Music fans are looking for a technological revolution in the discovery phase of event-going, according to StubHub’s annual Year in Live Experiences (YILE) report.
With more than 2,000 eventgoers interviewed, the StubHub report found that consumers desire the support of technology, social media, machine learning and AI as they seek new experiences.
Their frustration is highlighted by the lack of growth in newer festivals, with legacy, perennial festivals accounting for the highest sales in 2017, but close to hitting saturation point.
StubHub found that emerging technologies such as AI and next gen ticketing are poised to become the next tool for ticket access. The report showed that while only 42 per cent of event-goers are aware that they can buy tickets via a smart home device, 60 per cent indicate they would be willing to use one.
Read the StubHub report here
It said that 62 per cent of respondents found a new event through Facebook, more so than any other social platform. Event-goers are tapping artificial intelligence to complete purchases, with 63 per cent willing to use a chatbot for answering a customer service query, purchasing a ticket to a live event or updating their personal or financial information.
StubHub said: “While technology and social media are utilised once at the event, many are still relying on word of mouth with 66-per-cent relying on word-of-mouth as the top way they discover events. However, when it comes to purchasing tickets to an event, there is an interest – by 60 per cent of respondents – to be able to utilise AI and machine learning for tickets purchases.”
The report, which marks StubHub’s third retrospect exploring consumer behaviour as it pertains to live experiences and trending events of the year, reveals a continued growth of attendance for theatre shows with the theatre segment being StubHub’s biggest growth genre of the year, riding on the popularity of a touring Hamilton production.
Other sales trends from StubHub demonstrate that consumers investment in live experiences is growing with record sales numbers for the Super Bowl and World Series.
The study was conducted by Trendera, who surveyed 2,007 respondents ages 18-65 throughout North America who have attended at least one live event within the past year, including tickets outside of StubHub’s platform.