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Online Booking and Ticket Purchasing - UK - January 2011

All sides of the commercial terrain are fast evolving and today’s consumer faces an increasingly challenging market due to the level of vertical integration in the value chain – from the artist through promoter, venue, primary and even secondary ticket markets. This report explores all these issues, by examining the hypothesis that “today’s online ticket consumers are combating an increasingly integrated value chain by becoming ever more connected to – and influenced by – their peers”.

  • The activities which most people have booked online are concerts (39% of internet users), cinema (34%) and theatre (30%).
  • Eating has a good level of repeat business online; the majority who have booked tables or ordered online have done so in the last six months. This applies particularly to takeaway meals where 67% of those who have ever ordered online have done so in the last six months.
  • ABC1s are the most at home with buying tickets on the internet. Amongst this group, levels of buying concert and cinema tickets online are similar across the age bands, but theatre ticket purchasing and theme park booking is significantly higher for 35-54-year olds, whereas under-35s are much more likely to order takeaways.
  • Over half of respondents say a poor website would put them off going to a venue they were researching and a significant proportion say the presence of photos (four in ten) and, to a lesser extent, videos (three in ten) of the venue influence their decision to purchase.
  • Discounts and availability are the key drivers that attract consumers online to buy tickets: of consumers who had bought tickets for or booked leisure activities online, some 42% said they did so to get an online discount, while 34% did so because they were booking something that could only be booked online.
  • While 56% of internet users agree that online financial transactions are secure and only 11% disagree, some 57% say they only trust well-known sites for booking tickets, suggesting that there is still a large degree of wariness about buying online as a whole, but that a good reputation will overcome this fear.

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definition
          • Abbreviations
          • Future Opportunities

              • Trend: Experience is All
                • Trend: High-Tech Cities
                • Market in Brief

                  • Entertainment expenditure holding up well…
                    • …but consumer confidence will be tested
                      • Online strengths are also its weaknesses
                        • Ticketmaster the dominant figure
                          • Music, cinema and theatre most popular online bookings
                            • Exclusivity driving sales to agents
                              • Cost and availability most sought after online
                                • Reputation key to selling tickets online
                                • Internal Market Environment

                                  • Key points
                                    • Online ticket and booking value chain
                                      • Entertainment expenditure holding up well in the recession
                                        • Figure 1: Consumer expenditure on selected leisure activities, 2005-10
                                      • Music
                                        • Theatre
                                          • Cinema
                                            • Live sport
                                              • Eating out/eating in
                                                • Days out
                                                  • Broadband usage continues to grow
                                                    • Figure 2: Broadband penetration, by demographics, 2004-10
                                                  • Growth of smart mobile devices boosts m-commerce
                                                    • Figure 3: Device ownership summary, April 2009-October 2010
                                                  • Are apps the future for mobile commerce?
                                                    • Mobile internet most popular amongst the young
                                                      • Figure 4: Frequency with which mobile phone is used to access internet, by demographics, July 2010
                                                    • Social networking top dog on mobiles
                                                      • Figure 5: Types of activity undertaken on the internet in the last three months, April 2009-November 2010
                                                      • Figure 6: Sites visited in the last three months using a mobile phone, July 2009-October 2010
                                                    • Social media and online booking
                                                      • Mobile social media
                                                        • The internet has transformed the secondary market
                                                          • Fans
                                                            • Artists
                                                              • Promoters
                                                                • Primary ticket agents
                                                                  • Sponsors and other third parties
                                                                    • The ugly side of online ticketing
                                                                      • Online touting pays
                                                                        • Figure 7: Average mark-up of online black market tickets, 2006-10
                                                                      • Scammers’ sites look the part
                                                                        • Botnets target the market en masse
                                                                          • Countermeasures
                                                                            • Self-regulation
                                                                              • Paperless ticketing
                                                                                • Eating in and out online
                                                                                • Broader Market Environment

                                                                                  • Key points
                                                                                    • Consumer expenditure stabilising…
                                                                                      • Figure 8: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
                                                                                    • … but confidence will come under pressure
                                                                                      • Figure 9: GfK NOP Consumer confidence index, January 1988-December 2010
                                                                                    • Over-65s and 25-34-year-olds set to boom
                                                                                      • Figure 10: Trends in the age structure of the UK population, 2005-15
                                                                                    • Growth of ABs good for entertainment
                                                                                      • Figure 11: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                  • Strengths and Weaknesses in the Market

                                                                                      • Strengths
                                                                                        • Suitability of medium
                                                                                          • Potential of mobile
                                                                                            • Potential for cross-selling
                                                                                              • Importance of peer reviews
                                                                                                • Growth of a reputable secondary market
                                                                                                  • Weaknesses
                                                                                                    • Ease of exploitation by touts
                                                                                                      • Exploitation by criminals
                                                                                                        • Threat of legislation
                                                                                                          • Pressures on leisure expenditure
                                                                                                            • Growth of a dominant vertically integrated supplier
                                                                                                            • Who’s Innovating?

