Live music audiences were more likely than other arts audiences to use the internet at almost all stages when attending a music event.
Popular music attendees were more likely than attendees of opera, classical music and musical theatre to use the internet at various stages of their attendance journey. For example, musical festival attendees were more likely than other music attendees to engage in online word of mouth before (42 percent vs. 28 percent) and after the event (53 percent vs. 37 percent). Meanwhile, opera attendees were less likely than other music attendees to engage in online word of mouth both prior to (16 percent vs. 28 percent) or after an event (18 percent vs. 34 percent).
While opera attendees were also less likely to further enrich their experience by accessing online images and video before or after the event, they were more likely than other music attendees to have an interest in being able to do this (29 percent vs. 13 percent after the event).