Social, mobile behaviors transforming live event experience,
according to 2015 study
StubHub, the world’s largest ticket marketplace, today released its
inaugural state of ticketing and live events report, “2015:
A Look Back, The Year in Live Experiences”. The report
highlights consumer behaviors before, during and after events, including
fans’ preferred social channels, and usage during live experiences,
affinity for mobile ticketing and athlete/musician favorites to follow
on Instagram and Twitter. The report also hones in on ticket purchasing
trends surrounding concerts, theatre and sporting events.
“One of the biggest themes we see at the end of 2015 is that technology
is changing the way fans consume live events,” said Kate McGunigal, Head
of Consumer Insights at StubHub. “Some of our strongest findings are
around mobile, social and millennials. Our ‘Year
in Live Experiences’ report demonstrates meaningful changes underway
in the ticketing industry, highlighting the impactful role digital
devices and real-time engagement are playing and how this affects
venues, advertisers, sponsors and fans alike.”
StubHub will release the report on an annual basis and it will be used
as a benchmark for future analysis of the live events industry. Key
findings include:
Fan profile and purchasing habits
-
The average fan is 42 years old and attends 4 events a year.
-
Peak popularity: Friday is the most popular day to purchase, October
is the most popular month.
Mobile usage
-
Mobile tickets will account for more than 1 in 2 ticket
transactions on digital platforms by 2019.
-
52% of concert goers use mobile to look up details about a
concert.
Social media engagement
-
71% of millennials say live tweeting about an event makes it more
fun, with festival-goers more likely to engage on social media.
-
3.5 million tweets were sent during the first week of Coachella; 28.4
million were sent during Super Bowl XLIX.
-
Music festival attendees are 67% more likely to use Snapchat,
69% more likely to use Vine, and 81% more likely to use Tumblr.
-
Social preferences: 78% of US ticket purchasers had a Facebook
account, 42% Twitter, 36% LinkedIn, 35% Pinterest, 32% Google+, 30%
Instagram.
“The
Year in Live Experiences” was compiled by StubHub’s Consumer
Insights and Analytics team between spring 2014 and fall 2015. Survey
respondents were individuals who purchased live events tickets in the
last 12 months, including tickets purchased outside of StubHub’s
platform. StubHub also compiled data related to buyers and sellers
across StubHub’s desktop, mobile web and mobile app, and cited third
party data when applicable.
About StubHub
At StubHub,
our mission is simple: help fans find fun. We connect fans with their
favorite teams, shows and artists and introduce them to the ones they'll
love next. As the world's largest ticket marketplace, we enable fans to
buy and sell tickets to tens of thousands of events, whenever they want,
through our desktop and mobile experiences, including our StubHub and
StubHub Music apps for iPhone, iPad, Apple Watch and Android. Offering a
superior fan experience at its core, StubHub reinvented the ticket
resale market in 2000 and continues to lead it through innovation. Our
industry firsts include the introduction of the first ticketing
application, the first interactive seat mapping tool and the first live
entertainment rewards program, Fan Rewards™. Our business partners
include more than 60 teams in MLB, NBA, NHL, MLS and NCAA, plus ESPN,
AEG, AXS and Spectra Ticketing & Fan Engagement. Throughout North
America, the United Kingdom and Germany, StubHub provides the total
end-to-end event going experience.
StubHub is an eBay company (NASDAQ: EBAY). For more information on
StubHub, visit StubHub.com,
StubHub
Press Box or follow @StubHub on Twitter,
Facebook
and Instagram
or YouTube.com/StubHub.
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