Ticketmaster New Zealand has released the results of its first The Journey To Live national fan research survey.
The Journey To Live is an ongoing research project undertaken by Ticketmaster New Zealand’s Data & Insights team to capture current and ongoing fan sentiment during COVID-19 lockdowns and as things across New Zealand continue to change as we return to a fully functioning live industry.
This ongoing research will assist Ticketmaster in supporting our fans, venues, promoters, and the industry at large as we get back to live.
Throughout May and June 2020, Ticketmaster surveyed more than 3,000 active live entertainment fans around New Zealand* to better understand their desire to attend live events and gauge their expectations relating to health and safety at these events.
Among key statistics, the research found that 57% of fans are planning on attending live events as soon as they are allowed to – with 55% expecting that things will return to normal soon.
63% of fans haven’t changed their plans and are still aiming to attend the same number of events as before lockdown. Excitement is high within younger demographics, with 18-24 year olds (16%) and 25-34 year olds (13%) planning to attend more events than usual when restrictions are lifted.
As expected, safety at events is ‘very important’ for most fans, including increased cleaning and sanitisation stations. However, one-in-three fans feel comfortable attending live events without any additional precautions.
Ongoing research will look to uncover more about the conditions and measures that will make fans feel more comfortable when attending live events in the future.
Susie Kyrou, General Manager – Data and Insights for Australia and New Zealand says, “In these unprecedented times, it’s important that we continue to stay connected to our fans. Through our exclusive research and audience insight capabilities we will continue to monitor fans’ desire to attend live events, as well as health and economic impacts, and expected precautions and protocols for when our industry reopens its doors.
“We are in this together and Ticketmaster is here to support you as we navigate the journey from ‘Live will return’ to ‘Live is back’.”
More detailed information on the fan research findings is available by contacting your Ticketmaster representative.** +/- 2% margin with a 99% confidence interval