Research from YouGov showed that more than half of Britons also strongly opposed dynamic pricing when it comes to purchasing tickets. The survey demonstrated that 71% were against the idea, including 52% who ‘strongly’ opposed dynamic pricing in live music.
The research from YouGov revealed that just 5% of those surveyed supported dynamic pricing, while younger people are generally less against the idea than those over 55. Some 51% of 18 to 24-year-olds opposed dynamic pricing compared to 74% of over-55s.
Dynamic pricing was also better received by young people, with 15% supporting the system compared to 2% of over-55s.
The price of tickets has also prevented nearly one in five Britons from attending a gig over recent years, according to the YouGov survey. Six in ten Britons (60%) have been to a live music concert, with 14% of those surveyed attending regularly. However, many said they are now being priced out of live music.
Despite roughly a third of those surveyed (34%) responding they have not wanted to see a concert in recent years, just over half (51%) said that the price of the ticket stopped them from attending a gig at least once in the last five years.
Some 18% said that it has happened frequently.
Even outside the use of dynamic pricing, 77% of respondents said that the price to see live music is expensive, while 44% said that it is ‘very’ expensive. Three-quarters of those that attend gigs (75%) have paid more than £50 ($60/€57) for a concert ticket, including 36% that have spent more than £100 on a ticket.
Some 9% of respondents said they paid up to £200 or more for a ticket to watch a concert.
YouGov also asked its respondents what a fair price for a standard ticket to see a popular act at a large-scale concert would be, with just over half (53%) suggesting £40 or less.
Further research from YouGov found that over a fifth of Britons have purchased gig tickets from unofficial sources. Overall, 18% of respondents said they have previously bought tickets from unofficial sellers, including 2% that said they purchased tickets from touts on the street outside the venue or event. A further 3% said they bought tickets from strangers and 8% from online resellers.
The most common source of second-hand tickets was through friends and family, with 9% responding that they have purchased tickets this way. More than a third of those that purchased from unofficial sellers (36%) typically paid more than face value, including 13% who paid ‘considerably’ more.