ever been influenced to attend music concerts by a Facebook post?

Note: Population is Facebook users.

FACEBOOK ACTIVITIES CONCERT ATTENDEES

More concert attendees use Facebook to engage with others about concerts compared to last year; the increases were significant for all activities. Also, more have been influenced to attend concerts by Facebook posts.

“Liked” an artist or band’s fan page

71% (58%)

shared that they were going to a concert

60% (49%)

shared the experience or pictures of the concert

56% (43%)

shared on an artist or band’s fan page

36% (28%)

made status updates about concerts

54% (39%)

shared or invited a friend to a concert

32% (24%)

have been influenced to attend concerts by a Facebook post

31% (26%)


12

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

Q. Have you ever been influenced to attend music concerts by a tweet?

Note: Population is Twitter users.

Follow an artist or band

Tweet about planning to attend a concert

A tweet influenced them to attend a concert

67% (57%)

45% (35%)

22% (18%)

More concert attendees follow artists on Twitter and tweet about their plans to attend a concert compared to last year. Also, more have been influenced to attend concerts by tweets.

TWITTER ACTIVITIES CONCERT ATTENDEES


Q. Please tell us how interested you are in using an interactive seat map for music concerts:

Q. If you could see where your friends are sitting on an interactive seat map for music concerts, how likely would you be to:


13

INTERACTIVE SEAT MAPS CONCERT ATTENDEES

INTEREST IN USING INTERACTIVE SEAT MAPS TO:

36% 38% 30%

15% 11%

12%

23% 16%

20%

15%

16% 18%

11% 18% 20%

34% 34% 27%

11% 9%

10%

19% 15%

18%

17% 17% 19%

20% 24% 25%

2012

2011

Upgrade what you

were going to

purchase to be able

to sit in the same

area as your friends

3

5 - Extremely Likely

1 – Not At All Likely

2

4

Purchase a single

ticket for yourself to

be near friends who

have already

purchased

Purchase tickets for

you and others to

be near your friends

Compared to last year, more concert attendees who are on Facebook are Extremely Likely to purchase a single ticket for themselves to be near Facebook friends after seeing where they are sitting on an interactive seat map.


14

Q. Have you ever been influenced by fan reviews to attend music concerts?

On average, concert attendees tell 9 people about a concert that they are interested in attending.

The influence of fan reviews on concert attendance has decreased, although it remains more influential than Facebook and Twitter posts.

WORD OF MOUTH CONCERT ATTENDEES

0 2% (2%)

8% (4%) 20+

2 - 5 47% (56%)

On average, how many people do you tell about a concert that you are interested in attending?

Average = 9.1 (7.1)

1 2% (3%)

11 - 20 11% (8%)

6 - 10 30% (27%)

34% (37%)

have been influenced by fan reviews to attend concerts, a significant decrease from 2011.

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=wEfecW4weSMIJM&tbnid=kRXgV9XynKM5EM:&ved=0CAUQjRw&url=http://thesevensees.com/fan-reviews-the-hangover-part2/&ei=R_0SUfmHFYLKiwLtu4GYBg&bvm=bv.42080656,d.cGE&psig=AFQjCNEgiNMDfYWP1d4kullL3jAgHrRf1Q&ust=1360284728256543


15

USE OF DEAL-OF-THE-DAY SITES CONCERT ATTENDEES

11% (15%)

OTHER

8%

3% (3%)

5%

1% (1%)

15% (13%)

43% (36%)

Groupon is still the most popular Deal-of-the-Day site among concert attendees and the market is growing – 43% purchased from the site, up from 36% last year.

Q. Which of the following deal-of-the-day sites have you purchased through? (Select all that apply)

Note: Travelzoo and AmazonLocal were not response options in 2011.


16

DEAL-OF-THE-DAY SITE ENGAGEMENT CONCERT ATTENDEES

Q. On average, how many people do you forward deal-of-the-day offers to?

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... Were you aware of the event/artist before purchasing your tickets on the deal-of-the-day site?

Note: These questions were not asked in 2011. Population is deal-of-the-day purchasers (*) or live event deal-of-the-day purchasers (+).

