The way millennials choose, experience, and share live events is not only influencing other generations' consumption of live events, but is transforming the industry itself, according to a Ticketmaster study. Ticketmaster found millennials, who comprise nearly one third of its customers, are 38 percent more likely than other generations to search for tickets on multiple websites to find the seats they want. Millennials therefore demonstrate less brand loyalty, and are more focused on finding the best experience for the lowest price. According to the study, millennials also are 65 percent more likely to find out about a sports game on Twitter, and five times more likely to see it on Instagram. Millennials' propensity to share their live event experiences on social media suggests brands should offer memorable, innovative experiences that customers will want to share with their friends. The study also found 67 percent of millennial live event attendees buy tickets on their smartphones and are 31 percent more likely to do so than their non-millennial counterparts.