Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Fan chart forecast of live entertainment revenues, at current prices, 2007-17
- Market factors
- Industry raising ticket prices to make up for decline in ticket volume
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- Figure 2: Total tickets sold for the top 100 tours, 2003-11
- Figure 3: Average ticket price for the top 100 tours, 1997-2011
- Mobile ticketing groomed by smartphone growth
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- Figure 4: U.S. supplier sales of smartphones, 2004-11
- Segmentation
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- Figure 5: Total U.S. live entertainment revenues, by segment, 2007-17
- Music concert revenue increases 2% in 2011 following 9% rise in average ticket price
- Broadway revenue increases 3% in 2012 due to 7% rise in average ticket price
- Touring Broadway revenue declines 15% in 2011 due to 20% decline in number of shows
- The consumer
- Consumers most likely to have attended free festivals with most frequency
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- Figure 6: Types of live entertainment events visited, by gender, April 2012
- Parking is a hassle, deterrent
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- Figure 7: Reasons for not attending live events, by gender, April 2012
- More than half of those aged 18-24 use social media to research events
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- Figure 8: How consumers research/learn about live entertainment attended in the past year, by age, April 2012
- Most prefer printing out tickets at home
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- Figure 9: Preferred way of accessing tickets, by gender, April 2012
- Youngest respondents most likely to pay more for socialization perks
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- Figure 10: What consumers are willing to pay extra for (in addition to ticket), 18-24 and 25-34 year olds, April 2012
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- Figure 11: What consumers are willing to pay extra for (in addition to ticket), 45-54 and 55-64 year olds, April 2012
- Black respondents most willing to pay extra for premium perks
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- Figure 12: What consumers are willing to pay extra for (in addition to ticket), by race/Hispanic origin, April 2012
- What we think
Issues in the Market
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- Increasing ticket prices becoming strategy to combat decreased sales
- Secondary market competition forcing primary operators to change
- Market consolidation creates new opportunities
Insights and Opportunities
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- Help consumers save time during frantic period when tickets go on sale
- Invite local food vendors, food trucks to provide concessions
- Open pop-up shop outside venue to sell merchandise, hype shows
- Mobile credit card readers can encourage ticket purchasing anywhere
Trend Application
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- Inspire trend: Brand Review
- Inspire trend: Who Needs Humans
- Inspire 2015 trends
- Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Market reverses 2010 revenue drop by increasing ticket prices in 2011
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- Figure 13: Total U.S. live entertainment revenues, at current prices, 2007-17
- Figure 14: Total U.S. live entertainment revenues, at inflation-adjusted prices, 2007-2017
- Fan chart forecast
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- Figure 15: Fan chart forecast of live entertainment revenues, at current prices, 2007-17
Market Drivers
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- Smartphone growth driving mobile ticketing opportunities, partnerships
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- Figure 16: U.S. supplier sales of smartphones, 2004-11
- Figure 17: U.S. unit sales and average unit price of smartphones, 2004-11
- Spending flattens as rise in personal, disposable incomes remain slow
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- Figure 18: Changes in real disposable personal income and real consumer spending, February-May 2012
- Companies enhancing online ticket buying to ensure consumer loyalty
- Music sponsorships estimated at $1.17 million in 2011
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- Figure 19: Music sponsorship spending on entertainment venues and tours, 2006-11
- Heritage artists dominate tour sales, not current hitmakers
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- Figure 20: Top-grossing world tours, 1997-2011
Segment Performance—Overview
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- Key points
- Broadway Theater only segment to increase revenue in 2009-11
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- Figure 21: Total U.S. live entertainment revenues, by segment, 2009 and 2011 *
- Live entertainment revenues increased nearly 10% between 2007-11
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- Figure 22: Total U.S. live entertainment revenues, by segment, 2007-17
Segment Performance—Music Concerts
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- Key points
- Industry relying on higher ticket prices to increase revenue growth
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- Figure 23: Total U.S. music concert revenues, at current prices, 2007-17
- Figure 24: Average ticket price for the top 100 tours, 1997-2011
- Ticket price hike leads to ticket volume reverse to 2001 level
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- Figure 25: Total tickets sold for the top 100 tours, 2003-11
Segment Performance—Broadway Theater
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- Key points
- Broadway’s revenue growth attributed to 7% ticket price increase
- Tourists represent two thirds of tickets sold in 2011-12 season
