英國(guó)在線(xiàn)票務(wù)網(wǎng)站AXS用戶(hù)市場(chǎng)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:

AXS

usersin

the

United

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAXSusers

inthe

UnitedKingdom: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

AXSusers

inthe

UnitedKingdom(’’brandusers’’)

againstUKonline

ticket

bookers

ingeneral(’’category

users’’),

and

theoverall

UKonliner,

labelledas’’all

respondents’’

inthecharts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsAXS

ranks

outside

the

top

10

of

most

used

ticket

portals

in

the

UKManagement

summary:

brandusageand

competitionTop10

most

used

ticketportals

intheUKTicketmasterEventbrite59%37%See

Tickets19%OfficialLondon

TheatreLiveNation12%12%12%Ticketlinelastminute10%10%9%9%EventimTheTicket

FactorySkiddle4Notes:"Which

ofthese

online

providershave

you

bought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=631,

online

ticket

bookersConsumer

Insights

Global

as

of

August

2023Sources:AXS

users

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAXSismore

popularamong

Millennialsthanother

ticketportals.Making

theirown

decisions

islessimportant

to

AXSusers

thanto

otheronlineticket

bookers.Itstands

out

that46%

ofAXSusers

areoften

frustrated

byunexpected

extrafees.AXSusers

access

theinternet

viaasmart

speaker

more

often

thantheaverage

onlineticket

booker.There

is

afairlyeven

splitofmale

andfemale

AXSusers.Fashion

and

beauty

arerelativelyprevalent

interests

of

AXSusers.26%

ofAXSusers

areinnovators

or

early

Onsocial

media,

AXSusers

interact

withadopters

ofnew

products.companies

more

often

thanotheronlineticket

bookers.AXShasalarger

shareof

userswith

ahighincome

thanother

ticket

portals.Socializing

is

arelatively

popularhobbyamong

AXSusers.Arelatively

highshare

ofAXSusersthink

thatclimatechangeisanissuethatneeds

to

beaddressed.AXSusers

remember

seeing

adsinonlinestores

more

often

than

otheronlineticket

bookers.AXSusersare

more

likely

toliveinmegacities

than

theaverage

onliner.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+AXS

is

more

popular

among

Millennials

than

other

ticket

portalsDemographic

profile:

generationsAgeof

consumersintheUKBrand

users26%44%26%4%Category

usersAllrespondents19%35%34%13%13%20%37%31%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=50,

AXS

users,n=631,

online

ticket

bookers,

n=24183,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023There

is

a

fairly

even

split

of

male

and

female

AXS

usersDemographic

profile:

genderGenderofconsumersintheUKBrand

users50%50%Category

usersAllrespondents45%55%49%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=50,

AXS

users,n=631,

online

ticket

bookers,n=24183,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202356%

of

AXS

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK33%32%30%28%22%22%22%17%16%16%15%10%9%

9%8%4%3%3%1%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=50,

AXS

users,n=631,

online

ticket

bookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:AXS

has

a

larger

share

of

users

with

a

high

income

than

other

ticket

portalsDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users54%25%21%21%Category

usersAllrespondents40%39%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=50,

AXS

users,

n=631,

online

ticket

bookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

online

ticket

bookers,

AXS

users

are

relatively

likely

to

live

ina

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive36%34%34%27%24%20%18%16%13%12%11%8%

8%

8%8%6%6%4%

4%Other2%

2%Multi-generationalfamilySinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesBrand

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=50,

AXS

users,n=631,

online

ticket

bookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023AXS

users

are

more

likely

to

live

in

megacities

than

the

average

onlinerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK28%26%26%

26%24%24%21%20%16%16%12%12%10%10%10%7%7%4%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=50,

AXS

users,n=631,

online

ticketbookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

AXS

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users8%8%8%86%6%Category

usersAllrespondents89%3%89%3%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=50,

AXS

users,n=631,online

ticket

bookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedMakingtheir

own

decisions

is

less

important

to

AXS

users

than

to

other

onlineticket

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK64%59%58%49%

49%41%46%42%40%

38%34%40%22%24%24%29%

29%27%26%24%24%20%14%13%13%12%12%10%10%7%AhappyrelationshipSafety

andsecurityHavingagood

timeAnhonest

andrespectable

lifeLearningnew

thingsTobesuccessfulAdvancingmy

careerSocial

justiceMaking

myown

decisionsTraditionsBrand

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=50,

AXS

users,n=631,

online

ticket

bookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relatively

prevalent

interests

of

AXS

usersConsumer

lifestyle:

main

interestsTop10

interestsofAXSusersintheUK71%70%56%56%54%

54%43%54%50%50%44%42%42%42%40%40%40%37%32%38%35%30%35%34%33%32%26%25%24%21%Movies,TVshows&musicFood

&diningTravelFashion&beautyHealth

&fitnessFinance&economyHome

&gardenFamily

&parentingSportsHistoryBrand

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=50,

AXS

users,n=631,

online

ticketbookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Socializing

is

a

relatively

popular

hobby

among

AXS

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAXSusersintheUK62%62%54%53%51%44%44%43%37%42%42%41%39%29%38%35%35%34%34%33%32%29%26%30%30%29%28%28%25%23%ReadingSocializingTravelingCooking/bakingDoing

sportsandfitnessOutdooractivitiesVideo

gamingDIYandarts&craftsPetsGardeningandplantsBrand

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=50,

AXS

users,n=631,

onlineticket

bookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023AXS

users

are

more

likely

to

play

badminton

than

other

online

ticket

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAXSusersintheUK30%21%18%18%18%16%12%16%16%16%

