Table of Contents
Overview
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- What you need to know
- Issues covered in this report
Executive Summary
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- The market
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- Figure 1: Estimated IoI events tourism market, by segment, 2011-16
- Forecast
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- Figure 2: Indexed estimated market value for events tourism, NI and RoI, 2011-21
- Market factors
- Majority of NI and RoI consumers unsure about their future post-Brexit
- Ticket prices for events and festivals continue to grow
- Secondary ticketing a hot issue
- Device ownership continues to grow
- Exchange rate could encourage cross-border event/ festival-going
- Who's innovating?
- The consumer
- Pop and rock key music events/ festivals for Ireland
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- Figure 3: Types of music events or festivals consumers have visited in the last 12 months, NI and RoI, June 2016
- Cultural/ maritime and countryside events most popular non-music events
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- Figure 4: Types of non-music events or festivals consumers have visited in the last 12 months, NI and RoI, June 2016
- Location important factor for attendance
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- Figure 5: Factors (excluding cost) that would encourage consumers to attend more events or festivals, NI and RoI, June 2016
- Ticketing apps most used type of technology
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- Figure 6: Types of technology that consumers have used or would consider using in the future at events or festivals, NI and RoI, June 2016
The Market – What You Need to Know
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- Higher visitor numbers boost event revenue
- Consumer confidence shaken by Brexit result
- Ticket prices for events and festivals outstrip wage growth
- Opportunities in strong device ownership
- Cross-border attendance of NI events
Market Size and Forecast
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- Higher visitor numbers in RoI help to boost events revenue
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- Figure 7: Estimated market value for events tourism, IoI, NI and RoI, 2011-21
- Brexit likely to take toll on NI revenue in the near future
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- Figure 8: Indexed estimated market value for events tourism, NI and RoI, 2011-21
- Ticket cost still accounts for majority of spending
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- Figure 9: Estimated IoI events tourism market, by segment, 2011-16
- Ireland experiencing stronger visitor levels in 2015/16
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- Figure 10: Estimated total visitor numbers, IoI, NI and RoI, 2011-21
Market Drivers
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- Consumer confidence shaken by Brexit result
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- Figure 11: Consumer confidence index, NI, Q1 2012-Q1 2016
- Figure 12: Consumer sentiment index, RoI, July 2012-July 2016
- Most consumers unsure about their personal futures
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- Figure 13: How consumer feel about their personal future situation due to the EU referendum (Brexit), NI and RoI, August 2016
- Ticket prices for events and festivals continue to grow
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- Figure 14: Average price of selected UK & Irish music festivals, 2006 vs. 2015
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- Figure 15: If consumers think the EU referendum (Brexit) will positively or negatively impact their cost of living, NI and RoI, August 2016
- Secondary ticketing avoids stronger regulation in the UK, while legislation proposed in RoI
- Device ownership continues to grow
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- Figure 16: Ownership of or access to mobile technology devices, NI and RoI, June 2015 and June 2016
- Devices as a payment method at events
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- Figure 17: Agreement with statements relating to contactless payments, NI and RoI, April 2016
- NI events could benefit in the short term from the exchange rate
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- Figure 18: Exchange rate of Sterling (£) vs the euro (€), 2010-16
Who’s Innovating? – What You Need to Know
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- Contactless payment solutions increase usage
- EE makes Glastonbury the most connected event of 2016
- Scope to attract foodies during NI Year of Food and Drink
- SeatGeek brings new ticketing service
Who's Innovating?
