The Patrons’ Perspective: An Overview of Buying Behavior & Consumer Preferences in Live Entertainment

Eventgoers in most parts of the world are returning to venues as we exit the pandemic-driven restrictions and shutdowns that severely impacted the live events industry.

With the rapidly changing behaviors of eventgoers, we must be mindful that we’re serving a different consumer than we did in early 2020. Blindly reinstating policies, practices and procedures from pre-COVID times just isn’t smart business.

To better understand how eventgoers buy tickets today and think they will buy in the future, AudienceView consumer brands TheaterMania and WhatsOnStage surveyed more than 5,000 members of their online communities.

Generated from the survey results, this forward-looking 22-page report aims to uncover the changing behaviors of eventgoers and will assist live events organizations of all sizes with delivering a world-class customer experience.


  • Factors considered when buying tickets, including event discovery channels, device preference, ticket fee tolerance and reasons for cart abandonment.
  • Consumer preferences tied to the sharing of personal data, payment methods and ticket delivery channels.
  • Forward-looking data related to when consumers will buy tickets using virtual assistants and with cryptocurrencies.

AudienceView, in partnership with its consumer brands, is pleased to make the full results of this research available to the live events community on a complimentary basis.

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