Concertgoers said they would attend more events if buying tickets online felt more secure, according to a new study.
The Aventus study found that 12% of respondents have purchased tickets that turned out to be scams. While it varies across generations, Aventus said that millennials were most susceptible to this type of fraud.
The study also found that 2/3 of respondents are worried about being scammed when purchasing tickets, however, the amount of ticket-buyers worried about being scammed far surmounted the percentage who actually fall victim to these scams.
It also noted that 72% of concertgoers would attend more events if purchasing tickets online felt more secure/
"Our survey found that the vast majority of ticket-buyers surveyed felt so insecure when purchasing tickets online that they avoided doing it as much as they might like, with almost three-quarters saying they would attend more events if they felt more secure," Aventus said.
In addition, 80% of respondents would be more likely to purchase a ticket if they could avoid secondary marketplaces like Viagogo or Craigslist
Last, the survey noted that 54% felt that their perception of the artist had been negatively impacted following falling victim to a scam. "Taken together, the results of this latest survey show that ticket scams are reputationally damaging to the industry as a whole, from primary sellers to secondary markets (whether good or bad actors) to artists and bands. Venues, too, take a large amount of the flack on the ground, dealing with disappointed and frustrated would-be-attendees who fail to gain entry following a scam," it said.