瑞典在线票务预订网站Showtic用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSOnline

ticket

booking:

Showticusers

in

SwedenConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofShowtic

users

inSweden:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Showticusers

inSweden

(’’brandusers’’)againstSwedish

onlineticket

bookers

ingeneral(’’category

users’’),

and

theoverall

Swedish

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Sweden)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsShowtic

is

the

seventh

most

used

ticket

portal

in

Sweden

with

Ticketmaster

infirst

placeManagement

summary:

brandusageand

competitionTop10

most

used

ticketportals

inSwedenTicketmasterLiveNationTickster57%27%27%AXS13%12%12%Biljett

NuEventimShowtic9%8%8%7%BilletoKulturbiljetterEasyTic4Notes:"Which

ofthese

online

providershave

you

bought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=565,

online

ticket

bookersConsumer

Insights

Global

as

of

September

2023Sources:The

share

of

online

ticket

bookers

using

Showtic

declined

by2

percentagepoints

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

online

ticketbookersusing

Showtic11%10%9%8%8%8%7%2021

Q12021

Q22022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

online

providershave

you

bought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=31

-

52

Showtic

users,n=315

-

565

online

ticket

bookersConsumer

Insights

Global

as

of

September

2023Sources:Showtic

users

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsShowtic

ismore

popularamongMillennials

thanother

ticket

portals.Making

theirown

decisions

islessimportant

to

Showtic

users

thantoother

onlineticket

bookers.Itstands

out

that46%

ofShowtic

usersgladlypayforservices

thatmakelifemore

convenient.Showtic

users

access

the

internet

viaatabletmore

often

thantheaverageonlineticket

booker.Showtic

ismore

popularamong

femaleonlineticket

bookers

thanmaleonlineticket

bookers.Artsandliterature

arerelativelyprevalent

interests

of

Showticusers.23%

ofShowtic

users

areinnovators

orearly

adoptersof

new

products.Onsocial

media,

Showtic

usersinteractwith

companies

more

often

than

otheronlineticket

bookers.Showtic

hasalarger

shareof

users

with

Meditation

or

wellness

are

relativelyArelatively

highshare

ofShowtic

usersthink

thateducation

isanissuethatneeds

to

beaddressed.ahighincome

than

other

ticket

portals.popularhobbiesamong

Showtic

users.Showtic

users

remember

seeing

adsinnewsletters

more

often

thanotheronlineticket

bookers.Showtic

users

aremore

likely

toliveinlarge

citiesthanonline

ticketbookers

ingeneral.6Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Showtic

is

more

popular

amongMillennials

than

other

ticket

portalsDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users10%46%37%8%Category

usersAllrespondents16%36%36%12%20%35%32%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=52,

Showtic

users,n=565,

online

ticket

bookers,n=12167,

allrespondentsSources:Consumer

Insights

Global

as

of

September

2023Showtic

is

more

popular

amongfemale

online

ticket

bookers

than

male

onlineticket

bookersDemographic

profile:

genderGenderofconsumersinSwedenBrand

users37%63%Category

usersAllrespondents45%55%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=52,

Showtic

users,n=565,

online

ticket

bookers,

n=12167,all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Showtic

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSweden50%27%24%

24%21%21%17%17%16%15%13%12%12%10%10%6%3%2%1%0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

online

providers

have

youboughteventtickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:

n=52,

Showtic

users,n=565,

online

ticket

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Showtic

has

a

larger

share

of

users

with

a

high

income

than

other

ticket

portalsDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users57%17%26%Category

usersAllrespondents46%30%23%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

online

providershave

youbought

event

ticketsfrom(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=52,

Showtic

users,n=565,

online

ticket

bookers,n=12167,allrespondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

online

ticket

bookers,

Showtic

users

are

relatively

likely

tolive

in

a

single

parent

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live31%31%29%27%27%26%24%23%21%13%10%

10%9%7%4%3%2%2%1%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

online

providershave

you

bought

event

tickets

from(website

orapp)

in

the

past12months?";

Multi

Pick;Base:n=52,

Showtic

users,n=565,

online

ticket

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Showtic

users

are

more

likely

to

live

in

large

cities

than

online

ticket

bookers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden63%48%42%29%28%21%18%14%13%11%9%2%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=52,

Showtic

users,n=565,

online

ticketbookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

20238%

of

Showtic

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users8%87%6%4%Category

usersAllrespondents11%85%9%82%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

providers

have

youbought

event

tickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=52,

Showtic

users,n=565,

online

ticket

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedMakingtheir

own

decisions

is

less

important

to

Showtic

users

than

to

otheronline

ticket

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden71%60%59%51%50%47%44%41%38%39%36%36%

36%35%27%27%30%25%25%23%22%14%12%10%8%8%

8%8%6%

5%Safety

andsecurityAhappyrelationshipAnhonest

andrespectable

lifeHavingagood

timeLearningnew

thingsSocial

justiceMaking

myown

decisionsTobesuccessfulTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12months?";

Multi

Pick;Base:n=52,

Showtic

users,n=565,

online

ticket

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Arts

andliterature

are

relatively

prevalent

interests

of

Showtic

usersConsumer

lifestyle:

main

interestsTop10

interestsofShowtic

usersinSweden75%73%68%54%63%60%59%57%49%48%46%46%46%44%44%42%41%32%40%32%38%37%36%32%28%35%32%31%30%21%Movies,TVshows&musicTravelFood

