Managers want more control over ticketing buyer data

On the back of its launch into market, Australia’s newest ticketing provider, Foxtix, has released its State of Event Ticketing Industry Report.

The Report is an in-depth analysis on the current perceptions of the Australian ticketing market. It combines the findings from an online survey of 2,139 ticket purchasing consumers and a focus group of eight key industry stakeholders in the areas of sport, music, theatre and exhibitions.

Conducted by CoreData, the consumer research found:

• Topping the list of greatest ticket purchasing annoyances is website crashes, followed by missing out on a ticket and then booking and transaction fees;

• Only 9.5% of respondents feel they receive good value for money when purchasing tickets;

• More than three quarters (78.1%) of survey respondents want some sort of Government involvement in regulating the ticketing industry;

• 38.8% of respondents would love to have a lay-by ticketing option;

• Overall, the most commonly attractive ticketing package was identified to be friends discounts (61.7%) ie. buy two, get one free.

From the focus groups conducted by CoreData, the industry research found:

• Industry stakeholders believe that there is a lack of an alternative ticketing provider who caters to specific industry segments instead of the entire industry. A lack of trust between current ticketing industry providers and event managers was also identified;

• Like consumers, the industry doesn’t feel as if they are getting much value for money, given the poor service or lack thereof from venues and ticketing providers;

• Industry stakeholders are becoming more digital savvy with social media being tapped for marketing and driving attendance to events;

• Industry stakeholders want full access to customer data instead of just generic lists. Further, they would like to see ticketing providers to view them as partners and indeed, work in partnership with them;

• Among the key challenges in encouraging event attendance were gaps in customer data access and catering to different audience groups;

• Athlete performance was the identified as the key external factor that influenced the direction of the ticketing industry in sports;

• The economy was seen as a key driver in the arts, theatre and music ticketing industries.

Foxtix General Manager Adam McArthur explains that “while conducting this research, what we found was a market crying for change. Consumers want lower transaction fees and better access to tickets while the industry wants a trusted new entrant offering them great promotional reach more control over customer data.

“What Foxtix is offering the market is a solution. For consumers, we are improving the ticket purchasing process significantly through lower fees and easier ticket delivery.

“For promoters and venue managers, we are offering greater control, both around customer data and service. In addition, with the backing of News Limited, we are able to provide them with greater marketing reach for their events through News Limited’s websites, newspapers and apps.”

For more information go to www.foxtix.com.au

18th October 2010 - NEWS LIMITED LAUNCHES FOXTIX 

27th August 2009 - SYDNEY ENTERTAINMENT CENTRE GETS DOWN TO BUSINESS

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