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Ticked Off: Consumer Attitudes to Secondary Ticketing – MusicTank

Ticked Off: Consumer Attitudes to Secondary Ticketing

02 Nov 2017

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This FanFair Alliance report considers consumers’ attitudes to the secondary ticketing market, which is estimated to be worth £1bn, annually.  If there were any doubts whether consumers are aware of the problems around secondary ticketing and the impact this is having on the wider music industry, these are very much dispelled by this survey’s results.

This new AudienceNet/ Music Ally consumer survey has revealed the depth of public concern with mass scale ticket touting taking place on so-called secondary ticketing platforms such as Viagogo, StubHub, Get Me In! and Seatwave. 

Commissioned by FanFair Alliance, with support from UK companies See Tickets, The Ticket Factory and Twickets, the findings show that 80% of the British public consider secondary ticketing to be a “rip off”. 

Meanwhile, the majority of those purchasing above-face-value tickets on secondary platforms say they are less likely to spend money on other live events, on at-venue purchases (drink, food, merchandise) and on recorded music.

Key findings:

  • 80% of the UK public think secondary ticketing is a “rip off”
  • 67% of those who purchased above-face-value tickets from sellers on sites like Viagogo, StubHub, Get Me In! and Seatwave said they would attend fewer concerts in the future. 60% said they would attend fewer festivals, 58% that they would spend less on food & drink at venues, and 47% that they would spend less on recorded music. 
  • Consumers support the concept of “face value” resale as well as proactive measures to tackle ticket touting online
  • 52% of respondents said it was difficult to distinguish between authorised primary ticket sellers and unauthorised secondary sites
  • 43% of respondents said Google was their first port of call to search for tickets. This is despite previous FanFair research showing that secondary sites systematically pay to top search rankings. 
  • 58% of respondents said they supported the concept of face value resale
  • 82% of respondents said that secondary platforms should be more transparent and show more detail about the identity of those re-selling tickets
  • The vast majority of respondents support precautionary measures to prevent ticket touting, including the provision of authorised resale services (87%), limiting ticket purchases (80%), and personalised tickets with ID checks (75%)