2% (2%)

of concert attendees who have purchased through Deal-of-the-Day sites have bought event tickets many times on these sites.*

were not aware of the event before purchasing the ticket.+

were not aware of the artist before purchasing the ticket.+

47%

17%

On average, concert attendees forward Deal-of-the-Day sites to 1.9 (1.7) people.*


17

PROFESSIONAL AND COLLEGE SPORTING EVENT ATTENDEES


SOCIAL MEDIA USAGE AND ENGAGEMENT SPORTING EVENT ATTENDEES




18

Compared to last year, sporting event attendees have more friends on Facebook, follow more people on Twitter and use these social media sites more frequently.

1%

33%

78% 9%

6%

18%

6%

39%

10%

20%

62%

8%

9%

13%

9%

59%

20%

Weekly

Daily

Never

Once a month /

Less frequently

9% 1%

11% 12% 12%

16% 16%

24%

14%

2%

16%

12% 14%

18%

8%

16%

0 1 2-5 6-10 11-20 20-50 50-100 100+


On average, sporting event


on Twitter.

12% 11% 13%

23%

31%

9% 1.3

17%

14%

19%

24%

20%

4%

0.7

0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+

On average, sporting event




2012

2011 2012

2011

Facebook Twitter



19


Q. Have you ever been influenced to attend professional and college sporting events by a Facebook post?


FACEBOOK ACTIVITIES SPORTING EVENT ATTENDEES

More sporting event attendees use Facebook to engage with others about games compared to last year; the increases were significant for all activities. Also, more have been influenced to attend games by Facebook posts.

“Liked” a team, league or player’s fan page

56% (45%)

shared that they were going to a game

42% (34%)

shared the experience or pictures of the game

44% (33%)

shared on a team, league or player’s fan page

22% (14%)

made status updates about games

43% (32%)

shared or invited a friend to a game

19% (13%)

have been influenced to attend games by a Facebook post

17% (12%)


20

TWITTER ACTIVITIES SPORTING EVENT ATTENDEES


Q. Have you ever been influenced to attend professional and college sporting events by a tweet?


Follow a team, league or player

Tweet about planning to attend a sporting event

A tweet influenced them to attend a sporting event

59% (53%)

35% (27%)

14% (9%)

More sporting event attendees follow a team on Twitter and tweet about their plans to attend a sporting event compared to last year. Also, more have been influenced to attend games by tweets.


21

INTERACTIVE SEAT MAPS SPORTING EVENT ATTENDEES

Q. Please tell us how interested you are in using an interactive seat map for professional and college sporting events:

Q. If you could see where your friends are sitting on an interactive seat map for professional and college sporting events, how likely would you be to:



40% 41% 34%

14% 12%

13%

23% 17%

21%

14%

16% 17%

9% 14% 15%

36% 37% 30%

13% 10%

12%

19% 17%

19%

16% 17%

19%

15% 18% 20%

2012

2011

Upgrade what you

were going to

purchase to be able

to sit in the same


3



2

4

Purchase a single


be near friends who

have already

purchased


you and others to


Compared to last year, more sporting event attendees who are on Facebook are Extremely Likely to upgrade the seats they were planning on purchasing to be near their Facebook friends.


22

Q. Have you ever been influenced by fan reviews to attend professional and college sporting events?

On average, sporting event attendees tell 7 people about a game that they are interested in attending.

The influence of fan reviews on game attendance has remained stable.

WORD OF MOUTH SPORTING EVENT ATTENDEES

On average, how many people do you tell about professional and college sporting events that you are interested in attending?

Average = 6.6 (5.7)

0 14% (12%)

2 - 5 49% (54%)

5% (3%) 20+

6 - 10 20% (20%)

11 - 20 7% (6%)

1 5% (6%)

26% (25%)

have been influenced by fan reviews to attend sporting events.



23

USE OF DEAL-OF-THE-DAY SITES SPORTING EVENT ATTENDEES

12% (13%)

OTHER

9%

3% (3%)

6%

1% (1%)

15% (11%)

45% (34%)

Groupon is still the most popular Deal-of-the-Day site among sporting event attendees and the market is growing – 45% purchased from the site, up from 34% last year.