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- Gemalto launches contactless transport ticket wristbands for Rio
- Outside Lands attracts foodies and music fans
- Loowatt brings luxury toilets to festivals
- EE makes Glastonbury the most connected festival of 2016
- Ulster Grand Prix launches app and Snapchat account
- SeatGeek aims to modernise the ticketing experience
The Consumer – What You Need to Know
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- Rock and pop most visited types of music events/ festivals
- Cultural/ maritime and countryside non-music events appeal to families
- Location important factor for attendance
- Ticket apps show strong usage
The Consumer – Types of Events and Festivals Attended
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- NI consumers show preference for rock, RoI for pop/R&B
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- Figure 19: Types of music events or festivals consumers have and would consider visiting in the future, NI and RoI, June 2016
- Rock appeals to different consumer types in NI and RoI
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- Figure 20: Consumers who have attended a rock/metal/indie/punk music concert/festival in the last 12 months, by gender and age, NI and RoI, June 2016
- Pop has broad appeal across the board
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- Figure 21: Consumers who have attended a pop/R&B concert/festival in the last 12 months, by gender and social group, NI and RoI, June 2016
- RoI consumers almost twice as likely to visit a folk music event
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- Figure 22: Consumers who have and/or would consider visiting a traditional Irish/folk music concert/festival in the future, NI and RoI, June 2016
- Cultural/ maritime events visited by one in three in NI
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- Figure 23: Types of non-music events or festivals consumers have and would consider visiting in the future, NI and RoI, June 2016
- Culture & maritime festivals prove to be a strong draw to men and those with families
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- Figure 24: Consumers who have attended a cultural/ maritime event/ festival in the last 12 months, by gender and age of children in household, NI and RoI, June 2016
- Country shows continue to be a family favourite
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- Figure 25: Consumers who have attended a countryside fair/show in the last 12 months, by age of children in household, NI and RoI, June 2016
- Sports events have strong pull in RoI
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- Figure 26: Consumers who have visited or would consider visiting sports event/ festival in the future, NI and RoI, June 2016
The Consumer – Factors that Would Encourage Consumers to Attend More Events
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- Location important factor for attendance
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- Figure 27: Factors (excluding cost) that would encourage consumers to attend more events or festivals, NI and RoI, June 2016
- Consumers want events nearby or at least easier to travel to
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- Figure 28: Selected factors relating to location and transport that would encourage consumers to attend more events or festivals, NI and RoI, June 2016
- Low-cost accommodation
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- Figure 29: Consumers stating availability of low-cost accommodation at or near the event would encourage them to visit more events, by gender, NI and RoI, June 2016
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- Figure 30: Consumer price index of accommodation services, RoI and UK, 2011-15
- Washroom hygiene vitally important to mature consumers
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- Figure 31: Consumers stating availability of better washroom/ toilet facilities at or near the event would encourage them to visit more events, by gender and age, NI and RoI, June 2016
The Consumer – Technology Consumers Would Consider Using for Events and Festivals
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- Irish consumers show strong use of ticket apps
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- Figure 32: Types of technology that consumers have used or would consider using in the future at events or festivals, NI and RoI, June 2016
- Ticket-buying apps mean fans don’t miss out
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- Figure 33: If consumers have used a ticket-buying app on smartphone/tablet (eg Ticketmaster, O2 Academy), by age, NI and RoI, June 2016
- Strong rejection of secondary ticketing sites
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- Figure 34: Consumers who have not used and not would consider using secondary (fan-to-fan) ticketing website (eg Seatwave, Viagogo etc) to buy/sell tickets, by age, NI and RoI, June 2016
- Last-minute ticket apps
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- Figure 35: Consumers who would be interested in using app on smartphone/tablet that tells them about last-minute availability of music concert tickets, by gender, NI and RoI, June 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Generational cohort definitions
- Abbreviations
Appendix – The Consumer
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- NI Toluna data
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- Figure 36: Types of events or festivals visited by consumers in the last 12 months, by demographics, NI, June 2016
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- Figure 37: Types of events or festivals visited by consumers in the last 12 months, by demographics, NI, June 2016 (continued)
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- Figure 38: Types of events or festivals visited by consumers in the last 12 months, by demographics, NI, June 2016 (continued)
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- Figure 39: Types of events or festivals visited by consumers 1-2 years ago, by demographics, NI, June 2016
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- Figure 40: Types of events or festivals visited by consumers 1-2 years ago, by demographics, NI, June 2016 (continued)
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- Figure 41: Types of events or festivals visited by consumers 1-2 years ago, by demographics, NI, June 2016 (continued)
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- Figure 42: Types of events or festivals consumers would consider visiting in the future, by demographics, NI, June 2016
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- Figure 43: Types of events or festivals consumers would consider visiting in the future, by demographics, NI, June 2016 (continued)
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- Figure 44: Types of events or festivals consumers would consider visiting in the future, by demographics, NI, June 2016 (continued)
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- Figure 45: Types of events or festivals consumers have not visited and would not consider visiting in the future, by demographics, NI, June 2016
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- Figure 46: Types of events or festivals consumers have not visited and would not consider visiting in the future, by demographics, NI, June 2016 (continued)
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- Figure 47: Types of events or festivals consumers have not visited and would not consider visiting in the future, by demographics, NI, June 2016 (continued)
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- Figure 48: Factors (excluding cost of ticket) that would encourage consumers to attend more events, concerts and/or festivals, by demographics, NI, June 2016