16%10%16%16%14%14%13%12%12%10%10%9%8%7%7%7%7%6%4%3%Fitness,aerobics,cardioBadmintonCyclingSoccerBasketballDancingRunning/JoggingYoga

/PilatesSwimming/DivingAmericanFootball

/FlagFootballBrand

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=26,

AXS

users,n=633,

online

ticket

bookers,

n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

2023AXS

users

are

more

likely

to

follow

basketball

than

other

online

ticket

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byAXSusersintheUK34%28%26%20%18%16%14%14%13%12%12%12%

12%12%11%10%10%9%9%8%9%8%7%7%7%6%5%5%2%1%SoccerTennisBasketballMotorsportsAmericanfootballRugbyBoxingCricketCyclingField

hockeyBrand

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=20,

AXSusers,n=546,

online

ticket

bookers,n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

services?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

46%

of

AXS

users

are

often

frustrated

by

unexpected

extrafeesConsumer

attitudes:services

&eservicesAgreementwithstatements

towards

services&eservicesintheUK52%49%46%46%41%40%34%33%32%29%26%24%12%9%8%IgladlypayforIlikeorganizing

mylifeIamoften

frustratedIprefer

touseserviceswhere

Icanhaveapersonal

contactI’moften

unsatisfiedservices

thatmakemy

throughmy

smartphone

byunexpected

extralifemore

convenientwith

servicesfees

atthe

end

ofaservice

bookingBrand

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=50,

AXS

users,n=631,

online

ticketbookers,

n=4030,

all

respondentsConsumer

Insights

Global

as

of

August

202326%

of

AXS

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK36%34%32%30%32%30%22%20%17%14%14%11%4%2%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=50,

AXS

users,n=631,

online

ticket

bookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

AXS

users

think

that

climate

change

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toAXSusers73%68%63%62%60%56%48%48%46%46%46%

44%39%42%37%43%42%36%34%39%33%40%35%36%36%34%32%

26%25%30%Rising

prices/inflation/cost

of

livingEconomicsituationClimatechangeHousingEnvironmentPovertyHealth

andsocial

securityEducationCrimeFood

andwater

securityBrand

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=50,

AXS

users,n=631,

online

ticket

bookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023AXS

users

tend

to

have

more

left

leaning

political

views

than

other

online

ticketbookersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users38%22%34%23%6%Category

usersAllrespondents29%37%11%23%37%26%14%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=50,

AXS

users,n=631,

online

ticket

bookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsAXS

users

access

the

internet

via

a

smart

speaker

more

often

than

the

averageonline

ticket

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet95%90%91%84%80%72%69%69%61%60%60%58%52%50%48%46%46%42%41%38%39%38%38%36%35%31%30%SmartphoneLaptopSmart

TVSmart

speakersBrand

usersTabletDesktop

PCSmartwatchStreaming

device

Gaming

consoleCategory

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=50,AXS

users,n=631,

online

ticket

bookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

AXS

users

interact

with

companies

more

often

than

otheronline

ticket

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type72%70%67%66%54%64%64%61%47%56%56%54%54%51%41%50%39%48%44%42%31%40%30%38%27%34%32%22%20%15%8%6%

6%7%3%0%Liked

postsbyotherusersFollowedpeopleSentprivate

Commentedmessages

on

postsPostedpictures/videosSharedpostsbyother

usersPosted

texts/statusLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

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=50,AXS

users,n=631,

online

ticket

bookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023AXS

users

tend

to

go

to

the

movies

more

often

than

online

ticket

bookers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks96%88%87%79%76%68%70%67%66%64%50%59%

58%58%54%46%44%42%35%42%42%31%38%35%27%31%26%28%23%18%24%21%15%TVDigitalvideo

Digitalmusiccontent

contentRadioOnlinenewswebsitesMovies

/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersBrand

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=50,

AXS

users,n=631,online

ticket

bookers,n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023AXS

users

remember

seeing

ads

in

online

stores

more

often

than

other

onlineticket

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAXSusersintheUK

havecome

across

digital

advertisinginthepast4weeks66%66%57%56%56%50%48%48%46%43%43%31%37%37%36%36%35%32%28%27%27%25%25%22%20%17%13%18%14%10%Onlinestores

Search

engines

Social

mediaVideo

portals

Video

streamingservicesWebsitesandappsof

brandsMusicportalsVideo

gamesNewslettersEditorialwebsitesandappsBrand

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=50,AXS

users,n=631,

online

ticket

bookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023AXS

users

remember

ads

they

saw

out-of-home

more

often

than

the

averageonlinerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks76%62%64%49%51%46%38%46%44%42%

43%38%36%32%29%28%28%28%27%25%23%19%18%18%OnTVOnadvertising

By

mailshot

/

AtthemoviesDirectly

inthestoreOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsspacesadvertisingmail/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)

in

the

past

12

months?";

Multi

Pick;