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Instagram is gig-goers’ favourite social app

The photo-centred social network is used by more US concertgoers than any of its rivals, with Instagram users also more likely to see live music, reveals a Nielsen study

By Jon Chapple on 13 Dec 2016

Phone filming, Robyn, Way Out West 2011, The Hamster Factor, Nielsen Instagram study

image © The Hamster Factor

Instagram is American concertgoers’ social network of choice, with 83% of those active on social media at shows making use of the photo-sharing app – more than any other platform.

That’s according to new research by Nielsen, which also found found Instagram users are more likely to attend live music events – particularly shows with live DJs – with 39% of Instagrammers saying they’ve attended a concert with one main headliner (compared to 23% of the US general public) and 24% a music festival (compared to 11% of the general public).

(A study by MIDiA Research in June found 76% of US concertgoers post on social media while at the gig.)

In addition to taking photos and videos, music fans on Instagram (IG) are also more likely to use their smartphones for “various activities while attending live events”, such as buying music, visiting the artist’s website and ringing friends to let them hear the show.

In September Live Nation CEO Michael Rapino said the promotion giant is tapping into IG users to drive the sale of tickets. “[Instagram is] one of the best converters for us,” he explained. “If you’ve already liked Rihanna on Instagram and you’re following her, we use that data feed.”

An infographic showing Nielsen’s findings is below:

Instagram Nielsen Music Study


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