Report: How fans are adapting to digital tickets

We’ve taken a look back at our reports over the past few years to see how fans have been adapting to digital tickets.

Smartphone adoption

Of all the age groups, the 65+ have had the biggest increase in smartphone adoption since 2016, with a 30% increase over the last three years, and almost all age groups registered as over 90% adoption by 2019. 

Attitude towards Digital Tickets

Our 2019 research showed that nearly 4 in 5 fans would prefer a digital ticket, either on its own or with a collector ticket upgrade and would purchase a digital ticket again. 

Overall, fans are highly positive towards digital tickets. In particular, they like that they are eco-friendly (88%) and can help to prevent fraud (83%), and nearly 3 in 4 agree they are the future of ticketing and would recommend to a friend. 

Digital Ticket Adoption

Going back to 2018, almost every age range were purchasing more digital tickets year on year. 55-64 year olds showed the fastest rate of adoption, with a 44% increase in digital ticket purchases from 2017 to 2018. 

In 2019 sales of digital tickets continued to grow in every age range, including older customers who were purchasing over seven times the number of digital tickets by the end of 2019 as the start of 2017. 

By the time we reached the end of 2019 there was still a gap between those fans 35+ who have used digital tickets and those who would use them, so plenty more potential for digital tickets as more promoters, venues and artists choose this method of ticket delivery.

2021 and beyond

The trend of digital adoption is still on the up.  Our most recent brand tracker published in 2020 showed that 62% more fans would use digital tickets than in 2019, and with over the third of tickets now being delivered digitally we’re sure to see adoption increase yet again by the end of 2021. 

Clients who are embracing digital

From the farming communities of the highlands though to Manchester’s electronic scene, promoters and venues are choosing digital tickets.

Here’s what they have to say:

“..Buying digital tickets was a big change for some of our customers, so pre-event communications was key and it worked. We had farmers through to families all embracing digital ticketing. In fact over 75% of tickets were purchased using a mobile phone, which is testament to how mobile friendly the Ticketmaster site is from browsing right through to purchase.”

Mark CurrieDirector of Operations, RHASS

“We’re always looking for ways to improve the event experience, so when we moved the Warehouse Project to the Depot it made sense for us to make our ticketing 100% digital. It’s easier for customers to get their tickets and pass tickets to friends, and event entry is fast and efficient. Plus animated bar codes means no touts. It’s really important to us that we get tickets straight to the people who really love our events and the artists that play them.”

Sacha Lord, Co-Founder of The Warehouse Project