Survey Reveals Event Organisers' Ticketing Preferences Across Europe
In an extensive survey of over 600 event organisers, ticketscript, has found that event organisers' priorities and focus when choosing a ticketing provider have fundamentally changed as a result of social media and advances in technology.
While the most important features when choosing a ticketing solution across Europe varied from country to country, three key trends emerged:
1. Simple transparent pricing is demanded by both the promoter and end ticket buyer
In the UK specifically, 88% of event organisers think this is the most important feature. This is supported by ticketscript's 2013 ticket buyer survey, which revealed 58% of consumers would make the ticket-buying process more transparent in terms of add-on fees.
2. Integrate with Facebook and website
Being able to easily and seamlessly integrate selling tickets into both Facebook and websites are essential for events, regardless of size, demographic and vertical market - with 82% of respondents seeing this as essential.
3. Real-time reporting and sales insight
Real-time reporting and sales insight have empowered promoters who use digital self-ticketing to drive sales and marketing in a way that was previously unimaginable, with 87% of respondents seeing these as essential features.
In addition, in the UK, there are two additional areas that promoters factored into their decision making:
1. Mobile optimisation
In contrast to other European countries, mobile-optimised ticketing solutions are a key area for consideration with 78% looking for this - something that reflects the UK as having one of the highest smartphone penetration rates in Europe.
91% of UK promoters consider security when of the UK in selecting a ticketing provider. This greatly reflects key issues within the industry - such as secondary ticketing, delivery of tickets, server strength and data safety as well as minimising fraud for on the door sales.12-04-2014