IAB: Music fans look to mobile to connect

While they're connecting, they are also sharing information - tweeting about shows, sharing images and updating social profiles.

"The results of this study quantifies the explosive growth we're seeing both in mobile and social media activity at all of our live events," said Russell Wallach, president of Live Nation Network, a division of Live Nation Entertainment, Inc. "With well over half of live event attendees using their phones and sharing experiences via their mobile devices, there is tremendous opportunity for marketers to interact and engage with the billions of fan conversations happening before, during and after shows."

According to the data:

• 75% of fans take photos/capture video via mobile while at events
• 40% share event information via Facebook, 10% Tweet about events (music fans)
• 33% share event information via Facebook, 9% Tweet about events (sports fans)
• 42% of concert attendees use a smartphone once/hour at events

"LiveAnalytics is focused on helping our clients better understand the attitudes and behaviors of live entertainment fans across all genres of entertainment: concerts, sports, family and arts & theatre," said John Forese, senior vice president of data services, LiveAnalytics a Ticketmaster Company. "Mobile is fundamentally changing the way fans discover, purchase and engage with live events. - potentially add a data point from page about how many fans use mobile to search and or discover info about an event."

Of those using mobile devices at events more than one-quarter (27%) are searching for event details and 7% purchase event tickets via smartphone.

Tags: IAB, LiveNation, mobile check-ins, mobile consumption, mobile marketing, mobile trends