Special Reports
Musical America Survey on Mobile Media Marketing
| As a presenter, what are you selling and/or marketing through mobile technology? (Check all that apply) | |
| Response Ratio | |
| I use mobile technology only for routine daily business - emails, phone calls, etc. | 49.3% |
| Promotion of upcoming artists, branding for venue and performing arts series, name recognition, etc. | 36.3% |
| All tickets - advance, season, last-minute, etc. | 35.0% |
| Donations, fundraising, sponsorships | 23.3% |
| Other | 10.3% |
| Just last-minute tickets | 6.4% |
| Music - downloads | 5.1% |
| Music - CDs. | 2.5% |
| Merchandise - shirts, posters, etc. | 1.2% |
| As an artist manager, what are you selling and/or marketing through mobile technology? (Check all that apply) | |
| Response Ratio | |
| I use mobile technology only for routine daily business - emails, phone calls, etc. | 56.3% |
| Introducing and/or marketing specific artists to presenters | 29.0% |
| Artist roster information, samples, contact info | 25.4% |
| Bookings and scheduling | 25.4% |
| Donations, fundraising, sponsorships | 9.0% |
| Other | 3.6% |
| What percentage of your customers use a mobile device (a smartphone or tablet) to make purchases from you or to get information from you? | |
| Response Ratio | |
| Less than 5% | 18.7% |
| 5% to less than 10% | 9.0% |
| 10% to less than 25% | 7.5% |
| Greater than 25% | 18.7% |
| I don't know | 46.3% |
| Total | 100% |
| What methods are you using to sell and market via mobile? | |
| Response Ratio | |
| Social media services (e.g., Facebook, Twitter, etc.) with mobile commerce capabilities | 48.8% |
| None -- I expect mobile users to use my current website | 41.2% |
| Mobile website(s) | 28.2% |
| 3rd party mobile vendors for promotion, ticketing, e.g., Instant Encore, eTix, Showclix. etc. | 14.5% |
| Mobile app(s) | 10.6% |
| iTunes and other online stores that cater to mobile commerce | 6.8% |
| Other | 6.8% |
| How much did you spend on mobile marketing and selling initiatives in the last 12 months? | |
| Response Ratio | |
| $0 | 62% |
| Up to $5,000 | 30% |
| $5,001 to $10,000 | 5% |
| $10,0000 to $25,000 | 1% |
| More than $25,000 | 2% |
| Total | 100% |
| What mobile products and/or services are you planning to invest in or purchase in the next 12 months? Check all that apply. | |
| Response Ratio | |
| None - I expect to use my website and/or other services which I'm already using | 62.5% |
| Mobile website(s) | 19.0% |
| Mobile app(s) for non-ticketing promotion and sales | 14.5% |
| 3rd party mobile platforms that host your goods and services for promotion, ticketing, e.g., Instant Encore, eTix, Showclix. etc. | 12.9% |
| Mobile app(s) for ticketing sales | 9.1% |
| Other | 6.1% |
| What are your plans for investing in mobile initiatives in the next 12 months? | |
| Response Ratio | |
| No Responses | 41.4% |
| Increase somewhat | 21.5% |
| No change | 20.2% |
| No change | 11.8% |
| Increase dramatically | 3.9% |
| Decrease somewhat | <1% |
| Decrease dramatically | 0.0% |
| Total | 100% |
| Do you have a specific strategy for mobile marketing? | |
| Response Ratio | |
| No | 47% |
| Working on it | 44% |
| Yes | 9% |
| Total | 100% |
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