Social Report: Canada 2013

© 2013 Ticketmaster LLC
SOCIAL MEDIA BEHAVIOR
2
EXECUTIVE SUMMARY
The popularity of social media has continued to increase since last year’s social media report was released. This highlights the
importance of understanding how live event attendees engage with social media and using this information to enhance their live
event experiences. This report presents valuable and interesting findings on social media usage and compares this year’s findings to
those from last year.
 Social media usage among live event attendees increased significantly. 60% of live event attendees use Facebook daily, up from
43% last year. 19% of attendees use Twitter daily, up from 9% last year.
 Social media influences attendance. 31% of concert attendees who are on Facebook were influenced to attend a concert by a
Facebook post. 14% of sporting event attendees on Twitter were influenced to attend a game by a tweet.
Attendees interact on social media before, during and after an event. 32% of live family show attendees who are on Facebook
shared the experience or pictures of the show on Facebook. 45% of concert attendees on Twitter tweeted about planning to attend
a concert.
 Many live event attendees are very likely to use social media and interactive seat maps in their purchase decisions. 43% of
sporting event attendees who are on Facebook are interested in using an interactive seat map to see where their Facebook friends
are sitting. Furthermore, 15% of these sporting event attendees are Extremely Likely to use this information to upgrade the seats
they were planning on purchasing to be near their Facebook friends.

SOCIAL MEDIA BEHAVIOR
3
METHODOLOGY
 An online survey was conducted among North American (US & Canada) Ticketmaster ticket purchasers in order to understand
their social media behavior. This is the second annual iteration of a survey originally deployed in December 2011. 2012 statistics are
provided in red type; 2011 statistics are provided in black type in parentheses.
 Significant differences at the 95% confidence level across time points are denoted with arrows. The direction of the arrows ( )
indicates the direction of the change in percentages from 2011 to 2012.
 Additional questions were added to the 2012 survey that were not asked in the 2011 survey. Questions that were only asked at
one time point are noted.
 Attendees of music concerts, professional and college sporting events, live theater or arts events, and live family shows were
surveyed.
 Survey invitations were sent to 200K CA ticket purchasers – 50K per each event category.
 2012 data was collected from December 7th to December 13th, 2012.
 For calculating overall live event statistics, the collected data was weighted to represent the actual ticket sale distribution for
each event type category in the country.
 Unweighted sample sizes (2011 sample sizes are in parentheses):
MUSIC
CONCERTS
5,071
(5,119)
PROFESSIONAL
& COLLEGE
SPORTING
EVENTS
3,665
(4,029)
LIVE THEATER
OR
ARTS EVENTS
2,462
(4,810)
LIVE FAMILY
SHOWS
1,841
(3,670)

SOCIAL MEDIA USAGE AND ENGAGEMENT
LIVE EVENT ATTENDEES
Live event attendees have more friends on Facebook, follow more people on Twitter and use these
social media sites more frequently compared to last year.
Q. How often do you use each of the following:
Q. How many friends do you have on Facebook?
Q. How many people do you follow on Twitter?
4
30%
79%
9%
7%
18%
5%
43%
9%
19%
63%
7%
9%
13%
9%
60%
19%
Facebook Twitter
Weekly
Daily
Never
Once a month /
Less frequently
8% 2%
10% 11% 11%
16% 15%
26%
12%
2%
15%
13% 13%
18%
10%
17%
0 1 2-5 6-10 11-20 20-50 50-100 100+
NUMBER FOLLOWING ON TWITTER +
On average, live event
attendees follow 46 (34) people
on Twitter.
10% 10%
14%
23%
31%
9% 2%
17%
14%
18%
25%
21%
5% 1%
0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+
On average, live event
attendees have 230 (163)
friends on Facebook.
NUMBER OF FACEBOOK FRIENDS *FREQUENCY OF USE
2012
2011
2012
2011
Note: Population is Facebook (*) or Twitter (+) users.
Throughout this report,
2012 statistics are provided in red type
2011 statistics are provided in (black type in parentheses)

SOCIAL MEDIA INFLUENCE
5
Q. Have you ever been influenced to attend a music concert / professional and college sporting event / live theater or arts event / live family show by a Facebook post / tweet / fan review?
Influenced to attend a live event by…..
22% (18%)
10% (10%)
TWITTER
14% (9%)
12% (14%)
31% (26%)
28% (22%)
FACEBOOK
17% (12%)
28% (23%)
34% (37%)
50% (51%)
FAN REVIEWS
26% (25%)
54% (60%)
* +
Compared to last year, more attendees were influenced to attend live events by Facebook posts and tweets.
Even with this increase, fan reviews still have more influence.

