What do today’s ticket buyers want — and how can we give it to them before they even ask?
That’s the question driving the 2025 Annual Ticket Buyer Report. With the live events industry evolving faster than ever, staying in tune with shifting audience behavior isn’t just helpful — it’s essential. From changing purchase timelines to rising expectations for mobile experiences, audience preferences are transforming the way events are discovered, bought and experienced.
For ticketing professionals, this is your moment to lead with data — not guesswork.
The insights in this report are based on thousands of real-world behaviors and preferences, offering you a powerful lens into how patrons plan, spend and engage. These aren’t just interesting stats; they’re actionable takeaways that can directly impact your bottom line — whether you’re trying to boost revenue, deepen loyalty, or optimize operations.
In this article, we’ll break down six of the most compelling insights from the report. You’ll walk away with a better understanding of:
- Why high- and low-spending audiences both matter.
- How to time your discounts to maximize revenue.
- What’s holding back mobile ticket sales.
Let’s dive in — and unlock the future of live events, together.
1. Big Spenders Are Key — But Smaller Buyers Bring Hidden Value
Yes, high-income patrons tend to spend more per ticket and donate more often. But lower-income attendees still play a crucial role in your bottom line. From parking to merchandise and in-seat concessions, they’re contributing in meaningful (and often overlooked) ways.
Why this matters: Segmenting your audience by behavior — not just income — allows you to craft tailored promotions that resonate with everyone. Offering value-add options for smaller spenders while continuing to nurture big-ticket buyers means you’re tapping into all potential revenue streams.
2. Timing Is Everything — Especially When It Comes to Discounts
More ticket buyers are planning further ahead, with purchases happening two-plus months in advance on the rise. That opens the door for smarter discounting strategies — like using early-bird deals to boost early sales and holding off on mid-window discounts to avoid undercutting revenue. Instead, use targeted offers closer to showtime to fill those final seats.
Why this matters: Thoughtful discount timing helps you sell smarter, not cheaper. With the right pricing strategy, you can protect your margins while still keeping attendance high.
3. Mobile Entry Is the Norm — But Mobile Purchasing Still Has Work to Do
While 72% of attendees now use their phones to enter venues, only 41% feel comfortable actually buying tickets on mobile. That gap signals a need for better mobile experiences — think faster load times, simplified checkouts and a seamless ticket wallet.
Why this matters: Mobile can be a powerful revenue driver — but only if the experience is smooth. Fixing friction in your mobile ticketing flow can turn more visitors into buyers, and more buyers into repeat customers.
4. High Fees and Unclear Refunds Are Dealbreakers
No surprise here: High fees continue to be the No. 1 reason people abandon their carts. But there’s more — vague refund and exchange policies are a close second. Audiences want transparency and flexibility, especially in a post-pandemic world where plans can change fast.
Why this matters: Clear, honest pricing and policies aren’t just nice to have — they’re essential. By building trust upfront, you’ll increase conversions and encourage more frequent attendance.
5. Security Concerns Can Tank Trust
Nearly half of patrons have skipped buying tickets due to doubts about the legitimacy or security of a website. That’s a major red flag — and a huge opportunity. From HTTPS to recognizable branding to white-label ticketing, every touchpoint should reinforce trust.
Why this matters: When your site feels secure and professional, it gives customers the confidence to follow through. Reducing anxiety around fraud is one of the fastest ways to boost purchase rates.
6. Add-Ons Are an Untapped Revenue Goldmine
The majority of buyers say they’re open to purchasing add-ons — from exclusive access and upgraded seats to merch and more. But many venues aren’t surfacing those offers clearly during the buying journey.
Why this matters: Add-ons aren’t just upsells — they’re experience enhancers. Building them into your purchase path (especially on mobile) can significantly increase per-capita revenue while giving audiences more of what they love.
Conclusion
The 2025 Annual Ticket Buyer Report sheds light on what today’s audiences value — and where your venue can grow. From fine-tuning mobile UX to strategically timing discounts and maximizing add-on revenue, each insight offers a path to a better, more profitable audience experience.
Ready to dive deeper?
Download the full report here to access all the insights and start future-proofing your ticketing strategies today. And if you’re attending INTIX 2026 in Las Vegas, let’s connect — we’d love to talk more about how you can turn these insights into action.
This article was sponsored by AudienceView.