March 16, 2005

Who Purchases Tickets Online?

by Carrie Johnson

with Charles P. Wilson, Sharyn Leaver

Executive Summary (This is a document excerpt)

More than one-third of online consumers purchased an event ticket online in the past year. Gender has little influence on who purchased tickets, but consumers younger than 35 are more likely to purchase than middle-aged or older consumers. Among online ticket buyers, 52% purchased concert tickets, with sports and movie tickets the next most popular categories. Ticketmaster.com dominates sales, with secondary options like eBay and craigslist not yet resonating with ticket buyers.

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