SOCIAL MEDIA USAGE
6
Q. Have you participated in any of the following activities on Facebook / Twitter:
Tweeted about
planning to
attend a live
event +
45%
35%
22%
16%
35%
27%
20%
14%
Shared the
experience or
pictures of the
live event on
Facebook *
56%
44%
32%
32%
43%
33%
21%
23% 2012
2011
Compared to last year, live event attendees who use Facebook are more likely to share the experience
or pictures of the event on Facebook. Likewise, this year, concert and sporting event attendees are
more likely to tweet about planning to attend an event than last year.

Q. Please tell us how interested you are in using an interactive seat map for music concerts / professional and college sporting events / live theater or arts events / live family shows:
Note: Population is Facebook users. Interested = Very or Somewhat Interested.
INTERACTIVE SEAT MAPS
7
Interest in using an interactive seat map integrated with Facebook increased since last year.
46% (38%) of live event attendees who use Facebook are interested in using an interactive seat
map to see where their friends are sitting and 42% (36%) are interested in sharing exactly where
their seats are with Facebook friends.
45%
(39%)
39%
(34%)
36%
(30%)
38%
(35%)
Share exactly
where your
seats are with
your Facebook
friends
49%
(42%)
43%
(35%)
36%
(29%)
41%
(35%)
See exactly
where your
Facebook
friends are
sitting:

Q. On average, how many people do you tell about music concerts / professional and college sporting events / live theater or arts events / live family shows that you are interested in attending?
8
WORD OF MOUTH
Compared to last year, live event attendees tell more people about events that they are interested
in attending. Concert attendees tell 9 people, on average, up from 7 last year.
9 (7)
7 (6)
6 (5)
6 (5)

CONCERT ATTENDEES
9

CONCERT ATTENDEES
10
Compared to last year, concert attendees have more friends on Facebook, follow more people on
Twitter and use these social media sites more frequently.
27%
77%
9%
7%
17%
5%
46%
10%
18%
62%
7%
10%
13%
9%
62%
20%
Facebook Twitter
Weekly
Daily
Never
Once a month /
Less frequently
7% 2% 9%
11% 11%
16% 15%
28%
11%
2%
14% 13% 12%
19%
12%
19%
0 1 2-5 6-10 11-20 20-50 50-100 100+
On average, concert
attendees follow 48 (37)
people on Twitter.
9% 10%
14%
23%
32%
10%
2%
15% 14%
17%
25%
22%
5% 1%
0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+
On average, concert
2012
2011
2012
2011

11
Q. Have you participated in any of the following activities on Facebook:
Q. Have you ever been influenced to attend music concerts by a Facebook post?
Note: Population is Facebook users.
FACEBOOK ACTIVITIES
CONCERT ATTENDEES
More concert attendees use Facebook to engage with others about concerts compared to last
year; the increases were significant for all activities. Also, more have been influenced to attend
concerts by Facebook posts.
“Liked” an artist or
band’s fan page
71%
(58%)
shared that they
were going to a
concert
60%
(49%)
shared the
experience or
pictures of the
concert
56%
(43%)
shared on an artist
or band’s fan page
36%
(28%)
made status
updates about
concerts
54%
(39%)
shared or invited a
friend to a concert
32%
(24%)
have been influenced
to attend concerts by
a Facebook post
31%
(26%)

12
Q. Have you participated in any of the following activities on Twitter?
Q. Have you ever been influenced to attend music concerts by a tweet?
Note: Population is Twitter users.
Follow an
artist or band
Tweet about
planning to
attend a
concert
A tweet influenced
them to attend a
concert
67% (57%)
45% (35%)
22% (18%)
More concert attendees follow artists on
Twitter and tweet about their plans to attend a
concert compared to last year. Also, more have
been influenced to attend concerts by tweets.
TWITTER ACTIVITIES
CONCERT ATTENDEES

Q. Please tell us how interested you are in using an interactive seat map for music concerts:
Q. If you could see where your friends are sitting on an interactive seat map for music concerts, how likely would you be to:
13
CONCERT ATTENDEES
INTEREST IN USING INTERACTIVE SEAT MAPS TO:
36% 38%
30%
15% 11%
12%
23%
16%
20%
15%
16%
18%
11%
18% 20%
34% 34%
27%
11% 9%
10%
19%
15%
18%
17%
17% 19%
20%
24% 25%
2012
2011
Upgrade what you
were going to
purchase to be able
to sit in the same
area as your friends
3
5 - Extremely Likely
1 – Not At All Likely
2
4
Purchase a single
ticket for yourself to
be near friends who
have already
purchased
Purchase tickets for
you and others to
be near your friends
Compared to last year, more concert attendees who are on Facebook are Extremely Likely to purchase a
single ticket for themselves to be near Facebook friends after seeing where they are sitting on an
interactive seat map.

