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Raising the Curtain on Mobile

Emily Basileo
5 min read
Posted on May 28, 2014

With the summer concert season under way and the Tony Awards fast approaching, the Interactive Advertising Bureau (IAB), its Mobile Marketing Center of Excellence, InMobi and Decision Fuel (now YouGov) have released results from “Raising the Curtain on Mobile,” an in-depth study that shows that 89 percent of live entertainment seekers conducted mobile activities in direct relation to performances they have attended in the last six months. Further underscoring how mobile plays a critical role in helping concert promoters, theater producers and other performance marketers reach target audiences, the research demonstrates that these mobile activities occur at all stages throughout the live performance-going process – including pre-show planning and post-show activities.

Some key highlights of the study:

    · Mobile rivals TV as the preferred media channel for getting information about live performances (60% mobile vs. 53% TV)

    · 41% purchase concert and show tickets directly through mobile devices

    · Over three quarters (78%) use mobile to help plan trips to shows

    · 89% of live entertainment seekers have used mobile in relation to live shows they've attended in the past 6 months

Read the full press release here

Download the study here

To learn more about our research, contact insights@inmobi.com

Related:

From the Bedroom to the Box Office: The Role of Mobile in the Moviegoing Experience

InMobi Insights > Consumer Research

About the Author

Emily has always had an inquisitive mind and an active imagination. Her imagination told her that she was a superhero. Although Emily never developed the ability to fly, she spread her wings and left her hometown to study at NYU. Emily’s adventures eventually led her to San Francisco, where she joined the AppGalleries family and excelled as the Director of Operations. In 2012, InMobi acquired AppGalleries, and Emily was absorbed into the Strategy & Operations team. Today, Emily thrives on the Global Insights team, pondering marketing’s big questions, identifying trends, and crafting actionable strategies. Ever the optimist, Emily still hopes to fly – she has a cape.

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