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- Figure 26: Total U.S. Broadway theater revenues, at current prices, 2007-17
- Broadway paid attendance increases 2%, but playing weeks fall 4%
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- Figure 27: Broadway show paid attendance and playing weeks, 2006-12 *
- Average ticket price increases nearly 20% since recession started
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- Figure 28: Average paid admission ticket price on Broadway, 2005-06 season-2009-10 season
Segment Performance—Touring Broadway Theater
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- Key points
- 20% drop in playing week leads to declines in revenue, attendance
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- Figure 29: Total U.S. Touring Broadway theater revenues, at current prices, 2007-17
- Fewer producers sending plays on road due to fears of costs
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- Figure 30: Touring Broadway show paid attendance and playing weeks, 2006-11
Concert Promoters
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- Key points
- Live Nation, AEG Live control more than 75% of ticket volume
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- Figure 31: Top 10 U.S. promoters, by tickets sold, 2009 and 2011
- Live Nation
- Concerts represent 65% of total company revenue
- Live Nation generates revenue via five segments
- Live Nation expands, diversifies revenue streams past just concerts
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- Figure 32: Live Nation revenue streams, 2009 and 2011
- Live Nation first quarter 2012 revenues increased 2%
- Ticketmaster merger bolsters Live Nation revenue over last two years
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- Figure 33: Live Nation revenues, at current and inflation-adjusted prices, 2007-11
- AEG Live
- AEG Live holds 27% of ticket volume—heavily invested in destination festivals
- AEG Live partners with LivingSocial to create premium event packages
Ticket Distribution
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- Key points
- Primary, secondary ticket outlets control ticketing market
- Primary ticket market
- Top 10 primary ticket sellers
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- Figure 34: Top 10 primary ticket sellers, May 2012
- Ticketmaster
- TicketsNow subsidiary criticized
- Ticketmaster pursues paperless ticketing while promoting TicketExchange
- axs
- Other primary ticket operators
- Tickets.com
- Eventbrite.com
- Goldstar.com
- ETix
- Telecharge
- Tix.com
- TicketWeb
- BrownPaperTickets
- Secondary ticket market
- Top 10 secondary ticket sellers
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- Figure 35: Top 10 secondary ticket sellers, May 2012
- StubHub
Innovation and Innovators
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- Website allows fans to generate funding, create and promote tours
- Bonnaroo, YouTube partner to create original programming
- YouTube channel directs users behind the curtain of productions
- Jam band creates annual event specifically tailored to fan interests
- Classic rockers provide week-long camp “experience” with super fans
Marketing Strategies
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- Strategy: Offering a variety of discounts designed for summer purchasing
- Strategy: Using Twitter sweepstakes to build buzz for summer concerts
- Strategy: Encouraging viral sharing of upcoming events via Facebook apps
- Strategy: Using music-streaming sites to make ticket recommendations
- Strategy: Promoting sponsors via special incentives for ticket buyers
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- Figure 36: Leonard Cohen in concert AEG Live ad, May 2012
- Strategy: Building hype of summer concert season through scroll of shows
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- Figure 37: Live Nation summer NY concerts ad, May 2012
- Strategy: Using humor to emphasize ease of ticket buying
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- Figure 38: StubHub ad, the Ticket Oak, May 2012
- Strategy: Emphasizing human touch behind ticket purchasing
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- Figure 39: TicketCity ad, talk to a human, March 2012
Types of Live Entertainment Events Visited
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- Key points
- Free local festivals top preference for total respondents
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- Figure 40: Types of live entertainment events visited, by gender, April 2012
- 18-24 year olds most likely to attend indoor music concerts
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- Figure 41: Types of live entertainment events visited, by age, April 2012
- Broadway shows visited most by highest-income households
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- Figure 42: Types of live entertainment events visited, by household income, April 2012
- Singles most likely to visit indoor music concerts
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- Figure 43: Types of live entertainment events visited, by marital/relationship status, April 2012
- Preference for small theater events is highest among western respondents
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- Figure 44: Types of live entertainment events visited, by region, April 2012
Reasons for not Attending Live Events
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- Key points
- Parking is a hassle, costs too high
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- Figure 45: Reasons for not attending live events, by gender, April 2012
- Oldest respondents tend to be turned off most by parking hassles and fees
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- Figure 46: Reasons for not attending live events, by age, April 2012
- Driving hassles most likely to affect households earning $50K+
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- Figure 47: Reasons for not attending live events, by household income, April 2012