14
Q. Have you ever been influenced by fan reviews to attend music concerts?
On average, concert attendees tell 9 people about a concert that they are interested in attending.
The influence of fan reviews on concert attendance has decreased, although it remains more
influential than Facebook and Twitter posts.
WORD OF MOUTH
CONCERT ATTENDEES
0 2%
(2%)
8%
(4%)20+
2 - 5 47%
(56%)
On average, how many people do you tell about a concert that you are interested in attending?
Average = 9.1 (7.1)
1 2%
(3%)
11 - 20 11%
(8%)
6 - 10 30%
(27%)
34%
(37%)
by fan reviews to
attend concerts, a
significant decrease
from 2011.

15
USE OF DEAL-OF-THE-DAY SITES
CONCERT ATTENDEES
11% (15%)
OTHER
8%
3% (3%)
5%
1% (1%)
15% (13%)
43% (36%)
Groupon is still the most popular Deal-of-the-
Day site among concert attendees and the
market is growing – 43% purchased from the
site, up from 36% last year.
Q. Which of the following deal-of-the-day sites have you purchased through? (Select all that apply)
Note: Travelzoo and AmazonLocal were not response options in 2011.

16
DEAL-OF-THE-DAY SITE ENGAGEMENT
CONCERT ATTENDEES
Q. On average, how many people do you forward deal-of-the-day offers to?
Q. How often have you purchased event tickets on deal-of-the-day sites?
Q. Thinking about your most recent live event purchase through a deal-of-the-day site... Were you aware of the event/artist before purchasing your tickets on the deal-of-the-day site?
Note: These questions were not asked in 2011. Population is deal-of-the-day purchasers (*) or live event deal-of-the-day purchasers (+).
2%
(2%)
of concert attendees who have purchased
through Deal-of-the-Day sites have bought event
tickets many times on these sites.*
were not aware of the event before
purchasing the ticket.+
were not aware of the artist before
47%
17%
On average, concert attendees forward
Deal-of-the-Day sites to 1.9 (1.7) people.*

17
PROFESSIONAL AND COLLEGE
SPORTING EVENT ATTENDEES

18
Compared to last year, sporting event attendees have more friends on Facebook, follow more
people on Twitter and use these social media sites more frequently.
1%
33%
78%9%
6%
18%
6%
39%
10%
20%
62%
8%
9%
13%
9%
59%
20%
Weekly
Daily
Never
Once a month /
Less frequently
9%
1%
11% 12% 12%
16% 16%
24%
14%
2%
16%
12%
14%
18%
8%
16%
0 1 2-5 6-10 11-20 20-50 50-100 100+
On average, sporting event
on Twitter.
12% 11%
13%
23%
31%
9%
1.3
17%
14%
19%
24%
20%
4%
0.7
0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+
On average, sporting event
2012
2011 2012
2011
Facebook Twitter

19
Q. Have you ever been influenced to attend professional and college sporting events by a Facebook post?
FACEBOOK ACTIVITIES
More sporting event attendees use Facebook to engage with others about games compared to last
games by Facebook posts.
“Liked” a team,
league or player’s
fan page
56%
(45%)
shared that they
were going to a
game
42%
(34%)
shared the
experience or
pictures of the
game
44%
(33%)
shared on a team,
league or player’s
fan page
22%
(14%)
made status
updates about
games
43%
(32%)
shared or invited a
friend to a game
19%
(13%)
to attend games by a
Facebook post
17%
(12%)

20
TWITTER ACTIVITIES
Q. Have you ever been influenced to attend professional and college sporting events by a tweet?
Follow a
team, league
or player
Tweet about
planning to
attend a
sporting
event
A tweet influenced
them to attend a
sporting event
59% (53%)
35% (27%)
14% (9%)
More sporting event attendees follow a team on
Twitter and tweet about their plans to attend a
sporting event compared to last year. Also, more
have been influenced to attend games by tweets.

