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18
Feb
2019

Mobile & Online Ticketing – Mobile Leading the Way

POSTED BY Nick Maynard
In terms of digital ticketing, mobile is having an enormous impact on the way tickets are purchased and distributed, leading to ramifications throughout the ticketing space.

While in terms of user adoption, online ticketing is far more established in terms of discovery, purchase and delivery, mobile ticketing has been evolving over the past few years to become consumers’ preferred channel in certain segments. This includes both entertainment events ticketing and metro/bus ticketing.

The user adoption in this area is based on the suitability of mobile in the space. Mobile ticketing for metro/bus is far simpler and easier to validate than other methods, which is also true of the entertainment area. Also, in the entertainment space, ticketing on smartphones enables integration with smartphone apps, which can provide extra opportunities to increase revenues. This is particularly important in the sports events ticketing area, where sports teams are rapidly introducing apps for fan interaction, making mobile ticketing a crucial area.
 

The smartphone as a basis for ticketing will therefore continue to grow rapidly, driven by smartphone penetration in developing areas, as well as increased user demand for convenient services.


The process of transition to a full mobile-first experience however will require significant investment from both vendors in developing suitable solutions and transport authorities in deploying them. This will require a change in attitudes from transport authorities in particular, which generally have not taken a long-term, holistic view of future transport planning.
 

Juniper found that users of mobile ticketing will total 1.9 billion by 2023, up from 1.1 billion in 2019. In comparison, the total number of digital ticketing users, across mobile, online and wearable channels, will reach 2.2 billion by 2023.

 

Total Number of Mobile Ticketing Users (m) in 2023: 1.9 billion