The Online Ticket Buyer: By the Numbers

About Kirk Wakefield

Kirk Wakefield is Executive Director of the S3 Program, publisher & editor of the Baylor S3 Report, author of Team Sports Marketing (www.teamsportsmarketing.com), and is the Edwin W. Streetman Professor of Retail Marketing at Baylor University.

Nationwide Study of Recent Online Ticket Buyers

Efficient and effective salespeople convert ticket buyers into season ticket holders and serve their needs. However, the secondary market is the primary market for many fans who do not differentiate between buying from StubHub, TicketMaster or the team’s website. What do these buyers look like? How do they buy? Where do they buy? What is important to them?

The Online Ticket Buyer Profile infographic offers an overview of our initial findings from a wide-ranging study of 688 recent online ticket buyers of tickets. Given the time of year and panel source, we draw primarily from NFL, MLB, and NBA ticket buyers, but also have representation from NHL and a few MLS buyers. All bought tickets within the past 12 months.

We will present more in-depth results and insights at the Baylor S3 Annual Board meeting, January 17-18, 2017. Students will present analysis & insights to the industry on December 5, 1-4pm. Guest judges are welcomed.


Print Friendly, PDF & Email