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- Figure 49: Factors (excluding cost of ticket) that would encourage consumers to attend more events, concerts and/or festivals, by demographics, NI, June 2016 (continued)
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- Figure 50: Factors (excluding cost of ticket) that would encourage consumers to attend more events, concerts and/or festivals, by demographics, NI, June 2016 (continued)
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- Figure 51: If consumers have used or would consider using secondary (fan-to-fan) ticketing website (eg Seatwave, Viagogo etc) to buy/sell tickets, by demographics, NI, June 2016
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- Figure 52: If consumers have used or would consider using event or promoter’s Facebook/Twitter page to buy tickets, by demographics, NI, June 2016
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- Figure 53: If consumers have used or would consider using a service which alerts them when bands or artists they like are playing in their area (eg Songkick, Eventful etc), by demographics, NI, June 2016
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- Figure 54: If consumers have used or would consider using a service where you can request that a band or artist comes to your area when they tour (eg Eventful, WeDemand, Bandsintown etc), by demographics, NI, June 2016
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- Figure 55: If consumers have used or would consider using a ticket-buying app on smartphone/tablet (eg Ticketmaster, O2 Academy), by demographics, NI, June 2016
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- Figure 56: If consumers have used or would consider using an app on smartphone/tablet that tells you about last-minute availability of music concert tickets, by demographics, NI, June 2016
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- Figure 57: If consumers have used or would consider using a mobile wallet (ie pay with your smartphone – eg Google Wallet, Apple Pay) to pay for things at a concert or festival, by demographics, NI, June 2016
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- Figure 58: If consumers have used or would consider using a contactless wristband (pre-loaded with a set amount of credit) to pay for things at a concert or festival, by demographics, NI, June 2016
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- Figure 59: If consumers have used or would consider using a contactless wristband that restricts ability to buy alcohol at events for underage visitors (under 18), by demographics, NI, June 2016
- RoI Toluna data
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- Figure 60: Types of events or festivals visited by consumers in the last 12 months, by demographics, RoI, June 2016
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- Figure 61: Types of events or festivals visited by consumers in the last 12 months, by demographics, RoI, June 2016 (continued)
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- Figure 62: Types of events or festivals visited by consumers in the last 12 months, by demographics, RoI, June 2016 (continued)
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- Figure 63: Types of events or festivals visited by consumers 1-2 years ago, by demographics, RoI, June 2016
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- Figure 64: Types of events or festivals visited by consumers 1-2 years ago, by demographics, RoI, June 2016 (continued)
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- Figure 65: Types of events or festivals visited by consumers 1-2 years ago, by demographics, RoI, June 2016 (continued)
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- Figure 66: Types of events or festivals consumers would consider visiting in the future, by demographics, RoI, June 2016
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- Figure 67: Types of events or festivals consumers would consider visiting in the future, by demographics, RoI, June 2016 (continued)
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- Figure 68: Types of events or festivals consumers would consider visiting in the future, by demographics, RoI, June 2016 (continued)
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- Figure 69: Types of events or festivals consumers have not visited and would not consider visiting in the future, by demographics, RoI, June 2016
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- Figure 70: Types of events or festivals consumers have not visited and would not consider visiting in the future, by demographics, RoI, June 2016 (continued)
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- Figure 71: Types of events or festivals consumers have not visited and would not consider visiting in the future, by demographics, RoI, June 2016 (continued)
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- Figure 72: Factors (excluding cost of ticket) that would encourage consumers to attend more events, concerts and/or festivals, by demographics, RoI, June 2016
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- Figure 73: Factors (excluding cost of ticket) that would encourage consumers to attend more events, concerts and/or festivals, by demographics, RoI, June 2016 (continued)
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- Figure 74: Factors (excluding cost of ticket) that would encourage consumers to attend more events, concerts and/or festivals, by demographics, RoI, June 2016 (continued)
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- Figure 75: If consumers have used or would consider using secondary (fan-to-fan) ticketing website (eg Seatwave, Viagogo etc) to buy/sell tickets, by demographics, RoI, June 2016
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- Figure 76: If consumers have used or would consider using event or promoter’s Facebook/Twitter page to buy tickets, by demographics, RoI, June 2016
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- Figure 77: If consumers have used or would consider using a service which alerts them when bands or artists they like are playing in their area (eg Songkick, Eventful etc), by demographics, RoI, June 2016
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- Figure 78: If consumers have used or would consider using a service where you can request that a band or artist comes to your area when they tour (eg Eventful, WeDemand, Bandsintown etc), by demographics, RoI, June 2016
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- Figure 79: If consumers have used or would consider using a ticket-buying app on smartphone/tablet (eg Ticketmaster, O2 Academy), by demographics, RoI, June 2016
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- Figure 80: If consumers have used or would consider using an app on smartphone/tablet that tells you about last-minute availability of music concert tickets, by demographics, RoI, June 2016
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- Figure 81: If consumers have used or would consider using a mobile wallet (ie pay with your smartphone – eg Google Wallet, Apple Pay) to pay for things at a concert or festival, by demographics, RoI, June 2016
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- Figure 82: If consumers have used or would consider using a contactless wristband (pre-loaded with a set amount of credit) to pay for things at a concert or festival, by demographics, RoI, June 2016
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- Figure 83: If consumers have used or would consider using a contactless wristband that restricts ability to buy alcohol at events for underage visitors (under 18), by demographics, RoI, June 2016
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