美國在線票務(wù)網(wǎng)站ScoreBig用戶市場調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSOnline

ticket

booking:

ScoreBigusers

in

the

United

StatesConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofScoreBig

usersintheUnitedStates:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

ScoreBig

users

in

theUnitedStates(’’brandusers’’)

againstU.S.

onlineticket

bookers

ingeneral(’’category

users’’),

and

theoverall

U.S.

onliner,

labelled

?

2,000+

forthebasicsurveyas’’all

respondents’’

inthecharts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

theUnited

States)Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

the

Consumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsScoreBig

ranks

outside

the

top

10

of

most

used

ticket

portals

in

the

U.S.Management

summary:

brandusageand

competitionTop10

most

used

ticketportals

intheU.S.TicketmasterStubHub60%31%30%EventbriteEvent

TicketsCenterACE

Ticket24%21%21%SeatGeekGold

CoastTicketsRose

QuarterVivid

Seats17%16%15%14%RazorGator4Notes:"Which

ofthese

online

providershave

you

bought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=944,

online

ticket

bookersConsumer

Insights

Global

as

of

September

2023Sources:ScoreBig

users

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsScoreBig

is

more

popularamongMillennials

thanother

ticket

portals.Success

and

career

advancement

arerelatively

important

to

ScoreBig

users.Itstands

out

that42%

ofScoreBig

usersareoften

unsatisfiedwith

services.ScoreBig

users

access

the

internet

viaasmartwatch

more

often

thantheaverage

onlineticket

booker.ScoreBig

is

more

popularamong

maleGaming

and

eSports

are

relatively49%

ofScoreBig

usersare

innovators

orearly

adoptersof

new

products.onlineticket

bookers

thanfemale

online

prevalent

interests

of

ScoreBig

users.ticket

bookers.Onsocial

media,

ScoreBig

users

interactwith

companies

more

often

than

otheronlineticket

bookers.Carsor

vehicles

are

relatively

popularhobbiesamong

ScoreBig

users.Arelatively

highshare

ofScoreBig

usersthink

thatterrorism

isanissuethatneeds

to

beaddressed.ScoreBig

hasalarger

share

ofuserswith

ahigh

income

than

other

ticketportals.ScoreBig

users

remember

seeing

adsoneditorial

websites

andapps

more

oftenthan

other

onlineticket

bookers.ScoreBig

users

aremore

likely

to

live

inmegacities

than

online

ticketbookers

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+ScoreBig

is

more

popular

among

Millennials

than

other

ticket

portalsDemographic

profile:

generationsAgeof

consumersintheU.S.Brand

users23%22%22%64%12%

0%Category

usersAllrespondents43%25%10%37%29%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=129,

ScoreBigusers,n=944,

online

ticket

bookers,n=60072,all

respondentsSources:Consumer

Insights

Global

as

of

September

2023ScoreBig

is

more

popular

among

male

online

ticket

bookers

than

female

onlineticket

bookersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users71%29%Category

usersAllrespondents52%48%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=129,

ScoreBigusers,n=944,

online

ticket

bookers,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

ScoreBig

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.39%38%33%30%26%23%20%17%16%13%12%9%6%4%4%3%2%2%0%

0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

online

providers

have

youboughteventtickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:

n=129,

ScoreBigusers,n=944,

online

ticket

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023Sources:ScoreBighas

a

larger

share

of

users

with

a

high

income

than

other

ticket

portalsDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users78%10%11%Category

usersAllrespondents50%33%17%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

online

providershave

youbought

event

ticketsfrom(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=129,

ScoreBigusers,n=944,

online

ticket

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

online

ticket

bookers,

ScoreBig

users

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheU.S.

live66%35%24%19%

20%19%15%15%12%11%10%9%9%8%8%5%5%

4%Multi-generationalfamily3%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

online

providershave

you

bought

event

tickets

from(website

orapp)

in

the

past12months?";

Multi

Pick;Base:n=129,

ScoreBigusers,n=944,

online

ticket

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023ScoreBig

users

are

more

likely

to

live

in

megacities

than

online

ticket

bookers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.34%30%27%25%23%22%19%20%17%15%12%12%10%9%8%8%6%5%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=129,

ScoreBigusers,n=944,

onlineticket

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

20238%

of

ScoreBig

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users8%92%85%0%Category

usersAllrespondents12%3%11%85%4%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

providers

have

youbought

event

tickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=129,

ScoreBigusers,n=944,

online

ticket

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

ScoreBig

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.64%53%51%48%47%39%40%39%38%38%35%32%26%26%30%30%25%29%29%27%25%21%11%13%16%17%14%14%13%12%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityAdvancingmy

careerMaking

myown

decisionsHavingagood

timeLearningnew

thingsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12months?";

Multi

Pick;Base:n=129,

ScoreBigusers,n=944,

online

ticket

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

ScoreBig

usersConsumer

lifestyle:

main

interestsTop10

interestsofScoreBig

usersintheU.S.63%57%53%51%51%51%50%50%50%50%50%50%49%47%45%42%41%39%36%36%33%34%32%29%29%27%26%25%17%10%Science

&technologyFood

&diningHealth

&fitnessFashion&beautyGaming

&eSportsHome

&gardenFinance&economyTravelMovies,TVshows&musicSportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:

n=129,

ScoreBigusers,n=944,

onlineticket

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

ScoreBig

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofScoreBig

usersintheU.S.56%52%50%50%47%47%

47%47%40%46%46%46%45%44%43%38%36%33%33%32%31%30%29%26%25%24%23%23%19%19%Video

gamingOutdooractivitiesCooking/bakingCars/vehiclesDIYandarts&craftsTravelingBoard

games/cardgamesReadingTech

/computersGardeningandplantsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=129,