21
Q. Please tell us how interested you are in using an interactive seat map for professional and college sporting events:
Q. If you could see where your friends are sitting on an interactive seat map for professional and college sporting events, how likely would you be to:
40% 41%
34%
14% 12%
13%
23%
17%
21%
14%
16% 17%
9%
14% 15%
36% 37%
30%
13% 10%
12%
19%
17%
19%
16%
17%
19%
15% 18% 20%
2012
2011
Upgrade what you
were going to
purchase to be able
to sit in the same
3
2
4
Purchase a single
be near friends who
have already
purchased
you and others to
Compared to last year, more sporting event attendees who are on Facebook are Extremely Likely to
upgrade the seats they were planning on purchasing to be near their Facebook friends.

22
Q. Have you ever been influenced by fan reviews to attend professional and college sporting events?
On average, sporting event attendees tell 7 people about a game that they are interested in attending.
The influence of fan reviews on game attendance has remained stable.
WORD OF MOUTH
On average, how many people do you tell about professional and college sporting events that you are interested in attending?
Average = 6.6 (5.7)
0 14%
(12%)
2 - 5 49%
(54%)
5%
(3%)20+
6 - 10 20%
(20%)
11 - 20 7%
(6%)
1 5%
(6%)
26%
(25%)
by fan reviews to
attend sporting events.

23
12% (13%)
OTHER
9%
3% (3%)
6%
1% (1%)
15% (11%)
45% (34%)
Day site among sporting event attendees and
the market is growing – 45% purchased from
the site, up from 34% last year.

25
LIVE THEATER OR ARTS
EVENT ATTENDEES

LIVE THEATER OR ARTS EVENT ATTENDEES
26
Compared to last year, live theater or arts event attendees have more friends on Facebook, follow
more people on Twitter and use these social media sites more frequently.
35%
85%
11%
6%
18%
4%
36%
5%
24%
72%
8%
9%
18%
8%
50%
10%
Weekly
Daily
Never
Once a month /
Less frequently
13%
3%
15% 14%
12%
16%
12%
14%
16%
4%
19%
14% 13%
15%
8%
11%
0 1 2-5 6-10 11-20 20-50 50-100 100+
On average, arts event
on Twitter.
15% 14%
18%
24%
21%
6%
1.3%
21%
18%
20%
22%
16%
3%
0.5%
0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+
On average, arts event attendees
have 178 (129) friends on
Facebook.
2012
2011 2012
2011
Facebook Twitter

27
Q. Have you ever been influenced to attend live theater or arts events by a Facebook post?
FACEBOOK ACTIVITIES
More arts event attendees use Facebook to engage with others about events compared to last
events by Facebook posts.
“Liked” a live
theater or arts
event’s fan page
41%
(28%)
shared that they
were going to an
event
39%
(32%)
shared the
experience or
pictures of the
event
32%
(21%)
shared on a live
theater or arts
event’s fan page
19%
(11%)
made status
updates about
events
36%
(25%)
shared or invited a
friend to an event
20%
(14%)
have been
influenced to attend
events by a
Facebook post
28%
(23%)

28
Follow a live
theater or
arts event
Tweet about
planning to
attend a live
theater or
arts event
A tweet influenced
them to attend a
live theater or arts
event
17% (15%)
22% (20%)
12% (14%)
Twitter activity among arts event attendees
has not changed significantly since last year.
TWITTER ACTIVITIES
Q. Have you ever been influenced to attend live theater or arts events by a tweet?

29
Q. Please tell us how interested you are in using an interactive seat map for live theater or arts events:
Q. If you could see where your friends are sitting on an interactive seat map for live theater or arts events, how likely would you be to:
46% 44%
38%
16%
13%
14%
19%
16%
20%
12%
14% 16%
7%
13% 12%
42% 40%
35%
15%
12%
13%
18%
17%
20%
13%
15% 17%
11%
16% 15%
2012
2011
Upgrade what you
were going to
purchase to be able
to sit in the same
3
2
4
Purchase a single
be near friends who
have already
purchased
you and others to
Compared to last year, more arts event attendees who are on Facebook are Extremely Likely to
purchase a single ticket for themselves to be near Facebook friends after seeing where they are
sitting on an interactive seat map.