Distance Traveled To Attend Live Entertainment
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- Key points
- Almost half of respondents traveled less than 25 miles to attend event
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- Figure 48: Distance traveled to see live entertainment in past two years, by gender, April 2012
- Those aged 18-24 most likely to travel between 26-100 miles
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- Figure 49: Distance traveled to see live entertainment in past two years, by age, April 2012
- As household income increases, distance becomes less of a factor
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- Figure 50: Distance traveled to see live entertainment in past two years, by household income, April 2012
- Rural respondents most likely to have traveled farthest for event
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- Figure 51: distance traveled to see live entertainment in past two years, by urban area, April 2012
Ways to Research/Learn About Live Entertainment
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- Key points
- Most consumers learned about/researched events from family/friends
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- Figure 52: How consumers research/learn about live entertainment attended in the past year, by gender, April 2012
- More than 60% of respondents aged 18-24 used social networks
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- Figure 53: How consumers research/learn about live entertainment attended in the past year, by age, April 2012
- At household income of $99.9K, social network reliance drops
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- Figure 54: How consumers research/learn about live entertainment attended in the past year, by household income, April 2012
- Social media preference highest among urban respondents
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- Figure 55: How consumers research/learn about live entertainment attended in the past year, by area, April 2012
- Social networking highest among music festival attendees
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- Figure 56: How consumers research/learn about live entertainment attended in the past year, by types of live entertainment events visited, April 2012
- Social network preference high among opera, ballet attendees
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- Figure 57: How consumers research/learn about live entertainment attended in the past year, by types of live entertainment events visited, April 2012 (continued)
- Respondents attending events for kids most likely to rely on television
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- Figure 58: How consumers research/learn about live entertainment attended in the past year, by types of live entertainment events visited, April 2012 (continued)
How Consumers Purchase Tickets
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- Key points
- Online sites like Ticketmaster primary way tickets are purchased
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- Figure 59: How consumers purchase tickets, by gender, April 2012
- Top preference for older respondents is purchasing with card at box office
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- Figure 60: How consumers purchase tickets, by age, April 2012
- Paying cash most likely preferred by those from lowest-earning households
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- Figure 61: How consumers purchase tickets, by household income, April 2012
Preferred Way of Accessing Tickets
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- Key points
- Majority of respondents say they prefer printing tickets at home
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- Figure 62: Preferred way of accessing tickets, by gender, April 2012
- Respondents up to age 44 most likely to prefer printing tickets at home
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- Figure 63: Preferred way of accessing tickets, by age, April 2012
- Respondents from lower-income households most likely to buy at event
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- Figure 64: Preferred way of accessing tickets, by household income, April 2012
- Rural respondents most likely to purchase tickets at live event
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- Figure 65: Preferred way of accessing tickets, by urban area, April 2012
Purchases Made at Live Entertainment Events
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- Key points
- Half of respondents purchased food/candy at event
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- Figure 66: Purchases made at live entertainment events, by gender, April 2012
- Younger visitors most likely to buy food, drink, clothing
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- Figure 67: Purchases made at live entertainment events, by age, April 2012
- Purchasing of CD/vinyl record highest with least and most wealthy
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- Figure 68: Purchases made at live entertainment events, by household income, April 2012
- Respondents with partners at home most likely to purchase food/candy
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- Figure 69: Purchases made at live entertainment events, by marital/relationship status, April 2012
- Secondary ticket buyers most likely to purchase clothing at events
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- Figure 70: Purchases made at live entertainment events, by ways of paying for live entertainment events, April 2012 (continued)
- Craigslist ticket buyers most likely to purchase food/candy
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- Figure 71: Purchases made at live entertainment events, by ways of paying for live entertainment events, April 2012 (continued)
What’s it Worth Paying Extra For?
