Aussies spent $2.5 billion online in 2015 on tickets to shows, films and events—40% was by women aged 35+
Australians (14+) spent an estimated $2.5 billion in 2015 buying tickets to shows, movies and events over the internet, Roy Morgan Research shows—women spent around $300 million more than men, while older show-goers and families together spent three times more than the under-35s.
14-24 year-olds spent $279 million on tickets online last year—a lot, to be sure, but only 11% of the overall market. 25-34 year-olds spent a little more: $354 million, or 14% of all dollars. Combined, they make up only a quarter of online ticket sales by value, while Australians aged 50+ clicked to buy $810 million worth of tickets in 2015, almost a third (32%) of the market.
But the largest slice of the pie was spent by 35-49 year-olds, who clicked to buy over a billion dollars’ worth of entertainment tickets in 2015. Of course, rather than just tickets for themselves and perhaps a partner, many in this age bracket may well need to shell out for seats for two adults and a bunch of kids.
There are also some differences between how much men and women spend—individually or as a group. Overall, almost 250,000 more women than men buy tickets online during an average month—but when men do buy tickets online, they spend around $20 more. However, the higher purchasing incidence among women, across all age groups, more than makes up for their lower average expenditure, and in 2015 56% of online entertainment ticket sales went to women.
Share of $2.5 billion entertainment ticket sales online in 2015 by age and gendr
Source: Roy Morgan Single Source, January – December 2015, sample n = 50,276 Australians 14+