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US Vertical Insights: 
Raising the Curtain on Mobile
CONTENTS 1. Research Objectives & Key Takeaways 
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. 
! 
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 PURCHASE 
Identify 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
2 
KEY FINDINGS
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 
Specific 
movie app 
31% 29% 29% 
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. 
General Sports app 
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
Want More ? 
Read Blog Content 
Download Complete Report
For more information: 
! 
www.inmobi.com/insights 
insights@inmobi.com 
! 
www.iab.net/mobile 
mobile@iab.net 
! 
Thank You!

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US Vertical Insights: Raising the Curtain on Mobile

  • 1. US Vertical Insights: Raising the Curtain on Mobile
  • 2. CONTENTS 1. Research Objectives & Key Takeaways 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. ! 2. Live Entertainment Seeker Profile 3. The Role of Mobile in the Event-Planning Process 4. Ad Preference 5. Summary and Recommendations 6. Appendix
  • 3. OWN THE PATH TO PURCHASE Identify 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
  • 5. 30% of respondents are planning to attend a concert or live performance in the next 3 months Base: US Respondents, n = 695
  • 6. 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
  • 7. Nearly 3 out of 4 live entertainment seekers use entertainment-related apps on their phones Specific movie app 31% 29% 29% 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. General Sports app movie app Event management app General ticket app Event listings app 26% 24% 17% Base: US live entertainment seekers n = 211
  • 8. 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
  • 9. Want More ? Read Blog Content Download Complete Report
  • 10. For more information: ! www.inmobi.com/insights insights@inmobi.com ! www.iab.net/mobile mobile@iab.net ! Thank You!