                                                                                                              • Key points
                                                                                                                • Faithless show faith in mobile
                                                                                                                  • Facebook ticketing apps support peer recommendations
                                                                                                                    • Paperless ticketing to get DRM support
                                                                                                                      • Ministry of Sound apps go mobile and social
                                                                                                                      • Market Share

                                                                                                                        • Key points
                                                                                                                          • Leading ticketing websites by visitor numbers
                                                                                                                            • Figure 12: Leading online ticketing sites, by total visitors, October 2010
                                                                                                                          • Turnover and revenue streams
                                                                                                                            • Figure 13: Financial data for ticket websites, October 2010
                                                                                                                        • Companies and Products

                                                                                                                            • Figure 14: Unique visitors and customer satisfaction ratings, December 2010
                                                                                                                          • Ticketmaster
                                                                                                                            • Paperless ticketing
                                                                                                                              • Get Me In!
                                                                                                                                • TicketWeb
                                                                                                                                  • Viagogo
                                                                                                                                    • Seatwave
                                                                                                                                      • Seetickets
                                                                                                                                        • Tickets.com
                                                                                                                                          • The Ticket Factory
                                                                                                                                            • Ticketline
                                                                                                                                            • What Do We Buy Online Tickets For?

                                                                                                                                              • Key points
                                                                                                                                                • Concerts, cinema and theatre lead the way
                                                                                                                                                  • Figure 15: Activities booked online, December 2010
                                                                                                                                                • Affluent young hold the key
                                                                                                                                                  • Figure 16: Most popular activities ever booked online, by socio-economic group and age, December 2010
                                                                                                                                              • Ways We Book Tickets Online

                                                                                                                                                • Key points
                                                                                                                                                  • Exclusivity holds the key
                                                                                                                                                    • Figure 17: Ways of booking online, December 2010
                                                                                                                                                • What Factors Influence Online Ticket Purchasing?

                                                                                                                                                  • Key points
                                                                                                                                                    • Price and availability key attractions of online
                                                                                                                                                      • Figure 18: Reasons for booking online, December 2010
                                                                                                                                                    • Ticket agents offering better prices to online theatre buyers
                                                                                                                                                      • Figure 19: Reasons for booking online, by most popular activities booked, December 2010
                                                                                                                                                  • Attitudes Towards Online Ticket Booking

                                                                                                                                                    • Key points
                                                                                                                                                      • Reputation key as secondary market needs to split from ‘tertiary’
                                                                                                                                                        • Figure 20: Attitudes towards online booking and ticket purchasing, December 2010
                                                                                                                                                      • Success factor important online
                                                                                                                                                        • Site itself plays a big role in marketing an event
                                                                                                                                                          • Middle-aged well-off less inclined to waste their time
                                                                                                                                                            • Figure 21: Attitudes towards online booking and ticket purchasing, by socio-economic group and age, December 2010
                                                                                                                                                        • Targeting Opportunities

                                                                                                                                                          • Key points
                                                                                                                                                            • Figure 22: Online booking and ticketing target groups, December 2010
                                                                                                                                                            • Figure 23: Attitudes towards online booking and ticket purchasing, by target groups, December 2010
                                                                                                                                                          • Brand Buyers – 25% of internet users aged 16-64
                                                                                                                                                            • Demographics
                                                                                                                                                              • Marketing message
                                                                                                                                                                • Convenience Shoppers – 28% of internet users aged 16-64
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Marketing message
                                                                                                                                                                      • Once Bitten, Twice Shy – 48% of internet users aged 16-64
                                                                                                                                                                        • Demographics
                                                                                                                                                                          • Marketing message
                                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                                            • Internet penetration
                                                                                                                                                                              • Figure 24: Broadband penetration, by demographics, 2004-10
                                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                                            • Lifestage
                                                                                                                                                                              • Figure 25: Forecast adult population trends, by lifestage, 2005-15
                                                                                                                                                                            • Household size
                                                                                                                                                                              • Figure 26: UK households, by size, 2005-15
                                                                                                                                                                            • Employment
                                                                                                                                                                              • Figure 27: Employment and unemployment, by gender, 2005-15
                                                                                                                                                                          • Appendix – What Do We Buy Online Tickets For?

