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US Vertical Insights: Raising the Curtain on Mobile
US Vertical Insights: Raising the Curtain on Mobile
InMobi partnered with the Interactive Advertising Bureau (IAB) and Decision Fuel examine how US live entertainment seekers (e.g. live music lovers and live performance aficionados) are using mobile media and how advertisers can best communicate with this audience. !InMobi’s Vertical Insights Research Series helps brand advertisers understand how consumers are using mobile media to research and shop for certain types of products and how mobile complements other channels throughout the purchase process. !
CONTENTS 1. Research Objectives & Key Takeaways
2. Live Entertainment Seeker Profile
3. The Role of Mobile in the Event-Planning Process
4. Ad Preference
5. Summary and Recommendations
6. Appendix
OWN THE PATH TO PURCHASEIdentify live entertainment seekers on mobile
• Who are live entertainment seekers on mobile? • What types of live performances do they attend?
!Maximize brand awareness through mobile presence
• How do they consume music and entertainment information?
• How do mobile and other media channels work together to impact purchase behavior?
• What types of apps and sites do they visit? • What specific information are they consuming? • How do live entertainment seekers specifically use
mobile to plan trips to live performances? • How do they purchase event tickets? !
Drive a holistic campaign to multiply the impact of mobile • Which ad features do live entertainment seekers
prefer? • How can mobile shorten the path to purchase? • How can advertisers make their campaigns more
effective?
Live Entertainment
Seekers mobile consumers
who are planning to watch a live
performance within the next 3 months
KEY FINDINGS
2
30% of respondents are planning to attend a concert or live performance in the next 3 months
Base: US Respondents, n = 695
Sync up with Mobile to Target Live Music Lovers and Performance Aficionados▪ 90% of live entertainment seekers turn to mobile
after seeing ads for entertainment events on other channels. In fact, mobile rivals TV as the most preferred media choice for entertainment information consumption. Leverage mobile as part of a comprehensive mixed media strategy. !
▪ Live entertainment seekers use mobile at all stages throughout the entertainment seeking process – including pre-show planning and post-show activities. Use mobile to reach music and performance lovers at all times. !
▪ 41% of live entertainment seekers purchase concert and show tickets directly through mobile devices. Box office, online and mobile are now all major sources of ticket sales.
Base: US live performance aficionados n = 134; Base: US live music lovers n = 128
Nearly 3 out of 4 live entertainment seekers use entertainment-related apps on their phones
Many live entertainment seekers use entertainment-related apps on their phones. Interestingly, live entertainment seekers are more likely than moviegoers (not shown) to download apps specific to a movie, such as a movie tie-in game.
Specific movie app
29%31% 29%
Sports appGeneral movie app
Event management
app
General ticket app
Event listings app
26% 24% 17%
Base: US live entertainment seekers n = 211
90% of live entertainment seekers turn to mobile for more information after seeing or hearing an ad elsewhere
Base: US live entertainment seeker n = 211
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For more information: !www.inmobi.com/insights [email protected] !www.iab.net/mobile [email protected]
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