Moshtix State of the Industry Report 2013 SALES PACK
Moshtix State of the Industry Report 2013 PART 1 The Moshtix State of the Industry Report 2013 PART 2 Survey Respondents PART 3 • • • •
Festival Attendance Camping and Interstate Local Gig Attendance Awareness
PART 4 The benefit to advertisers
PART 1
Moshtix State of the Industry Report 2013
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Moshtix State of the Industry Report 2013 SALES PACK
Moshtix State of the Industry Report 2013 The bi-annual Moshtix State of the Industry Report examines consumer’s views on the live music entertainment market. As Australia’s leading independent ticket provider, we undertook this survey of 5,000 respondents to gain insights into the current attitudes, changes and influences on the live music industry and attendance of festivals and live music events. This research delves into what motivates live music attendance, what key components impact the individual’s experience, and how they prefer to access tickets to live music performances. This report also explores music consumption via digital platforms, the use of social media and media consumption preferences for music news. We are pleased to say that Australians are regular attendees of live music with 9 out of 10 respondents attending a music festival in the past two years and 2 out of 3 attending a local gig in the last month. The moshtix audience are avid music fans and look to moshtix for their entertainment fix!
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PART 2
Who took the survey?
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Moshtix State of the Industry Report 2013 SALES PACK
5,000 moshtix customers took our survey! Gender
State
Age Groups
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PART 3
Key findings from the moshtix customer
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Moshtix State of the Industry Report 2013 SALES PACK
Festival Attendance • • •
93.7% have been to a festival in the last 2 years. Moshtix customers are avid music festivals goers with 45% attended 4 or more in the last two years. 1 in 5 will increase their attendance in the next 12 months.
Have you been to a music festival in the last 2 years? 100
75
50
97.1
94.0
89.7
89.5
93.7
Yes 25
%
0
No
25
2.9
6.0
10.3
10.5
18 to 25 years old
26 to 30 years old
31 to 35 years old
36 & above
Age Group
8
6.3
TOTAL
Moshtix State of the Industry Report 2013 SALES PACK
Camping & Interstate Festivals • • •
Have a slightly higher age skew between 26-35 years. 55.6% have been to a music festival with camping. 46.6% have travelled interstate for a music festival.
Have you ever been to a music festival with camping? 75 50 Yes 25 %
50.7
60.2
63.9
39.8
36.1
26 to 30 years old
31 to 35 years old
55.5
55.6
44.5
44.4
0
No 25
49.3
50 75 18 to 25 years old
Age Group
9
36 & above TOTAL
Moshtix State of the Industry Report 2013 SALES PACK
1 in 2 are Avid Local Gig Attendees Half (49.9%) attend local gigs at least once a month. 19.8% attend at least once every two weeks! Attendance to local gigs is a social activity – respondents usually check with their friends to see who want to come before purchasing tickets and often come with two or more companions. Tickets to local gigs are commonly bought as soon as they go on sale.
• • •
•
How often do you usually attend local gigs?
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Awareness •
•
Word about music festivals and live music gets around by 1. Emails from the ticketing company (moshtix) or the event organiser 2. Social media 3. Friends / word of mouth Facebook is the #1 social media site with 96.6%
Where do you usually find out about music festivals coming up? 100 73.1
71.9
68.3
% 50
Moshtix solus 600,000 subs
44.1 29.7 19.9
13.9
9.5
4.1
0 Email from promoter/ ticketing company
Social media
Friends/ word of mouth
Radio
Street posters
Magazines Newspapers
*Multiple answers allowed n = 4589, respondents who have been to a music festival in the last 5 years
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Moshtix newsletter 800,000 subs
TV Advertisement
Other
Moshtix Facebook 58,000 subs
Moshtix State of the Industry Report 2013 SALES PACK
Live music is a social activity • •
Almost no one goes to local gigs alone (4.1%). Gig attendees usually go with two to three companions (53.1%).
When you attend local gigs, how many people do you usually go with? 60
53.1
40 % 21.6 20
15.1 6.0
4.1 0 None - just myself
One
2-3
n = 4779, respondents who have attended a local gig
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4-5
A large group with more than 5 people
Moshtix is the preferred choice for ticket purchase Ticketing website
56.2
Website of festival/artist/venue
What is your preferred way to purchase tickets to a music event?
32.6
Ticketing retail outlet
4.0
At the door
3.0
Mobile
2.2
Peer to peer purchase
1.0
Phone call to customer service
0.5
Other
0.7 0
25
50 %
13
75
The moshtix consumer is the instigator of their friends Thinking about local gigs, are you usually... The instigator - you select the gigs and organise among your friends
65.1
Always saying yes to gigs when asked
20.5
Not too fussed just happy to go along for the social experience
11.9
Not really your thing but you go from time to time
2.5
0
25
50 %
14
75
PART 4
The moshtix connection
Moshtix State of the Industry Report 2013 SALES PACK
What this means for advertisers: •
• • • •
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Moshtix provides an immersive and multifaceted environment for youth engagement. A unique opportunity for relevant brands. Increased exposure with a highly engaged social media audience. The on sale period is a key time to advertise. Moshtix is the channel for youth to discover, share and experience their passion for live events.
Moshtix consumers are: • • • • • • •
A highly influential consumer among their friends. Socially active. Attend live entertainment with multiple friends. Plan their activities. Highly engaged across multiple mediums. Utilise social media a lot! Trust moshtix as a credible source.