25

LIVE THEATER OR ARTS EVENT ATTENDEES


SOCIAL MEDIA USAGE AND ENGAGEMENT LIVE THEATER OR ARTS EVENT ATTENDEES




26

Compared to last year, live theater or arts event attendees have more friends on Facebook, follow more people on Twitter and use these social media sites more frequently.

35%

85% 11%

6%

18%

4%

36%

5%

24%

72%

8%

9%

18%

8%

50%

10%

Weekly

Daily

Never

Once a month /

Less frequently

13%

3%

15% 14% 12%

16%

12% 14%

16%

4%

19%

14% 13% 15%

8%

11%

0 1 2-5 6-10 11-20 20-50 50-100 100+


On average, arts event


on Twitter.

15% 14%

18%

24%

21%

6% 1.3%

21%

18% 20%

22%

16%

3% 0.5%

0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+

On average, arts event attendees

have 178 (129) friends on

Facebook.


2012

2011 2012

2011

Facebook Twitter



27


Q. Have you ever been influenced to attend live theater or arts events by a Facebook post?


FACEBOOK ACTIVITIES LIVE THEATER OR ARTS EVENT ATTENDEES

More arts event attendees use Facebook to engage with others about events compared to last year; the increases were significant for all activities. Also, more have been influenced to attend events by Facebook posts.

“Liked” a live theater or arts event’s fan page

41% (28%)

shared that they were going to an event

39% (32%)

shared the experience or pictures of the event

32% (21%)

shared on a live theater or arts event’s fan page

19% (11%)

made status updates about events

36% (25%)

shared or invited a friend to an event

20% (14%)

have been influenced to attend events by a Facebook post

28% (23%)


28

Follow a live theater or arts event

Tweet about planning to attend a live theater or arts event

A tweet influenced them to attend a live theater or arts event

17% (15%)

22% (20%)

12% (14%)

Twitter activity among arts event attendees has not changed significantly since last year.

TWITTER ACTIVITIES LIVE THEATER OR ARTS EVENT ATTENDEES


Q. Have you ever been influenced to attend live theater or arts events by a tweet?



29

INTERACTIVE SEAT MAPS LIVE THEATER OR ARTS EVENT ATTENDEES

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:



46% 44% 38%

16% 13%

14%

19%

16% 20%

12%

14% 16%

7% 13% 12%

42% 40% 35%

15% 12%

13%

18%

17% 20%

13%

15% 17%

11% 16% 15%

2012

2011

Upgrade what you

were going to

purchase to be able

to sit in the same


3



2

4

Purchase a single


be near friends who

have already

purchased


you and others to


Compared to last year, more arts event attendees who are on Facebook are Extremely Likely to purchase a single ticket for themselves to be near Facebook friends after seeing where they are sitting on an interactive seat map.


30

Q. Have you ever been influenced by fan reviews to attend live theater or arts events?

WORD OF MOUTH LIVE THEATER OR ARTS EVENT ATTENDEES

3% (2%) 20+

On average, arts event attendees tell 6 people about an event that they are interested in attending.

The influence of fan reviews on arts event attendance has decreased, although it remains more influential than Facebook and Twitter posts.

On average, how many people do you tell about live theater or arts events that you are interested in attending?

Average = 6.0 (5.2)

1 5% (5%)

11 - 20 5% (4%)

0 4% (3%)

2 - 5 63% (67%)

6 - 10 21% (19%)

54% (60%)

have been influenced by fan reviews to attend arts events, a significant decrease from 2011.



31

USE OF DEAL-OF-THE-DAY SITES LIVE THEATER OR ARTS EVENT ATTENDEES

13% (16%)

OTHER

12%

3% (3%)

8%

1.2% (0.6%)

19% (15%)

48% (38%)

Groupon is still the most popular Deal-of-the-Day site among arts event attendees and the market is growing – 48% purchased from the site, up from 38% last year.




