Aug 27, 2012, 08:04 ET
NEW YORK, Aug. 27, 2012 /PRNewswire/ -- Bandsintown, the top free concert discovery application on Facebook and smartphones, commissioned leading research firm, Insight Strategy Group, to study the behavior of concert goers nationwide and identify trends in their discovery of live music events. Taking into account both the social and musical aspects of attending a concert, the online survey splits fans into five distinct segments, revealing how bands, managers, record labels, and marketers can effectively target each one, improving the artist's relationship with their fans and increasing ticket sales and related revenue.
Survey highlights include:
- Music/Social Segmentation: Five segments of online live music fans (Super Fans, Plugged-Indies, Soloists, Dedicated Diehards, and Tag-Alongs) broken down by age, gender, household income, average number of shows per year, average spend per show, and more.
- Push Still Popular: The most influential groups - Super Fans and Plugged-Indies - are the most engaged with social media and most likely to post about the shows they attend. However, even the most engaged fans prefer to receive "push" notifications such as Facebook posts and email alerts about upcoming shows rather than search out that information themselves on Google, artist or event websites.
- Advance Planning: The most engaged fans usually buy tickets well in advance – 83 percent of Super Fans and 69 percent of Plugged-Indies – and generally within days of hearing about a concert.
- "Specialization" vs. Convenience: These target segments are more likely to pay extra for offers that make them feel "special," such as artist meet-and-greets and preferred seats, rather than offers that improve their convenience, such as skipping the line or complimentary food and beverages.
"So much of fan behavior is anecdotal; we thought it was high time to examine real live music fans and get to the bottom of what drives their decisions around concerts," said Julien Mitelberg, CEO of Bandsintown. "We were surprised to find that as engaged as these people are online, they now rely on 'push' communications to find out about new events. Clearly, musicians and promoters need to take an active role to ensure fans know about shows in advance as well as provide premium options that these fans will pay for – and Bandsintown is set up to support all these efforts."
To see the full results, visit the Bandsintown blog at http://blog.bandsintown.com/.
Bandsintown is a top-rated concert discovery application on Facebook, the App Store and Google Play for live music fans and artists. The application generates 1 billion impressions of concert promotions and sends over 1 million users to buy tickets for artists every month. For fans, Bandsintown provides a personalized way for music fans to track their favorite artists so they never miss a live concert and to discover new touring artists, based on their musical preferences and location. For artists, Bandsintown provides a best-in-class platform that allows artists to promote their live concerts and to sell tickets, leveraging Facebook, Twitter, MySpace and more. Acquired by Cellfish in September 2011, Bandsintown is based in San Diego.
Facebook® is a registered trademark of Facebook Inc. Bandsintown™ and the Bandsintown logo™ are trademarks owned exclusively by Cellfish Media LLC. All other trademarks are the property of their respective owners.
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