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
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