32

DEAL-OF-THE-DAY SITE ENGAGEMENT LIVE THEATER OR ARTS EVENT ATTENDEES





3% (3%)

of arts event attendees who have purchased through Deal-of-the-Day sites have bought event tickets many times on these sites.*



43%

16%

On average, arts event attendees forward Deal-of-the-Day sites to 1.8 (1.6) people.*


33

LIVE FAMILY SHOW ATTENDEES


SOCIAL MEDIA USAGE AND ENGAGEMENT LIVE FAMILY SHOW ATTENDEES




34

Compared to last year, live family show attendees have more friends on Facebook, follow more people on Twitter and use these social media sites more frequently.

1%

28%

82%

10%

7%

18%

5%

45%

7%

19%

70%

7%

10%

16%

8%

58%

12%

Weekly

Daily

Never

Once a month /

Less frequently

13%

2%

14%

11% 10%

19%

14% 16%

14%

2%

18%

14% 13%

19%

7%

12%

0 1 2-5 6-10 11-20 20-50 50-100 100+


On average, live family show

attendees follow 36 (28)

people on Twitter.

12% 11%

15%

26% 28%

7% 1.4%

15%

12%

18%

26%

23%

4%

0.6%

0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+

On average, live family show




2012

2011 2012

2011

Facebook Twitter



35


Q. Have you ever been influenced to attend live family shows by a Facebook post?


FACEBOOK ACTIVITIES LIVE FAMILY SHOW ATTENDEES

More live family show attendees use Facebook to engage with others about shows compared to last year; the increases were significant for all activities. Also, more have been influenced to attend shows by Facebook posts.

“Liked” a family show’s fan page

38% (23%)

shared that they were going to a show

35% (25%)

shared the experience or pictures of the show

32% (23%)

shared on a family show’s fan page

15% (7%)

made status updates about shows

34% (24%)

shared or invited a friend to a show

17% (11%)

have been influenced to attend shows by a Facebook post

28% (22%)


36

Follow a family show

Tweet about planning to attend a family show

A tweet influenced them to attend a live family show

14% (10%)

16% (14%)

10% (10%)

More family show attendees follow a family show on Twitter compared to last year.

TWITTER ACTIVITIES LIVE FAMILY SHOW ATTENDEES


Q. Have you ever been influenced to attend live family shows by a tweet?



37

INTERACTIVE SEAT MAPS LIVE FAMILY SHOW ATTENDEES

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:



39% 40% 30%

14% 12%

11%

21% 17%

20%

15%

15% 20%

10% 17% 19%

37% 39% 30%

13% 11%

11%

20% 18%

22%

14% 13%

17%

15% 18% 21%

2012

2011

Upgrade what you

were going to

purchase to be able

to sit in the same


3



2

4

Purchase a single


be near friends who

have already

purchased


you and others to


18% of live family show attendees who are on Facebook are Extremely Likely to purchase a single ticket for themselves to be near Facebook friends after seeing where they are sitting on an interactive seat map.


38

Q. Have you ever been influenced by fan reviews to attend live family shows?

WORD OF MOUTH LIVE FAMILY SHOW ATTENDEES

On average, family show attendees tell 6 people about a show that they are interested in attending.

The influence of fan reviews on show attendance has remained stable.

On average, how many people do you tell about live family shows that you are interested in attending?

Average = 6.0 (4.8)

1 7% (7%)

6 - 10 17% (17%)

0 5% (6%)

11 - 20 6% (4%)

4% (2%) 20+

2 - 5 61% (64%) 50%

(51%)

have been influenced by fan reviews to attend live family shows.



39

USE OF DEAL-OF-THE-DAY SITES LIVE FAMILY SHOW ATTENDEES

17% (21%)

OTHER

11%

3% (4%)

6%

1% (1%)

18% (17%)

49% (42%)

Groupon is still the most popular Deal-of-the-Day site among live family show attendees and the market is growing – 49% purchased from the site, up from 42% last year.




40

DEAL-OF-THE-DAY SITE ENGAGEMENT LIVE FAMILY SHOW ATTENDEES





4% (4%)

of live family show attendees who have purchased through Deal-of-the-Day sites have bought event tickets many times on these sites.*



42%

18%

On average, live family show attendees forward Deal-of-the-Day sites to 2.3 (2.2) people.*

Social Report: Canada 2013

Entertainment & Humor

interactive

interactive

made status

social media

social media

bands fan

players fan

college sporting