                                                                                                                                                                              • Figure 28: Most popular activities ever booked online, by demographics, December 2010
                                                                                                                                                                              • Figure 29: Next most popular activities ever booked online, by demographics, December 2010
                                                                                                                                                                              • Figure 30: Activities booked online, by most popular activities booked online, December 2010
                                                                                                                                                                              • Figure 31: Activities booked online, by next most popular activities booked online, December 2010
                                                                                                                                                                          • Appendix – What Factors Influence Online Ticket Purchasing?

                                                                                                                                                                              • Figure 32: Reasons for booking online, by demographics, December 2010
                                                                                                                                                                              • Figure 33: Reasons for booking online, by activities booked online in last 6 months, December 2010
                                                                                                                                                                              • Figure 34: Reasons for booking online, by activities booked online longer than 6 months ago, December 2010
                                                                                                                                                                              • Figure 35: Reasons for booking online, by most popular activities booked directly on venue’s website, December 2010
                                                                                                                                                                              • Figure 36: Reasons for booking online, by next most popular activities booked directly on venue’s website, December 2010
                                                                                                                                                                              • Figure 37: Reasons for booking online, by most popular activities booked via a ticket agent, December 2010
                                                                                                                                                                              • Figure 38: Reasons for booking online, by reasons for booking online, December 2010
                                                                                                                                                                          • Appendix – Attitudes Towards Online Ticket Booking

                                                                                                                                                                              • Figure 39: Most popular attitudes towards online booking and ticket purchasing, by demographics, December 2010
                                                                                                                                                                              • Figure 40: Next most popular attitudes towards online booking and ticket purchasing, by demographics, December 2010
                                                                                                                                                                              • Figure 41: Attitudes towards online booking and ticket purchasing, by activities booked online in the last 6 months, December 2010
                                                                                                                                                                              • Figure 42: Attitudes towards online booking and ticket purchasing, by activities booked online longer than 6 months ago, December 2010
                                                                                                                                                                              • Figure 43: Attitudes towards online booking and ticket purchasing, by most popular activities booked directly on venue’s website, December 2010
                                                                                                                                                                              • Figure 44: Attitudes towards online booking and ticket purchasing, by next most popular activities booked directly on venue’s website, December 2010
                                                                                                                                                                              • Figure 45: Attitudes towards online booking and ticket purchasing, by most popular activities booked directly on venue’s website, December 2010
                                                                                                                                                                              • Figure 46: Attitudes towards online booking and ticket purchasing, by reasons for booking online, December 2010
                                                                                                                                                                              • Figure 47: Attitudes towards online booking and ticket purchasing, by most popular attitudes towards online booking and ticket purchasing, December 2010
                                                                                                                                                                              • Figure 48: Attitudes towards online booking and ticket purchasing, by next most popular attitudes towards online booking and ticket purchasing, December 2010
                                                                                                                                                                          • Appendix – Targeting Opportunities

                                                                                                                                                                              • Figure 49: Target groups, by demographics, December 2010
                                                                                                                                                                              • Figure 50: Activities booked online in the last 6 months, by target groups, December 2010
                                                                                                                                                                              • Figure 51: Activities booked online longer than 6 months ago, by target groups, December 2010
                                                                                                                                                                              • Figure 52: Activities booked directly on venue’s website, by target groups, December 2010
                                                                                                                                                                              • Figure 53: Activities booked via a ticket agent, by target groups, December 2010
                                                                                                                                                                              • Figure 54: Reasons for booking online, by target groups, December 2010

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • Competition Commission
                                                                                                                                                                          • Concert Promoters Association
                                                                                                                                                                          • Department for Culture Media and Sport
                                                                                                                                                                          • Domino's Pizza UK & IRL, plc
                                                                                                                                                                          • Fédération Internationale de Football Association
                                                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                                                          • Kantar Media
                                                                                                                                                                          • Ministry of Sound
                                                                                                                                                                          • Office of Fair Trading
                                                                                                                                                                          • The Performing Right Society [PRS]
                                                                                                                                                                          • The Society of London Theatre
                                                                                                                                                                          • Ticketmaster

                                                                                                                                                                          Online Booking and Ticket Purchasing - UK - January 2011

                                                                                                                                                                          £1,750.00 (Excl.Tax)