During the recent IAB Mobile Marketplace 2012 event in New York City, Live Nation executive Russell Wallach gave a presentation about how mobile is impacting the way consumers attend live events. In his presentation, he included findings from a new study that looked at mobile usage during live events and tied it all together with how mobile opportunities in commerce and advertising will continue to increase in correlation with consumer mobile adoption.
“Both the increase in smartphones and tablets are creating more opportunities for our product, which at the end of the day is going to be the driver for our business long-term,” Wallach said in a report first presented by Mobile Commerce Daily. “We look at this trend as something that is going to be moving quickly as we continue to see more smartphone adoption.”
Live Nation conducted a study of their own recently to better understand the mobile habits of consumers during live events, and according to Wallach, consumers tend to be highly engaged on their mobile devices during shows. Live event mobile users also tend to be on the younger side and have smaller incomes, but are said to be spending more frequently and making more purchases. Also according to Live Nation’s findings, 54% of mobile owners surveyed owned an iPhone, 39% owned an Android, and 18% owned a BlackBerry.
“With these numbers increasing, we see huge opportunities for revenue, but we have to figure out how to create that experience to make it impactful,” Wallach said.
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