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