30
Q. Have you ever been influenced by fan reviews to attend live theater or arts events?
WORD OF MOUTH
3%
(2%)20+
On average, arts event attendees tell 6 people about an event that they are interested in attending.
The influence of fan reviews on arts event attendance has decreased, although it remains more
influential than Facebook and Twitter posts.
On average, how many people do you tell about live theater or arts events that you are interested in attending?
Average = 6.0 (5.2)
1 5%
(5%)
11 - 20 5%
(4%)
0 4%
(3%)
2 - 5 63%
(67%)
6 - 10 21%
(19%)
54%
(60%)
by fan reviews to
attend arts events, a
significant decrease
from 2011.

31
13% (16%)
OTHER
12%
3% (3%)
8%
1.2%
(0.6%)
19% (15%)
48% (38%)
Groupon is still the most popular Deal-of-
the-Day site among arts event attendees and

32
3%
(3%)
of arts event attendees who have purchased
through Deal-of-the-Day sites have bought event
tickets many times on these sites.*
43%
16%
On average, arts event attendees forward

33
LIVE FAMILY SHOW
ATTENDEES

LIVE FAMILY SHOW ATTENDEES
34
Compared to last year, live family show attendees have more friends on Facebook, follow more
people on Twitter and use these social media sites more frequently.
1%
28%
82%
10%
7%
18%
5%
45%
7%
19%
70%
7%
10%
16%
8%
58%
12%
Weekly
Daily
Never
Once a month /
Less frequently
13%
2%
14%
11% 10%
19%
14%
16%
14%
2%
18%
14% 13%
19%
7%
12%
0 1 2-5 6-10 11-20 20-50 50-100 100+
On average, live family show
attendees follow 36 (28)
people on Twitter.
12% 11%
15%
26%
28%
7% 1.4%
15%
12%
18%
26%
23%
4%
0.6%
0 - 25 26 - 50 51 - 99 100 - 199 200 - 499 500 - 1K 1K+
On average, live family show
2012
2011 2012
2011
Facebook Twitter

35
Q. Have you ever been influenced to attend live family shows by a Facebook post?
FACEBOOK ACTIVITIES
More live family show attendees use Facebook to engage with others about shows compared to
last year; the increases were significant for all activities. Also, more have been influenced to attend
shows by Facebook posts.
“Liked” a family
show’s fan page
38%
(23%)
shared that they
were going to a
show
35%
(25%)
shared the
experience or
pictures of the
show
32%
(23%)
shared on a family
show’s fan page
15%
(7%)
made status
updates about
shows
34%
(24%)
shared or invited a
friend to a show
17%
(11%)
to attend shows by a
Facebook post
28%
(22%)

36
Follow a
family show
Tweet about
planning to
attend a
family show
A tweet influenced
them to attend a
live family show
14% (10%)
16% (14%)
10% (10%)
More family show attendees follow a family
show on Twitter compared to last year.
TWITTER ACTIVITIES
Q. Have you ever been influenced to attend live family shows by a tweet?

37
Q. Please tell us how interested you are in using an interactive seat map for live family shows:
Q. If you could see where your friends are sitting on an interactive seat map for live family shows, how likely would you be to:
39% 40%
30%
14% 12%
11%
21%
17%
20%
15%
15%
20%
10%
17% 19%
37% 39%
30%
13% 11%
11%
20% 18%
22%
14%
13%
17%
15% 18% 21%
2012
2011
Upgrade what you
were going to
purchase to be able
to sit in the same
3
2
4
Purchase a single
be near friends who
have already
purchased
you and others to
18% of live family show attendees who are on Facebook are Extremely Likely to purchase a single ticket
for themselves to be near Facebook friends after seeing where they are sitting on an interactive seat map.

38
Q. Have you ever been influenced by fan reviews to attend live family shows?
WORD OF MOUTH
On average, family show attendees tell 6 people about a show that they are interested in attending.
The influence of fan reviews on show attendance has remained stable.
On average, how many people do you tell about live family shows that you are interested in attending?
Average = 6.0 (4.8)
1 7%
(7%)
6 - 10 17%
(17%)
0 5%
(6%)
11 - 20 6%
(4%)
4%
(2%)20+
2 - 5 61%
(64%)
50%
(51%)
by fan reviews to
attend live family
shows.

39
17% (21%)
OTHER
11%
3% (4%)
6%
1% (1%)
18% (17%)
49% (42%)
Day site among live family show attendees and

40
4%
(4%)
of live family show attendees who have
purchased through Deal-of-the-Day sites have
bought event tickets many times on these sites.*
42%
18%
On average, live family show attendees forward

Social Report: Canada 2013

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