ScoreBigusers,n=944,online

ticket

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023ScoreBig

users

are

more

likely

to

play

basketball

than

other

online

ticket

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofScoreBig

usersintheU.S.48%39%38%36%33%29%29%26%26%26%22%18%16%15%15%15%15%14%12%11%10%9%9%9%9%8%8%7%5%4%BasketballDancingAmericanFootball

/FlagFootballCyclingBaseball/SoftballFitness,aerobics,cardioTableTennisSoccerRunning/JoggingSwimming/DivingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=78,

ScoreBigusers,n=981,

online

ticket

bookers,n=22143,

all

respondentsConsumer

Insights

Global

as

of

September

2023ScoreBig

users

are

more

likely

to

follow

cycling

than

other

online

ticket

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byScoreBig

usersintheU.S.39%37%33%29%28%28%27%26%25%24%24%23%22%22%17%15%15%12%11%Golf11%7%8%7%7%6%5%5%4%3%3%AmericanfootballBasketballSoccerBaseballBoxingTennisVolleyballCyclingAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:

n=61,ScoreBigusers,n=812,

online

ticket

bookers,

n=17395,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

services?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

42%

of

ScoreBig

users

are

often

unsatisfied

with

servicesConsumer

attitudes:services

&eservicesAgreementwithstatements

towards

services&eservicesintheU.S.74%68%57%57%53%50%42%38%37%37%35%29%25%16%12%Ilikeorganizing

mylifethroughmy

smartphone

services

thatmakemylifemore

convenientIgladlypayforIprefer

touseserviceswhere

Icanhaveapersonal

contactIamoften

frustratedbyunexpected

extrafees

attheend

ofaservice

bookingI’moften

unsatisfiedwith

servicesBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=129,

ScoreBigusers,n=944,

onlineticket

bookers,n=10014,

all

respondentsConsumer

Insights

Global

as

of

September

202349%

of

ScoreBig

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.44%37%34%30%26%26%25%19%18%16%12%5%5%3%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

providers

have

youbought

eventtickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=129,

ScoreBigusers,n=944,

online

ticket

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

ScoreBig

users

think

that

terrorism

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

ScoreBig

users61%53%49%46%44%41%42%42%41%40%40%40%38%38%37%33%30%36%36%36%35%28%33%33%33%33%32%27%24%20%EducationRising

prices/inflation/cost

of

livingEconomicsituationUnemployment

EnvironmentCrimeHealth

andsocial

securityPovertyTerrorismCivilrightsBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

thepast

12

months?";

Multi

Pick;Base:

n=129,

ScoreBigusers,n=944,

online

ticket

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

online

ticket

bookers,

ScoreBig

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users14%10%73%3%Category

usersAllrespondents23%26%40%11%21%28%34%17%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

online

providershave

youbought

eventtickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=129,

ScoreBigusers,

n=944,

online

ticket

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsScoreBig

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

online

ticket

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet97%94%89%89%87%84%80%78%78%76%71%70%69%60%57%58%51%48%46%44%41%40%37%35%33%26%26%SmartphoneLaptopSmart

TVTabletStreaming

device

Gaming

consoleSmartwatchDesktop

PCSmart

speakersBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=129,ScoreBigusers,n=944,

online

ticket

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

ScoreBig

users

interact

with

companies

more

often

than

otheronline

ticket

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype67%67%65%65%64%63%49%64%61%60%60%57%43%56%42%57%56%55%53%50%36%49%47%33%42%36%22%27%16%27%8%8%4%3%1%0%Sentprivate

Liked

posts

CommentedPostedpictures/videosFollowedpeopleSharedpostsbyother

usersSharedcompanypostsPosted

texts/statusLikedcompanypostsFollowedIhaveonly

Ihaven’t

usedmessagesbyotheruserson

postscompanies

used

social

social

mediaupdatesmediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

have

youbought

eventtickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=129,ScoreBigusers,n=944,

online

ticket

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023ScoreBig

users

tend

to

read

daily

newspapers

more

often

than

online

ticketbookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks90%88%84%82%81%70%81%67%78%75%75%72%69%54%70%65%63%58%53%52%50%48%43%28%44%33%34%34%25%29%17%21%14%TVDigitalvideocontentMovies

/cinemaRadioDigitalmusiccontentPodcastsDailynewspapersMagazinesOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

have

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=129,

ScoreBigusers,n=944,

online

ticket

bookers,

n=30180,

all

respondentsConsumer

Insights

Global

as

of

September

2023ScoreBig

users

remember

seeing

ads

on

editorial

websites

and

apps

more

oftenthan

other

online

ticket

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereScoreBig

usersintheU.S.

havecome

across

digitaladvertisinginthepast4weeks60%60%59%57%56%56%54%53%51%

52%51%50%49%47%44%44%42%37%37%36%36%34%28%29%27%22%22%16%14%11%Video

streaming

Video

gamesservicesWebsitesandappsof

brandsOnlinestoresVideo

portalsEditorialwebsitesandappsMusicportals

Search

engines

Social

mediaNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;

Base:

n=129,ScoreBigusers,n=944,

online

ticket

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023ScoreBig

users

remember

ads

they

saw

in

printed

daily

newspapers

more

oftenthan

other

online

ticket

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks68%59%46%58%58%58%51%57%57%49%53%47%47%41%34%33%33%32%29%29%25%19%18%16%OnTVOntheradioInprinteddailynewspapersOnadvertising

AtthemoviesDirectly

inthestoreInprintedmagazinesandjournalsBy

mailshot

/advertisingmailspaces/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

providershave

you

bought

event

tickets

from(website

orapp)