EDM Ticket Sales Driven By Social Media + More Findings [INFOGRAPHIC]
social ticketing platform Ticketfly has released an infographic detailing the purchase
patterns of electronic dance music (EDM) concert attendees. Among the
findings include social media being the primary source of nearly six times more
ticket sales for EDM events when compared to other events. EDM fans also tend
to buy 1.6 tickets per order on average, whereas for all other Ticketfly
events, the order size averages about 2 tickets per order. Facebook mobile
users also drove three times more ticket sales for EDM events.
of this makes sense considering that EDM fans tend to skew younger, and younger
fans tend to be more avid social media users. Event announcements spread
quickly on social media, so it comes as no surprise that marketers and promoters
rely heavily on social media platforms to promote EDM events. Also, while EDM fans
tend to purchase tickets soon after discovering events on social media, they also
tend to share events more – which can multiply ticket sales.
research also indicate that social media drives twice as many EDM ticket sales
than regular search methods. 13% of sales came from search, while 23% sales
from social media. Interesting numbers considering that in other genres, search
typically drives five times more ticket sales than social media. EDM fans tend
to discover their events based on recommendations from their social graph and thus
go directly to the purchase from links on social networks, bypassing search
fans also seem to purchase fewer tickets per order – usually one ticket per
order. While it’s tough to pinpoint exactly why this is the case, it likely has
to do with the inherent communal qualities of a shared EDM experience. Speaking
generally, EDM fans like to view themselves are part of a community, which makes
it less inclined to pair up in advance of an event.
men were seen to buy up to 70% of the tickets for some EDM venues – which is
interesting considering that women tend to be more active on social media (58%
and 64% of Facebook and Twitter’s users, respectively, are female). Since social
media drives much of the EDM ticket sales as mentioned above, it’s an interesting
discovery to see that so many men are the ones actually buying the tickets.
out the full infographic below:
Hisham Dahud is a Senior Analyst for Hypebot.com. Additionally, he is the head of Business Development for Fame House and an independent musician. Follow him on Twitter: @HishamDahud
I get tons of ads for EDM concerts on my Facebook feed, so they’re definitely spending a lot on paid advertising — though it’s also easy to find out about concerts from friends or venues you like through Facebook, so that’s part of the word of mouth aspect.
Could the 1 ticket per head average be simply because most EDM gigs are not at venues that have assigned seats? And also because they don’t sell out immediately like big rock concerts. So if you know that you and your friends all buy your own tickets and will still end up together during the show, why go through the hassle of one person buying for everyone & then settling accounts, etc.
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