Mobile was important throughout the planning process. Two-thirds of live entertainment seekers said they used mobile to help plan trips to shows at least sometimes, with more than one-quarter saying they always used it.
Nearly nine out of 10 entertainment seekers used their mobile phones for activities related to live shows they had attended in the six months leading up to polling. Researching event information was the No. 1 entertainment-related activity conducted via mobile, cited by 43%. Nearly two in five downloaded related content, and around one-third had watched a trailer for the show or made pre- or post-show plans. Read the rest at eMarketer.