Social, mobile behaviors play transformative role in live events, according to 2015 study
StubHub, the world’s largest ticket marketplace, today released its inaugural state of ticketing and live events report, entitled “2015: A Look Back, The Year in Live Experiences”. The report highlights consumer behaviors before, during and after events, including fans’ preferred social channels, tendency to tweet and text during live experiences, affinity for mobile ticketing and favorite athletes and musicians 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 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.
- 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.