&diningHealth

&fitnessArts&literatureHistoryHome

&gardenSportsPolitics&societyandcurrentworld

eventsFinance&economyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:

n=52,

Showtic

users,n=565,

onlineticket

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Meditation

or

wellness

are

relatively

popular

hobbies

among

Showtic

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofShowtic

usersinSweden67%63%62%58%58%58%57%54%50%46%45%44%43%43%41%41%40%37%

33%31%35%34%33%29%24%23%23%20%19%19%TravelingSocializingCooking/bakingDoing

sportsandfitnessOutdooractivitiesReadingMeditation/wellnessPhotographyPetsBoard

games/cardgamesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=52,

Showtic

users,n=565,

onlineticket

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Showtic

users

are

more

likely

to

go

cycling

than

other

online

ticket

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofShowtic

usersinSweden38%37%37%35%26%25%24%24%23%21%21%18%17%17%15%15%15%15%13%13%12%11%9%9%8%8%7%6%5%5%CyclingFitness,aerobics,cardioHikingRunning/JoggingDancingSwimming/DivingBadmintonSoccerYoga

/PilatesGolfBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=34,

Showticusers,n=309,

online

ticket

bookers,n=5219,

all

respondentsConsumer

Insights

Global

as

of

September

2023Showtic

users

are

more

likely

to

follow

ice

hockey

than

the

average

onlinerConsumer

lifestyle:

sports

followedTop10

sports

followed

byShowtic

usersinSweden29%29%27%22%22%17%16%15%15%12%12%12%12%10%10%9%9%7%7%6%5%5%5%4%4%3%3%

3%3%2%IceHockeySoccerAthletics(track&field)HandballSwimming/divingBasketballGolfTennisBoxingGymnasticsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:

n=24,Showtic

users,n=224,

online

ticket

bookers,

n=3856,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

services•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

46%

of

Showtic

users

gladly

pay

forservices

that

make

lifemore

convenientConsumer

attitudes:services

&eservicesAgreementwithstatements

towards

services&eservicesinSweden50%46%43%39%35%30%29%25%23%20%18%18%8%7%5%Ilikeorganizing

mylifethroughmy

smartphone

services

thatmakemylifemore

convenientIgladlypayforIprefer

touseserviceswhere

Icanhaveapersonal

contactIamoften

frustratedbyunexpected

extrafees

attheend

ofaservice

bookingI’moften

unsatisfiedwith

servicesBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=52,

Showtic

users,n=565,

online

ticketbookers,

n=2032,

all

respondentsConsumer

Insights

Global

as

of

September

202323%

of

Showtic

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden39%38%37%26%25%24%24%23%20%16%15%11%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

providers

have

youbought

eventtickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=52,

Showtic

users,n=565,

online

ticket

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Showtic

users

think

that

education

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingtoShowtic

users66%61%61%60%60%53%52%47%50%46%45%42%40%33%40%38%33%39%33%38%38%37%34%31%34%32%31%31%24%21%CrimeRising

prices/inflation/cost

of

livingEducationEconomicsituationEnvironment

ClimatechangeHealth

andsocial

securityImmigrationCivilrightsUnemploymentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

thepast

12

months?";

Multi

Pick;Base:

n=52,

Showtic

users,n=565,

online

ticket

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

online

ticket

bookers,

Showtic

users

tend

to

have

centristpolitical

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users27%31%38%4%Category

usersAllrespondents32%24%35%9%26%26%34%15%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

online

providershave

youbought

eventtickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=52,

Showtic

users,

n=565,

online

ticket

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsShowtic

users

access

the

internet

via

a

tablet

more

often

than

the

averageonline

ticket

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet96%94%92%82%

81%75%71%69%67%64%60%58%56%47%45%42%40%38%37%

37%35%32%31%26%25%24%19%SmartphoneLaptopTabletSmart

TVStreaming

deviceCategory

usersDesktop

PCGaming

consoleSmartwatchSmart

speakersBrand

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=52,Showtic

users,n=565,

online

ticket

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

Showtic

users

interact

with

companies

more

often

than

otheronline

ticket

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type85%79%78%66%75%64%71%63%61%51%62%60%57%46%54%51%39%48%42%31%39%29%38%34%36%23%35%28%21%14%7%6%

5%6%1%0%Liked

posts

Sentprivate

CommentedLikedcompanypostsFollowedpeoplePostedpictures/videosPosted

texts/statusFollowedcompaniesSharedcompanypostsSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessageson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

have

youbought

eventtickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=52,Showtic

users,n=565,

online

ticket

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Showtic

users

tend

to

read

magazines

more

often

than

online

ticket

bookers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

inthepast4weeks88%85%83%71%82%82%75%72%76%75%62%73%59%70%68%57%67%56%44%57%55%55%42%31%40%39%38%32%30%20%28%19%14%DigitalvideocontentRadioTVDigitalmusic

OnlinenewsMovies

/cinemaMagazinesPodcastsDailynewspapersOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

have

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=33,

Showtic

users,n=281,

online

ticket

bookers,

n=6071,

all

respondentsConsumer

Insights

Global

as

of

September

2023Showtic

users

remember

seeing

ads

in

newsletters

more

often

than

otheronline

ticket

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereShowtic

usersinSweden

havecome

across

digitaladvertisinginthepast4weeks71%62%55%54%52%52%46%44%43%43%42%41%38%33%33%31%29%29%

28%21%28%28%26%22%24%24%19%19%18%14%Social

media

Search

engines

OnlinestoresNewslettersMusicportalsVideo

portalsVideo

gamesOtherappsBlogs/forumsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;

Base:

n=52,Showtic

users,n=565,

online

ticket

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Showtic

users

remember

ads

they

got

by

mail

more

often

than

other

onlineticket

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwedenhave

come

across

non-digital

advertisinginthepast4weeks65%65%53%63%54%54%52%

52%48%44%44%42%40%39%38%37%25%34%31%30%30%24%22%17%By

mailshot

/advertisingmailOnTVOnadvertisingspacesOntheradioDirectly

inthestoreInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

providershave

you

bought

event

tickets