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- Key points
- Respondents most likely to pay extra for discounted parking rates
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- Figure 72: What consumers are willing to pay extra for (in addition to ticket), by gender, April 2012
- Youngest respondents most likely to pay more for socialization perks
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- Figure 73: What consumers are willing to pay extra for (in addition to ticket), by age, April 2012
- Least wealthy households most interested in tours
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- Figure 74: What consumers are willing to pay extra for (in addition to ticket), by household income, April 2012
- Coupled respondents most willing to pay extra for premium seats
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- Figure 75: What consumers are willing to pay extra for (in addition to ticket), by marital/relationship status, April 2012
- Suburban respondents most willing to pay more for extra parking
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- Figure 76: What consumers are willing to pay extra for (in addition to ticket), by urban area, April 2012
Impact of Race and Hispanic Origin
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- Key points
- Hispanic respondents most active in attending live entertainment events
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- Figure 77: Types of live entertainment events visited, by race/Hispanic origin, April 2012
- Driving, parking hassles most likely to affect white respondents
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- Figure 78: Reasons for not attending live events, by race/Hispanic origin, April 2012
- Black respondents most likely to travel shortest distance for events
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- Figure 79: Distance traveled to see live entertainment in past two years, by race/Hispanic origin, April 2012
- Social network sites used most by black, Hispanic respondents
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- Figure 80: Ways of finding out about live entertainment attended in the past year, by race/Hispanic origin, April 2012
- White, Hispanic respondents most likely to use credit/debit at venue
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- Figure 81: Ways of paying for live entertainment events, by race/Hispanic origin, April 2012
- White, Hispanic respondents prefer printing at home, mailed ticket
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- Figure 82: Preferred way of accessing tickets, by race/Hispanic origin, April 2012
- Black respondents shopping more at events than whites, Hispanics
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- Figure 83: Additional purchases while at live entertainment events, by race/Hispanic origin, April 2012
- Black respondents most willing to pay extra for premium perks
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- Figure 84: What consumers are willing to pay extra for (in addition to ticket), by race/Hispanic origin, April 2012
Custom Consumer Groups
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- Asians 18-34 most likely to attend concerts
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- Figure 85: Music dance or theater performances attended in last 12 months, by race and age, October 2010-November 2011
- Younger Hispanics more likely than older Hispanics to attend any events
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- Figure 86: Music dance or theater performances attended in last 12 months, by Hispanic origin and age, October 2010-November 2011
- Hispanics in English-speaking homes most likely to attend concerts
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- Figure 87: Music dance or theater performances attended in last 12 months, by languages spoken in home, October 2010-November 2011
Appendix
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- How consumers research/learn about entertainment events by region
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- Figure 88: How consumers research/learn about live entertainment attended in the past year, by region, April 2012
- What consumers are willing to pay extra for, by ways of paying
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- Figure 89: What consumers are willing to pay extra for (in addition to ticket), by ways of paying for live entertainment events, April 2012
- Figure 90: What consumers are willing to pay extra for (in addition to ticket), by ways of paying for live entertainment events, April 2012 (continued)
Appendix—Trade Associations
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