Australians (14+) spent an estimated $2.5 billion in 2015 buying tickets to shows, movies and events over the internet, Roy Morgan Research shows—women spent around $300 million more than men, while older show-goers and families together spent three times more than the under-35s.
14-24 year-olds spent $279 million on tickets online last year—a lot, to be sure, but only 11% of the overall market. 25-34 year-olds spent a little more: $354 million, or 14% of all dollars. Combined, they make up only a quarter of online ticket sales by value, while Australians aged 50+ clicked to buy $810 million worth of tickets in 2015, almost a third (32%) of the market.
But the largest slice of the pie was spent by 35-49 year-olds, who clicked to buy over a billion dollars’ worth of entertainment tickets in 2015. Of course, rather than just tickets for themselves and perhaps a partner, many in this age bracket may well need to shell out for seats for two adults and a bunch of kids.
There are also some differences between how much men and women spend—individually or as a group. Overall, almost 250,000 more women than men buy tickets online during an average month—but when men do buy tickets online, they spend around $20 more. However, the higher purchasing incidence among women, across all age groups, more than makes up for their lower average expenditure, and in 2015 56% of online entertainment ticket sales went to women.
Share of $2.5 billion entertainment ticket sales online in 2015 by age and gender
Source: Roy Morgan Single Source, January - December 2015, sample n = 50,276 Australians 14+
Michele Levine, CEO, Roy Morgan Research, says:
“One in 15 Australians 14+ buy tickets to shows, movies and events online in an average four weeks—women aged 35-49 are the most common online ticket-buyers (around one in eight), while men aged 14-24 are the least (fewer than one in 25).
“While incidence and population size each play a big part in how much each group contributes to the annual $2.5 billion market, another important factor is which tickets and events these groups prefer—and how much they cost: 14-24 year-olds are the most likely to go to the cinema; more 25-34 year-olds go to rock or pop concerts, the zoo, or exhibitions like home and boat shows; more 35-49 year-olds go to theme parks and sporting events; and more people aged 50-plus go to live theatre and classical concerts, galleries and museums. And perhaps men really need to get out more, being outnumbered by women at nearly all events, including the movies, theatre, concerts, galleries, museums and zoos.
“Event ticketing is one slice of consumers’ discretionary expenditure that has quickly and largely shifted to online. Using Roy Morgan Audiences, event promoters would gain unprecedented daily insight into how their online web and app advertising is reaching and motivating target audiences, while the venues and ticketing agencies themselves can understand and monitor exactly who’s clicked to buy the tickets—all in our privacy-compliant, cookie-free, and data-rich environment.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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