Wednesday, 23 January 2019 09:40

Explosion in mobile ticketing use predicted: report

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Explosion in mobile ticketing use predicted: report Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Use of mobile ticketing worldwide will reach 1.9 billion users by 2013, up from 1.1.billion in 2019, according to a new study which also reveals that the total number of digital ticketing users across mobile, online and wearable channels, will reach 2.2 billion by 2023.

According to the new research, from Juniper Research, mobile ticketing has become a primary driver of MaaS (Mobility-as-a-Service) and the future of urban mobility. MaaS is set to become the central pillar of smart city transport initiatives – leading to 60% of all mobile ticketing users using metro and rail ticketing by 2023.

The study also found that cities envisioning MaaS as the solution to improving citizen lifestyles must invest in mobile ticketing.

And, mobile ticket purchasing is becoming the norm in sports, with fans predicted to spend US$23 billion via mobile in 2023, up from US$14 billion in 2019.

Juniper says this growth in spending will be driven by increased app use by teams for fan engagement, and notes that in 2018 many teams switched to mobile ticketing, leading to nearly 80 million mobile sports ticketing users.

“The rise of sports team apps means that ticketing vendors must provide effective APIs for ticketing in-app. Without these, established vendors will find themselves displaced by newer, sports-specific ticketing solutions,” research author Nick Maynard said.

The research also found that despite low adoption by ticketing vendors, chatbots as a delivery channel will grow, and Juniper forecasts that by 2023, users will access chatbots over 4 billion times per year for ticketing purposes.

While there have been cyber security concerns about chatbots, Juniper says they have strong potential to alter the way ticketing vendors communicate with users, and anticipates that the majority of interactions will, however, provide information only, with less than 40% of interactions monetised in 2023, compared with 5% in 2019.

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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