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Special Reports

Musical America Survey on Mobile Media Marketing

May 30, 2013

 

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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