SBJ/Sept. 16-22, 2013/In Depth

Exclusive research: Tracking MLB ticket buyers

Turnkey Intelligence, through a third-party panel provider, collected 400 online surveys among consumers who bought tickets for at least one Major League Baseball game in 2013. Those consumers were not holders of ticket plans.

The goal of the study was to build a chronology of the ticket-buying process including: identifying the consideration set of ticketing options, preference/priority of options, perceptions of ticketing sources, drivers of ticket buying behavior, etc. The sample was collected in 25 of the 27 markets that are home to an MLB club. Toronto and Minnesota are not represented. Twelve clubs had an attendance rate at 75 percent capacity or higher after the first 50 home games (Red Sox, Cubs, Reds, Tigers, Angels, Dodgers, Yankees, Phillies, Giants, Cardinals, Rangers, Nationals).

All data was collected between June 28 and July 2, 2013.

Q: How would you rate the following ticketing outlets on authenticity / guarantee of tickets sold on their outlet?*

Source Good/very good Average Poor/below average
Team website 95% 3% 2%
Ticketmaster 90% 8% 2%
StubHub 85% 11% 4%
TicketsNow 64% 31% 6%

* Among those with an opinion

Typical first option for tickets

  First option (overall) First option (High attendance teams*)
Team website 34% 29%
StubHub 19% 25%
Team ticket office (phone/walkup) 16% 16%
Friend/relative 15% 15%
Ticketmaster 6% 3%
MLB.com 3% 5%
Other** 7% 7%

* Based on total percent of seats filled, for each club, through the first 50 home games of the season.
** All other options listed, including Tickets.com, Craigslist, eBay and ScoreBig, generated less than 2 percent per option.

 

Q: How would you rate the following online ticketing outlets on reasonable processing and service fees charged?

  Very good/Good Average Below average/Poor
Team website 51% 37% 12%
StubHub 38% 39% 23%
Ticketmaster 21% 34% 45%
TicketsNow 19% 49% 32%

Ticket buyers who use StubHub as the first option

Male 25%
Female 11%
 
Under 35 26%
35 years old+ 15%
 
75%+ capacity* 25%
Less than 75% capacity* 15%
 
Less than a week until game day 28%
A week or more until the game 14%

* Based on total percent of seats filled, for each club, through the first 50 home games of the season.

 
 

Consideration for other sources

First option Team website StubHub Team ticket office Friend/
Relative
Ticketmaster MLB.com Craigslist Tickets.com eBay Search engine
Team website (34%) - 58% 66% 53% 53% 36% 15% 13% 10% 6%
StubHub (19%) 75% - 49% 43% 52% 27% 20% 16% 16% 16%
Team ticket office (phone/walkup) (16%) 69% 44% - 30% 44% 20% 16% 11% 9% 11%
Friend/relative (15%) 62% 45% 57% - 36% 21% 21% 10% 5% 7%



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