StubHub Global Survey Finds Live Experiences Hold the Keys to Happiness
October 18 2016 - 6:10AM
Business Wire
People around the world say that live event
experiences lead to greater happiness and human connection than the
use of social media or mobile phones.
StubHub, the world’s largest ticket marketplace, and consumer
insights firm Trendera today released the results of a new global
study that demonstrate the power of live experiences on happiness
and social connection. Exploring the attitudes and behaviors of
consumers in 20 cities around the world, the study highlights the
extreme – and often surprising – lengths to which people would go
to see their favorite acts, including giving up daily technology
use, toilet paper, relationships and more.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20161018005671/en/
StubHub's new global study shows the
benefits of live experiences to happiness and social connection.
(Graphic: Business Wire)
Survey respondents offered compelling reasons for prioritizing
live experiences over regular life routines, reporting that: Live
experiences have a deeply meaningful impact on their emotions and
memories; sharing live experiences with friends is increasingly
important; and attending live events is a benefit that stretches
across borders.
“One of the biggest trends we’re seeing at StubHub is that live
experiences are an increasingly valuable way to enrich people’s
lives, especially because of the incredible memories they create,”
said Jess Tassell, StubHub Director of ’Think’.
“Around the world, people are placing a premium on live events,
participating more and more in the so-called ‘experience economy,’
and sharing a surprising willingness to give up basic human
comforts for up-close-and-personal experiences with their favorite
artists and athletes.”
Key findings from StubHub’s new study include:
1. Live experiences have a direct impact on our
emotions and create lasting memories.
- Musical magic. Survey results
showed that music sparks the most positive emotions out of
all types of events: 62% of all respondents said that attending a
concert makes them happy, vs. 49% for sports.
- Females more musically inclined.
This is particularly true for women: 66% of female respondents said
that concerts make them happy, vs. 58% of men.
- Festivals draw a younger crowd.
Young people responded similarly to musical happiness:
18-24-year-olds were more likely to say that going to a festival
makes them happy than other age groups.
- Memories add up. 75% of
respondents cited making unforgettable memories as the best part
about attending a live event.
- There’s something to be said for the
past. Respondents named their first concert as their best
memory (35%), over their first job (33%) and their first kiss
(32%).
2. Sharing live event experiences with friends is
increasingly important, especially on social media.
- Live experiences have become
inextricably linked with social media and mobile, and nearly
one-third (31%) of respondents said that sharing these experiences
over social media was one of the best parts of attending an
event.
- Experiences are a new form of social
currency. 83% of respondents would prefer to post on social
media about a live sports, music, or theater event than about a
purchased material good.
- Social skews younger, too.
Social sharing is most prevalent among young people: While all age
groups ranked high for social sharing, 88% of respondents between
the ages of 18 and 24 were more likely to post about a live event
on their social media accounts than older age groups.
3. The inspiration of live experiences knows no
bounds.
- Outside the U.S. Fans from all
corners of the globe care about sharing experiences with their
peers: 80% of respondents from countries outside the U.S. said they
prefer to tell their friends about an experience instead of a
purchase (vs. 74% in the U.S.).
- World travelers. International
respondents were significantly more likely than those in the U.S.
to travel internationally for an event: More than half (51%) said
they were willing to travel outside the country for a major
championship, mega-concert, or music festival, in contrast to only
27% of U.S. respondents.
- Fútbol scores with international
audience. Globally, fútbol (“soccer” in the U.S.) is the most
popular sport, as respondents would choose the FIFA World Cup (25%)
over the Olympics (24%), the Super Bowl (14%), or the NBA Finals
(10%) if given the opportunity to attend any sporting event.
Fans’ affinity for live experiences proved to be stronger than a
number of day-to-day human behaviors, needs and even hygiene.
The survey found that fans would go to extreme lengths for VIP
experiences to see their favorite artist play live or to see their
favorite sports team or player play in a championship game:
Classic – and somewhat concerning – behavior change:
See their favorite MUSICIAN/BAND of
all time play live
See their favorite SPORTS TEAM or
PLAYER play in a title game
Work on a major holiday:
45% 36%
Delete social media for a
month:
42% 31%
Give up mobile phone for a
week:
35% 28%
Give up drinking for a year:
33% 27%
Go without sex for a month:
26% 19%
Go without Wi-Fi for a month:
26% 22%
Give up toilet paper for a
week:
11% 11%
Go without showering for a
month:
12% 15%
Break up with their
partner: 7% 7%
- Other things respondents were
willing to give up for VIP experiences include: promotions at
work, international vacations and favorite foods.
For more information and additional survey results, please visit
the StubHub Press Box.
About StubHub
At StubHub, our mission is simple: help fans find fun. We
connect fans with their favorite teams, shows and artists and
introduce them to the ones they’ll love next. As the largest ticket
marketplace in the world, we enable fans to buy and sell tickets to
tens of thousands of events, whenever they want, through our
desktop and mobile experiences, including our StubHub app for
iPhone, iPad, Apple Watch and Android. Offering a superior fan
experience at its core, StubHub reinvented the ticket resale market
in 2000 and continues to lead it through innovation. Our industry
firsts include the introduction of the first ticketing application,
the first interactive seat mapping tool and the first live
entertainment rewards program, Fan Rewards™. Our business partners
include more than 60 teams in MLB, NBA, NHL, MLS and NCAA, AEG, AXS
and Spectra Ticketing & Fan Engagement. With the acquisition of
Ticketbis in August 2016, throughout the world, StubHub provides
the total end-to-end event going experience. StubHub is an eBay
company (NASDAQ: EBAY). For more information on StubHub, visit
StubHub.com or follow @StubHub on Twitter, Facebook and Instagram
or YouTube.com/StubHub.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20161018005671/en/
StubHubJess ErskineJerskine@stubhub.comorExtension PR for
StubHubMaggie HundMHund@extensionpr.com
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