Bolser Research Reveals Consumer Frustrations with Online Ticket Purchasing
Tuesday 10 December, 2024 – In recent years, the failures of online ticketing companies have made headlines, from the infamous ‘Oasis concerts fiasco’ to the chaotic annual Glastonbury stampede. To shed light on the realities of buying tickets online, leading digital agency Bolser commissioned a survey of 1,000 consumers.
The results of the survey show that the lengthy process and tactics used for purchasing tickets online have become a major source of frustration. Nearly 70% of respondents reported being placed in a virtual queue while attempting to purchase tickets, with 42% waiting between 10 minutes to an hour, 16% waiting up to two hours, and 10% waiting for more than two hours. Shockingly, 13% of consumers were unable to secure tickets at all.
Unsurprisingly, only 27% of respondents rated their overall experience of purchasing tickets online as ‘excellent’, while 14% described it as ‘poor’ or ‘very poor’. This disappointment is familiar to Glastonbury fans, with many recently failing to secure tickets after the first wave sold out in just 30 minutes.
Technical failures and interference were also cited as major issues for consumers using ticketing platforms. Nearly a quarter (22%) reported experiencing the frustration of a session timing out, while one-third (31%) encountered payment processing issues and website/app crashes. Additionally, 10% of respondents reported encountering unclear pricing and hidden fees.
Overall, the survey revealed that nearly a quarter (23%) of consumers were left feeling ‘frustrated’ or ‘angry’ with their online ticket purchasing experience, while less than half (45%) reported satisfaction.
“The consequences of bad experiences can lead to serious brand damage,” says Ashley Bolser, founder and MD of Bolser, the company behind the research. “Many consumers mistakenly believe that ticketing is handled by the venue or organization itself, not a separate supplier. As a result, negative ticketing experiences can have a ripple effect and harm the reputation of bands, brands, and entertainment venues. It is crucial that we see genuine improvement in this sector before it is too late.”
The research was conducted by 3Gem on behalf of Bolser in November 2024 and was commissioned by Bolser.