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.

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.
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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

4. 2
KEY FINDINGS

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!