Arts Ticket Buying Online Now Preferred
Yesterday at my seminar in Ft. Lauderdale, I showed data from our most recent survey of arts Patrons, data which has now been incorporated in the third edition of my book Wired for Culture: How E-mail is Revolutionizing Arts Marketing. This year we surveyed over 8,000 arts patrons from 18 different arts organizations and aggregated the results.
The data point that caught everyone’s attention yesterday was that when asked "how do you prefer to buy single tickets for arts events" 53% of the audience indicated that buying tickets online was their preference. That’s a huge increase over only a few years ago, and it drives home a point that I emphasize in the seminar. That is, that the arts market of ticket buyers have changed their buying behavior profoundly in the last five years.
That’s why those arts marketers who have built high quality opt-in e-mail lists are having great success driving traffic from their e-mails to their "buy tickets" links on their sites.