Aventus Protocol Foundation: 72% of concert-goers would attend more events if purchasing tickets online felt more secure

ticketing music live-music consumer-protection concerts

72% of concert-goers would attend more events if purchasing tickets online felt more secure, according to new Aventus survey

Following last month’s survey into U.S. consumers’ experiences with online ticketing, we commissioned a deeper dive into some of the issues arising from the results, focussing on ticketing scams, online security and the impact of negative purchasing experiences.

We surveyed over 1000 ticket-buyers in the U.S. to find out how consumers feel about this hot-button issue. Here are some of the key findings:

12% of respondents have purchased tickets that turned out to be scams

Not a huge percentage, but certainly not inconsiderable: 12% of our respondents reported being scammed when purchasing tickets online. This varies across generations, with our previous survey uncovering that millennials were most susceptible to this type of fraud: presumably due to the increased familiarity with online transactions resulting from a life lived in the virtual realm.

2/3 of respondents are worried about being scammed when purchasing tickets

However, the amount of ticket-buyers worried about being scammed far surmounted the percentage who actually fall victim to these scams. This isn’t surprising: when we read accounts in the media, they tend to focus on those who have fallen foul of bad practices rather than those that have successfully purchased tickets. Surely though, this worry isn’t enough to prevent people from purchasing tickets online? Actually:

72% of concert-goers would attend more events if purchasing tickets online felt more secure

Our survey found that the vast majority of ticket-buyers surveyed felt so insecure when purchasing tickets online that they avoided doing it as much as they might like, with almost three-quarters saying they would attend more events if they felt more secure.

80% of respondents would be more likely to purchase a ticket if they could avoid secondary marketplaces like Viagogo or Craigslist

With secondary marketplaces (in particular Viagogo) coming under increasing scrutiny worldwide as hotbeds of ticketing malpractice, we asked respondents whether they would be more likely to purchase a ticket if they could avoid these types of sites — and a huge 80% responded in the positive. Of course, not all secondary platforms are created alike, and many have increasing amounts of consumer protection in place: however, that doesn’t stop them being tarred with the same brush when it comes to consumer perceptions. There’s obviously a lot of work to be done here in order to rehabilitate the image of the secondary ticketing market as a whole.

54% felt that their perception of the artist had been negatively impacted following falling victim to a scam

While large global artists such as Ed Sheeran, Taylor Swift and The Arctic Monkeys can use their considerable clout to rally for fairer ticketing for their fans, and put pressure on ticketing agents to find ways in order to make this into a reality, the vast majority of artists have little or no control over how or who sells their tickets. That doesn’t stop them being blamed when things go wrong though: our survey found that 54% of ticket-buyers who had fallen victim to a scam felt that their perception of the artist had been negatively impacted by the experience.

Taken together, the results of this latest survey show that ticket scams are reputationally damaging to the industry as a whole, from primary sellers to secondary markets (whether good or bad actors) to artists and bands. Venues, too, take a large amount of the flack on the ground, dealing with disappointed and frustrated would-be-attendees who fail to gain entry following a scam.

The real shame of this is that music fans are being deterred from attending their favourite shows due to current ticketing practices and a lack of security. Here at Aventus, we believe it is time to embrace new technology to give organizers, venues and artists the tools to take control over their inventory and build greater trust with their fanbase.

We possess the tools and technology to change the event ticketing industry for the better. Now we must work together to implement it — for the benefit of ticketing agencies, venues, artists and consumers alike.

72% of concert-goers would attend more events if purchasing tickets online felt more secure was originally published in Aventus Protocol Foundation on Medium, where people are continuing the conversation by highlighting and responding to this story.

Original article was created by: Aventus Protocol Foundation at blog.aventus.io

Disclaimer: This article should not be taken as, and is not intended to provide, investment advice. Please conduct your own thorough research before investing in any cryptocurrency or ICO.

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